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旅游形象是吸引旅游者最重要的因素之一。市、县(区)级地方政府正是认识到旅游形象在旅游开发中的重要性,纷纷致力于“旅游形象工程”建设,其中有实际的一面,也有虚假的一面。客观地讲,“旅游形象工程”能明显改善旅游及投资环境。但是,目前我国部分市、县(区)级地方政府的“旅游形象工程”,却与自己的实际脱离甚远,表现出“虚”大于“实”。探其根源主观上地方政府部分领导存在着形式主义思想和追求政绩、物质贪欲的念头,客观上地方政府对其在旅游业中的地位不明确,在实际工作中政府工作缺乏法律约束和完善的监督体系。因此,地方政府的所有领导都应克服“旅游形象工程”中的形式主义作风;同时,应对所拥有的旅游资源及客源市场进行准确定位,应变其在旅游业中的“主宰作用”、“主干作用”为主导作用、指导作用,应建立健全“旅游形象工程”的审批制度,并从源头上预防“旅游形象工程”中的腐败因素。
Tourism image is one of the most important factors to attract tourists. The municipal, county (district) level local governments realized the importance of tourism image in tourism development and committed themselves to the construction of “tourism image project”. There are both practical and false aspects. Objectively speaking, “tourism image project” can significantly improve the tourism and investment environment. However, at present, the “tourism image project” of local governments in some cities and counties (districts) in our country is far away from their reality and shows that “virtual” is greater than “real”. Exploration of the root causes Subjectively, some leaders of local governments have the idea of formalism and the idea of pursuing political achievements and material greed. Objectively speaking, the role of local governments in the tourism industry is not clear. In actual work, the government lacks legal constraints and perfection Monitoring system. Therefore, all the leaders of local governments should overcome the formalism in the “Tourism Image Project”. At the same time, we should accurately locate the tourism resources and tourist markets owned by them, and change their “dominance” in the tourism industry. Trunk role “as the leading role, guiding role, should establish and improve the” tourism image project “examination and approval system, and from the source to prevent” tourism image project "in the corrupt factors.