Mice Tourism In The Mode Of Operation And Management Mechanism

MICE tourism is a tremendous industry in the world. It involved food and beverage industry, shopping, travel, communication, advertisement and consultation and etc.It has superiority that enormous market value and a great deal of traditional travelling products are incomparable, more and more countries and cities attach importance to MICE tourism. According to ICCA, the production value of International Meeting is 280 billion dollars every year.MICE tourism entered commercialized stage in a lot of developed countries for a long time, becomes a great part of the business tourism. China's MICE tourism industy growed dramatically since 1990s, the benefit is improved annually, and it has formed three major group MICE cities taking Beijing, Shanghai, and Guangzhou as the centre. But compared with the developed country, China's MICE tourism still belongs to the starting stage, in operation and management, government dominant, the marketing lags behind, the trade division is bad, cause MICE industry and tourism industry relate loosely, MICE activities lack attraction to general audience and the support in MICE industry of tourism department is obviously not enough. In order to develope MICE tourism of our country, it is necessary to study the experience of the developed country and compare the modes between oversea and China, then find out a workable mode and set up suitable management mechanism to fit our country.Guangzhou praised as "China 1st Fair—The canton Fair", is the third major MICE city inland, only inferior to Beijing and Shanghai. Guangzhou also is one of China Excellent Tourism City. The MICE industry of Guangzhou has developed by average 29％annually in recent years. In 2005, the tourism consumption spured by MICE industry is up to 3,619 million yuan, and the foreign exchange is 240 million dollars. But the image of MICE tourism destination is not clear, lacks cognition of MICE tourism, equipment is behind the international advanced level, and problems like operation and management, etc., make the development of Guangzhou's MICE tourism existed some obstacles. Find out the countermeasures to these problems is helpful to accelerate Guangzhou to be one of the international MICE tourism destinations.On the basis of analyzing the relevant research of domestic and international MICE tourism, this paper carries on investigation from two aspects. One is theoretical study, throught analysing the relationship, concept and characteristic of MICE tourism, comparing the status quo and operation mode between oversea and China, bring forward that our country should study the experience of the advanced country, construct the operational mode taking travel agency as main body, set up management mechanism of relying mainly on the travel responsible institution of government and MICE tourism association, impel MICE tourism turns to to be market-based operational mode totally. Another is take Guangzhou as an example, through analysing in respects such as condition, competition situation, current situation and existing problem, etc., suggest that Guangzhou's MICE tourism should take a mode which government supervise, combined with association management, market-based operation, enterprise self-running, and take tactics such as depend on technology to promote the competitive position of MICE tourism, pay attention to the training, and strengthen contact with ambient provinces and cities, etc., develop Guangzhou into one of the famous international MICE tourism destinations.