What are the development strategies for conference tourism?

Research on the Development Strategy of Urban Convention and Exhibition Tourism - Taking the Nanjing Youth Olympic Games as an Example - Taking the Nanjing Youth Olympic Games as an Example Since the Third Plenary Session of the Eleventh Central Committee of the Communist Party of China proposed reform and opening up in 1978, China has moved towards a new era. development track. It is precisely because of the implementation of reform and opening up that China's cities have developed in a real sense. With the introduction and implementation of a series of open policies, the tourism industry has continued to make strides and mature. Urban tourism, that is, tourism activities with cities as destinations, has also emerged. From ancient times to the present, cities have always been important tourist destinations. Various tourists for sightseeing, vacation, transit, business, and official business constitute the basic prototype of urban tourism. However, for a long time, the understanding of urban tourism in a narrow sense has been limited to sightseeing of urban natural scenery and historical sites, while more business-type tourism such as conferences and exhibitions have been ignored by most people. The convention and exhibition industry is bound to bring new impetus to the development of urban tourism with its advantages of industrial integration, industry driving, consumption concentration, significant revenue, and service relevance. Following the successful hosting of international exhibitions such as the Beijing Olympic Games, Shanghai World Expo, and Xi'an World Horticultural Exposition, Nanjing also won the right to host the 2014 Second Summer Youth Olympic Games. This will undoubtedly become an important turning point in the development of Nanjing's exhibition tourism. Looking at the entire Nanjing exhibition tourism industry at this stage, Nanjing is an important pole of the Yangtze River Delta, and the exhibition industry has a great impact on its economy. According to relevant reports, the National Exhibition Center has received one million people this year, and each person’s consumption of 5,000 yuan is 5 billion. There are also booth decoration, advertising, etc. It is no exaggeration to say that the exhibition industry has a pulling effect of 1:9 or 1:10. According to statistics, the room rate of star-rated hotels in Nanjing has remained around 60% this year, which is more than 10 percentage points higher than other cities in the Yangtze River Delta. Total tourism revenue has also increased by more than 15%. (Nanjing News Network-Jiangsu Business Daily). Nanjing, with its beautiful environment and developed economy, has become a hotspot for hosting various exhibitions. According to data provided by the Nanjing Municipal Convention and Exhibition Office, as of the end of June 2010, the city had held 653 large-scale exhibitions and conferences, with an average of more than 100 per month. These large and small exhibitions attracted hundreds of thousands of people. Domestic and foreign exhibitors and visitors. Although the development momentum of the entire convention and exhibition industry is good, measured by the benchmark of "international convention and exhibition city", there are still many shortcomings in terms of branding, policy support, operation management, and market-oriented construction. As far as the upcoming Youth Olympic Games is concerned, the shortcomings of urban exhibition tourism are still quite obvious. Specifically, there are roughly the following aspects. (1) The "name" is not loud enough. Today's society is an era of brands, and brand effects have a very obvious effect on the market. Compared with the Beijing Olympics and the Shanghai World Expo, the Youth Olympic Games in Nanjing are slightly inferior in terms of brand creation. In the final analysis, the propaganda is not strong enough. According to statistics, the majority of people who are aware of the Youth Olympic Games are young people. As far as Nanjing is concerned, less than 10 people know the relevant information of the Youth Olympic Games (including slogans, emblems, mascots, etc.) %. (2) Potential accessibility still needs to increase. For the entire city of Nanjing, with the completion of Metro Lines 3 and 4, Nanjing’s urban transportation will become more accessible; nationwide, Nanjing, as a transportation hub city, will also become more accessible. It has high accessibility; however, looking at the entire world, there is still a lot of room for improvement in the reception of Nanjing Lukou Airport. Especially in the face of the upcoming Youth Olympic Games, it is bound to attract tourists from all walks of life. The increase in flights will undoubtedly bring greater development to Nanjing's urban tourism. (3) The quality of the service team is inferior. As the leader of the tertiary industry, tourism industry, high-quality services will undoubtedly reduce a lot of resistance to the development of the entire industry. However, judging from the current development situation, the quality of service personnel in the tourism industry varies, and various complaints still occur. The Youth Olympic Games are coming soon, and only good software services can bring the entire exhibition and tourism to a perfect conclusion. The shortcomings of urban exhibition tourism have seriously affected the development of the entire urban tourism industry. It is more necessary to prescribe the right medicine and correctly propose various countermeasures. I will propose some countermeasures to the existing problems. (1) Build a brand and go international. The development of convention and exhibition tourism will definitely bring new improvements to urban tourism, and brand is the soul of the survival and development of convention and exhibition tourism. Nanjing won the right to host the 2014 Youth Olympic Games, creating a rare opportunity for Nanjing's convention and exhibition tourism. Nanjing should formulate overall development goals and long-term development plans for Nanjing's convention and exhibition industry as soon as possible, taking the construction of an "international convention and exhibition city" as a breakthrough and focus. Leading Nanjing’s convention and exhibition industry to achieve leapfrog development. At the same time, similar and related exhibitions can be integrated together to give full play to the synergistic advantages of different exhibitions and enhance brand influence. There are also the annual Purple Mountain Summit of Cross-Strait Entrepreneurs and the Nanjing Taiwan Famous Products Fair. These relatively large-scale exhibitions can also serve as breakthroughs for their development and can be integrated into Taiwan-related exhibitions with great influence across the country. brand. If we can seize these two opportunities, they will definitely play an important role in shaping the Nanjing convention and exhibition tourism brand.

(2) Strengthen the government’s guidance function and create an environment more conducive to the development of convention and exhibition tourism. Six years ago, Nanjing’s convention and exhibition industry was not ranked high in the country. Today, such rapid development is inseparable from government support. With the government's support for the convention and exhibition industry, the development of Nanjing's convention and exhibition hardware conditions, and the convenience of transportation, Nanjing's convention and exhibition prospects are bright. Therefore, in the days to come, it is still necessary to strengthen government guidance and service functions. Better develop urban transportation construction and enhance the accessibility of the entire city. At the same time, some relevant institutional documents have been published to lay a good foundation for the development of urban exhibition tourism. (3) Strengthen education and training and attract high-quality talents. Today’s society is people-oriented. If urban exhibition tourism wants to truly develop, it must satisfy tourists. This requires relevant personnel to be committed to improving the quality of service personnel in the entire industry. Education and retraining. High-quality software services will inevitably make up for some deficiencies in other aspects, and measures to recruit high-quality personnel will also greatly improve the service level of the entire industry. The hosting of the 2014 Youth Olympic Games is bound to become a new development year for Nanjing's convention and exhibition tourism industry. I believe that with the large-scale external publicity jointly carried out by enterprises and the government, the continuous improvement of hardware facilities in all aspects, and the continuous growth of the team of professional talents, The Youth Olympic Games will surely become a landmark chapter in the history of Nanjing’s urban exhibition and tourism industry.