会展业的游客转化机制研究——以中国(中部)湖南国际农博会为例

Study on Mechanism of Transformation for the Tourist in MICE Industry——Take Hunan International Agricultural Fair of Central China as an example

会展旅游是目前旅游开发及学术研究的关注焦点,会展业正日益成为长沙经济新的增长点。城市举办会展特别是定期定点举行的大型会展,在短时间内均能给举办城市带来大量会展参与者及良好的经济效益与社会效益。从会展业与旅游业对接互动的视角,运用消费者行为学的相关理论作为学术指导,以长沙中国(中部)湖南国际农博会为例,实证研究如何促使异地参会(展)者转化为会展举办地的现实旅游者,从会展业游客转化机制的4个支持系统及15个关键因子入手,进行深入细致的调研剖析,并同步构建了会展业的游客转化机制模型。

MICE tourism is currently the focus of tourism development and academic research and it is increasingly becoming the economic growth pole of Changsha. Through MICE, especially those large-scale exhibitions in fixed time and spot, the city can enjoy economic benefits and social benefits as well as large exhibition participants in a short period. From the interactive perspec- tive of MICE and tourist industry instructed by the correlation theory of customer praxiology, the thesis looked at ways to transfer exhibition participants into real tourists of the host city by taking Hunan International Agricultural Fair of central China as an ex- ample. With intensive research and analysis of four supporting systems and fifteen key factors of transformation mechanism in MICE tourism, the author discussed the way to construct＇the pattern of transformation mechanism in MICE tourism.