Research On The Development Strategy Of Guilin’s MICE Tourism

MICE industry is the product of the development of the economy and trade activities and has born and developed to meet the increasingly demand of human exchange. MICE industry develops along with the acceleration of world economic integration and regional economic integration, which develops in the way of internationalization specialization&industrialization. All of the MICE industry activities form new economic growth points to many countries in the world.Because of the natural relationship between the MICE industry and tourism industry, the MICE tourism is the product of the development of MICE industry and tourism to the certain stage. MICE tourism in comparison with the ordinary tourism has the characteristics of long time of guests staying, the larger scale, the higher consumption, higher profit to the destination and without season’s effects. So it is called "jewel on the tourism crown". MICE tourism plays an important role in urban economic prosperity and the image promotion of city, which becomes the crucial emerging industry in the third industry and gets the highly praise from the countries all over the world. More and more countries and cities try to join in the increasingly fierce competition market. At present, our country has already been formed several international MICE tourism cities, which are the first step with tier cities, such as Beijing, Shanghai, and Guangzhou. As one second scale city, Guilin needs to solve the questions that how to survive in the fierce competition market and how to effectively solve the existing problems of Guilin’s Mice tourism, and establish Guilin to the main destination of "MICE City", which is one significant task to the development of Guilin.This article applies the MICE Economy, Based Tourism, Market Marketing, Marketing Strategy as the base, and uses the theoretical research, literature specific analysis, comparative analysis, quantitative and qualitative combined research methods. Summary statistics, analyze and update the basic data of the Guilin’s MICE tourism is to build the foundation of the article. Through applying the particular and objective analysis about the development situation of present Guilin’s MICE tourism, comparing Guilin with three domestic leading MICE cities on the MICE experience and basing on the empirical study of the features of MICE tourism. The article tries to analyze the situation of the development of Guilin as a MICE city,including MICE tourism development characteristics, competitive advantages and disadvantages, and the evaluation results of Guilin MICE tourism’s characters from tourists. The article then analyses the constraints on the MICE healthy and sustainable development of the problem in Guilin, puts forward to build the mode of Guilin MICE tourism, and proposes the countermeasures to the development of Guilin’s MICE tourism. The main research contents as follows:1. Through analyzing and doing research on the related basic theory about the MICE tourism, the article provides basis theory for the development of Guilin’s MICE tourism.2. The conditions of Guilin’s MICE infrastructure, the implementation of the convention, and MICE features of Guilin are clarified on the basis of investigation and are concluded objectively the current situation of the development of the MICE tourism and comprehensive understanding, in order to find out the advantages and disadvantages and definite the potential power, opportunities and threats of the development of Guilin’s MICE tourism.3. Through taking the example of the three domestic leading cities, Guilin is clarified by comparing it with those cities on the development of MICE industry, and it concludes that the advantages and disadvantages of Guilin as one MICE city. There are gaps in the management system, exhibition facilities, the audience composition and lack of the brands.4. Using the Experience Economy theory as the angle of view, which is based on the empirical study of the Guilin’s MICE tourism perception, it clarifies the results of the perception of the Guilin’s MICE tourists. It concludes that there are several questions such as the operation management, the software and hardware conditions and the urban influences which reduce the tourists’ satisfaction and expectations on the Guilin’s MICE tourism.5. By proposing the general concept and constructing the Guilin’s MICE tourism mode framework, the article clarifies the internal relationship between the subject and object of the Guilin’s Mice tourism, providing the MICE tourism some specific goals, reasonable, prospective, conductional, operability countermeasures and some references and some valuable suggestions for the related management departments which make and implement the development strategy of Guilin, making Guilin realize the rapid economic development of MICE tourism.