Research On The Current Situation And Strategies Of Government Marketing Of Chongqing's Tourism Imag

In recent years,China’s tourism industry has developed rapidly and has fully integrated into the national strategy,and become a strategic pillar industry.With the tourism industry becoming an important industry for local governments to develop the economy,tourism image marketing has become increasingly important.Tourism marketing is directly related to the economic and social benefits of tourism destinations,and image is the ‘core and soul of marketing’.In local tourism image marketing,the government often plays a leading role,using modern marketing concepts and methods to guide and implement local tourism image marketing.Chongqing has carried out tourism image government marketing through various channels,continuously expanding the influence of Chongqing’s tourism,continuously expanding and consolidating the tourist market.After the COVID-19 pandemic,the recovery of the tourism industry is strong,and the effectiveness of tourism image government marketing is significant.However,there are still several problems such as tourism image design needing improvement,tourists having low recognition of government marketing,insufficient construction of marketing platforms,insufficient investment in marketing funds,and marketing activities still affected by the COVID-19 pandemic.On the basis of studying relevant literature,this article defines concepts such as tourism image,tourism image marketing,government marketing,and tourism image government marketing.Then clarifies theoretical foundations such as public product theory,tourism image perception theory,public marketing theory,and explains the necessity of government leading tourism image marketing from the perspective of public management.Through questionnaire research and other methods,the effectiveness of Chongqing’s tourism image government marketing was investigated and analyzed.Based on the research data,the existing problems and their reasons in Chongqing’s tourism image government marketing were summarized.The suggestions are proposed such as to enhance Chongqing’s tourism overall image,cultivate diversified tourism image marketing talents,improve tourism image marketing platform,ensure tourism image marketing funds,innovative tourism image marketing methods.Studying the tourism image government marketing in Chongqing can help enhance the government’s role in tourism image marketing,and provide lessons and reference for Chongqing and other provinces and cities to carry out tourism image government marketing.