The Study On Evaluation Of MICE Tourism Service Quality

MICE Tourism is a newly emerging tourism product as the result of rapid developments of both MICE and Tourism industries. In order to satisfy the demand of an improvement of the quality of tourism service, attention and discussion should be focused on establishing an effective system, which can correctly evaluate the quality of tourism service.Although various valuable achievements have been obtained through existing research, there are quite limited studies relating to the evaluation of the service quality of MICE Tourism. Thus, the following tasks, playing a crucial role to the development of MICE tourism, should be conducted:(1) A thorough understanding of the current situation of MICE tourism. (2) Study of the weak links in MICE tourism service and (3) Establishment of the evaluation system for MICE tourism.This paper firstly made a clear definition of MICE tourism, and summarized the current research progress of MICE Tourism and service quality measurement. The essence of MICE tourism service and its key elements (meeting service, accommodation and catering service, traffic service and tourism service) were illustrated specifically. Then, based on literature review, an initial evaluation system for MICE Tourism service quality was proposed. Moreover, using the Item-to-Total correlation coefficient method, all factors in the evaluation system for MICE Tourism service quality were filtered, and the evaluation indicators system was determined, which include three-layer with 34 factors. The weights and comprehensive evaluation values for the evaluation index system of tourism service quality were obtained using discrete coefficients method and fuzzy comprehensive evaluation method, respectively.In accordance with the proposed evaluation index system for MICE Tourism service quality, the "Expo 2010 in Shanghai, China" was studied as a practical case for service quality evaluation. The results showed the applying situation of the evaluation system and the service quality of "Expo 2010"; the weak links and existing problems in services were successfully reflected; finally, corresponding solutions and management measures were put forward to solve the existing drawbacks.