Research On The Development Of MICE Tourism In Wenzhou

With the process of economic integration deepened, accelerating the development of modern service industry, as a new industry,combined of the exhibition industry and the tourism industry’s advantage, the convention and exhibition tourism development is very swift and violent, accordingly aroused people’s widespread concern. Compared with traditional tourism, MICE tourism has advantage characteristics of larger scale, higher consumption level, longer time-staying, more stability, better economic effects, more professional, wider information spreading, regarded by the international tourism industry as "the Pearl on the tourism industry’s crown".not only that, development of convention and exhibition tourism can also spur the relevant industry development, more economists think of MICE as "the bread of city" and "the booster of national economy". Because the development of MICE has not only great economic significance, such as:driving the development of related industries, increasing the fiscal revenue, enliven the market, promoting employment, forming a new economic growth point, etc.; but also has a great social and cultural significance, such as:promoting inter-regional exchange of information and technology, opening wider to the outside world, improving people’s livelihood, enhancing the city’s image etc., which caused the people’s extensive concern, the study of MICE tourism has become more and more strong. In recent years, the development of MICE tourism in China is rapid, and the competition among MICE tourism cities is increasingly fierce. Has been formed the pattern that Beijing, Shanghai and Guangzhou is for the first level, which as famous international MICE tourism city; Shenzhen, Hangzhou, Chengdu, Xiamen etc...as the second level, which as famous regional MICE tourism city. Under such circumstance, Wenzhou MICE development face the realistic challenges, such as:how to make the strategic positioning for Wenzhou MICE; under increasingly fierce competition between MICE cities how to give full play to their own light industry advantage to achieve the goals of "promoting business by means of MICE", "through business driving the MICE", "realizing 1+1> 2 economic effect"; how MICE make their greater contribution to Wenzhou economic development.At beginning, the paper adopt the theory of tourism,convention and Exhibition economics and competitive strategy to analyze the relationship between tourism industry and convention industry,and to elaborate on the concept of MICE tourism.then put to use theoretical and literature analysis methods to analyze and elaborate the basic conditions of Wenzhou MICE tourism, meanwhile, to make briefly introduction of the domestic advanced MICE tourism cities, such as Shanghai, Guangzhou and Xiamen, and on this basis, carried out a comparison between Wenzhou and the frontier MICE cities related to the basic conditions of MICE tourism development, by contrast, clarified the main difference, advantages and disadvantages of Wenzhou MICE Tourism. after that, the status of Wenzhou MICE Tourism operational Management (i.e. the mutual relationships and functions between the current Wenzhou government, industry associations, MICE enterprises) are described in detail through the theory of stakeholders, and combined with the previous comparison of Wenzhou and the domestic leading MICE tourism cities on the basic conditions analysis of MICE tourism, to identify the main problems existing in Wenzhou MICE tourism development and the key constrained factors of Wenzhou MICE tourism. Afterwards selected the feature samples of Wenzhou MICE tourist perception to Wenzhou MICE tourism by means of sample survey questionnaire, launched an analysis of the feature perception IPA (importance-performance) of Wenzhou MICE tourism to further clarify the advantages and disadvantages of Wenzhou MICE tourism. Follow that, discussed and set the strategic objectives of the development of Wenzhou MICE tourism by the relevant competitive strategy and positioning theory. Finally, aiming at a series of problems and restrictive factors of the development of Wenzhou MICE tourism, the relevant countermeasures and suggestions on the development of Wenzhou MICE tourism are put forward. The study is divided into the following four parts:The first part is the theoretical study.through an introductory exposition of the MICE tourism research background, significance, ideas and methods, combined with both at home and abroad about the MICE tourism research of the developing characteristics and direction, and corresponding to the general discussion and review, the study analyze the formation and development process of the concept of MICE tourism in order to provide theoretical support for the in-depth study of Wenzhou MICE tourism development.The second part is the analysis of Wenzhou MICE tourism development. Based on literature and theory analysis method are analyzed in detail the basic condition of Wenzhou MICE tourism development factors, such as:economic development conditions, infrastructure conditions, the conditions for the development of tourism, MICE industry development conditions and human development conditions, and thus expand the analysis and comparison of the frontier tourism cities (Shanghai, Guangzhou, Xiamen), clear the advantages and disadvantages of WenzhouMICE tourism infrastructure.Then through detail analyzing the relationship between a pair of Wenzhou MICE Tourism in the operation and management of the government, industry associations, MICE tourist enterprises and the corresponding functions, find out the problems existing in Wenzhou MICE tourism management. Finally, sorting out the current seven main problems of Wenzhou MICE tourism, provide the basic solutions for the development of Wenzhou MICE tourism.The third part is the feature perception IPA (importance-Performance) analysis of Wenzhou MICE tourism.selected the feature samples of Wenzhou MICE tourist perception to Wenzhou MICE tourism by means of sample survey questionnaire, after analyzing the feature perception IPA results of Wenzhou MICE tourists, find out the main problems of Wenzhou MICE tourism, such as:the MICE tourism infrastructure, developing environment, urban comprehensive capability, tourism to MICE industry docking ability. The analysis provides the basic solutions for the products-developing and market-promoting of Wenzhou MICE tourism, points out the direction for the development of MICE tourism in Wenzhou, lay the foundation for making the developing strategy of Wenzhou MICE tourism.The fourth part is the Wenzhou MICE strategic target positioning and countermeasure suggestion. In a comprehensive analysis and understanding of Wenzhou MICE history, features, basic conditions, operation and management status, main problems, competitiveness, product development and marketing, make clear the orientation of Wenzhou MICE strategy target, and put forward the strong targeted, more creative, adaptable countermeasures and suggestions, meanwhile,provide the valuable reference for the relevant departments of Wenzhou MICE tourism.