A Research On The MICE Tourism Service Quality Based On Exhibitors’ Perception

With the vigorous development of the exhibition industry, MICE tourism, knownas "tourism crown jewels", get more and more attention of all countries and regions,for its huge economic efficiency and the social efficiency. In China, MICE tourismhas become the new growth point which drives the development of tourism industry.As the main body of the MICE tourism consumers, the exhibitors’ perception andevaluation of MICE tourism service quality is of great significance to the long-termdevelopment of the MICE tourism and exhibition industry. In order to the betterdevelopment of Zhengzhou’ MICE tourism, this paper discusses the MICE tourismservice quality from the perspective of the exhibitors in order to provide valuableadvice for the management of the enterprise management.The full text is divided into six parts.Part1is the Introduction. It describes the research background, purpose,significance, the domestic and foreign research current situation, research methods,clearing the technological route of research.Part2is theory research. It expounds the tourism service quality, MICE tourismand service quality evaluation method as the theoretical basis of the latter study ofMICE tourism service quality.Part3is the investigation and research. According to the MICE tourism servicequality model, I design form questionnaire and implement site investigation at the2011international Sugar and Wine Fair in Zhengzhou and the fourth China internationalautomobile exposition.Part4is the empirical research. The paper analyzes the statistical populationcharacteristic of exhibitors, experience of participation, demand for MICE tourismand Importance and performance perception, then take advantage of the IPA （Importance-Performance Analysis）approach to evaluate the service quality ofMICE tourism.Part5are development Suggestions. According to the IPA matrix analysis, withZhengzhou as an example, it presents suggestions for improving the service quality ofMICE tourism from the point of the tourist enterprises.Part6is summarized part. The paper sums up the study conclusion, puts forwardinnovations and points out the shortages in the paper.