基于上海世博会背景下的永康市会展旅游发展思路

ON THE DEVELOPMENT THOUGHT OF YONGKANG MICE TOURISM BASED ON SHANGHAI WORLD EXPO BACKGROUND

在上海世博会召开的背景下,利用问卷调查与实地典型调研相结合的方法,对永康会展旅游进行SWOT分析后认为永康发展会展旅游存在很大潜力。利用EXCEL2003和SPSS软件,从职业和文化水平两个角度分析不同群体对会展旅游品牌的认知与感受,提出永康会展旅游的发展思路:借鉴上海世博会强化会展品牌意识;加强浙苏沪区域合作;针对群体的职业和文化差异进行合理宣传;完善会展硬件设施和品质服务建设;加大会展旅游延伸产品的开发。

On the background of Shanghai World Expo,combining the questionnaire survey and typical field investigation,we come to the conclusion that there exists a great potential in Yongkang MICE tourism after a SWOT analysis on it.From the two perspectives of profession and education level,we analyze the cognition and feeling of different groups on MICE tourism brands by using EXCEL2003 and SPSS,and then put forward the development thought of Yongkang MICE tourism—strengthen brand awareness referring to Shanghai World Expo;enhance the cooperation among Zhejiang,Jiangsu,and Shanghai;conduct appropriate propaganda corresponding to professional and cultural diversity of different groups;perfect MICE hardware facilities and quality service construction;expand the development of extended products.