The vigorous development of China’s tourism industry is closely related to tourism policies. This paper analyses the evolution and characteristics of China’s tourism policies since 1978 and points out that current tourism policies are incompatible with the development of the new normal tourism. Based on the perspective of tourism supply and demand，a new framework of tourism policies is proposed through three aspects： tourism demand， tourism supply and tourism destination management.

In the tourism industry，tour guides perform an important role，while their income and management structure in China’s traditional tourist market is significantly fragmented. The implementation of “Tourism Law” will normalize the tour guide management system in our country. This paper reviews the development of tour guides in our country，analyzing the reform of professional access and compensation management，as well as the supervision of tour guides before and after the implementation of the “Tourism Law”. On the basis of above analysis，this paper proposes some measures to promote reform of the management system of tour guides.

After more than 30 years of development，the emotional labor research already achieved fruitful results. Based on the research of both domestic and foreign emotional labor literatures，the present paper summarized and analyzed concepts，dimensions and regulation strategies of emotional labor; it also summarized three types of antecedents of emotional labor，which are individual variables，organizational variables and situational variables.

Based on the tourists’cognition for civilized travel and travel communication，the study analyzes the effects of various communication channels. The result reveals that travel websites，mass media，Application and We chat related service and travel agents are the most effective channels to carry travel information from which tourists obtain travel information，followed by Application，We chat，travel information network and Weibo provided by the government，while Tourist Information Center，Tourist Distribution Center and Tourist hotline ranked third. Based on the result，this study tries to build a model on spreading civilized travel information and puts forward related strategies for providing a new prospective and method to promote tourists’civilized travel.

The article introduces the western semiotics theory on the tourism activities with the background of economy. The aim is to use a new perspective to re-examine the modernization and symbol consumption and their motivation for tourists. Based on the literature analysis and from both ethnography and semiotics，the article further explains the connotation of authenticity and the nature of tourism and concludes that in the economic era，tourism is a kind of symbolic activity，its motivation is to pursue symbolic sense. “Imagination” and “authenticity” are the important measure of tourist experience. Experience authenticity on symbol perception at tracts the attention of the planning designers based on the inner demands of modern tourists symbol system. The pursuit of the alienation of mental state and realization of the value of tourist image construction ensure the rationality of the existence and the sustainable development of itself.

Based on the “new normal” of China’s economy and tourism development, the article uses global spatial autocorrelation and DEA-Malmquist index to analyze the temporal and spatial variation characteristics of the “new normal” for tourism enterprises in our country. The research shows that controlling quantity scale and adjusting spatial strategic layout, which are the measures taken in response to the changes of external environment, are difficult to work. With the “new normal”, the tourism enterprises’transformation needs to rely on being driven by the growth of the total factor productivity. The paper has found that the tourism enterprises’total factor productivity has been growing from 2001 to 2012, efficiency change of the tourism enterprises of most provinces has decreased, but technical change has shown overall growth. In order to adapt to the “new normal” and make the successful transformation, it is necessary to rely on personnel management reform to get rid of the efficiency restrictions; it is also necessary to rely on the high-level industry integration to achieve technical progress, which can promote the growth of the total factor productivity.

Staff turnover is the bottleneck in star-rated hotels development. The paper uses Markov forecast method to analyze human resources shifting in star-rated hotels, with a conclusion of Markov forecast model, speculating the future trends of human resources. The paper also provides evidence for decision makers on achieving co-ordination of supply and demand in human resources, making and carrying out manpower planning program.

In the highly competitive market of theme parks, the main objective of marketing practices is to differentiate the brand from their competitors. The use of new products and marketing skills no longer work. Brand personality can be used to build brands and craft a unique identity for theme parks. It is the overall personality other than insignificant differences among products of brand that determines brand market position. The purpose of this research is to investigate brand personality of chosen theme parks with Aaker’s five dimensions of brand personality scale. The websites of 6 theme parks were analyzed by using Content Analysis Approach. The findings of the study indicate that among all brand personality dimensions, excitement and sincerity have the highest frequency, followed by sophistication and competence, and ruggedness the lowest frequency. The study also finds Disneyland Hong Kong focusing more on creating brand personality. Future researches should correspondently analyze customers’ perception and theme parks’ brand personality positioning.

Tourism image measurement is an effective way for problem diagnosis of tourism destination. This paper divided the measurement of tourism image into five major elements with 6 measurement factors. The research method is mainly structure, supplemented by nonstructure measurement. Based on the Importance Performance Analysis (IPA),the paper concludes that the actual performance of the whole tourism image of Kunming is below the public expectation. The first priority should be given to the enhancement of the six image factors---accommodation, transportation, shopping, entertainment, sanitation, as well as tourism advertisement——so as to improve the tourism image of Kunming. The author also designed a questionnaire for non-local tourists to indicate their impression of the city. The survey measured the theme of “It is spring everyday in Kunming” and “the Spring City". The main problems to be solved in the six image factors were also dealt with in the questionnaire.

With a large number of construction of greenways put into use, greenway has become an important destination for public leisure and tourists, but they can cause obvious security problems. Statistics show users characteristics, spatial and temporal distribution characteristics in greenway accident. Combined with field research analysis and case statistics, the security risks in greenways leisure and travel mostly came from planning and design flaws, site environmental hazards, vulnerability management and maintenance, and overload capacity of the environment. At last, the safety management of greenway leisure and tourism is proposed: planning rationally to promote the safety of greenway leisure and tourism; optimizing greenway construction to improve the safety performance of greenway site environment; perfecting the management and maintenance to eliminate the pitfalls of greenway; equipping safety facilities to reduce greenway accidents; mobilizing the general awareness of the public. Through these measures, a sound construction and development of green way can ensure greenway leisure and tourism safety.

Based on the concept of tourist environmental awareness, this paper analyzes its influencing factors systematically and then constructs the relevant measure model. With descriptive analysis of tourist environmental awareness, it explores the socio-demographic and socialpsychological factors for tourist environmental awareness with Taiwan as an example. The finding is: Taiwan tourists who have a high level of environmental awareness show group characteristics of women, intellectuals and local islanders; compared to 24.9% of social psychological factors, the explanatory power of socio-demographic factors within tourist environmental awareness is only 6.5%.Social psychosocial factors may be added to improve 19.4% of explained variance for the overall model. In-depth study should focus on social-psychosocial factors; With further analysis of the social-psychological mechanism, it identifies the six key factors such as effectiveness of social norms, nature-based tourism motivation, tourism environmental knowledge, comfortable travel preferences, collectivism and post-materialism. Effectiveness of tourism psychological factors has greater impact on tourist environmental awareness compared to public belief factors.