桂林会展旅游产业的SWOT分析与发展策略

On SWOT Analysis and Development Strategies of MICE Tourism Industry of Guilin

会展旅游是现今我国旅游业的新亮点。本文在分析桂林市会展旅游现状的基础上,采用SWOT分析法,对桂林市发展会展旅游面临的优势、劣势、机遇与挑战进行了分析,提出从制定战略规划、完善基础设施、优化营销策略、实施品牌战略、培养人才队伍等方面来提升桂林会展旅游的发展。

MICE tourism is a new trend in China＇ s tourism industry. It~ developing very fast with more and more exhibitions, fairs and meetings held and the maturity of tourism industry. This paper makes a detailed analysis of the current situation of MICE tourism industry in Guilin. By using SWOT analysis,it provides some development strategies for Guilin＇ s MICE tourism industry.