【正文】 河北科技師范學院 本科畢業(yè) 設計 外文翻譯 Expediting Chinese Tourism Marketing in Electronic Business by Transforming Governmental Roles 院（系、部） 名 稱 ： 工商管理學院 專 業(yè) 名 稱 ： 信息管理與信息系統(tǒng) 學 生 姓 名 ： 馬建彪 學 生 學 號： 0811080213 指 導 教 師： 劉淑霞 2020 年 5 月 18 日 河北科技師范學院教務處制 Expediting Chinese Tourism Marketing in Electronic Business by Transforming Governmental Roles Abstract: In less than 20 years, the tourism has bee Chinese new economic growth point, which powerfully promoted Chinese economic boom and social development． China is gaining importance in the international tourism market for its historical and cultural attractiveness as a destination． However, as an extremely promising service industry, Chinese tourism is confronted with many difficult problems． The government is one of the main bodies which involved in the tourism． This study sheds more light on the governmental roles in tourism marketing based on Ebusiness． Firstly, the paper analyses the characteristics of tourism in China and the existing problems． Secondly, we assess the level of current tourism marketing and discuss the principal barriers of implementation of Ebusiness from an organizational and technical point of view respectively． Then we explored the governmental roles in electronic business． At last, conclusions are drawn． Keywords : EBusiness, Tourism marketing, Governmental roles, Public Administration 1 Introduction With the explosive growth of the Inter and Inter applications, the World Wide Web has captured the position to be the major enabler of building global information center． For the tourism, there is no surprise that Inter has bee a new media to deliver first hand information about services or products to the customers around the world. The development of electronic Business (EBusiness) has led to great changes in the tourism around the world. In less than 20 years, the tourism has bee Chinese new economy growth point , which powerfully promoted Chinese economic boom and social development． The Chinese tourism has invested large amounts of money over last few years in the development of what is known as the‘ Golden Tourism Project． ’ Chine, as a fastgrowing developing country in Asia． is gaining importance in the international tourism market for its historical and cultural attracttiveness as a destination． She has bee one of the world’s most popular tourist destinations． The tourism destination is one of the key ponents of the tourism value． A destination can be understood as a plex subsystem of tourism principals and organizations, activities and attractions, which form the foundation for travelers’decisions when planning a vacation. In recent years ， many efforts have been undertaken to build prehensive information systems to market a destination． a region, or a country , and to get benefits from improved internal collaboration through these systems． During the process． Government involvement has greatly influenced tourism development． In most developing countries， the private sector generally has little experience with the tourism． So the governments in developing countries tend to be more actively involved in． Tourism in China has rapidly developed since the adoption of opendoor economic reform policy in 1978． There is still little understanding about the role played by the Chinese government in the development of tourism． This paper sheds more light on the governmental role in tourism marketing of Ebusiness． Firstly, the paper analyses the characteristics and the existing problems of Chinese Tourism． We assess the level of current tourism marketing and discuss the principal barriers of implementation of Ebusiness from a technical and organizational point of view respectively． Then we explore the governmental role. responsibility and the task in tourism marketing of Ebusiness． At last conclusions are drawn． Based on China39。s experiences． Some implications of the governmental roles for other developing countries are suggested． 2 Current Status of Chinese Tourism Marketing in Ebusiness As we move into the Information Age , consumers’expectations are being radically altered． The Inter, more than any other technology , is teaching people that they can go online and quickly find out about any subject that is currently holding their interest． This character is important to the travel and tourism． Travel is information at the point of sale． Unlike most consumer goods such as televisions, cameras and cars． Travel cannot be sampled before the decision is made to buy it． This is also true of tourism’s product． It cannot be sampled before the traveler arrives． Thus, the decision to “purchase”the destination, that is to visit it, is based solely on information made available to the tourist． This may be reme ndation from friends． it may be brochure supplied by National Tourism Offices or perhaps advertis