Travel Agencies In The Role And Positioning Of The Mice Tourism Market

Based on good marketplace and bright future of MICE,while travel agencies are facing re-positioning,product adaptation and upgrading. Generally speaking,it is not only the needs of the development of MICE,but also necessity that travel agencies involve into the MICE tourism market.Nevertheless,a few articles deeply study on travel agencies in the MICE tourism market correct positioning, and it's all about the healthy development of travel agencies and MICE.Therefore,this paper elaborates the basis approach and methods of positioning systematically based on the strategic management theory research. It is used for reference to travel agencies orientate equitably .In specific, this paper focus on three basic questions.⑴Can travel agencies involve into the MICE tourism market?⑵What role travel agencies play in the MICE tourism market in fact?⑶How to orientate equitably?By integrating the normative and empirical analysis,this paper tries to answers these problems comprehensively and deeply.The following three parts are the main work of this paper.⑴As for the first question, this paper makes an answer of an affirmation by analyzing the relationship between MICE and the travel agencies,the thrust of travel agencies engageing in the MICE tourism market,the pull of travel agencies engageing in the MICE tourism market, the resistance of travel agencies engageing in the MICE tourism market.⑵Based on Shanghai travel agencies for observation object,this paper explores the basic situation of International Travel Service and domestic travel agencies developing MICE tourism market,and finds the present problems and obstacles.It is necessary to reorient its role in the MICE tourism market against the blindness in travel agencies developing MICE tourism market.⑶There are few study articles about travel agencies in the MICE tourism market correct positioning, this paper elaborates the basis approach and methods of positioning systematically based on the strategic management theory research. Empirical research has been done on the Shanghai Spring and Autumn International Travel Service. On these bases,the basic plan of positioning are brought up.