Research On Government Functions In The Development Of Rural Tourism In Juancheng County

With the active promotion of the rural revitalization strategy in China,the development of rural tourism is in favor of the sustainable development of rural economy and society and also benefit to the construction of ‘beautiful villages',which is a powerful driving force for revitalizing the rural revitalization strategy.However,from the perspective of the development of rural tourism in China,there are still many problems: The government's project function has not fully played its role;the investment in public goods and services is insufficient;the publicity and marketing work is imperfect,and there are not enough talents and professionals in rural tourism,etc.Therefore,it is more important for the government to explore the role orientation in the development of rural tourism,to seek the problems and causes of its function playing,and to actively optimize the government functions in rural tourism to promote the development of rural tourism.This paper takes Juancheng County as the research object to do research with the methods of literature review and case study from the perspective of public management.First of all,the author analyzes the research status of this subject in academic circles through consulting the literature obtained from cnki.net,and summarizes relevant research theories of rural tourism at home and abroad.Secondly,the author explains the basic concepts of rural tourism and analyzes the functions of planning and design,public product supply,publicity and promotion,and personnel security that the government should undertake in the development of rural tourism.The Market Failure Theory,Public Product Theory,and Place Government Theory are also explained in this paper.Thirdly,the author summarizes the advantages of rural tourism resources in Juancheng County and the specific performance of government functions in the development of rural tourism.The author also concludes the problems of the function playing of Juancheng County in the development of its rural tourism,and analyzes the causes of these problems.Finally,the countermeasures and suggestions for optimizing the government functions in the development of rural tourism in Yucheng County are explored and discussed.Through the research,this paper believes that Juancheng County are rich in historic sites and resources.It has unique tourism resources such as hot springs,forests and rivers,so the rural tourism development has shown a vigorous development trend.However,compared with many areas where rural tourism has been developed completely,the rural tourism development of Juancheng Conty is still in an early stage.The government should give full play to its positive role and rely on rural tourism to promote the construction of ‘beautiful villages'.Based on the development status of rural tourism in Juancheng County and focusing on the its county government functions,this paper proposes some optimization measures such as improving the rural tourism system planning,clear function orientation and optimize public service,strengthening multi-level publicity and marketing,attaching importance to the cultivation of talents regarding rural tourism,and rationalizing the management system of rural tourism to facilitate the rural revitalization of Juancheng county.