A Case Study Of Suzhou's MICE Industry

MICE (Meeting, incentive, Convention, Exhibition) is a new kind of specific tourist product in the world's tourism market. Since it has great market value and superiorities to general tourist products, it has been found favor in many countries and cities.As a national history culture city and an important scenic city, Suzhou is a major and preferable destination for tourists at home and aboard. Since the 1990's,Suzhou felled into a passive position because of the tourist market changes and regional competitions. Suzhou needs to take efforts on developing new tourist products to improve the product structure and market comparative.Based on the literature review and spot survey, the author analyses thoroughly Suzhou's inner factors (strengths and weaknesses), external factors (opportunities and threats) in the field. The study shows: It has the necessity and feasibility for Suzhou to develop MICE. Suzhou should develop its strengths and overcome its limitations then turn itself into a regional MICE destination. The article is divided into four parts:l.introdution.the author explain the reason of the study .the study area and method, the study outline .2.the general study of MICE .It consists of the meaning of MICE, the sort of MICE. The characteristic of MICE, the social and economic effects.3.the SWOT analysis of Suzhou's MICE. The author analysis Suzhou's present opportunities and threats , Strengths andweaknesses in this field. The author gives the target position and several suggestions.4.the ending. The author interpret the theoretical practical value and the study defects...