| In recent years,China’s cultural tourism industry has been developing rapidly and has become an important force in social and economic development.Xi Xian New Area is the seventh statelevel new area approved by the State Council and the first state-level new area in China with the development theme of “innovating urban development mode”.In January 2007,the Provincial Party Committee and provincial government issued opinions on Promoting The Further Development of Xi Xian New Area,which clarified the administrative and social management functions of Xi ’an and Xianyang within the comprehensive jurisdiction of Xi Xian New Area,thus further clarifying the development and construction function and social management function of Xi Xian New Area.Xi Xian New Area is rich in ecological tourism resources,historical and cultural resources,cultural and tourism capital influx,the new area adhere to the cultural tourism industry as one of the strategic pillar industries,the regional cultural tourism industry presents a good momentum of development.In 2018,Xi Xian New Area received 19.695 million tourists and achieved tourism revenue of 9.85 billion yuan,with year-on-year growth of 11.3% and 18.2% respectively.In 2019,the total number of domestic tourists in Xi Xian New Area was 23.41 million,and the domestic tourism revenue was 11.703 billion yuan,with year-on-year growth of 15.9% and 15.8 respectively.While the cultural tourism industry in Xi Xian New Area presents a rapid development trend,there are also some problems in the industrial development,which restrict the development of regional cultural tourism industry to a certain extent,thus affecting the driving effect of cultural tourism industry on regional economy.Local public administration departments play a very important role in promoting the development of cultural tourism industry.The analysis shows that the New Public Administration Theory originated in the west in the 1980 s,which promotes the management departments to formulate effective public policies and provide more refined public services,thus promoting the development of regional economy.By applying the applicable elements of the New Public Management Theory to the research on the integrated development of cultural tourism industry in Xi Xian New Area,this paper analyzes and puts forward countermeasures and Suggestions to improve the development of cultural tourism industry in Xi Xian New Area.In the specific analysis of specific problems,this paper also comprehensively USES industrial integration theory,new economic growth theory and other theories as the theoretical basis for practical problems.In the development of cultural and tourism industry,Xi Xian New Area has many practical problems,such as insufficient refinement of supporting services,insufficient breadth and depth of industry integration,and lack of innovation.This paper explores the root causes of the problems from the aspects of system and mechanism,cultural mining,policy planning and so on.Finally,based on the applicable elements in the new public management theory,it puts forward Suggestions for the promotion of cultural and tourism industry in Xi Xian New Area: emphasizing that the government is the “pilot” rather than the “paddler”,and formulating market incentive mechanism to increase market vitality;Establish a “customer-driven government”,take tourist satisfaction as the guide,and optimize public service support;Improving the overall planning mechanism,integrate regional cultural and tourism resources in the development of cultural and tourism industry,and promote the coordinated and integrated development of the five new cities;Introducing competition mechanism,implement performance management,fund support for key cultural tourism industry,guide innovative competition,and build international brands. |
