论政府旅游营销行为的理论依据

政府旅游营销的意义在于塑造旅游地形象和解决旅游中的信息不对称等问题，其实质是一种生产公共产品的行为。由于旅游地形象是一种新型的公共产品，政府进行公益性旅游营销符合市场失灵条件下公共产品的特殊生产规律，而公共产品生产是当代政府和当代公共财政的主要任务，因此，对旅游营销进行财政投入有其合理性和必要性。

On Theoretical Basis of the Governmental Tourist Promotion Acts

The governmental tourist promotion aims at creating the image of tourist destinations and solving the unsymmetry of tourist information.Its essence is an act of producing public product.Since the image of tourist destinations is a new\|type public product,government\|involved public welfare tourist promotion conforms to the special productive regulation when the market is out of order.And the production of the public products is the main task of the government and present\|day public finance.Therefore,the financial input of tourist promotion is of its rationality and necessity.