Research The Optimization Countermeasures For The Mice Tourism Of YiWu

MICE Tourism is called as "The Jewel on Tourism Crown". It originates from developed events and exhibition and developed tourism. Comparing with common tourism, MICE Tourism has characteristics of long duration of tourist participation, high added value and profitability. In sharp contrast with MICE Tourism of China which is still on its early stage, MICE Tourism in some developed countries enjoys long history and complete developing modes. In recent years, many cities in China takes MICE Tourism as the new economic growth point meanwhile MICE Tourism has become the hot spot of research in China.This paper takes MICE Tourism as the research object and introduces the theoretical framework of MICE Tourism from the county level of economic development. Relevant theories are applied in the analysis of problems in the development of MICE Tourism in county-level cities of China. This paper takes Yiwu City to do the case study. On the basis of analyzing the present situation of Yiwu MICE Tourism, the paper goes further to research the tourism with the expectation to provide optimized counter measures.This paper adopts methods of literaturer review, on-site investigation, data analysis, systematic analysis and diagram analysis. The first part presents the research background and significance and summarizes the research framework. The second part combs the collecting data and materials and introduces the relevant theories of MICE Tourism. The third part introduces the present MICE touirism development of Yiwu City from three levels of tourism industry, exhibition industry and their combination. The fourth part analyzes the restricted factors and existing problems in MICE Tourism. The fifth part comes up with the optimized countermeasures and tentative plan of MICE Tourism of Yiwu City.