Urban and rural development under the Government as the analysis of rural tourism

[Abstract] urban and rural Development in the context of how science and the Development of rural Tourism is Tourism, a problem the government faces the article that the Development of rural Tourism, the government must do something; the government should be institutions, organizations, strengthen the three positions as, rural Tourism Development in the initial stage, growth stage, mature stage, the Government should be followed by Portland, regulator, co-ordinating role as, assessing the performance of the Development of rural Tourism as rural tourism development strategy should be to the center, considering the policy protection, tourism promotion, Economic performance, learning and growth, tourists evaluation of five evaluation factors.

[Keywords] rural tourism; urban and rural, scientific development, the Government as, performance evaluation

First, the context of urban and rural development as rural tourism, the government must do something

Urban and rural areas is critical to Economic development, Economic development is the need for industrial structure and product structure adjustment, the formation of high value-added Economic sectors, tourism is just the contemporary economy, the Industry with high added value. Rural tourism refers to the rural space environment-based, rural scenery and activities unique attraction, the use of urban-rural differences in planning the design and combination of products to meet the tourists, entertainment, knowledge and return to nature and so need a way to travel for the purpose in the conditional local development of rural tourism can change China's "three rural" status quo, to speed up construction of new countryside, improving their quality of life, promote steady development of agriculture for rural surplus labor force to provide a wide range of employment opportunities, so the development of rural tourism is an important urban and rural areas way (Li Jian, 2007). More and more government workers realize the significance of rural tourism development, such as the National Tourism Bureau in 2007, tourism theme of "harmony of urban and rural China Tour", that "rural charm, vitality City, Harmonious China "slogan.

Scientific development of rural tourism, rural tourism not only on the rich resources, but also the tourism Industry management on the rise. Trade management are the main two categories: government departments, two Industry associations. The reason why the Government must be as, first, because China's rural tourism development, there are many "bottlenecks" of contradictions and problems, such as the need to standardize operations, rules need to create, need to establish Industry standards, two of China's rural tourism is also responsible for the urban and rural, to solve the "three farmers' problem task (Wang Shuo, 2007); Third, because the vast majority of China Association of Rural Tourism is still relatively weak. if left government support, promote, left the government-led, rural tourism development in the inevitable contradictions, struggling It can be said, the level of government as a place largely determine success or failure of rural tourism. attention to the Government, as the research, the need of both industrial management, is shifting to mention the quality of rural tourism, rural and urban co-ordination of scientific development required in the scientific development of rural tourism, the requirements of government departments can not hands-on, not laissez-faire, but to follow the objective law, the correct positioning of the role of government, the government control of the tube thing up, to achieve the government and the market rational division of labor, and give full play the government's leading role in promoting urban and rural work.

Second, as the System of Government

(A) the system of government as
System of government is the government as resource protection in rural tourism and rural tourism development through the development of related systems (including Economic, administrative, legal system, etc.) reflected as the Government is to achieve the country's system as a resource conservation and tourism basis for the development, it is the government organization and functions as a system of protection provided and the basis is the most important acts.

Rural space and urban space, scenic space is listed as the world's three major tourist space, around the world attach great importance to economic development in modern society, the management of rural space, in order to achieve value-added to enhance the rural space and rural beauty of sustained, China's diversification of rural space is to develop the public nature of the main space, the vulnerability of rural space is very obvious, the need for government intervention to achieve scientific development of rural tourism Government intervention should focus on rural tourism management system, because of limited information and limited predictive ability, the ability of the government allocation of resources is limited, based on rural development vision for the future development of the behavior of choice, more practical and effective guidance and control of the Government through the system of rural road construction, building management systems and rural village land use systems of the building to protect the rural landscape and urban landscape spatial differentiation while in land use, tax levy, health, business, safety supervision, the Government should follow the laws of internal development of rural tourism, to enjoy " Agriculture "preferential treatment.


(B) The organization as a
Governmental organizations, as is the government through the establishment of a sound implementation of relevant organizations and organizational behavior is reflected in the rural resource protection and tourism development as a. Government organizations as rural tourism is to achieve resource protection and tourism development to protect its system of government and civil service positions as the organization as a guarantee to provide it through its organizational structure and functions of the organization to ensure the effective protection of rural resources and tourism development orderly and on target.

On China's current situation, the city and county tourism administrative departments, as rural tourism organization, the general powers of a small, low status in the management of rural tourism is difficult to become a core, a lack of proper authority. Resulting in small tourism administration authority, one national tourism laws and regulations, and administration support for the lack of effective laws and regulations, and second, rural tourism in the accreditation, project approval, issuance of business licenses and other key sectors, the tourism administration department without the right to say, business is often a problem in the film can not board (white four, 2008). Meanwhile, the rural tourism Industry management involves many departments, each department only with each other, unity of action, in order to effectively manage the tourism market, but due to the standard the impact of doctrine, the coordination between various departments, with not enough understanding, difficult to implement unified management, resulting in problems in the tourism market, the buck-passing, passing quite serious.

Governmental organizations as the goal is to create institutions to set reasonable, clear responsibilities, operate efficiently, and ensure adequate rural resource protection and tourism development organization system, including a sound organizational structure to fulfill their duties, roles, organizational structure and reasonable to minimize friction and avoid tissue, a clear organizational responsibilities, including the organization's responsibilities, rights, interests and so clear, in order to minimize and avoid passing the buck between the organizations, organizations with appropriate, including human, financial, and material with moderate to ensure the normal operation of the agencies, the effective exercise of its functions. tourism administration departments, as government agencies in charge of tourism, in addition to existing powers, the management of the tourist industry and rural tourism market regulation is required, should be properly expand the number of trade management functions.


(C) The civil servant as
Government civil servant, as is the government, through its specific work-related expression of individual civil servants in the rural resource protection and tourism development as the Government as a government civil service staff, the exercise of state management functions on behalf of the government, as is their government as a concrete manifestation of the Government is to achieve as a civil servant of the rural resource protection and tourism development of the key, it is the system of government as the ultimate expression and organization as the Only every relevant civil servants are conscientiously perform their individual responsibilities, to fulfill the responsibilities entrusted to institutions and organizations, and obligations, rural conservation and rural tourism in order to implement the specific work.

Position is based on the system as a (legal) and job responsibilities, therefore, improve the relevant system (laws) and the scientific definition of the duties of the job responsibility is very important due to the current system is flawed and job responsibilities are not clear, rural resource protection and tourism development as related to the duties of civil servants is still relatively weak. all is not as chaotic as the situation even occurred, in some places, sometimes very serious. This situation must be improved here, particular emphasis on job responsibilities, and power constraints, focusing on responsibilities, rights and interests of, etc. This area can learn from the experience of South Korea The South Korean government requirements, surface, Yap (equivalent to towns) and cities and counties (equivalent to county, city) two civil servants have to contact each of four villages to help, Road (equivalent to province) a section chief and the Secretary is responsible for a county, the central Ministry of Internal Affairs (department) of the Section Chief and the Secretary responsible for a road. on the implementation of county and township civil penalties and rewards of building assessment system, a good job of helping promote, doing poor work transferred to the mountains and islands.


Third, to promote rural tourism science as a mode of government

How to develop rural tourism in the process of urban and rural development reflects the idea of ​​how to promote the scientific development of rural tourism, is a long-term plan, should be phased, focused, according to the steps to complete.

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(A) the initial stages of rural tourism development in the government as
The initial phase of the performance of small rural tourism development unique natural and cultural resources unconscious development of this phase, the Government should play a pioneer role in a good, full use of the administrative system to mobilize the available economic resources, on the basis of respect for the market, carry out related duties.

First, to strengthen the government's rural tourism management and guidance. To the scientific development of rural tourism, urban and rural areas must be integrated rural tourism master plan and layout. Launched major tourist point, films and lines, protection. Dig village historical and cultural background, according to tourism development strategy to implement the overall transformation, including high-level development of a number of tourist town, tourist area so that each village has its own distinctive style, form a truly beautiful country, such as Chengdu in 2000, planning "five" building, the Government proposed a "landscape of rural housing reconstruction, infrastructure, urbanization, modern facilities, build ecological landscape, intensive land development" planning ideas The idea first, to promote integrated urban and rural planning of the coordinated development of urban and rural residents to outside the city to leisure and entertainment, will help local farmers turn the public place, and second, it helps protect the urban environment, suburban Chengdu, beautiful landscape construction, three are conducive to the formation of "one village one product a business "Industry characteristics for local settlement of landless peasants to provide employment support (Guo Jianying, Wang Ying, 2009). in determining planning programs, governments, businesses and farmers persist in the end a blueprint to create a" five "well-known brand and not as a tourist area for those in rural areas in accordance with the general pattern of small towns to implement the overall reconstruction and development in concrete construction, for those involved in rural tourism development in rural areas, investors, asking them to necessarily follow the government planning and policy work and can not be changed outlook of the so-called rural tourism projects.

Secondly, the Government should seek multiple channels to raise funds to help improve the quality of rural tourism, the government has to focus on the point, a modest investment Area transformation, increase the intensity of capital investment-oriented the same time, the government should create an atmosphere of public opinion, to attract people into the village because the government propaganda is the only effective integration of the macro from the perception of the main elements to improve rural tourist destinations of the authority, credibility and the credibility of the other aspects of evaluation and perception.


(B) Rural tourism development in the growth stage of the Government, as
Growth stage of the rural tourism market has formed a certain scale, tourism-related facilities has been improved, rural tourism revenues began to increase, at this stage the Government should play the role of a good standard.

First, the Government should strengthen the legal system construction of rural tourism, rural tourism operations of the rules to follow to create a legal environment for rural tourism market. Rules and regulations were enacted as a measure essential to helping farmers <<Beijing suburban folk tourism division of household service quality and assessment standards >>,<< Shanghai to promote rural tourism and rural tourism management approach >>,<< Jiangsu point quality grading of standards>> development, all contribute to standardized management of local rural tourism To the qualified products of rural tourism to build, so that the whole manufacturing process in strict accordance with relevant national procedures and requirements, reasonable, legitimate investment and development and management.

Second, learn some local success of rural tourism development, through policy guidance, information, guidance, guidance and other layout or planning projects to promote the healthy growth of rural tourism, farmers own the development of rural tourism, for economic interests, may be some low level destructive development, so this time, guidance, should also include monitoring the development of rural tourism and constraints. Government should promote the establishment of rural tourism information system. First, the business of rural tourism providers to regulate the behavior of qualification certificate, the second is to strengthen the tourism business sales promotion activities in the information control to ensure the company's various sales, promotional materials, etc. accuracy, authenticity; Third, standardize the format of tourism enterprises in the information provided in the contract, the four promoters that regulate advertising and information behavior (Ge Lifang, 2003), such as rural tourism based in Beijing, the Beijing Municipal Rural Work Committee sponsored rural tourism network in Beijing, to provide publicity for the village folk, the information provided for tourists to travel trusted reference.


(C) the mature stage of development of rural tourism as a government
Mature stage of development of rural tourism, the tourism industry at all levels of management should be well coordinated, from the micro-economic aspect of tourism management to withdraw out of the focus point to the administrative functions of macro-control, social services and public administration, coordination of various social forces, with various measures to encourage enterprise development, improvement of rural tourism, environment, protect the legitimate rights and interests of tourists.

One is to establish an efficient administrative service system in rural tourism development, should establish a special management committee of rural tourism, such as Chengdu, the "Trinity Huaxiang." Management Committee led by the principal leaders of the government, tourism, planning, finance, construction, traffic, heritage, forestry and other key leaders of relevant departments to coordinate the relevant departments work together to streamline the management system of rural tourism, improving administrative efficiency. For funding, the government should actively coordinate the financial sector, especially ABC, give priority to rural credit cooperatives of farmers loans. In addition, the government should coordinate the local farmers, foreign investors and local government interests, to achieve win-win situation.

The second is to foster trade associations. Industry Association is based on common interests need to implement the joint organization, which the government and industry-specific external communication link practitioners, make specific recommendations to the government to more effectively protect the common interests of the industry, and Government policy in a timely feedback to the government information in the industry (Shi-Jin, Bai Yongping, 2006) in developed countries, rural tourism marketing efforts largely depend on country of publicity, promotion, such as Spain Kantar Wembley Asian Rural Tourism Association (Rural Tourism Assoeiationin Cantabria). Association is to communicate information internally, regulate the behavior of practitioners in the industry to strictly comply with government regulations and policies the Government time on the one hand to give some of the rural tourism industry associations power, so that some industry associations to participate in government industry management functions, allowed the organization of government departments to carry out various mass spiritual civilization building activities and creative industries inspection and assessment activities to enhance the authority of industry associations, on the other hand, to strengthen the rural Tourism Industry Association is responsible for training people to enhance their legal awareness and the concept of democracy to improve their organizational leadership and coordination, so that associations play a real government, operators, a link between the market and a bridge.

The third is to play a supervisory role of the community. On the one hand, establish a reporting system. Set up rural tourism tourism administration department to report complaints hotline at any time to accept the rural tourism development, management and service aspects of the reports and complaints in the village set up to report cases of rural tourism , the implementation of reward systems, to monitor open and transparent on the other hand, to strengthen news monitoring, management of rural tourism in the exposure of irregularities, with the power of the implementation of industry news management objectives.


Four, the development of rural tourism as a performance evaluation

Government to develop rural tourism is scientific, must be as a performance evaluation, the government must play an internal assessment and external assessment of the dual role of the rural tourism development objectives and tasks of science break down to the relevant departments, town, for the special assessment. Specific evaluation methods, I believe that rural tourism development strategy should be centered, so as to ensure that rural tourism development towards the established direction, considering the policy of protection, tourism promotion, economic performance, learning and
Growth, tourists evaluation of five evaluation factors.

Links to free download http://www.hi138.com (a) policy support assessment factor
Standards of rural tourism operators and tourists to meet the needs of all protection from the government's policy, so in the rural tourism development process, analysis of rural tourism development should be the dominant mechanism, including the development of rural tourism industry lead agency, the development of thematic tourism deployment the policy of promoting tourism development, tourism investment and special policy support, including government people are tied into special funds budget, the tourism administration departments involved in rural tourism, investment and construction projects for approval; in investment, loans, taxes, foreign exchange, land , incentives and other preferential policies.


(B) tourism promotion assessment factor
With the development of rural tourism in depth, more and more with its own self-development capacity, government departments but also to emphasize efforts to promote tourism products, the specific measure related to the main tourism product promotion (marketing efforts), travel information system (online booking, online publicity, online feedback, information management), etc. The government should publicize through various modern means, take advantage of a variety of carriers to enhance rural tourism promotion efforts, increase its visibility and reputation, establish and improve information management system of rural tourism, tourism data collation, analysis, lessons learned, identify and solve problems.


(C) Economic performance evaluation factor
Development of rural tourism is one of the important objectives of economic development, whether it is the government, operators, or peasants, are looking to profit from the development of rural tourism, the pursuit of economic development of rural tourism is their common purpose. Reflects the Government's economic performance assessment for rural tourism development, management, economic strength and development of rural tourism after the "three rural" issue-solving ability and other aspects of the situation. related to the specific measure mainly for higher levels of government funding or financing capacity in the community, tourism and financial support efforts to improve the rate of value-added agricultural products, village income, etc. The government should be fully aware of the funds is the development, management, rural tourism of material security, the ability to actively enhance funding to all levels of government funding for fiscal, policy preferences, economic incentives and tax concessions and other financial support, to increase investment in rural tourism, rural tourism through the development to improve farmers' income, some farmers to solve the employment problem, driven by tourism marketing of agricultural products, the origin of the brand strengthen the protection of agricultural products on the basis of further added value.


(D) assessment of learning and growth factor
Assessment of learning and growth factor content of the above three evaluation factors provide a lasting source of power, can support organizational change, organizational innovation and organizational growth, reflects the Government's capacity for sustained development. Related to the specific measure of rewards and penalties are reasonable, training intensity (frequency and effectiveness), the ability to listen (channels and view level), innovative transformation capability. To improve the level of government as to advantage, to promote rural tourism development, we must continue to learn and grow, so should further enhance the personal quality, and enhance the government's vigor and vitality, and improve their management, change leadership to guide , forced to demonstrate change, and change requirements for services, broaden the views of channels and actively introduce advanced talent and technology to improve innovation and transformation capabilities, through training, publicity and actively develop rural tourism, the protection of employees and service awareness, improve the quality of its culture, to enhance the their knowledge of local geography and tourism business skills, so as to promote rural tourism in hardware, software, construction of a comprehensive development.


(E) visitor assessment of factors
Tourists is the main source of income of rural tourism, but also improve the agricultural value-added basis, tourists assessment factor reflects the Government's new customers to expand and improve the ability of visitor satisfaction and other aspects of the situation (Zhou Guang, Jiang good will, 2008). Specific measure related to the main tourist accommodation for years to improve the rate of overall visitor satisfaction, visitor loyalty, etc. to enhance the value of these indicators, the government should guide the operators to protect and enhance the original ecology of the natural and human environment, to create a casual atmosphere , the various elements of rural experience combined to form various types of tourist experience products, to establish a sound platform for visitors to experience rural tourism, while if it is found to provide rural tourism experience to the original product does not meet the needs of tourists, or tourists to experience low levels of visitor experience at pre-set management objectives, the government is committed to integrating all aspects of visitor experience the power of product innovation, the new visitor experience platform to better meet the needs of tourists through this innovative mechanism to provide visitors one kind of unimaginable experience, visitors can always find new feelings, this can increase visitor loyalty and retention rates.

[References]
[1] white four of China's rural tourism industry management [J] Sichuan Tourism, 2008, (1) :41-43
[2] Ge Lifang, tourism development in the government's functions [J], macroeconomic management, 2003, (12) :47 - 48
[3] Guo Jianying, Wang Ying tourism development under the urban and rural - to Chengdu comprehensive reform pilot area, for example [J] SAR economy, 2009, (6) :185-187
[4] Li Jian, a new perspective of urban and rural development strategy under the concept of rural tourism [J] business economy, 2007, (5) :91-93
[5] Wang Jin, Bai Yongping based on socialist new countryside construction of rural tourism development ideas [J] Guangxi Social Science, 2006, (11) :5-7
[6] Wang Shuo, the use of comparative study of rural tourism development in China to explore new ways of [D], Wuhan: Central China Normal University ,2007,19-20
[7] Zhou Guang, Jiang Jia rural grassroots organizations in rural tourism development in the role of research - to Longwu Tea Village, Hangzhou, for example [J] Rural Economy, 2008, (4) :58-63

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