论文总字数：18887字

摘 要

随着中央对于建设美丽乡村和精准扶贫的重点关注，以独特农业生态景观为载体吸引各地游客的创新型乡村旅游项目受到重视。当下我国乡村旅游产品受到广泛欢迎，但也存在诸多缺陷。为防止乡村旅游发展陷入瓶颈期，政府充分发挥宏观调控职能显得尤为重要。本文采用理论分析法与案例分析法,在公共产品理论、服务型政府理论和旅游目的地生命周期理论等的基础上，对浦口区乡村旅游项目中政府职能的表现进行了深入分析。通过研究政府在履职中存在的问题，对如何定位政府角色、优化发展路径等提出了自己的看法和建议。研究发现浦口区在发挥职能时存在整体规划不完善、市场定位不清晰、市场监管不到位、管理机构不科学、营销推广不到位等问题，这些问题严重影响了乡村旅游的发展。因此需要从整体规划、市场监管、管理体制、旅游营销手段、各方利益矛盾冲突的解决入手，以期更好的摆正政府在乡村旅游业中的位置，推动其健康有序发展。

关键词：浦口区 乡村旅游 政府职能

Study on Government Functions in Rural Tourism Development

—— a Case Study of Pukou District

Abstract

With the central focus on building beautiful villages and targeted poverty alleviation, local governments have stepped up efforts to promote rural tourism. Rural tourism is an innovative tourism project with farmers as the main body and unique residents' life, natural landscape and ecological agriculture as the basic carrier to attract tourists from all over the country. At present, China's rural tourism products are widely welcomed, but there are also many defects. In order to prevent the development of rural tourism from falling into a bottleneck period, it is particularly important for the government to give full play to its macro-control functions.Based on the theory of public goods, the theory of service-oriented government and the life cycle theory of tourism destinations, this paper makes an in-depth analysis of the performance of government functions in rural tourism projects in pukou district. By studying the problems existing in the performance of the government, this paper puts forward its own views and Suggestions on how to position the role of the government and optimize the development path. The study found that the overall planning is not perfect, the market positioning is not clear, the market supervision is not in place, the management organization is not scientific, the marketing promotion is not in place, and so on, when pukou district plays its role, these problems seriously affect the development of rural tourism. Therefore, it is necessary to start from the overall planning, market supervision, management system, tourism marketing means, and the resolution of conflicts of interests of all parties, so as to better straighten out the position of the government in rural tourism and promote its healthy and orderly development.

Key Words: Pukou district；Rural tourism；Government function；Function play

目 录

摘要 I

Abstract II

引言 1

（一）研究背景 1

（二）研究意义 1

（三）研究方法 1

（四）研究思路 1

一、乡村旅游概述与理论基础 3

（一）乡村旅游的概念 3

（二）乡村旅游的特征 3

（三）理论基础 4

二、 浦口区乡村旅游发展中政府职能履行现状 6

（一）我国乡村旅游发展现状 6

（二）浦口区旅游发展现状 7

（三）政府职能在乡村旅游项目中的表现形式 9

三、 浦口区乡村旅游发展中政府职能存在的问题 14

（一）整体规划不合理 14

（二）市场定位不清晰 14

（三）市场监管不全面 15

（四）管理机构不科学 15

（五）营销推广不到位 15

四、浦口区乡村旅游发展中政府职能的优化路径 17

（一）加快全域旅游建设 17

（二）强化市场监管 17

（三）完善旅游管理体制 17

（四）协调各方利益冲突 18

（五）创新旅游营销手段 18

结语 19

参考文献 20

致谢 23

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