Definition of mice tourism

MICE tourism is a form of business tourism, which is carried out by holding meetings, seminars, forums and various exhibitions. It has a broad sense and a narrow sense. Broadly speaking, MICE tourism is a kind of tourism aimed at conferences and exhibitions, including conference tourism, exhibition tourism and other tourism, as well as incentive tourism for work needs. Narrow sense: an economic activity that provides tourism-related services outside exhibition venues for holding conferences and exhibitions and obtains certain benefits from them. Many scholars at home and abroad have also made various definitions of MICE tourism, but there is still no unified connotation. For example, GETZ, a scholar who is famous for studying event tourism, believes that trade and exhibition activities, such as exhibitions, expositions and conferences, are the most important components of the convention and exhibition industry. At the same time, many scholars advocate promoting the concept of mice tourism. The MICE tourism discussed in this paper corresponds to the concept of event tourism market subdivided by M, I, C and E in developed countries, that is, meetings, incentives and exhibitions, including festivals and sports events. That is, MICE tourism refers to a tourism activity that attracts tourists to negotiate trade, sightseeing, carry out technical cooperation, information exchange and cultural exchange by means of various types of conferences, exhibitions, expositions, trade fairs, investment fairs, cultural and sports exchanges, and promotes the development of many related industries such as transportation, tourism and commerce.

Although convention and exhibition industry and tourism are two independent industrial sectors, the mutual involvement of convention and exhibition industry and tourism is the external manifestation of the universal connection between economic activities. Convention and exhibition industry and tourism are both tertiary industries, which have strong industrial relevance. Holding conferences and exhibitions will not only benefit local exhibition halls, restaurants and catering services, but also actively promote related telecommunications, transportation, shopping, tourism services and urban municipal construction. Being engaged in convention and exhibition industry is one of the diversification strategies of tourism, and convention and exhibition industry can make use of various services and resources provided by tourism. The two are closely linked and complement each other. Exhibition itself has the characteristics of industry, industry and large-scale organization, which will inevitably attract government, non-governmental organizations' exhibition groups, visiting groups and travel teams organized by travel agencies. Due to the high specifications of the conference, the exhibitors are all business guests with strong spending power and high cultural quality, and their consumption grade and scale are much higher than those of ordinary tourists. A large-scale or well-known exhibition will greatly promote hotels, travel agencies, scenic spots, tourism transportation and shopping in the local tourism industry. At the same time, for the general tourism team or tourists, if the exhibition is held during the tourism process, the strong atmosphere brought by the exhibition will greatly increase their interest in tourism.

MICE tourism also has the characteristics that the time period is not affected by climate and season, thus eliminating the obvious shortcomings of sightseeing tourism. Most exhibition activities are arranged in the off-season of cities, and the development of exhibition tourism is conducive to improving the utilization rate of urban tourism facilities and services. The exhibition provides a good opportunity for the city to display tourism resources and products. It is conducive to promoting the promotion of urban functions, improving the visibility of the city, and providing a good environment for the further development of tourism.

No matter from the historical evolution of the exhibition industry or the specific activities of the exhibition, the six elements involved in tourism are closely related to the holding of the exhibition. The elements of exhibition and the services needed for successful completion are the advantages accumulated in the development of tourism. In the development of MICE tourism, tourism provides corresponding services for the holding of MICE and helps MICE to establish its brand, which has become a key factor in the intensive development trend of MICE tourism. The success of the exhibition depends on the participation of the tourism industry to some extent, in addition to the scale or professional level of the participants. Carrying out division of labor and cooperation and establishing a perfect benefit sharing mechanism are the prerequisites for realizing the professional division of reception in the convention and exhibition industry. If there is a professional division of labor between tourism enterprises and exhibition companies, exhibition companies are responsible for the recruitment, publicity, exhibition and organization and management of the exhibition, while tourism enterprises provide "six elements" services for exhibitors or visitors in different places, each with its own functions and strengths, and make exhibitors, visitors and local residents feel convenient and satisfied through professional services, thus attracting more exhibitors and gaining more and more lasting support, thus establishing the brand of the exhibition and giving full play to the driving role of the exhibition.

The integration of convention and exhibition industry and tourism industry is the inevitable trend of the development of global convention and exhibition industry. MICE tourism is the product of the combination of tourism attributes and the characteristics of MICE activities. Optimizing the relationship between convention and exhibition industry and tourism, establishing a new development model and developing convention and exhibition tourism are the only way for the coordinated development of convention and exhibition industry and tourism in China.