过程视角下政府旅游公共营销绩效:理论框架与评价指标体系构建

随着旅游目的地竞争的加剧和构建责任政府背景下“财政问责”制度的日益完善，政府旅游公共营销绩效问题逐渐成为各界关注的焦点。然而，我国政府旅游公共营销巨大投入背后的绩效考评制度缺位，使得旅游公共营销支出低效使用的隐患挥之不去，构建政府旅游公共营销绩效评价理论体系已成为一个亟需解决的重大课题。文章从过程视角出发，将政府公共支出过程的一般规律与政府旅游主管部门进行公共营销的专业化职能相结合，构建基于“投入-过程-产出-效益”（IPOP）逻辑的政府旅游公共营销绩效研究理论框架，并从旅游公共营销投入、过程、产出和效益四个方面分别构建多维综合评价指标体系。文章旨在提出一套既适合国内体制特征的，又与国际接轨的政府旅游公共营销绩效研究框架，为政府旅游公共营销绩效提升提供理论依据。

Public Marketing Performance of Government Tourism from Process Perspective: Theoretical Framework and Construction of Evaluation Index System

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.