Study On Consumption Behavior Of Shanghai MICE Tourists

MICE tourism can promote the development of related industries,such as tourism,entertainment,service industry,business industry,retail industry and so on.Therefore,it has always attracted the attention of all countries in the world.With the success hosting of Beijing Olympic Games,Guangzhou Asian Games and Shanghai World Expo,China has attached great importance to the development of exhibition tourism.Shanghai,Shenzhen and other domestic first-tier cities have built international convention and Exhibition centers,and regularly carry out activities to attract domestic and foreign tourists to attend.Relying on its superior geographical location,convenient traffic conditions,abundant tourism resources and diverse cultural atmosphere,Shanghai has gradually developed into one of the most attractive cities for tourism in China and one of the most suitable cities for developing MICE tourism in China.However,in academic research,the research of experts and scholars is still relatively shallow,but with the increasing enthusiasm of MICE tourism,scholars are increasingly concerned about this issue.I believe that in the near future,the research on MICE tourism will become a hot topic of academic research.Firstly,this paper summarizes the research status of exhibition tourism and tourists' consumption behavior at home and abroad,and then puts forward the research content of this paper.On the basis of theory and research content,a targeted questionnaire was designed.The demographic characteristics,decision-making behavior before consumption,actual consumption behavior in the process of consumption and post-consumption effect evaluation of Shanghai MICE tourists are the four main components of this questionnaire.Later,through field research,some questionnaires were distributed at the exhibition site,and some questionnaires were also distributed through the network platform.The data obtained from the two parts were collected and analyzed,and the basic characteristics of Shanghai exhibition tourists' consumption behavior were obtained.The research data show that Shanghai exhibition tourists have certain consumption ability and willingness,and the main purpose of tourism is to participate in the exhibition.The consumption time and staytime of exhibition tourists in Shanghai are relatively short.Shanghai has a certain attraction for exhibition tourists and leaves a good impression on them.Finally,by comparing the attractiveness of Shanghai MICE tourism and Singapore MICE tourism,it can be seen that Singapore is slightly better than Shanghai in terms of tourism resources and supporting facilities.Shanghai still needs to continuously improve its service level in developing MICE tourism,accelerate infrastructure construction,pay attention to professional training,and give full play to the role of the government.