关键词: 政府旅游促销, 效果评价, 指标体系

Abstract: By analyzing the diverse effects of China′s local governments′ endeavors to promote local tourism，this paper suggests that measurement of tourism promotion effects should focus on integrity，uniqueness with outstanding characteristics and hierarchies，with emphasis on both economic effects and social and psychological effects.The index system of evaluation is modified after experts′ grading and 13 evaluation indicators are suggested for establishing a more scientific evaluation system of governments′ tourism promotion efforts.

Key words: government′s tourism promotion, effect evaluation, index system