Development Path and Case Analysis of MICE Tourism
This paper analyzes the characteristics of MICE tourism and the problems existing in its development, and puts forward the development path of MICE tourism. Large and medium-sized cities can strengthen the macro-control role of the government, enhance the overall strength of urban tourism, expand the positive actions of tourism enterprises, integrate theme exhibitions with theme tourism, and realize the interactive development of exhibitions and tourism.
Keywords: MICE tourism MICE tourism
Business and exhibition tourism is widely regarded as a promising form of tourism in the world. Many large and medium-sized cities at home and abroad have set up exhibition service agencies to actively develop exhibition tourism. Such as Geneva in Switzerland, Hanover in Germany, Paris and Singapore in France, and Hongkong, Beijing, Shanghai, Guangzhou and Dalian in China. With China's entry into WTO, more and more multinational companies will invest in China, and the demand for convention and exhibition facilities will further expand, and the importance of convention and exhibition tourism market will become more prominent.
Exhibition and exhibition tourism
Convention and exhibition industry is a new industry integrating commodity display and trading, economic and technological cooperation and scientific and cultural exchanges, with multiple functions such as information consultation, investment attraction, transportation, urban construction, commercial trade and tourism services. Through exhibition activities, we can promote huge logistics, people flow, capital flow and information flow, enhance the city's taste and popularity, and then promote economic and social development. MICE tourism is the product of tourism under the premise of holding conferences, exhibitions, trade fairs, trade fairs and expositions.
Many scholars at home and abroad have also made various definitions of MICE tourism, but there is still no unified connotation. For example, Goetz, a scholar who is famous for studying event tourism, believes that trade and exhibition activities such as exhibitions, expositions and conferences are the most important components of the conference industry. At the same time, many scholars advocate promoting the concept of mice tourism. The MICE tourism discussed in this paper corresponds to the concept of event tourism market subdivided by M, I, C and E in developed countries, that is, meetings, activities, conferences and exhibitions, including festivals and sports events. That is, MICE tourism refers to a tourism activity that attracts tourists to negotiate trade, sightseeing, carry out technical cooperation, information exchange and cultural exchange by means of various types of conferences, exhibitions, expositions, trade fairs, investment fairs, cultural and sports exchanges, and promotes the development of many related industries such as transportation, tourism and commerce.
Characteristics of mice tourism
Although convention and exhibition industry and tourism are two independent industrial sectors, the mutual involvement of convention and exhibition industry and tourism is the external manifestation of the universal connection between economic activities. Convention and exhibition industry and tourism are both tertiary industries, which have strong industrial relevance. Holding conferences and exhibitions will not only benefit local exhibition halls, restaurants and catering services, but also actively promote related telecommunications, transportation, shopping, tourism services and urban municipal construction. Being engaged in convention and exhibition industry is one of the diversification strategies of tourism, and convention and exhibition industry can make use of various services and resources provided by tourism. The two are closely linked and complement each other.
(a) The role of exhibitions in promoting tourism
Exhibition itself has the characteristics of industry, industry and large-scale organization, which will inevitably attract government, non-governmental organizations' exhibition groups, visiting groups and travel teams organized by travel agencies. Due to the high specifications of the conference, the exhibitors are all business guests with strong spending power and high cultural quality, and their consumption grade and scale are much higher than those of ordinary tourists. A large-scale or well-known exhibition will greatly promote hotels, travel agencies, scenic spots, tourism transportation and shopping in the local tourism industry. At the same time, for the general tourism team or tourists, if the exhibition is held during the tourism process, the strong atmosphere brought by the exhibition will greatly increase their interest in tourism. MICE tourism also has the characteristics that the time period is not affected by climate and season, thus eliminating the obvious shortcomings of sightseeing tourism. Most exhibition activities are arranged in the off-season of cities, and the development of exhibition tourism is conducive to improving the utilization rate of urban tourism facilities and services. The exhibition provides a good opportunity for the city to display tourism resources and products. It is conducive to promoting the promotion of urban functions, improving the visibility of the city, and providing a good environment for the further development of tourism.
(B) the auxiliary role of tourism in the exhibition
No matter from the historical evolution of the exhibition industry or the specific activities of the exhibition, the six elements involved in tourism are closely related to the holding of the exhibition. The elements of exhibition and the services needed for successful completion are the advantages accumulated in the development of tourism. In the development of MICE tourism, tourism provides corresponding services for the holding of MICE and helps MICE to establish its brand, which has become a key factor in the intensive development trend of MICE tourism. The success of the exhibition depends on the participation of the tourism industry to some extent, in addition to the scale or professional level of the participants. Carrying out division of labor and cooperation and establishing a perfect benefit sharing mechanism are the prerequisites for realizing the professional division of reception in the convention and exhibition industry. If there is a professional division of labor between tourism enterprises and exhibition companies, exhibition companies are responsible for the recruitment, publicity, exhibition and organization and management of the exhibition, while tourism enterprises provide "six elements" services for exhibitors or visitors in different places, each with its own functions and strengths, and make exhibitors, visitors and local residents feel convenient and satisfied through professional services, thus attracting more exhibitors and gaining more and more lasting support, thus establishing the brand of the exhibition and giving full play to the driving role of the exhibition.
The integration of convention and exhibition industry and tourism industry is the inevitable trend of the development of global convention and exhibition industry. MICE tourism is the product of the combination of tourism attributes and the characteristics of MICE activities. Optimizing the relationship between convention and exhibition industry and tourism, establishing a new development model and developing convention and exhibition tourism are the only way for the coordinated development of convention and exhibition industry and tourism in China.
Several Problems of Developing MICE Tourism in China
Among the nearly $300 billion in revenue that the convention and exhibition industry brings to the world every year, China has failed to occupy its due market share. At present, the problems existing in the development of MICE tourism mainly lie in the loose relationship between MICE industry and tourism, and the development level is still in the primary stage.
On the management level, most provinces (except a few cities with developed exhibitions) have neither clear and unified management and planning, nor the guidance of specialized management institutions. Most of the organizers focus on the application, approval and reception affairs, and rarely or even consider the extensive cooperation with the tourism department, and have insufficient understanding of the comprehensive effects of MICE tourism; On the management level, due to the limitation of multi-head management and profit orientation, it is difficult for the government to organize exhibition companies and tourism enterprises to jointly promote; In the content of activities, the main purpose of exhibitors, participants and visitors is limited to attending or watching exhibitions, and only a few people spontaneously participate in small-scale sightseeing, shopping or entertainment activities; The services provided by the tourism department for exhibitors and visitors are mainly transportation, accommodation, catering, cultural performances, shopping guides, sightseeing activities and other services are obviously insufficient; From the perspective of comprehensive benefits, the comprehensive benefits brought by convention and exhibition activities to tourism enterprises are not large enough (although they can promote the three elements of tourism, such as food, accommodation and transportation), and the benefits of various industries within the tourism industry are very uneven, with obvious accommodation, catering and transportation, and more profits; Sightseeing, shopping and entertainment have not been effectively developed, resulting in less profits, and the existing tourism resources, especially the scenic spots in the city and surrounding areas, have not been fully utilized.
Facing the new market situation and development environment, China MICE tourism must explore a new development path to achieve "standardization, intensification, branding and cooperation" as soon as possible. Therefore, China's mice industry and tourism industry should promote each other and cooperate with each other to build an optimized model for mice tourism development in China.
A Case Study of Developing MICE Tourism
In China, MICE tourism has also become a major market segment. For cities, the development of mice tourism has important economic value. The following is an analysis of the development of mice tourism in Changsha.
(A) the basis for the development of mice tourism in Changsha
Judging from the level of economic development and business development in Changsha, according to the statistics of the Ministry of Commerce, in 2005, the actual utilization of foreign capital in Changsha exceeded 900 million US dollars, and the scale of foreign capital in place ranked first in the capital cities of central and western China, surpassing Wuhan and Chengdu. In terms of consumer market, driven by exhibitions, Changsha achieved a total retail sales of social consumer goods of 74.343 billion yuan, with an increase rate of 65.438+0.6 1%, ranking among the top ten in China, and initially achieved the goal of building a regional business center.
Judging from the regional traffic conditions and geographical conditions, Changsha is located in the hinterland of south-central China, connecting the east with the west. It is a bridge connecting the developed coastal areas and the vast western regions, and an important distribution center and transportation hub for capital, technology and raw materials in central and southern regions.
Judging from the facilities of exhibition venues and tourist reception capacity, there were 2 17 exhibitions in 2005, including more than 20 national exhibitions, and the sales revenue of exhibitions reached more than 5 billion yuan. The exhibition infrastructure is improving day by day. The city has four modern and regular exhibition venues: Hunan Exhibition Hall, Hunan International Convention and Exhibition Center, Changsha International Convention and Exhibition Center and Changsha Hongxing International Convention and Exhibition Center. The total construction area of the venue is 2 1.9 million square meters, the indoor exhibition area is 1.29 million square meters, and the total number of standard booths is 496 1 piece. The number of exhibition halls and the area of indoor exhibition halls rank fourth and sixth in China respectively, and it has the hardware capability to undertake various exhibition projects within 2,000 standard booths and more than 654.38+10,000 professional visitors. There are more than 100 three-star or equivalent hotels with daily reception capacity exceeding150,000 people. Successfully held a large number of exhibition activities, such as the National Sugar and Liquor Fair, the National Coal Fair, the China Golden Eagle TV Art Festival and the Fifth National City Games. In 2005, Changsha received 24.89 million domestic tourists, and the domestic tourism income was 654.38+07.52 billion yuan. Received 255,500 inbound tourists and earned 202 million US dollars from international tourism; Total international and domestic tourism revenue1.91.200 million yuan; The added value of tourism is equivalent to 14% of the city's GDP, and tourism professionals has reached 654.38+million people, making it the leader of the tertiary industry in Changsha.
From the perspective of tourism resources, city image and city tourism attraction, Changsha is one of the first historical and cultural cities in the State Council with a long history and outstanding people. The excavation of Mawangdui Han Tomb and the bamboo slips of Sun Wuji in the Three Kingdoms shocked China and foreign countries. Yuelu Academy has a long history. Changsha is a beautiful city with mountains and rivers, Yuelu Mountain stands tall, Xiangjiang River gushes, Orange State floats in the heart of Bijiang River, and mountains, water, continent and city are integrated, which makes Changsha full of meaningful aura and unique charm. Outside the city, there are scenic spots such as Dawei Mountain National Forest Park and grey soup hot spring International Tourism Resort. There are many national and international convention and exhibition activities held in Changsha, which have strengthened extensive exchanges and cooperation with all walks of life around the country and enhanced the overall image and city visibility of Changsha convention and exhibition. Changsha is a booming emerging convention and exhibition city. In 2005, Changsha was selected as a cutting-edge convention and exhibition city, and it is moving towards the best convention and exhibition tourism city.
(B) Countermeasures for the development of mice tourism
1. Macro guidance of the government. MICE industry is still a new industry in China, and the sustained and healthy development of MICE tourism needs the strong support and active guidance of governments at all levels. The government should play a macro-control and industry guidance role mainly in industrial planning, industry management, infrastructure construction and overall city publicity.
Exhibition activities should not only reflect the sensational effect at that time, but also take into account the long-term effect, the overall impression of participants on exhibition activities, the aftertaste of various services and the establishment of exhibition brands. The government should play an important role in coordinating and promoting industrial planning, integrating industrial advantages and promoting the overall publicity of the city, so that the exhibition department can actively cooperate with the tourism department to carry out joint promotion and combine exhibitions, festivals and sports events with the tourism resources and tourist reception facilities in and around the city; Or bring the exhibition industry into the unified management, unified promotion or joint management and promotion of the tourism department, or set up a special exhibition marketing coordination agency separately, which must have extensive contacts with major affiliated enterprises in this city and the province, and have certain contacts with key affiliated enterprises all over the country and the world to play a coordinating and communicating role. Specializing in sales of exhibitions, festivals and facilities. In July 2003, Changsha took the lead in setting up an exhibition management office directly under the municipal government, which played an important role in the management, planning, coordination and service of the exhibition industry. However, the scale and specialization of MICE tourism need to set up special institutions to coordinate the relationship between them. Just as in the selection of the best business exhibition tourism city in China, the organization of city exhibition sales includes the coordination between the tourism bureau and the operators of hotels, exhibition facilities and other tourist facilities. Whether to set up a special exhibition bureau for cooperative marketing accounts for 30% of the score, which is not only a necessary factor for the development of exhibition tourism, but also an important condition for the long-term development of exhibition tourism.
Unified planning of venue construction and surrounding hotel construction. In the smooth development of exhibition activities, reasonable hotel service facilities are an essential factor. In recent years, Changsha's urban infrastructure has been unprecedentedly improved, with developed transportation facilities, and urban infrastructure construction has better met the requirements of the development of convention and exhibition industry. There are nearly three-star hotels in the city 100, with nearly 80,000 standard beds. The hotel industry and catering industry can generally meet the needs of holding various exhibition projects. However, the number of welcome hotels around each exhibition hall is small and the layout is unreasonable, which is one of the biggest opinions of the exhibition organizers when they inspect the exhibition hall. For example, there are only five-star high-grade service hotels in the International Film and Television Convention and Exhibition Center, and there are few mid-range hotels. Changsha Hongxing International Convention and Exhibition Center is located in the southern suburbs of the city, and there are few hotels with perfect services around it. The overall layout of Hunan Exhibition Hall and Changsha International Convention and Exhibition Center is better. In urban planning and design, the government should consider the relevance and unity of exhibition and tourism at the same time, so as to realize rational layout and overall planning.
2. The overall tourism strength of the city. Diversification of urban tourism products. A convention and exhibition city should at least have the attraction of a general tourist city. Outside the exhibition time, the city should consider providing various available tourism projects and perfect leisure and entertainment facilities. In their spare time, guests attending the exhibition also like to engage in other tourism activities, such as shopping, sightseeing, leisure and entertainment. Delegates usually go with their families and take part in various common tourism activities during their stay. If tourism festivals, city sightseeing and leisure shopping can be effectively interspersed in exhibition activities, it will bring greater comprehensive benefits to the local economy. At present, the main tourist projects that Changsha can provide are cultural landscapes such as Mawangdui Han Tomb, Yuelu Mountain Scenic Area, Tianxinge Tourist Corridor, Jia Yi's former residence, and natural landscapes such as Jiang Xinzhou Island and Binjiang City such as Orange Island. If the tourism product itself is insufficient and unattractive, it will limit the full play of the linkage effect between tourism and convention and exhibition industry. Therefore, how to increase the attraction of urban tourism, improve the overall level of urban tourism and enrich tourism products will be an important issue that tourism should seriously consider in developing mice tourism.
In addition to exhibition enterprises continuing to hold large-scale exhibitions to attract tourists, tourism departments can consider modern venues with local characteristics as important destinations for urban sightseeing and improve the utilization rate of venues. Changsha Red Star International Convention and Exhibition Center is the landmark building of China Modern Agricultural Expo and Trade Center, and the International Film and Television Convention and Exhibition Center can also become an important destination for sightseeing in Changsha.
Publicity of urban tourism image. Science and technology provide available technical tools for the traditional exhibition industry and the emerging exhibition tourism industry. Therefore, we must pay attention to the trends of science and technology and the development trend of convention and exhibition industry, find the combination of network technology with traditional convention and exhibition industry and modern convention and exhibition tourism, highlight the necessity and rapidity of service, turn the challenges of network technology into opportunities for our market development, make the advantages of both sides complement each other and promote the healthy development of convention and exhibition tourism. The Changsha Convention and Exhibition Network sponsored by Changsha Convention and Exhibition Office and Changsha Convention and Exhibition Association includes the general situation of Changsha, the basic situation of convention and exhibition industry, exhibition information, exhibition forecast, exhibition management and exhibition service, among which the exhibition service also provides detailed information such as exhibition regulations, exhibition venues, restaurants, shopping, restaurants, entertainment places, transportation and travel guides. It can be said that Changsha Convention and Exhibition Network is a website with perfect services, which has also played a certain role in promoting the dual effects of convention and exhibition and tourism. However, after careful analysis, the introduction of shopping, entertainment places and travel strategies serving tourism in the website needs to be improved.
Shopping places are limited to general consumer supermarkets and department stores, while tourist shops are neglected. Tourist souvenirs should focus on China purple sand, Xiang embroidery, chrysanthemum stone and other local products with great artistic value and appreciation value. Entertainment only stays in karaoke culture, and other leisure and entertainment facilities are introduced too little and the scope is too small. Considering the comprehensive benefits of MICE tourism, the website does not fully introduce purchase and entertainment factors, and lacks Hunan cultural characteristics. The introduction of tourism resources is more detailed, but it lacks practical route design and scenic spot content introduction. We should make good use of the advantages of the Internet to do a good job in propaganda and guidance, and at the same time, make use of the media propaganda function of the developed film and television industry to make corresponding special tourism propaganda films during large-scale exhibitions, especially national exhibitions and international exhibitions, so as to drive the tourism industry to blossom in an all-round way, establish the image of a convention and exhibition tourism city, and perfectly combine the immediate and long-term effects of the exhibition to stimulate the economy.
3. Positive behavior of tourism enterprises. The in-depth development of MICE tourism objectively requires a good docking relationship between MICE industry and tourism. During the exhibition, tourism enterprises provided a series of professional services for exhibitors, such as food, accommodation, transportation, travel, shopping and entertainment, which not only enriched the exhibition activities, but also obtained objective income and stable tourists. The overall image and influence of the tourism industry have been improved, and the tourism industry has been able to develop in an all-round and sustainable way. Such a good development momentum will in turn promote the investment of exhibition enterprises, thus forming a benign interactive cycle between exhibition and tourism development. The MICE tourism we advocate is not to let tourism enterprises hold various meetings and exhibitions, but to let tourism enterprises give full play to their functional advantages and provide corresponding peripheral services for holding exhibitions. Therefore, tourism enterprises should actively provide a series of services such as "food, shelter, transportation, travel, shopping and entertainment" for exhibitors, participants and spectators, and adjust the service content according to the characteristics of the exhibition, analyze the feasibility of the exhibition theme, marketing plan and service reception plan, and select the parts that enterprises can participate in; Try to combine colorful tourism festivals with large-scale conferences or exhibitions.
For example, in various large-scale conferences or exhibitions held in Changsha, tourist hotels and travel agencies in Changsha set up various service counters or professional departments by using perfect service networks to provide exhibitors, participants and spectators with all-round services from transportation, communication, ticketing to shopping as much as possible. Moreover, tourism enterprises should not just stay in the difference between air tickets and reservations, but should integrate their services into the whole exhibition activities, even for the temporary needs of exhibitors. Tourist hotels should take advantage of the favorable opportunity of the exhibition to provide quality services for obtaining stable customers and obtain comprehensive benefits. At the same time, travel agencies can provide tour route design and related services according to the theme of the exhibition, provide participants with activities design and services such as sightseeing, entertainment and shopping after the exhibition, and introduce local attractions and folk customs to them. In the course of MICE tourism in Changsha, travel agencies can design more representative tourist routes for the participants, taking into account the distribution of venues, such as the Chu-Xiang cultural tourist routes based on Hunan Exhibition Hall, namely Mawangdui, Bamboo Slip Museum, Tianxin Pavilion, Qingshuitang Tourist and Cultural Pedestrian Street, First Normal University, Jia Yi's former residence, Yuelu Mountain, lei feng memorial and Tongguan Kiln, as well as modern cities based on the International Film and Television Exhibition Center. And integrate the tourism resources with Hunan characteristics in the surrounding counties and cities, such as Liuyang River, Liuyang Fireworks, and Dawei Mountain. Changsha, Zeng Guofan's Tomb, Shaoshan, huaminglou, Grey Soup and other spring celebrity hometown tours; Changsha, Quzi Temple and Yueyang Chuxiang cultural tour routes.
4. The integration of theme exhibition activities and theme tourism. Exhibition tourism should also choose a distinctive theme, and provide more professional tourists and potential customers for exhibitions through the strong attraction of tourism. Similarly, exhibitions can also bring more tourists to the host city by holding exhibitions with strong brands. Choose theme exhibitions related to urban tourism resources and characteristics, so that exhibitions and tourism can play their respective advantages and develop interactively. As we all know, the Kunming World Expo in Yunnan has had a wide and profound impact on its urban tourism and exhibition tourism. The research shows that 1999 World Expo has promoted the status of Kunming tourism in the whole province and even the whole country, and promoted the branding process of Kunming tourism destination, which is one of the major events in the history of mice tourism development in China.
Drawing lessons from the successful experience of Kunming, Changsha should start with large-scale exhibitions such as Golden Eagle TV Art Festival, Liuyang International Fireworks Festival, National Sugar and Wine Fair and Provincial Agricultural Fair, and try to combine theme exhibition activities with theme tourism to tap the market depth. For example, Golden Eagle TV Art Festival and film and television tourism products, the establishment of film and television art center, the display of China film and television art and culture, Liuyang International Fireworks Festival tourism and local tourism resources, the development of eco-tourism, in the national sugar and wine party, the provincial agricultural fair, tea culture festival exhibition, emphasizing Hunan's unique tourism resources (such as Li Baixing Shacha Gallery, Changsha Baisha Gujing, Ningxiang tourism resources), combined with leisure tourism, rural tourism, so that traditional wine culture, rural tourism. For example, Martyrs Park in Changsha is one of the top ten parks in China. Martyrs Park attracts nearly 4 million visitors every year, and successfully holds light shows and auto shows every year, with more than 300,000 visitors each time. At present, Changsha is trying to build an "ecological, cultural, scientific and modern garden" with Martyrs Park in two years, so that visitors can not only appreciate the beauty of Martyrs Park, but also feel the charm of Changsha International Ecological Exhibition. This way of thinking fully integrates exhibition and tourism, which greatly promotes the development of both.
Tourism has a powerful driving force to gather popularity, prosper the market, stimulate consumption and promote investment attraction, which is a key link in Changsha's economic development strategy. Compared with other famous tourist cities, there is a big gap in the proportion of tourism in the tertiary industry in Changsha. Therefore, the only way to inject new vitality into Changsha's economy is to integrate tourism resources, speed up the development and construction of tourism industry, cultivate and develop a new tourism market-mice tourism, build a tourism network that runs through both inside and outside, and build an overall brand with strong Huxiang culture and distinctive Changsha characteristics.
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For reference only, please learn by yourself.
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