Study On The Optimization Of Government Functions In The Development Of Rural Tourism In Pingyang County

With the rapid economic growth,the society has achieved steady development and the social living standard is getting much more better.The development of rural tourism has entered the fast lane.The number of people who have been attracted by the developing speed becomes incredibly huge.Rural tourism leads to a high standard of natural environment in rural areas,and also plays an important role in creating career opportunities and driving the development of affiliated industries.Rural tourism has become an crucial power for helping the rural area to change their mode of the economic development as well as stimulating the social revitalization.Therefore,more and more local governments and residents pay their attention to the advantages of the rural tourism.More grass-roots governments seize the opportunity to formulate a series of policies and measures in order to promote the development of rural tourism within their jurisdiction,so as to improve the level of rural material wealth and social stability.However,due to the backward government management mechanism,imperfect infrastructure,lack of professional talents,inadequate implementation of planning and other factors,Rural tourism faces a series of development problems.Taking Pingyang County as an example,this paper studies the functions of grass-roots government in rural tourism development under the background of comprehensive tourism development.The whole paper consists of six parts.The first part is the introduction.The author focuses on the background and significance of the topic selection,Looking at the current research situation at home and abroad,the research methods and ideas,and the research innovations and difficulties.The second part of this paper is the definition and theoretical basis of this paper,including three key concepts of global tourism,rural tourism and government functions,and four theoretical foundations of market failure theory,public goods theory,new public service theory and the theory of ecological civilization construction.The third part of the article analyzes the present situation of rural tourism development and grass-roots government functions in Pingyang County.Firstly,it analyzes the geographical conditions of Pingyang County,then analyzes the present situation of rural tourism development in Pingyang County,as well as the present situation of government functions in the development of rural tourism of Pingyang County.The forth part analyzes the existing problems in Pingyang County’s rural tourism development under the background of comprehensive tourism:problems in the process of tourism development and reasons for problems in Pingyang County.The fifth part of this paper analyzes the current situation of rural tourism in China from the enlightenment of typical cases of rural tourism development at home and abroad,from the analysis of government functions in rural tourism development in Wuyuan County and Anji County under the background of comprehensive tourism,and makes a case study of foreign governments’ participation in rural tourism development from the government practices in Britain and Japan.The sixth part of the article is divided into measures and suggestions to strengthen the function of government under the background of comprehensive tourism.Firstly,government must strengthen organizational leadership and early planning;secondly,government should improve the quality of government service;thirdly,government should explore tourism brand with regional characteristics;fourthly,government should strengthen the construction of talent team.The last part summarizes the weakness of the results of the paper and makes the future prospects.