Research On The Competitiveness Of Chongqing's MICE Tourism From The Perspective Of Perceived Value

As consumers' living standards have greatly improved,more and more consumers tend to perceive the enjoyment of value and differentiated consumption.According to relevant reports,in recent years,MICE tourism has become popular with consumers.MICE tourism refers to tourism activities that are mainly for the purpose of participating in conferences,exhibitions,transactions,festivals,etc.It is a special tourism product that has been developed based on exhibition activities.It is an emerging industrial cluster involving many industries and sectors such as construction,transportation,communications,accommodation,tour,shopping,entertainment,consulting,and business.With the rapid development of China's urban economy,various cities have also begun to pay attention to and attach great importance to the "gem in crown of tourism".As the youngest municipality directly under the central government and the economic center city in the southwest,Chongqing Municipality has more special significance in its development of exhibition tourism.This paper takes the perspective of customer perceived value as the starting point to evaluate the competitiveness of MICE tourism in Chongqing.Firstly,this paper studies the domestic and international literature on MICE tourism and perceived value theory,and reviews the development of MICE tourism both at home and abroad.By analyzing the regional background of Chongqing,it analyzes the macro conditions for the development of MICE tourism in Chongqing.Under the background of the Belt and Road Initiative,the regional economic cooperation will be further strengthened.The micro basic condition is that Chongqing has an important strategic position and abundant tourism resources,and the hardware and software facilities of MICE tourism are being further improved.It makes a SWOT analysis of Chongqing MICE tourism,and conducts empirical research on MICE tourism in Chongqing from the perspective of perceived value.Through questionnaires and quantitative analysis,it analyzes customer satisfaction.It makes the comparative analysis and evaluation of the development competitiveness of the MICE tourism industry in Chongqing and southwestern provinces.This paper proposes that,under the perspective of perceived value,the MICE tourism industry in Chongqing should build a strategic alliance of the MICE tourism industry in Chongqing,shape the brand value of the Chongqing MICE tourism industry,strengthen the soft and hard power of Chongqing's MICE tourism industry,and accelerate the cooperation between the integrated areas and national exhibition organization,to improve the competitiveness of Chongqing's MICE tourism industry.