Exhibitors Tourism Consumption Behavioe

Since the country’s reform and opening up, tourism is becoming an important part of Chinese life of leisure, tourism market to the rapid development of tourism-related academic research to become the focus of attention. Exhibitors-as an important part of the MICE tourism, consumer behavior on their characteristics were analyzed to help enrich MICE tourism theory, enrich empirical analysis MICE tourism. It allows tourism-related departments to more accurately grasp the characteristics of tourism consumption exhibitors, exhibitors in favor of the introduction of travel policies to encourage their participation in the MICE tourism activities to promote tourism-related companies to develop more targeted products and services.In this paper, MICE tourism related literature and consumer behavior are reviewed, their concept of discrimination, the theoretical basis of this paper put forward on this basis. Get through to the way the exhibition site field research data, and then by means of MICE tourism, consumer behavior, statistics and other related theories, by way of market research report describes the entire process and conclusions.In this paper, exhibitors groups Zhengzhou tourist destination as the research object, expand basic research on tourist spending behavior of this particular group, their basic demographic characteristics, attitudes exhibitors tourism, travel motivations, travel preferences and preference differences exhibitors five tourist attractions to analyze aspects.Through this research found:Exhibitors Zhengzhou very positive attitude towards tourism, MICE tourism Zhengzhou huge potential; But exhibitors have a lot to evaluate cognitive Henan general or a bad place, which shows the development of MICE tourism in its infancy Zhengzhou; exhibitors travel motivations are different, in general, exhibitors travel motivation is reached through tourism leisure and learning purposes; main factors affecting exhibitors tourism is plenty of time after the show the extent of the effect and the exhibition in Zhengzhou stay, they strong spending power, are commercial in nature tourists.For the results of this market research, this chapter makes recommendations to improve the exhibitors travel attitude, travel motivation and travel preferences, it is mainly to improve the soft environment Henan MICE tourism, improve the pace of development in Zhengzhou exhibition industry, enhance Henan tourism enterprise service level and depth of the development of existing tourism resources.