Investigation And Development Of Xi'an MICE Tourism

In recent years, along with the vigorous development of economy and the upgrade of opening degree, China’s exhibition industry is developing rapidly at an average annual growth of20%, and gradually push forward into the internationalization, specialization, Modeling and branding. At present, with the rapid development of MICE tourism, which caused extensive theoretical studies from different angles, different levels of convention and exhibition tourism phenomenon. But in the academic circles, these studies mainly focus on the analysis of tourism economic development, industrial structure, convention and exhibition tourism development trend and convention destination development and successful typical exhibition city case. Meanwhile, there are relatively less research aimed at a specific region, especially at how to mature tourism destination city convention and exhibition tourism industry integration, building the whole exhibition tourism product. This article focuses on analysis of the development status and existing problems in Xi’an tourism exhibition but using the World Horticultural Exposition, the Euro Asia Economic Forum and several other brand exhibition (meeting) as examples, with literature analysis, depth interview, quantitative and qualitative analysis, carries on the deep discussion from several opportunities for development, Xi’an tourism route, mode and so on, and puts forward some suggestions on the development of MICE tourism in Xi’an mode path, to provide reference for the relevant departments to formulate policies and planning, so as to lay the foundation for the promotion of the sustained and rapid development of Xi’an tourism exhibition.By deeply analyzing the current situation of the development of the Exhibition Tourism in Xi’an, the existing problems and the main factors restricting the development condition of Xi’an are pointed out; By analyzing the conditions of development of MICE tourism in xi’an, the development opportunities and improve channel, path and mode and exhibition of regional spatial layout of conference and exhibition tourism development of Xi’an building are widely explored; By analysis of the development of Xi’an exhibition industry, the transformation, Xi’an exhibition enterprises and tourism industry strategy and exhibition tourism product innovation, upgrading and development strategy are found out; By analysis of guarantee system construction in Xi’an exhibition tourism development, the personnel training and professional team construction is discussed to find out the relevant problems to seek countermeasures; By analysis of the existing problems, in Xi’an tourism marketing, brand promotion, and puts forward the countermeasures.The main conclusions of this paper include:①the number of Xi’an existing large international exhibition activities is not much, the exhibition scale is small, exhibition area exhibition, national, international exhibition, lack of variety and content is relatively single, related business facilities and services to enhance the ability of the problem;②The following advantages exists to prompt the development of Mice tourism in Xi’an:location advantages, economic development advantages, primarily complete the venues and facilities, mature tourist advantage;③There still are some restrict factors, such as lack of specialized in tourism planning execution Tourism Organization, lack of professional talents, MICE tourism facilities construction lag in Xi’an tourism development;④the Xi’an MICE tourism development must depend on the government platform, increase the market, promote the exhibition industry association operation, efforts to improve the tourism environment to nurture the local professional brand exhibition;The innovation of this paper includes:①Proposing the integration of regional space reconstruction of exhibition layout, which is based on the existing exhibition areas in Xi’an; Promoting the convention and exhibition tourism product innovation;②Recommending countermeasures for Xi’an MICE tourism industry solutions;③Proposing Mice tourism development security system construction strategy;④Proposing Xi’an tourism marketing strategy;⑤In order to obtain a more comprehensive, objective conclusion, this paper is written by combining with depth interviews and market investigation method, reference to the large number of government work report and the exhibition data.In the future, research on the development of MICE tourism in Xi’an, will remain in Xi’an brand exhibition tourism items of concern as the research focus, constantly explore the new path of developing MICE tourism in Xi’an, choose the appropriate development model of MICE tourism, focus on the integration of the development of characteristic tourism products, which will lead to make Xi’an Tourism exhibition industry gradually formed its own comparative advantages and characteristics of competitiveness finally, as to promote the sustained, healthy development trend of Xi’an tourism, stimulating regional economic strong rise.