Research On Grass-roots Government Behavior Promoting Rural Tourism Development Under Rural Revitalization Strategy

China’s rural areas have successfully completed the great task of poverty alleviation.At present,they are turning to the key stage of comprehensive revitalization.At this stage,rural areas need to achieve new breakthroughs and development in organization,talent,culture,ecology and industry.Rural tourism is very in line with the needs of rural development and has become an important channel for rural prosperity and increasing villagers’ income.In this critical period,it is of great significance to study the grass-roots government behavior and apply the theory to practice,so as to make the grass-roots government behavior more effectively promote the development of rural tourism and realize the goal of Rural Revitalization.Previous studies mostly focus on the main body of tourism development,tourism practitioners and rural tourism itself.There is relatively little research on government behavior in rural tourism.Moreover,the existing research on government behavior in rural tourism is relatively macro,mostly focusing on the whole country and economically developed provinces and cities.By systematically combing the literature at home and abroad,this paper expounds the concepts of rural revitalization,grass-roots government behavior and rural tourism.From the perspective of the theoretical basis of government functions,public goods and multi center governance,this paper selects Luoshui Township,Zhangjiajie City as a case study,analyzes and processes the government documents at all levels from 2016 to2021,and extracts important information about the development of rural tourism.Using field survey,questionnaire survey and interview,this paper conducted field investigation and Research on Zhangjiajie City,Yongding District and Luoshui Township from September to November 2021,analyzed the current situation of rural tourism development in this township from the perspectives of industry,talent,culture,ecology and organization,and looked into the main behaviors of local government in promoting rural tourism development.The study found that Luoshui Township used government behavior to promote rural tourism under the Rural Revitalization Strategy,achieved some effective experience,and promoted the overall,connotative and high-speed development of local rural tourism.However,there are also some government behavior problems,such as unclear positioning of tourism development objectives,insufficient development and supply of public goods,poor coordination of contradictions and conflicts,lack of industry market supervision and so on.Analyzing the root causes of the problems is caused by the lack of local government in formulating planning,organizing and coordinating,coordinating funds,supporting facilities,establishing management mechanism and so on.Based on the strategic background of rural revitalization,this paper puts forward the development strategies of scientifically positioning the development objectives,formulating the development plan for the new period,strengthening the guarantee of capital investment,building a characteristic development model,establishing brand awareness,publicity and marketing,optimizing and improving the benefit distribution and supervision and management mechanism,so as to provide a feasible reference for the grass-roots government to promote the development of rural tourism in the new era of Rural Revitalization.