Study On The Development Of MICE Tourism In Guangdong

Since the 1970s, the industry of exhibition in china has come into being and become stronger and stronger from big cities to smaller ones. It increases on an average of nearly 20 percent every year. With the expansion of the scale and the improving of professional venue construction, the industry has become a new bright spot of the development in the national economy, and become truly "smokeless" industry. The tourism and the exhibition industry have close relationship in nature, which has made the exhibition heat in the development of the tourism in our country. To the tourism industry, the exhibition industry is not a mass product, but it is one of the most cost-effective branches of it; to its function, the development of the MICE tourism reflects the value of tourism in the promotion of socio-economic development.Therefore, this paper is to study MICE Tourism, and discusses the status of Guangdong MICE Tourism and characteristics of the market via tourism-related theory, with the purpose to give the inspirations to regulation of the industry and enterprise development.This paper uses the Exhibition theory and marketing theory to analyze and solve the problems of Guangdong's exhibition industry by the methods of theoretical research, and comparative analysis, analysis of SWOT, analysis of the references, data analysis. At first, this dissertation discusses the related conception and analyses the connotation, characteristics of MICE Tourism, and summarizes the functions of MICE Tourism. Then from the analysis of the present situation of MICE tourism, by the contrast of the Delta of Pearl River and Yangtze River, the author aims at refining the significance of Guangdong MICE Tourism. By the SWOT analysis of the development of Convention and Exhibition in Guangdong, the author clarities the overall characteristics of it and deep into the analysis of the characteristics of the tourism market in Guangdong MICE from the aspects of international sourced customers, high quality demand from consumers, and professional demand in tourism market. On this basis, the author proposes project of development and promotional strategies in Guangdong MICE Tourism, and further from the environmental management, brand management, regional cooperation, marketing innovation and personnel training to promote advanced strategies and proposes for Guangdong MICE tourism.