|
|
|
| Public Marketing Performance of Government Tourism from Process Perspective:Theoretical Framework and Construction of Evaluation Index System |
| SONG Huilin1,JIANG Yiyi2,LV Xingyang2 |
1. China Tourism Academy
2.
|
|
|
|
|
Abstract With intensifying competition of tourist destinations and increasingly perfect “financial accountability” system under the background of constructing responsible government, public marketing performance of government tourism becomes the focus of all walks of life. However, the omission of the performance appraisal system behind the huge investment of government tourism public marketing is so obvious that it makes the hidden dangers of inefficient use on tourism public marketing spending lingering and never go away. Therefore it is of urgent significance to establish the performance appraisal system of public marketing of government tourism. From the perspective of process, the integration of general law of the government's public expenditure process with specialized functions of government tourism authorities when carrying out public marketing is made in this paper to build the theoretical framework of public marketing performance of government tourism based on the logic strategy of “input-process-output-profit” (IPOP) and multi-dimensional appraisal systems are built respectively from four dimensions including input, process, output and profit of the public marketing of government tourism. This paper aims to propose a research framework of public marketing performance of government tourism which is incorporated by features conforming to both domestic systems and international standard. Moreover, this paper provides a theoretical basis for improvement of public marketing performance of government tourism.
|
|
Received: 16 September 2015
Published: 15 February 2016
|
|
Corresponding Authors:
SONG Huilin
E-mail: songhuilin0117@126.com
|
|
|
|
|
|
|
2016, Vol. 
浙公网安备 33011802000512号