The Research On The Development Of MICE Tourism In Xi'an

Because the MICE tourism has the reputation of "the diamond on the crown" and it can spur the economy very much and has the wide radiating range, great attention has been paid to it in the regional tourism development and research. By using the theories of economics, tourism and urban MICE, this paper mainly elaborates the concept of the MICE tourism and the present developing situation of China whole MICE tourism industry, and then analyzes the development of MICE tourism in Xi'an, finds the factors which influence and restrict its development. At last, comparing with the developing mode of MICE in other cities, proposes the feasible suggestions and plans. The paper has four parts:The first part is mainly about the basic research theories of the MICE industry and the general situation of the MICE industry in our country. This part first introduces the research background and purpose of this paper, and the research methods and the supporting theories; then reviews the relative research theories both home and abroad, and proposes the MICE tourism's meaning and characteristics.The second part analyzes the environment of the Xi'an 's MICE tourism. After concluding the development history and present situation of the MICE tourism both home and abroad, the paper analyzes the developing trend of MICE tourism. As an inland city, will it has the conditions to develop the MICE tourism? This part analyzes the conditions and opportunities of Xi'an MICE tourism by using the PEST analysis method.The third part analyzes the developing history and presentation of Xi'an MICE tourism. Xi'an MICE tourism has made great achievements in the past, but it also exists a lot of problems in the present development. This part analyzes these problems and the deeper causes.The forth part is about the positioning analysis of Xi'an's MICE industry. The author analyzes the competitiveness restrictive factors of the MICE and tourism, two closely combined industries, according to the theories of competitive strategy and positioning, and refines three important factors of urban MICE tourism competitiveness: environment supportive force, competing power and competing potential, makes marks to the three factors respectively, finds the position and competing environment of Xi'an's MICE industry, at last makes the positioning.The fifth part is the analysis of developing strategy. After learning the developing mode and experience of the urban MICE tourism both home and abroad, the author proposes the developing mode and production planning of the MICE tourism in Xi'an, at last it is the countermeasures and suggestions of the development of Xi'an's MICE tourism.