欧美主要国家旅游政策内容分析

Content Analysis of Tourism Policies of Major Countries in Europe and America

公共政策决定公共管理的方向、目标和结果。对发达国家旅游政策的解析可为中国提供有益借鉴。这里运用内容分析法、共词分析法和社会网络分析法,对八个欧美国家旅游政策进行了内容分析和对比。结果显示:协调与合作、市场营销、技术知识、产品多样化、服务质量等是这些国家旅游政策的共同关注点;节事活动、度假、法规管制、文化自然遗产保护、企业与企业家、可进入性及区域开发受到部分国家关注;旅游政策的主要目标是促进增长与就业、改善品牌形象及提升竞争力,施策对象以顾客、企业、区域及利益相关者为主,实施手段则围绕刺激需求、完善供给、优化环境及强化参与等展开。

Public policy decides the direction, goal and result of public administration. The analysis of tourism policies of developed countries can provide useful reference for China. In this paper, the methods of content analysis, co-word analysis and social network analysis are adopted to analyze and compare the tourism policies of eight countries in Europe and America. The results show that coordination and cooperation, marketing, technology and knowledge, product diversification and service quality are the common concerns of tourism policies in these countries;some countries pay attention to festival activities, holidays, regulatory control , protection of cultural and natural heritage, enterprises and entrepreneurs, accessibility and regional development. The main goals of tourism policy are to promote growth and employment, improve brand image and enhance competitiveness, and customers, enterprises, regions and stakeholders are the main targets of application and means of implementation, including stimulating demand, improving supply, optimizing environment and strengthening participation.