Study On The Follow Up Tourism Utilization Of Qingdao World Horticultural Exposition

The follow-up utilization of the grant conference and exhibition venue is a common problem for all of the host city of MICE activities. In China, this kind of problem becomes increasingly severe. The MICE industry in China is still at the initial stage. However, the growth rate of conference exhibition venue has been exceeded the market demand. As a consequence, there is a certain degree of relative surplus and structural surplus. Besides, the exhibition venue construction area and the useable area is also out of proportion. With the purpose of winning host right of large-scale MICE activities, government invests a large amount of money to construct a huge venue which is high grade and functional, and even the super large venue. Owing to high stakes and large scale, the difficulty of utilization after the meeting has been augmented. Thus, the research about the follow–up utilization of the grant conference and exhibition venue possesses crucial practical application value. The intent of venues' after use not only directly influence the purpose of hosting and pattern definition of the overall Expo activities, but also have effect on the effectiveness of land exploitation associated with site after conference and adjacent area and distribution of urban activity functions. Post exhibition era is an important time to exert the comprehensive benefits of meeting place. Make full use of venues can bring about economic benefits and transfer industrial structure in terms of economical aspect.On the basis of combing the relevant literature and arranging the planning of Qingdao World Horticultural Exposition venue and current utilization situation after exhibition as well as published follow-up utilization planning and acquiring the perceptual of tourists by the way of questionnaire survey method, then evaluate the resources and utilization value. Optimizing resources allocation and integrated marketing tour routes in the park in order to achieve the expected effect of customer satisfaction and enterprise profit.The article apply Jump-island Theory and Corridor Theory for designing the follow-up utilization of the grant conference and exhibition venue. Under the theme of “let lift walk into nature”, take three districts and two parks as the main island and consist of eastern, northern and western garden as jump-islands, then devise the jump-island tour routes under the subtheme of physical exercise, hydrophilic leisure, horticulture experience. This design highlights the advantages of resources in World Horticultural Exposition and figures out the barriers of Qingdao tourism as well as forges a tourism landmark in northeast Qingdao.This research regards the follow-up utilization of the grant conference and exhibition venue as the study object and explores the Jump-island Theory application in the follow-up utilization of the grant conference and exhibition venue. Using Jump-island Theory to conduct venues construction initially not only has the direct reference meaning for follow-up utilization of large-scale exhibition venues, but also provides a new idea for Jump-island Theory use in city ecosystem construction especially the ecological jump-island construction. By means of devising jump-island tourism experience products for Qingdao World Horticultural Exposition, expecting to achieve the effects of tourists' satisfaction and enterprise profit and seting an instance worth referring for follow-up study.