As a new type of tourism industry, the rural ecotourism should pay more attention to the sustainable de-velopment of ecological environment and industry. Most countries in China are still very vague in the operation of rural ecotourism, and limit the effective management of the government on tourism project. Because of the certain public goods properties, rural ecological tourism can rely on not only the market regulation, but also the government intervention in different regions and different stages. It should adopt appropriate strategies in the specific stage. Firstly, through the implementation of pilot projects, the effectiveness and efficiency of the project should be moni-tored and evaluated. Secondly, the construction of the project should be integrated with the capacity building, and promote the implementation effect and efficiency of rural ecotourism projects. Thirdly, government should not only give less administrative intervention but also give more economic macro-control, planning guidance, market regu-lation and public services. In short, in the development of rural ecotourism, the government should play a leading role and provide more support and service.%乡村生态旅游作为一种新的旅游业态，在乡村旅游中注重生态环境与产业的可持续发展，对农民增收与农村环境保护有重要的促进作用。但目前国内大部分地区对于乡村生态旅游，从概念上到操作上仍然是十分模糊的，这在很大程度上限制了政府对旅游项目有效管理。文章研究认为，乡村生态旅游具有一定公共物品属性，完全依靠市场调节是远远不够的，在不同地区和不同阶段都需要政府介入，但政府行为应当结合具体阶段特征采取适宜策略。政府应通过乡村旅游试点项目的实施，对其有效性、效率、影响和可持续性进行科学的监测和评价；将能力建设同具体的项目操作有机地结合起来，促进乡村生态旅游项目实施效果和效率的提高；应尽量减少行政干预，通过经济宏观调控，强化规划引领、市场监管和公共服务提供。总之，在乡村生态旅游发展中，政府应该有所为有所不为，扮演好主导、扶持与服务的角色。
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