政府在陽江市旅游文化品牌建設(shè)的作用優(yōu)化研究
發(fā)布時間：2018-09-01 17:01
【摘要】：本文以多個學(xué)科如旅游學(xué)、行政學(xué)、管理學(xué)等的基本原理及方法為基礎(chǔ)，將陽江市旅游業(yè)發(fā)展的現(xiàn)狀和市場經(jīng)濟的特點結(jié)合起來，從四個方面即借鑒國際經(jīng)驗、旅游業(yè)持續(xù)發(fā)展、外部性干預(yù)、旅游業(yè)自身發(fā)展要求，對旅游業(yè)發(fā)展中政府主導(dǎo)的必要性進行了強調(diào)。以此為基礎(chǔ)，對政府主導(dǎo)政策在陽江市旅游業(yè)品牌建設(shè)發(fā)展中的成就和不足，以及在宏觀調(diào)控和微觀管理領(lǐng)域，旅游政策所發(fā)揮的重要作用進行了具體分析。由此提出，在社會主義市場經(jīng)濟環(huán)境中，政府在陽江市旅游業(yè)文化品牌建設(shè)發(fā)展過程中，主導(dǎo)方向、主導(dǎo)行為兩方面的系統(tǒng)化解決方案。 本文主要分為五個部分，第一部分為緒論，主要介紹課題研究的背景、意義和國內(nèi)外相關(guān)的研究綜述，在此基礎(chǔ)上指出本課題所用方法，最后闡述相關(guān)的概念。第二部分主要介紹政府在陽江市旅游文化品牌建設(shè)的作用現(xiàn)狀，從陽江市旅游文化品牌建設(shè)簡介入手再從推進載體建設(shè)；夯實旅游發(fā)展基礎(chǔ),大力宣傳促銷；打造旅游知名品牌。加強行業(yè)管理；規(guī)范旅游市場秩序等三個方面分析陽江市政府在旅游文化品牌建設(shè)已經(jīng)發(fā)揮的作用。接下來從政策導(dǎo)向作用發(fā)揮不到位；制度規(guī)范作用發(fā)揮不得力；政府在旅游文化品牌宣傳上投入不足；旅游業(yè)公共產(chǎn)品配給不足,旅游新產(chǎn)品的開發(fā)發(fā)展緩慢；陽江市政府文化品牌建設(shè)意識弱,對文化的依托不夠等五個方面分析陽江市政府在推進旅游文化品牌建設(shè)中存在的不足。第三部分是在前兩部分的基礎(chǔ)上來分析政府在推進陽江市旅游文化品牌建設(shè)的制約因素，分別從內(nèi)因和外因兩個方面來分析。內(nèi)部制約因素：政府的主導(dǎo)作用還沒有充分發(fā)揮意識薄弱、政府宏觀管理措施不足、政府在職能上還沒有做到與時俱進；外部制約因素：交通不是特別便利、旅游淡旺季差異明顯、旅游人才隊伍素質(zhì)不高。第四部分則是通過對國內(nèi)外發(fā)達(dá)城市政府推進旅游文化品牌建設(shè)的經(jīng)驗描寫來對陽江市旅游文化品牌建設(shè)的借鑒。第五部分則是主要介紹了優(yōu)化政府在陽江旅游文化品牌建設(shè)中發(fā)揮作用的現(xiàn)實路徑，。從完善公共政策制度供給，為品牌建設(shè)提供制度保障；加大旅游基礎(chǔ)設(shè)施投入，為品牌建設(shè)提供基本硬件；強化旅游市場規(guī)范管理，為品牌建設(shè)提供秩序保障；擴大旅游資源形象宣傳，，為品牌建設(shè)提供傳播服務(wù)；推進品牌評價體系構(gòu)建，為品牌建設(shè)提供導(dǎo)向服務(wù)；開拓新的旅游線路，開發(fā)更多能夠代表陽江的旅游特產(chǎn)等六個方面提出推進陽江市旅游文化品牌建設(shè)的對策和建議，以期更好地來研究政府在陽江市旅游文化品牌建設(shè)的作用優(yōu)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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7
本文編號：2217815
[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.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F592.7
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