| By 2015, tourism industry to world’s GDP contribution of 10%, and the number of employees more than 284 million, it has become the biggest industry in the world. At present, China is gradually entering the "Middle Class", the arrival of the automobile era, the formation of the consumer society, the generation of the idea of fun, the popularity of the WeChat, from the rich to the whole people to travel, tourism industry is stepping into the period of great development, which has become a new growth point to promote the reform of China’s supply-side. As a "sunrise industry", MICE tourism is a combination of foresight and experience based on conferences、 exhibitions and other triggering factors such as high consumption, experiential participation characteristics and has become the crown of tourism market, a new engine which pushes the city tourism transformation and socioeconomic development, the global trade, the world economic and cultural exchange and convention & exhibition(C&E) industries to flourish. After nearly 30 years of development, MICE tourism plays an important role in China’s economic construction, especially in recent years the rise in the central city gives the tourism industry in Chinese transformation period a great prospect. Since Xi Jinping, General Secretary of CPC Central Committee, proposed "the Belt and the Road"(B&R) initiative, to participate in the "B&R" tourism construction and promote tourism competitiveness and sustainable development will become a strategic goal for the future of China’s economic and social development. Under the background of "B&R", trade liberalization、facilitation and powerful ability to integrate resources for MICE that provides a broader space for development, MICE tourism will become a new starting and supporting point to the "B&R" construction. However, for the destination city of MICE tourism, Kunming, in recent years has some problems, such as the decrease of "residents and tourists" satisfaction, the limitation of location advantages, the low recognition of "C&E", the inefficiency of industry comprehensive, the lack of competitiveness and etc., which affects the income and the sustainable development of the economy.Kunming was selected as the research object due to its unique geographical location advantage and regional economic cooperation with central cities in South and Southeast Asia. Research on the competitiveness of MICE tourism in Kunming based on the perception of "residents and tourists" under the background of the "B&R" initiative is necessary and urgent. Kunming is an important "C&E" tourism and trade city in the western region of China, the famous "spring city, winter and summer resort" and muti-ethnic settlements, with a direct driving force and attraction to develop MICE tourism. Kunming "C&E" tourism began in 1992 and once became a pioneer city in western China. But in recent years, it suffers from "leader" into "follower" and even falls out of the industry--- an embarrassing situation of "the second echelon". With the surrounding provinces’enhancement of awareness in cities tourism exploitation, Kunming is becoming a tourism "transit" and "transfer station". However, "B&R" and "the radiation center face the South and Southeast" create a new opportunity for Kunming MICE tourism development. It is necessary to understand the current situation of the industrial competition and put forward the path of improvement with pertinence and maneuverability. So, under the background of "B&R" and based on the perception of "residents and tourists ", that is, from the perception of community residents, exhibitors and participants to understand their perception attitude on the development conditions, product supply, service status and importance-performance of the impact of Kunming MICE tourism, reasonable evaluation of the real competitiveness, not only to enhance the competitiveness of the industry, to achieve sustainable development of Kunming MICE tourism is also significant.Through the research, the following main conclusions are drawn:1. There is a close relationship among MICE tourism, perception of residents and tourists, promotion of tourism destination competitiveness and sustainable development. MICE will provide a new way to boost the transformation of urban tourism, extent industry chain of the C&E and generate the tourism income, "B&R" will open a new chapter in the regional MICE tourism cooperation, perception of residents and tourists relation about production innovation, service improvement, market exploitation and promote the competitiveness, which is the core of the sustainable development of MICE tourism destination;2. An overview of the current of the development of MICE tourism in Kunming and the "residents and tourists" perception of IPA empirical research shows that MICE tourism in Kunming is facing all kinds of advantages and disadvantages, opportunities and threats, especially in the aspects of brand building, competitiveness and industry linkage.3. "residents and tourists" of the convention/exhibition experience and perception of tourism demand analysis results show that participants and exhibitors have great tourism demand and consumption potential, which can provide a reference for the future development of Kunming MICE’s product innovation, market expansion, brand building and competitiveness lifting.4. An empirical research on the competitiveness of Kunming MICE tourism shows that in the southwest of China’s landscape of MICE tourism along"B&R", Chongqing and Chengdu have become the first echelon, and Kunming and Nanning rank the second. Kunming should improve not only the integration of resources, software and hardware facilities, management system, brand building, breeze and investment aspects, but also should make clear its industry positioning, foster strengths and circumvent weaknesses. Finally, to promote its competitiveness, Kunming MICE tourism can be promoted from four aspects:industry management, product development, integrated marketing and personnel training. |
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