China should deliver sincere, fair and effective services to the general public, the head of the China Tourism Academy has said.

"The rigid adherence to the so-called rules and standards is actually not what services are about, and services in China should be sincere, fair and effective," said Dai Bin at the third China's Services Development Forum in Tai'an, Shandong province, on Saturday.

Local governments often put large amounts of money into developing tourism attractions, but when it comes to tourism services, they still think that their only role is to charge entrance fees, Dai said.

(China Daily 08/27/2012 page2)