A Study On Assessing And Optimizing Of Mice Quality Based On Service Supply Chain

With a large number of international exhibition projects and local independent exhibition projects’developing, China has become one of the world recognized MICE tourism market. The rapid development of the MICE tourism makes enterprises ensure the MICE tourists’satisfaction through service integration for them to meet their various needs of the overall portfolio of products only. That is to say, only benign MICE tourism service supply chain is conducive to the development of exhibition tourism, but at present the development of exhibition tourism does not fully combine the theory of supply chain, which has a direct impact on the MICE tourists’MICE tourism quality perception, which is not conducive to the healthy and efficient development of MICE tourism. Therefore, researching on MICE tourism quality evaluation and quality improvement from the perspective of service supply chain has great theory meaning and realistic meaning. On the basis of service supply chain theory, this study researches taking Hangzhou city as an example in depth which using the qualitative and quantitative research methods. Firstly, based on literature review, the research explains the correlation between service supply chain and the quality of MICE tourism, analyzes the service supply chain’s effect of MICE tourism quality’s promotion; secondly, establishing a tourism service supply chain correction model and MICE tourism quality theory model which includes a total of four service quality dimensions, which are service quality of MICE tourism integrator, service quality of general supplier, the quality of public service and the quality of other service, and taking this as the premise, constructing the tourism quality evaluation factors set to guide the subsequent empirical studies combined with investigation and Delphi method; thirdly, the research put forward some general strategies to enhance the quality of MICE Tourism based on the perspective of service supply chain, which includes strengthening the core of enterprise management, improving the information management, implementing differentiation strategy management, consummating the supply of public service and establishing a comprehensive supervision system; finally, designing questionnaire based on the MICE tourism quality evaluation factors set, conducting the empirical study through the questionnaire survey and interviews, then using SPSS16.0and EXCEL softwares to process of the data, and using descriptive analysis, statistical test check, SERVPERF analysis and IPA analysis to analysis the data of MICE tourists’MICE tourism quality evaluation about Hangzhou City, which provides a reference for Hangzhou MICE tourism resources’effective disposition and choice of focuses in the future work. The main innovation of this research lies in comparing with the existing literature about MICE tourism quality evaluation and improvement, this study selects the service supply chain theory as the research angle of view, from this perspective, building tourism service supply chain model and quality model of MICE tourism, and then establishing a tourism quality evaluation the factor set, which is highly innovative and can provide a more comprehensive theory paradigm for MICE tourism quality evaluation. This makes up for the deficiencies in past researches to a certain extent. In addition, this study first proposes general strategies to improve the quality of MICE tourism based on service supply chain theory, then puts forward the concrete measures which can enhance the quality of MICE tourism in Hangzhou city after the empirical research. The former can be used in the general sense of the cities’MICE tourism development, and the latter has certain guiding effect to the promotion of MICE tourism quality in Hangzhou.