On the MICE tourism economic impact on the city

Abstract: As a new type of MICE Tourism Industry has become a bright spot in the national Economic development through the exhibition, Tourism and MICE Tourism definition of the concept, so that further understanding of the concept, and then analyzes the characteristics of MICE the urban economy.

Keywords: exhibition, Tourism, urban economy, the impact

MICE Tourism in recent years, the rise of a new international tourism Industry, China's MICE tourism in national Economic development has become a highlight of .20 since the 1990s, the rapid development of China tourism exhibition, the annual growth rate much higher than China other areas of Economic growth in the total State Council [2008] No. 134 document, calling for "the use of leisure time and more holidays, festive mood, people desire to buy and strong features, and actively carry out various Marketing activities, expand the market ... to promote the exhibition Industry development, and promote related accommodation, catering, transportation, communications and other consumption. "
First, exhibition, tourism and MICE tourism
"Exhibition", a narrow conference and exhibition that is collectively, while the exhibition includes not only general meeting (Meeting) and Exhibition (Exhibition), including Incentive (Incentive and events and the associated transport, advertising, transportation, etc. Industry, is meeting, incentive Travel, events and exhibitions in general (MICE.

"Tourism" refers to people for pleasure, business and other purposes to leave the environment go elsewhere and usually stay there but a year of continuous activity, they will not settle in the tourism destination and in employment, their fundamental characteristic is that tourists "off-site", which is very similar to the exhibition and convention tourism.

"MICE" exhibition is a simple combination of Industry and tourism as a form of tourism products. Well-known experts should Lijun exhibition (MICE 2003 that is due to various types of meeting, exhibition, exhibitions and other activities organized and produced a tourism product, tourism is a new exhibition themed special tourism products [1] for the definition of MICE, different scholars have different point of view, this uses the international definition: MICE is MICE, that conference tourism, exhibition tourism, incentive Travel and tourism festivals.

Second, the characteristics of MICE
MICE tourism as a new industry, tourism institutions and in some tourism enterprises have been cause for concern, more and more in-depth research, it is considered to improve the tourism product mix as a fulcrum for promoting the local economy, a new impetus. In the current Economic conditions, MICE fade prosperity, vitality and competition, show the following characteristics:
1 consumer-grade high because staff costs are usually the meeting by the company or government burden, are at work to bring tourism, generally not too much attention to price, quality, features, services, and participate in conferences, exhibitions of the people usually have a certain status and position of the people, high levels of income, higher for products and services they compared with ordinary tourists, consumer-grade high spending power, high service requirements.

2. Stay a long time and some conferences, exhibitions, especially of an international convention and exhibition, long time, so exhibition visitors stay longer than an ordinary tourist, according to the Las Vegas Convention and Exhibition Association figures, Meeting tourists stay an average of 4.1 nights in the city, and ordinary tourists stay an average of 3.7 nights, according to information provided by HKTDC, 1999 Hong Kong ordinary tourist average stay 3.36 nights, spending 4 HK $ 778, while the conference and incentive tourism tourists stay 5.1 nights, spending HK $ 10 060 [2].

3. Comprehensive benefits. Exhibition industry is highly profitable, high-income industry, according to the experts predict that profit margins are generally 20% to 25% from the international point of view, in Geneva, Switzerland, Germany Hanover, New York, USA and Singapore, Hong Kong and other world famous city of the exhibition, convention and exhibition industry has brought huge profits and prosperity of the city the United States held more than 200 trade shows each year, brought about by the Economic income up to $ 3.8 billion. 2000 held in Hong Kong, more than 60 exhibitions , 240 conferences, attracting 31 million overseas visitors, who stay an average of 4.8 nights in Hong Kong, per capita consumption of 16,100 Hong Kong dollars (not including the participation fee.

The development of MICE tourism can bring enormous social benefits for the city, mainly in promoting the city municipal building, to provide employment opportunities, improve the urban visibility and so on. Such as the 1996 World's Fair held in Hannover, Germany 7 billion marks for government funding of infrastructure construction, so that the world recognized Hanover "exhibition kingdom", and create 10 million jobs.

4 earning ability due to international conventions and exhibitions to attract overseas customers not only in large quantities, and the high level of consumption, so compared with ordinary tourists can get more foreign exchange earnings. From around the world for the number of exhibitors host to a huge income, such as the upcoming 2010 Shanghai World Expo, the most participating countries reached a record, including a food show is, so that everyone can eat authentic foreign cuisine.

5. Not subject to seasonal effects. General tourism, tourist areas because of natural conditions and the tourists the uneven distribution of leisure time, has obvious seasonal, for example, the annual spring and autumn, especially Labor Day, National Day, is China's major cities, tourist season. Visitors may be due to weather or other reasons to give up a trip planned, but the MICE tourism, conference tourism in particular, because they are based on meeting at the Convention or derived, is not affected by weather and seasonal effects, so to make up for tourism trade imbalance, increasing the low season for tourism revenue, but also to promote the hotel industry and other Travel services industry and steady development.

MICE tourism overall exhibition industry and tourism are two industries in the social and economic advantages of playing an increasingly important role, it is priority to the development of exhibition industry inevitable result is an important part of the tourism economy.

Third, the economic impact of MICE
MICE tourism development for the city to create a huge opportunity to develop a great market in France a year more than 700 international conferences held in Paris, accounting for more than 400, Paris, 1998 MICE revenue reached 4 billion francs, a truly international exhibition of all; first half of 2002, various meetings held in Pudong up to 407 tourists reached 7.34 million people, the Pudong over $ 1.5 billion tourism revenue [3] These examples are a good illustration of MICE on the positive impact of urban economic development.

1 MICE tourism can bring direct economic benefits for the city of urban development of exhibition industry, and most will bring good economic benefits. Kunming World Horticultural Expo 99, in the exhibition, the participants nearly a million people, have both sold out, and out of Kunming airline tickets, train tickets are sold out. a large number of visitors to the flood, to Yunnan's tourism, catering, entertainment, hotels, transportation, communications and other industries a big moneymaker, only the first nine months of total tourism revenues reached 174 billion yuan, up 62.45%, tourism foreign exchange earnings reached 238 million, an increase of 31.8% [4] shows the development of exhibition industry, to the convention host city for the creation of huge profits and unprecedented prosperity.

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2 MICE industry has a strong leading role. MICE consumption including transportation, lodging, dining, shopping, entertainment, tourism spending, and whether domestic or foreign data data have shown that business tourism exhibition visitors are different market segments in consumer ability to pay most of the group, so their consumption into the convention host city, a large increase in urban transportation, communications, accommodation, catering, tourism and entertainment revenues in all sectors, thus contributing to urban economic development. In recent years, China Shanghai, Beijing and Guangzhou Exhibition rapid economic growth, has begun to take shape, and standardization exhibition economy. To Shanghai, there are more than 40 domestic and foreign well-known international exhibition in Shanghai on a regular basis at selected , Shanghai has four well-known exhibition venues, 2000 Shanghai Exhibition held in 199 games, while the APEC meeting is to enhance the status of the Shanghai exhibition industry. look at the Guangzhou Fair, China's largest turnover of over $ 15 billion each, the direct income of 60 billion yuan. There are data that a large-scale exhibition in Guangzhou, brought their input and output of related industries than 1:10, Beijing Olympic Games after the success in the development of MICE tourism more advantages. Exhibition industry on the average economic boost related industries factor of 1:9 [5].

3 MICE city to carry out to achieve industrial upgrading. MICE on the premise that organized international conferences and exhibitions, thus triggering the tour. Holding an international conference or exhibition must have the appropriate equipment to match, in order to meet the needs of must be the construction of large venues and facilities, such as to host the 2008 Olympic Games, the successful completion of the Bird's Nest, the Olympic Village and other infrastructure, to the 2010 World Expo, Shanghai Expo Convention Center in Pudong, the establishment of these facilities in organizing the exhibition, the bound attracted a large number of foreign tourists to go sightseeing. exhibition of products and help companies learn more about the latest technological development, learning, introducing and absorbing advanced technologies developed knowledge and management experience to accelerate Technology transfer and flow between China and other countries, technological exchanges and cooperation, to promote a city's industrial restructuring, industrial upgrading.

4 MICE tourism can effectively reduce Marketing costs. Exhibition is the most effective Marketing agency in each of the major exhibition before the convention organizers will use various means to hype, to increase their awareness, which to some extent, for Exhibitors do a promotion, as long as the exhibition a good performance, showcasing new products, new technologies, new ideas, exposure to various industries or markets many customers, so they found that never before in consumer goods or consumer information, to promote large-scale, high-efficiency communication and cooperation to achieve market demand and supply information on high-density, low-cost, face to face configuration, eliminating the cost of their own to spend a lot of publicity.

5 MICE development can increase the employment, according to statistics, the annual convention and exhibition industry in Hong Kong can provide about 90,000 jobs in 1996 in the World Exposition in Hanover, Germany, to create 10 million jobs, 14.5 billion won Mark's profit and 45 billion marks of tax. Commonwealth Exhibition Industry Association calculated that each additional 1000 square meters of exhibition space you can create hundreds of jobs in China, experts predict that the exhibition industry, driven by a number of relatively weak effect, but in any case, for the densely populated China's major cities, the development of MICE tourism is undoubtedly to increase urban employment and provides an effective channel. In addition, the MICE tourism can be linked with Travel coupons. issuing Travel coupons is a way to boost tourism spending. internationally Official Travel Alliance (the predecessor of the World Tourism Organization believes that the income elasticity of travel coupons coefficient of 1.88 [6], that is, consumer income increased by 1 percentage point, tourism consumption will increase 1.88 percentage points, thus the "multiplier effect "obviously, so can these two together, bring the whole economy.

IV Conclusion
Overall, the MICE tourism in China is still in its infancy, there is a big gap with developed countries, their overall planning and development need to be further strengthened, and the tourism industry, the MICE tourism is not a mass product, but they are the tourism industry The most cost-effective to create a branch, and the tourism industry in terms of functionality, MICE carried out, would best reflect the tourism industry in the promotion of socio-economic development to the value.

References:
[1] should Lijun About China MICE thinking [J]. Tourism Science, 2003, (1) :10-11.

[2] Chun-Xia Zhao. MICE Management Practice [M]. Beijing: Foreign Economic and Trade University Press, 2007:7.

[3] Wei Yuanyuan. MICE environmental impact of the urban economy [J]. Technology Innovation Review, 2008, (14).

[4] Huang Yuan-water tourism study [M]. Dalian: Dongbei University Press, 2007:87.

[5] Ai-Guo Zhou. Exhibition Marketing [M]. Beijing: Electronic Industry Press, 2007:8.

[6] Li Tianyuan. Tourism [M]. Beijing: Higher Education Press, 2002:46

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