Research On The Evaluation Of Nanjing MICE Tourism Competitiveness

The MICE industry plays a more and more important role in the economic development,because of its high consumption,high profit,low seasonal difference and strong industrial relevance.A city can effectively improve its popularity and reputation by organizing MICE activities.World-renowned convention and exhibition cities such as Berlin,New York,Paris and Toronto,have also brought good economic and social benefits,and promoted its prosperity and development.With the continuous prosperity of China's MICE industry,problems such as irregular market order,blind construction of venues and low level of exhibition are gradually exposed,which not only waste resources,but also lead to the whole level of China's MICE competitiveness can't compete with international well-known cities.The main reason is lack of an effective evaluation index system of MICE.A scientific evaluation index system can effectively find the shortcomings of each city,then through the solution can enhance its MICE competitiveness.Based on the basic theories such as System Theory and Comparative Advantage Theory,and combined with the needs of previous studies,this paper uses Analytic Hierarchy Process to construct the evaluation index system of MICE competitiveness,which contains 7 criteria and 30 factors.At the same time,on the basis of the index system,the Entropy Weight Method is innovatively applied to the study of the MICE field,and a good research results have been achieved,which further enriches the research connotation in this field.The study shows that economic development competitiveness?B₁?,infrastructure support?B₃?and tourism development competitiveness?B₄?have a significant impact on the city's MICE competitiveness in the criterion level;in the factor level,the most influential factors are per capita of GRP(C₁₁),the tertiary industry accounts for the proportion of GRP(C₁₃),the total number of star hotels(C₃₄),the total number of domestic tourists(C₄₂)and the total number of passenger transport(C₄₄).By choosing Nanjing as the main case and chose Hangzhou and Guangzhou as the reference cities,the final result of the competitiveness of the three cities is Guangzhou>Hangzhou>Nanjing.And Nanjing has some deficiencies in the per capita disposable income of urban residents(C₁₂),the total number of inbound tourists(C₂₂),the number of exhibition halls(C₃₁),the number of star hotels(C₃₄),the total domestic tourism income(C₄₁)and the number of tourism practitioners(C₄₃).In order to reinforce the MICE competitiveness of Nanjing,this paper puts forward the corresponding strategies from six aspects:improving the law system construction,innovating core products,intensifying regional cooperation,enhancing personnel training and so on.