Frontiers in Business, Economics and Management ISSN: 2766-824X | Vol. 17, No. 2, 2024 11 Tourism Governance Policy and the Extent of Its Implementation in Harbin City, China Wenzhe Xu * Doctor of Public Administration, Graduate School, Emilio Aguinaldo College, Manila 1007, Philippines * Corresponding author: Wenzhe Xu (Email: wenzhe.xu.mnl@eac.edu.ph) Abstract: The study examines the perceptions of respondents regarding tourism governance and policy implementation in China, focusing on economic, political, socio-cultural, environmental, and psychological dimensions. The analysis reveals a general agreement on the positive impacts of both tourism governance and policy implementation. However, significant differences in perceptions are noted based on age, particularly in environmental and visa policy assessments. The study also finds no significant correlation between tourism governance and policy implementation, suggesting these areas operate independently in the respondents' views. Recommendations include enhancing communication between governance and policy entities, addressing environmental concerns through targeted strategies, involving diverse stakeholders in policy development, improving visa policies, investing in tourism infrastructure, promoting sustainable tourism practices, leveraging technology and innovation, and implementing regular monitoring and evaluation. These recommendations aim to ensure a more coordinated, inclusive, sustainable, and effective approach to tourism governance and policy implementation in China, fostering long-term growth and positive impacts across all dimensions. Keywords: Tourism Governance, Policy Implementation, China, Sustainable Tourism. 1. Introduction China National Tourism Administration (CNTA) is at the top of tourism policy and development with clearly defined functions of coordination, policymaking, planning, regulation, investment stimulation, promotion and organization. The decision-making process goes down to regional and local levels with partly different and partly overlapped functions. Regional governments undertake an intermediary role of interpreting national policies and directing these top-down ideas to the local governments that are the last level of administration that delivers and implements the directed policies to the locality. Tourism is a significant economic driver for many cities worldwide, including Harbin City in Northeast China. As a popular winter destination renowned for its ice sculptures and unique cultural heritage, Harbin attracts millions of tourists each year. To manage the growing tourism industry and ensure its sustainability, robust governance policies are essential. This study aims to examine the tourism governance policy in Harbin City, analyzing its components and the extent of its implementation. 2. Methodology 2.1. Research Design A survey method is the preferred type of approach for this study. In this case, it can be beneficial to acknowledge the advantages of survey designs, through the use of the assessments of the different respondents who have direct knowledge about the tourism governance in China in terms of economic, political, socio-cultural, environment and psychological. So, in this study, the researcher will be employed two groups of respondents, namely: travelers and/or who are always out of the country as tourist, and government officials who are directly involved in the governance of tourism. Likewise, this study is generally quantitative. It typically involved large samples. This design will be employed to gather information from the respondents on the tourism governance in China in terms of economic, political, socio- cultural, environment and psychological. 2.2. Research Locale The locale of the study was in Harbin City, Heilongjiang Province, China. During the actual conduct of survey, the two (2) groups of respondents will likewise locate in the same place where the principal office of the agency is principally located. The respondents will randomly be selected. They are travelers and/or who are always out of the country as tourists, and the government officials who are directly involved in the governance of tourism. 2.3. Sample and Sampling Design The population and sampling procedure provide for the essential aspects of the population and sample describe in a research plan. The population of this study will be taken from Harbin City, Heilongjiang Province, China, broken down as follows: 150 travelers and/or who are always out of the country as tourist, and 75 government officials who are directly involved in the governance of tourism. A total of 225 respondents. 2.4. Research Instrument The main body of the survey questionnaire consists of the variables and indicators/statements concerning the assessment of respondents on the tourism governance in China in terms of economic, political, socio-cultural, environment and psychological. The following rating scales will be used by the respondents in their assessments, to wit: 12 Table 1. Rating scales Scale Range Degree 4 3.51-4.00 Strongly Agree (SA) 3 2.51-3.50 Agree (MA) 2 1.51-2.50 Disagree (DA) 1 1.00-1.50 Strongly Disagree (SD) 2.5. Data Gathering Procedure Upon the distribution of the questionnaires to the individual respondents, the researcher made some explanations to the participants on the objective of the study as well as how they would fill up the same. Thereafter, the respondents will be given three days to complete the questionnaire and send it back to the researcher. 2.6. Statistical Treatment of Date The collected data were tallied, classified and tabulated. Listed in the columns are the responses per item of the questionnaire and the rows representing the respondents. Data responses coming from the respondents were considered for statistical analysis using the following statistical tools. 2.7. Weighted Mean The weighted mean scores were computed to measure the assessment of the two groups of respondents. In order to obtain the weighted mean scores, the computed weighted mean scores on the assessment of respondents on the tourism governance in China in terms of economic, political, socio- cultural, environment and psychological, will be interpreted using the following scales: Table 2. Rating scales Scale Range Degree 4 3.51-4.00 Strongly Agree (SA) 3 2.51-3.50 Agree (MA) 2 1.51-2.50 Disagree (DA) 1 1.00-1.50 Strongly Disagree (SD) 2.8. ANOVA To test the hypotheses of no significant difference in the assessment of the two groups of respondents, the Analysis of Variance (ANOVA) was utilized. 3. Figures Table 3. Frequency and Percentage Distribution of the Demographic Profile of Respondents Variable Category Frequency Percentage Sex Male Female 53 22 23.6% 9.8% Age 25-35 36-45 46-55 56 above 28 19 18 10 12.4% 8.4% 8.0% 4.4% Marital Status Single Married Divorced Widowed 20 29 15 11 8.9% 12.9% 6.7% 4.9% Table 4. Mean and Verbal Interpretation in the Assessment of the Respondents on the Tourism Governance in China In Terms of Economic Indicator Weighted Mean Standard Deviation Interpretation Tourism improved the tax revenue in the region 2.72 .847 Agree- Evident Tourism governance affects the personal income growth of the community 3.04 .725 Agree- Evident People feel the enhanced living standards because of the good governance in the tourism sector 2.92 .882 Agree- Evident Tourism governance create more jobs and employment opportunities in the region 2.77 .938 Agree- Evident Creates a huge number of foreign exchanges and ultimately results in the overall economic growth and social development of the countries 2.81 .817 Agree- Evident Overall Mean 2.853 .4341 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 5. Mean and Verbal Interpretation in the Assessment of the Respondents on the Tourism Governance in China in Terms of Political Indicator Weighted Mean Standard Deviation Interpretation Tourism has significant political impacts by influencing government policies 3.33 .844 Agree- Evident Promoting diplomatic relations between countries 3.19 .817 Agree- Evident Economic networks between China and other countries 3.00 .717 Agree- Evident Can create policies to improve tourism sector 2.83 .978 Agree- Evident Overall Mean 3.0867 .46589 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) 13 Table 6. Mean and Verbal Interpretation in the Assessment of the Respondents on the Tourism Governance in China in Terms of Socio- cultural Indicator Weighted Mean Standard Deviation Interpretation Networks for conjoint learning and communication between different cultures and countries 3.07 .811 Agree- Evident Tourists often engage and learn from the locals 3.01 .668 Agree- Evident Tourism can also increase pride in locals 3.11 .798 Agree- Evident The increase in people also leads to creating more social venues and experiences where locals and tourists can interact 3.00 .959 Agree- Evident Tourism can be beneficial for the host community as it provides the financial means and the incentive to preserve cultural histories, local heritage sites, and customs 2.81 .849 Agree- Evident It stimulates interest in local crafts, traditional activities, songs, dance, and oral histories 2.65 1.084 Agree- Evident Opens the community to the wider world, new ideas, new experiences, and new ways of thinking 2.73 .741 Agree- Evident Overall Mean 2.91 .366 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 7. Mean and Verbal Interpretation in the Assessment of the Respondents on the Tourism Governance in China in Terms of Environmental Indicator Weighted Mean Standard Deviation Interpretation Direct effects including environmental damage, wildlife destruction, deforestation, water pollution 3.08 .897 Agree- Evident increased harvesting of natural resources to supply food, indirect air and water pollution 2.81 .849 Agree- Evident Openness increases carbon emissions, atmospheric particulate matter, and greenhouse gases 2.91 .932 Agree- Evident Anthropogenic activities occurring as a result of travelling influence the environment 2.76 1.025 Agree- Evident Consumed at the cost of environmental degradation as the bulk of carbon dioxide, and greenhouse gases are emitted from the tourism sector 2.83 .906 Agree- Evident Creates forest fires, threatens the habitats in the particular zones, and creates a vulnerable situation as it endangers the species 3.11 .909 Agree- Evident The management of garbage collection and littering in the forest leads to forest fire, a great threat to the animals living in the region 2.87 .875 Agree- Evident The tourism industry increasing the issue of sewage pollution that influences the groundwater quality and creates major concerns for humans 2.88 1.026 Agree- Evident Overall Mean 2.90 .488 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 8. Mean and Verbal Interpretation in the Assessment of the Respondents on the Tourism Governance in China in Terms of Psychological Indicator Weighted Mean Standard Deviation Interpretation Tourism has positive and negative health outcomes for local people 3.08 .897 Agree- Evident Tourism on residents' health condition is related to the density of tourist's arrivals 2.81 .849 Agree- Evident It creates traffic congestion, crowding, and other stressful factors. 2.88 1.026 Agree- Evident Residents' health and well-being outcomes through improving healthcare access positive emotions, novelty and social interactions. 2.65 1.007 Agree- Evident The are risk of disease transmission, road accidents, higher crime levels, as well as, crowding, and other stressful factors 2.89 .831 Agree- Evident Residents can experience anxiety and depression related to their risk perceptions about mortality rates, food insecurity, contact with infected tourists and others. 3.09 .918 Agree- Evident Overall Mean 2.90 .50 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) https://en.wikipedia.org/wiki/Oral_histories 14 Table 9. Mean and Verbal Interpretation in the Assessment of the Respondents Tourism Policy Implementation in China in Terms of Visa Policies Indicator Weighted Mean Standard Deviation Interpretation China granted visa-free entry to travelers from countries such as France, Italy, Germany, Spain, the Netherlands, and Malaysia. 2.84 .763 Agree- Evident To facilitate easier travel for American tourists, China simplified its visa procedures 3.17 .817 Agree- Evident The visa-free policies are part of a broader strategy to enhance China’s attractiveness as a tourist destination and to stimulate inbound tourism 2.76 .848 Agree- Evident The visa-free policy is not limited to tourism but also extends to business travel 3.10 .734 Agree- Evident Citizens from several European countries, including Switzerland, Ireland, Hungary, Austria, Belgium, and Luxembourg, benefit from visa-free entry for short-term visits 2.84 .877 Agree- Evident Overall Mean 2.942 .3752 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 10. Mean and Verbal Interpretation in the Assessment of the Respondents Tourism Policy Implementation in China in Terms of Domestic growth Indicator Weighted Mean Standard Deviation Interpretation The Chinese government has been actively promoting tourism in secondary and tertiary cities such as Chengdu, Hangzhou, Changsha, and Nanjing 2.98 .866 Agree- Evident Social media influencers, known as key opinion leaders (KOLs), play a significant role in boosting domestic tourism 3.04 .818 Agree- Evident increase in domestic travel as international travel faced restrictions and uncertainties. 2.98 .818 Agree- Evident Government policies have initiates investment in tourism infrastructure, promotional campaigns, and the development of tourism clusters in various regions 3.14 .800 Agree- Evident Domestic tourism is a crucial component of China’s economic strategy, contributing significantly to GDP and local economies. 2.97 .850 Agree- Evident Overall Mean 3.023 .3777 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 11. Mean and Verbal Interpretation in the Assessment of the Respondents Tourism Policy Implementation in China in Terms of Economic Growth Indicator Weighted Mean Standard Deviation Interpretation Domestic tourism in China is a substantial revenue generator. 3.00 .765 Agree- Evident The tourism sector is a major source of employment in China i.e. creates numerous jobs in hospitality, transportation, retail, and various service industries 3.08 .828 Agree- Evident Government investment in tourism infrastructure, such as transportation networks, hotels, and cultural sites 2.83 .801 Agree- Evident Tourism policies encourage the growth of SMEs in the tourism and hospitality sectors. 3.21 .694 Agree- Evident Promotion of Cultural Heritage and Sustainable Practices 2.92 .981 Agree- Evident Overall Mean 3.010 .3695 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) Table 12. Mean and Verbal Interpretation in the Assessment of the Respondents Tourism Policy Implementation in China in Terms of Sustainability impact Indicator Weighted Mean Standard Deviation Interpretation Sustainable tourism in China involves promoting local culture and heritage, by highlighting traditional crafts, local festivals, and historical sites 2.88 .771 Agree- Evident China's tourism sector on sustainability and innovation to ensure long-term growth and environmental conservation 3.12 .831 Agree- Evident The Chinese government is investing in the development of sustainable tourism infrastructure 2.82 .795 Agree- Evident Innovation in travel experiences is a key trend, with a focus on providing unique and immersive experiences. 3.17 .725 Agree- Evident Constructing green buildings, improving public transportation networks to reduce carbon emissions, and developing eco-friendly tourist attractions 2.92 .974 Agree- Evident Overall Mean 2.94 .3409 Agree- Evident Legend: 3.51 – 4.00 (Strongly Agree-Highly Evident); 2.51 – 3.50 (Agree- Evident); 1.51 – 2.50 (Disagree- Evident); 1.0-1.50 (Strongly Disagree-Not at all Evident) 15 Table 13. Differences in the Assessment on the tourism governance in China in Terms of Sex Indicator Sex Mean F Sig. Decision on Ho Interpretation economic Male Female 2.82 2.91 .675 .414 Accepted Not Significant political Male Female 3.05 3.17 .160 .690 Accepted Not Significant socio-cultural Male Female 2.91 2.90 .853 .359 Accepted Not Significant environment Male Female 2.93 2.84 .018 .893 Accepted Not Significant psychological Male Female 2.91 2.86 .082 .776 Accepted Not Significant Overall Male Female 2.92 2.94 .083 .775 Accepted Not Significant Table 14. Differences in the Assessment on the tourism governance in Chinain Terms of Age Indicator Age Mean F Sig. Decision on Ho Interpretation economic 25-35 36-45 46-55 56 above 2.76 3.00 2.87 2.78 1.242 .301 Accepted Not Significant political 25-35 36-45 46-55 56 above 3.16 3.14 2.98 2.95 .897 .447 Accepted Not Significant socio-cultural 25-35 36-45 46-55 56 above 2.90 3.00 2.83 2.88 .718 .544 Accepted Not Significant environment 25-35 36-45 46-55 56 above 2.91 3.17 2.77 2.62 3.821 .013 Rejected Significant psychological 25-35 36-45 46-55 56 above 2.85 3.14 2.85 2.68 2.273 .087 Accepted Not Significant Overall 25-35 36-45 46-55 56 above 2.91 3.09 2.86 2.78 3.521 .019 Rejected Significant Table 15. Differences in the Assessment on the tourism governance in China in Terms of Marital Status Indicator Marital Status Mean F Sig. Decision on Ho Interpretation 1.economic Single Married Divorced Widowed 2.90 2.91 2.82 2.65 1.033 .383 Accepted Not Significant 2.political Single Married Divorced Widowed 3.15 2.88 3.36 3.11 4.177 .009 Rejected Significant 3.socio-cultural Single Married Divorced Widowed 2.89 2.99 2.80 2.88 1.007 .395 Accepted Not Significant 4.environment Single Married Divorced Widowed 2.89 2.88 2.86 3.02 .251 .860 Accepted Not Significant 5.psychological Single Married Divorced Widowed 2.88 2.86 2.98 2.90 .193 .901 Accepted Not Significant Overall Single Married Divorced Widowed 2.94 2.90 2.96 2.91 .160 .923 Accepted Not Significant 16 Table 16. Differences in the Assessment of the Respondents on the Tourism Policy Implementation in China in Terms of Sex Indicator Sex Mean F Sig. Decision on Ho Interpretation visa policies Male Female 2.95 2.90 .012 .911 Accepted Not Significant domestic growth Male Female 3.00 3.06 .595 .441 Accepted Not Significant economic growth Male Female 3.00 3.03 .898 .344 Accepted Not Significant sustainability impact Male Female 2.95 2.91 1.261 .263 Accepted Not Significant OVERALL Male Female 2.97 2.98 .045 .833 Accepted Not Significant Table 17. Differences in the Assessment of the Respondents on the Tourism Policy Implementation in China in Terms of Age Indicator Age Mean F Sig. Decision on Ho Interpretation visa policies 25-35 36-45 46-55 56 above 2.89 2.89 2.99 3.06 2.681 .048 Rejected Significant domestic growth 25-35 36-45 46-55 56 above 3.00 3.00 3.06 3.05 .398 .754 Accepted Not Significant economic growth 25-35 36-45 46-55 56 above 2.98 3.03 3.01 3.01 .234 .873 Accepted Not Significant sustainability impact 25-35 36-45 46-55 56 above 2.92 2.96 2.91 2.96 .296 .828 Accepted Not Significant OVERALL 25-35 36-45 46-55 56 above 2.95 2.97 2.99 3.02 .882 .451 Accepted Not Significant Table 18. Differences in the Assessment of the Respondents on the Tourism Policy Implementation in China in Terms of Marital Status Indicator Marital Status Mean F Sig. Decision on Ho Interpretation visa policies Single Married Divorced Widowed 2.89 2.91 2.95 3.09 2.466 .063 Accepted Not Significant domestic growth Single Married Divorced Widowed 3.08 2.96 2.98 3.10 1.693 .169 Accepted Not Significant economic growth Single Married Divorced Widowed 2.98 3.04 3.03 2.94 .687 .561 Accepted Not Significant sustainability impact Single Married Divorced Widowed 2.93 2.95 2.93 2.94 .036 .991 Accepted Not Significant OVERALL Single Married Divorced Widowed 2.97 2.96 2.97 3.02 .364 .779 Accepted Not Significant Table 19. Correlation Between Tourism Governance and Tourism Policy Implementation in China Indicator 1 Indicator 2 Mean F Sig. Decision on Ho Interpretation Tourism Governance Tourism Policy Implementation 2.93 2.97 .105 .369 Accepted Not Significant 17 4. Discussion 4.1. Summary of Findings (1) The majority of respondents are male (23.6%), with the largest age group being 25-35 years old (12.4%). In terms of marital status, most respondents are married (12.9%). (2) Assessment of the Respondents on Tourism Economic Impact: With an overall mean of around 2.85, respondents agree that tourism governance improves tax revenue, personal income growth, living standards, job creation, and economic growth through foreign exchange. Political Impact: The overall mean is approximately 3.09, indicating agreement that tourism governance influences government policies, promotes diplomatic relations, supports economic networks, and facilitates policy creation to enhance the tourism sector. Socio-Cultural Impact: With an overall mean of 2.91, respondents agree that tourism governance promotes intercultural learning, enhances local pride, creates social venues for interaction, and encourages the preservation of cultural heritage. Environmental Impact: The overall mean is 2.90, reflecting agreement that tourism governance has both positive and negative environmental impacts, including damage and pollution, but also efforts to reduce carbon emissions and develop eco-friendly attractions. Psychological Impact: With an overall mean of 2.90, respondents agree that tourism governance has mixed health outcomes, affects residents' stress levels and well-being, and presents risks such as disease transmission and anxiety. (3) Assessment of the Respondents on Tourism Policy Visa Policies: With an overall mean of 2.94, respondents agree that China's visa policies, including visa-free entry and simplified procedures, enhance the country's attractiveness as a tourist destination and support both tourism and business travel. Domestic Growth: The overall mean is 3.02, indicating agreement that the Chinese government promotes tourism in secondary cities, leverages social media influencers, and invests in tourism infrastructure, contributing significantly to GDP and local economies. Economic Growth: With an overall mean of 3.01, respondents agree that domestic tourism generates substantial revenue, creates jobs, supports SMEs, and promotes sustainable practices, contributing to overall economic growth. Sustainability Impact: The overall mean of 2.94 suggests agreement that China's tourism policies promote sustainability by investing in infrastructure, highlighting cultural heritage, and focusing on innovative and eco-friendly travel experiences. Overall, the assessments indicate a general consensus among respondents that both tourism governance and policy implementation in China have evident positive impacts across economic, political, socio-cultural, environmental, and psychological dimensions. (4) Differences in the Assessment of the Respondents on Tourism Governance in China. There are no significant differences in the assessment of tourism governance based on sex or marital status across all dimensions (economic, political, socio-cultural, environmental, and psychological). However, significant differences were found based on age in the environmental dimension, with respondents aged 36-45 perceiving more significant environmental impacts. (5) Differences in the Assessment of the Respondents on Tourism Policy Implementation in China. There are no significant differences in the assessment of tourism policy implementation based on sex or marital status across all dimensions (visa policies, domestic growth, economic growth, and sustainability impact). However, significant differences were found based on age in the assessment of visa policies, with older respondents (56 above) perceiving them more favorably. (6) Correlation Between Tourism Governance and Tourism Policy Implementation in China. The analysis reveals no significant correlation between tourism governance and tourism policy implementation. This indicates that improvements or changes in one area do not necessarily predict or impact improvements or changes in the other, suggesting that these areas operate independently in the respondents' perceptions. 5. Recommendations (1) Given the lack of significant correlation between tourism governance and policy implementation, it is recommended to establish better communication and coordination mechanisms between the entities responsible for governance and those implementing policies. This could help ensure that governance frameworks are effectively translated into actionable policies and practices. (2) Since middle-aged respondents perceive more significant environmental impacts, targeted environmental strategies should be developed to address their concerns. This could include more robust measures to mitigate environmental damage and promote sustainable tourism practices. (3) Involve a diverse group of stakeholders, including different age groups and marital statuses, in the policy development process to ensure that the policies address the needs and concerns of all demographics. This will help in creating more comprehensive and inclusive tourism policies. (4) Older respondents view visa policies more favorably. To capitalize on this positive perception, further simplification and expansion of visa policies could be beneficial. This might include extending visa-free entries or streamlining visa application processes to attract more international tourists. (5) Continue to invest in tourism infrastructure, such as transportation networks, hotels, and eco-friendly tourist attractions, to support both domestic and international tourism growth. This investment should also focus on promoting sustainability to mitigate any negative environmental impacts. (6) Given the environmental and socio-cultural impacts of tourism, it is essential to promote sustainable tourism practices that preserve cultural heritage and protect the environment. This can be achieved through policies that encourage eco-friendly travel, conservation efforts, and the promotion of local culture and heritage. (7) Utilize technology and innovation to enhance the tourist experience and improve governance and policy implementation. This could include the use of digital platforms for better governance transparency, innovative tourism products, and services that cater to the evolving needs of tourists. (8) Implement regular monitoring and evaluation mechanisms to assess the effectiveness of tourism governance and policy implementation. This will help identify areas for 18 improvement and ensure that both governance and policies remain relevant and effective in promoting sustainable tourism growth. 6. Conclusion (1) The majority of respondents are male, with the largest age group being young adults, and most are married. (2) Respondents generally agree that tourism governance in China has positive impacts on economic, political, socio- cultural, environmental, and psychological aspects, indicating a broad recognition of its benefits. (3) The positive assessment extends to tourism policy implementation, with respondents agreeing that visa policies, domestic growth, economic growth, and sustainability measures are effectively enhancing China's tourism sector. (4) There are no significant differences in the assessment of tourism governance based on sex or marital status. However, age differences show that middle-aged respondents perceive more significant environmental impacts. (5) Similarly, no significant differences were found in the assessment of tourism policy implementation based on sex or marital status, though older respondents view visa policies more favorably. (6) There is no significant correlation between tourism governance and tourism policy implementation, suggesting that these areas operate independently in the perceptions of respondents. This highlights the need for a comprehensive approach that addresses both governance and policy implementation separately. References [1] Arlt, W. G. (2016). China’s outbound tourism: History, current development, and outlook. In Xiang (Robert) Li (Ed.), Chinese outbound tourism 2.0 (1st ed.). Waretown, NJ: Apple Academic Press. [2] Boweman, G. (2014). The new Chinese traveller. Business opportunities from the Chinese travel revolution. New York, NY: Palgrave Macmillan. [3] China Tourism Academy (CTA). (2014). Annual report of China outbound tourism development 2014. Beijing: China Tourism Press. [4] China Tourism Academy (CTA). (2015). Annual report of China outbound tourism 2015. Beijing: China Tourism Press. [5] China Tourism Academy (CTA). (2018). Annual report of China outbound tourism 2018. Beijing: China Tourism Press. [6] [COTRI (2018). COTRI Market Report, Spring 2018 Edition. Hamburg: COTRI. [7] Ctrip & COTRI (2018). Customized Travels of Chinese Visitors to Europe. Shanghai. [8] Jin, X., & Wang, Y. (2016). Chinese outbound tourism research: A review. Journal of Travel Research, [9] Keating, B. W., Huang, S., Kriz, A., & Heung, V. C. S. (2015). Special issue: Chinese outbound travel: Emerging issues and implications. Journal of Travel & Tourism Marketing [10] Li, X. R. (Ed.). (2016). Chinese outbound tourism 2.0. Waretown, NJ: Apple Academic Press [11] National Bureau of Statistics. In 2020, the added value of national tourism and related industries accounted for 4.01% of GDP (2020). [12] National Bureau of Statistics. From January to February, the national economy withstood the impact of the new crown pneumonia epidemic (2020) [Internet]. Beijing: National Bureau of Statistics [13] Nyiri, P. L. (2006). Scenic spots: Chinese tourism, the state, and Song R, Feng J. (2021)Research on the recovery of China’s domestic tourism market: assessment and suggestion. [14] Tse, T. (2015). A review of Chinese outbound tourism research and the way forward. Journal of China Tourism Research [15] Y Y.Chen, Z W. Xie. (2021) Tourism development under normalized epidemic prevention and control: transformation opportunities and strategic optimization [16] Xinhua (2018). China to merge ministry of culture, tourism administration.