A Research On Conference And Exhibition Image In The Model Of Value Chain

Considered as the new economic increasing point, The MICE(Meeting, Incentive Tourism, Convention, Exhibition and Events)industry attracts more attention because of its significant economic effects, have been generally accepted by countries and cities. As the integration thing of the two industries, MICE tourism has been pay attention to by the chance and its great latent capacity.It is commonly recognized that tourism flourishes up on exhibitions. China's MICE tourism industry has formed three major group MICE cities taking Beijing, Shanghai, and Guangzhou as three centre in china. The other cities in the china also hold MICE and MICE tourism. However, due to the lack of awareness of MICE tourism, the lack of experience of the model of operation and management aspects, the exhibition tourisms in china are similar, be lack of core competitiveness. How in the increasingly fierce competition seek survival and development, will be a big problem for the cities.In the "attention economy" today, through the image to enhance the core competitiveness is a kind of trend. Mice tourism is the integration thing of the tourism and exhibition industry. Exhibition participants are the main part of the exhibition tourism. Therefore through the local exhibition image can enhance the local convention attraction, thereby ensuring the local convention tourist quantity, realize the local tourism sustainable development.This study reviews the previous studies of tourism, tourism destination image, value chain, Herzberg two factors theory. It seems that the study of MICE tourism is generally from tourism angle, including tourism resources, tourisms'planning, the destination of conference tourism image-building. The study of MICE tourism from exhibition angle is very poor. MICE tourism including exhibition and tourism, according to Herzberg's two factor theory, to better the development of MICE tourism, conference and exhibition promotion is indispensable.Therefore, this article do the research from the exhibition, takes the creation of image as a starting point, combined with" contribution" analysis tool to shape city image exhibition. The contribution value perspective on Convention and exhibition image edge in the course of cultivation of related factors analysis, and the Convention and exhibition image advantage cultivation is divided into the basic value image advantage cultivation and auxiiiary value image advantage cultivation and put forward some relevant advantage factors cultivation strategy. Finally, this article takes Hangzhou as an example, discusses the current situation of the Hangzhou Convention and exhibition image, and put forward some suggestions about the development of Hangzhou exhibition tourism.The composition of this study is six chapters:The first chapter is the introduction; The second chapter is the concept of the image of exhibition city and its identification method; the third chapter is the exhibition of city image construction and model construction; The fourth chapter is the exhibition city image advantage cultivation strategy; The fifth Chapter is about the Hang zhou Convention and the cultivation of the exhibition city image. It means that taking Hang zhou as an example, the last chapter is the research summary and prospect, and points out the deficiency.