会奖旅游与创新营销

The Marketing Innovation of MICE Tourism: Tianjin as an Example

对于很多旅游城市来说,吸引和争取会奖旅游者来访是优化该地旅游经济发展的重要途径之一。本文针对我国各地这方面工作的普遍性现状,基于对组织购买者行为特点的分析,讨论会奖旅游营销创新的必要性,并借鉴国际上已有的成功经验,以天津为例,从会议服务供应商和旅游目的地营销组织两个层面探索会奖旅游营销模式的改进方向。

For many tourism cities, attracting the MICE tourists can be one of the vital approaches as far as the economic development of local tourism is concerned. The MICE tourism market has the advantages of quick, high-yield, easy to operate, and small side effect, which has become one of the major tourism marketing efforts of many big business cities of tourist destinations. Based on the analysis of the characteristics of organizational buyers' behavior, the necessity of marketing innovation of MICE was discussed. Taking Tianjin as an example, by drawing lessons from international successful experiences, improving the marketing model of MICE was suggested in two aspects: convention service suppliers and destination management organizations. This article points out that Tianjin needs to innovate the MICE marketing strategy in order to change the current status. Firstly, Tianjin needs to require the meeting service providers of hotels and conference reception centers continue their self-construction and improvement of their marketing efforts; secondly, Tianjin needs to take efforts to develop and foster professional meeting planning providers, and complement the marketing capabilities of MICE reception hotels and conference reception centers; thirdly, Tianjin Tourism Bureau needs to play an irreplaceable role in the implementation of MICE tourism marketing as a destination marketing organization. In other words, MICE marking innovation requires the collaboration of MICE service providers and tourism destination management organizers to work together to form a new MICE marketing pattern of three-pronged partnership and cooperation among the conference services providers, meeting planners and the Tourism Administration inner meetings.