政府在阳江市旅游文化品牌建设的作用优化研究

发布时间：2018-09-01 17:01

【摘要】：本文以多个学科如旅游学、行政学、管理学等的基本原理及方法为基础，将阳江市旅游业发展的现状和市场经济的特点结合起来，从四个方面即借鉴国际经验、旅游业持续发展、外部性干预、旅游业自身发展要求，对旅游业发展中政府主导的必要性进行了强调。以此为基础，对政府主导政策在阳江市旅游业品牌建设发展中的成就和不足，以及在宏观调控和微观管理领域，旅游政策所发挥的重要作用进行了具体分析。由此提出，在社会主义市场经济环境中，政府在阳江市旅游业文化品牌建设发展过程中，主导方向、主导行为两方面的系统化解决方案。本文主要分为五个部分，第一部分为绪论，主要介绍课题研究的背景、意义和国内外相关的研究综述，在此基础上指出本课题所用方法，最后阐述相关的概念。第二部分主要介绍政府在阳江市旅游文化品牌建设的作用现状，从阳江市旅游文化品牌建设简介入手再从推进载体建设；夯实旅游发展基础,大力宣传促销；打造旅游知名品牌。加强行业管理；规范旅游市场秩序等三个方面分析阳江市政府在旅游文化品牌建设已经发挥的作用。接下来从政策导向作用发挥不到位；制度规范作用发挥不得力；政府在旅游文化品牌宣传上投入不足；旅游业公共产品配给不足,旅游新产品的开发发展缓慢；阳江市政府文化品牌建设意识弱,对文化的依托不够等五个方面分析阳江市政府在推进旅游文化品牌建设中存在的不足。第三部分是在前两部分的基础上来分析政府在推进阳江市旅游文化品牌建设的制约因素，分别从内因和外因两个方面来分析。内部制约因素：政府的主导作用还没有充分发挥意识薄弱、政府宏观管理措施不足、政府在职能上还没有做到与时俱进；外部制约因素：交通不是特别便利、旅游淡旺季差异明显、旅游人才队伍素质不高。第四部分则是通过对国内外发达城市政府推进旅游文化品牌建设的经验描写来对阳江市旅游文化品牌建设的借鉴。第五部分则是主要介绍了优化政府在阳江旅游文化品牌建设中发挥作用的现实路径，。从完善公共政策制度供给，为品牌建设提供制度保障；加大旅游基础设施投入，为品牌建设提供基本硬件；强化旅游市场规范管理，为品牌建设提供秩序保障；扩大旅游资源形象宣传，，为品牌建设提供传播服务；推进品牌评价体系构建，为品牌建设提供导向服务；开拓新的旅游线路，开发更多能够代表阳江的旅游特产等六个方面提出推进阳江市旅游文化品牌建设的对策和建议，以期更好地来研究政府在阳江市旅游文化品牌建设的作用优化。
[Abstract]:Based on the basic principles and methods of many subjects such as tourism, administration and management, this paper combines the present situation of tourism development in Yangjiang with the characteristics of market economy, and draws lessons from international experience from four aspects. The sustainable development of tourism, the external intervention and the development of tourism itself emphasize the necessity of government leading in tourism development. On this basis, the paper analyzes the achievements and shortcomings of the government's leading policies in the development of Yangjiang's tourism brand construction, as well as the important role played by the tourism policy in the fields of macro-control and micro-management. Therefore, in the socialist market economy environment, the government in Yangjiang tourism cultural brand construction process, leading direction, leading behavior of two systematic solutions. This paper is divided into five parts, the first part is the introduction, mainly introduces the background, significance and domestic and foreign related research review, on the basis of this, points out the methods used in this topic, and finally describes the related concepts. The second part mainly introduces the current situation of the government's role in the construction of Yangjiang tourism culture brand, starting with the brief introduction of Yangjiang tourism culture brand construction and then promoting the carrier construction, ramming up the basis of tourism development, vigorously promoting and promoting. To create a well-known tourism brand. Strengthening industry management, standardizing the order of tourism market and analyzing the role of Yangjiang city government in the construction of tourism culture brand. Then the policy guidance function is not in place; the system regulation function is not effective; the government does not invest enough in the tourism culture brand propaganda; the tourism public goods rationing is insufficient and the development of the new tourism products is slow; This paper analyzes the deficiency of Yangjiang government in promoting tourism culture brand construction from five aspects, such as weak consciousness of cultural brand construction and insufficient reliance on culture. The third part is on the basis of the first two parts to analyze the government in the promotion of Yangjiang tourism culture brand construction constraints, respectively from the internal and external causes to analyze. Internal constraints: the leading role of the government has not been fully play awareness weak, the government macro-management measures are insufficient, the government has not yet achieved the function of keeping pace with the times; external constraints: transportation is not particularly convenient, The difference in tourism season is obvious, the quality of tourism talent team is not high. The fourth part is the experience description to Yangjiang city tourism culture brand construction by the domestic and foreign developed city government to promote the tourism culture brand construction. The fifth part mainly introduces the realistic path to optimize the government's role in the construction of Yangjiang tourism culture brand. From perfecting the public policy system supply, providing the system guarantee for the brand construction, increasing the investment of the tourism infrastructure, providing the basic hardware for the brand construction, strengthening the standard management of the tourism market, providing the order guarantee for the brand construction; To expand the publicity of tourism resources image, to provide communication services for brand building, to promote the construction of brand evaluation system, to provide guiding services for brand building, to open up new tourist routes, In order to better study the role of the government in the construction of Yangjiang tourism culture brand, the author puts forward the countermeasures and suggestions to promote the construction of Yangjiang tourism culture brand in six aspects, such as developing more representative tourism specialty products of Yangjiang city.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F592.7

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