Abstract: The economic and social benefits created by convention and exhibition industry have been widely valued by countries all over the world. China's convention and exhibition industry has also risen rapidly. Shenyang is an important industrial base and a famous historical and cultural city in China. It is also the largest business center in Northeast China and a cultural tourism city in Qing Dynasty, and the exhibition tourism market has great prospects. This paper will focus on the present situation of Shenyang convention and exhibition, the advantages, existing problems and specific countermeasures of developing convention and exhibition tourism.

Keywords: convention and exhibition industry, convention and exhibition tourism

The rapid development of convention and exhibition industry has set foot in the related industries of tourism, which shows that convention and exhibition tourism provides a broader space for the development of tourism. The increase of conferences and exhibitions and the gradual maturity of tourism have attracted wide attention from all countries in the world because of their strong compatibility, wide radiation, high consumption level and high cultural content.

Shenyang is an important industrial base and a famous historical and cultural city in China. It is the largest commercial center in Northeast China and a cultural tourism city in Qing Dynasty, with a huge market share of mice tourism. The convention and exhibition industry has been paid more and more attention by the government. This paper will focus on the present situation of Shenyang convention and exhibition, the advantages, existing problems and specific countermeasures of developing convention and exhibition tourism.

Present situation of exhibition economy development in Shenyang

Exhibition has become the symbol of Shenyang, and the exhibition economy occupies a considerable proportion in Shenyang's economic income. In 2004, Shenyang plans to hold 90 exhibitions, of which national large-scale exhibitions and international exhibitions account for 15%, achieving a transaction volume of 40 billion yuan, creating 8,000 jobs, increasing the floating population by 900,000 people and increasing the income of related industries by 900 million yuan. In 2005, Shenyang plans to hold 100 exhibitions, among which the proportion of national large-scale exhibitions and international exhibitions will reach more than 20%, the transaction volume will exceed 50 billion yuan, employment will be created10.3 million people, the floating population will increase10.5 million people, and the income of other related industries will exceed10.2 billion yuan. Figures show that the role of convention and exhibition industry in tourism, hotels, commerce, transportation and other related industries is 1: 10, or even 1: 12. However, China's MICE tourism is still in the primary stage, and a standardized statistical index system of MICE tourism has not been established, so it is difficult to grasp the overall situation of MICE tourism.

Advantages of developing exhibition tourism in Shenyang

The government attaches great importance to this. In 2003, Shenyang Tourism Bureau planned to take sightseeing, business and exhibition as the three trump cards for Shenyang to develop into a tourist city. In other words, Shenyang will become one of the best tourist cities with the fastest growth rate, the largest industrial scale, the best tourist environment and the most complete service functions in Northeast China within five years. By 20 10, the city plans to receive 95 million tourists, and the total tourism revenue will reach 64 billion yuan, accounting for 18% of the city's GDP that year. In order to achieve this planning goal, Shenyang has determined a new tourism development pattern of "one tourism circle", "two sightseeing belts", "three trump cards for promotion", "five key projects" and "eight groups of boutique routes". At present, the strategy of revitalizing the old industrial base in Northeast China provides a broader development space for MICE tourism.

Successfully held several exhibitions with distinctive features. In recent years, Shenyang has held many excellent exhibitions, such as "China International Manufacturing Equipment Expo", "Shenyang Commodity Fair in China" and "Shenyang International Automobile Industry Expo in China", which have gained a certain popularity and influence. About 732 enterprises participated in this Expo, including 234 overseas enterprises and foreign-invested enterprises, with 663 booths, accounting for 36% of the total number of booths; There are 498 domestic enterprises with 1 190 booths, accounting for 64% of the total number of booths; The participating outreach enterprises come from 20 countries and regions, including 2 1 world top 500 enterprises; There are 2 1 1 exhibitors in Shenyang, including state-owned enterprises, private enterprises and foreign-funded enterprises, with 429 booths.

Superior geographical conditions, important transportation and communication hub. Shenyang is located in the center of Northeast Asia Economic Zone, and it is within the same geographical radius as many important cities such as Japan, South Korea, Russia and Mongolia. Shenyang is the center of economy, culture, transportation, commerce, science and technology and information in Northeast China, the transportation and communication hub connecting Northeast China and the area south of the Great Wall in China, and the central city of Liaoning Province. With it as the center, there are seven cities within the radius of 100 km, forming eight urban agglomerations in Shenyang. In recent years, Shenyang's transportation and communication industry has developed rapidly, with aviation, railways and highways extending in all directions. The passenger volume of Shenyang Railway ranks first in the country, and telecommunications and telephones reach all parts of the country. For the development of MICE tourism, convenient transportation and communication are more important than good natural resources.

It has good resource conditions for developing mice tourism. Shenyang is a famous cultural city with a long history. There are the ruins of matriarchal clan commune in Neolithic age 7200 years ago; At the end of the Ming Dynasty, the Qing Dynasty rose here; Modern times was the center of Zhang's rule in Northeast China and the largest industrial and commercial city in Northeast China. After the founding of New China, Shenyang became a famous heavy industry base in China. Shenyang Imperial Palace is the only well-preserved ancient palace complex in China except Beijing Imperial Palace, which is characterized by pure Qing Dynasty palace architecture. In July 2004 1, Shenyang Forbidden City and Shengjing Three Tombs were included in the World Heritage List, except for Shuaifu, "Nine? The site of the 18th Incident and many pagoda buildings.

There are considerable exhibition facilities. At present, there are three professional exhibition halls in Shenyang (namely, Shenyang International Exhibition Center, Liaoning Industrial Exhibition Center and Shenyang Science Palace Exhibition Center), with an exhibition area of 80,000 square meters and more than 3,000 international standard booths. With the development of convention and exhibition industry, there are more than 30 professional exhibition companies in the city, some of which have been able to hold exhibitions independently, and the scale and quality of exhibitions have been steadily improved. Shenyang will also build a large-scale international convention and exhibition center with unique shape, advanced facilities and a construction area of over 500,000 square meters near the Golden Gallery to enhance the scale and grade of Shenyang's convention and exhibition industry.

Several problems in developing exhibition tourism in Shenyang

Insufficient understanding of convention and exhibition tourism. Most people regard convention and exhibition activities as business activities, cultural exchanges or political receptions in a general sense, so they often only pay attention to the conference or exhibition activities themselves, without linking them with tourism activities, which is inconsistent with the development of the world convention and exhibition industry. As for taking MICE tourism as a high-quality characteristic tourism product, it is something that experts and very few people in the industry do. The misunderstanding of MICE tourism is the fundamental obstacle to the development of MICE tourism.

The degree of marketization of MICE tourism is too low. In the development of mice tourism in Shenyang, the main problem is the low degree of marketization. Exhibition organizers and receptionists do not have a complete reception service system. The successful experience of international convention and exhibition industry shows that the division of labor system between convention and exhibition organizers and destination receptionists is an important part of the development of convention and exhibition tourism. However, at present, the exhibition tourism enterprises and the government in Shenyang pay more attention to the reception staff, but lack understanding of the most important exhibition organizers. The exhibition industry must be led by the government in the early stage of development, but the fundamental problems of what level the government leads and to what extent it participates have not been solved.

Intense competition in neighboring cities. Among the surrounding cities of Shenyang, many cities have developed exhibition tourism earlier and are relatively mature at present. First of all, Beijing has always been the oldest exhibition city in China, ranking first in the country in terms of exhibition scale and grade. Secondly, Tianjin and Dalian are also relatively developed areas for mice tourism. Especially in Dalian, the neighboring region, as early as 1992, it began to study the comprehensive impact of convention and exhibition industry on urban social economy, and in 1994, it incorporated the convention and exhibition industry into the strategic planning of urban development, and put forward the development goal of building an internationally renowned convention and exhibition city. 1996, the Dalian Municipal Party Committee and Municipal Government put forward the development of convention and exhibition industry as an important measure to implement Dalian's export-oriented strategy, and established the position of convention and exhibition industry in Dalian's economic construction and opening up.

Countermeasures for developing exhibition tourism in Shenyang

Strengthen publicity and promotion, and establish the image of exhibition tourism products. Countries that have successfully developed international MICE tourism attach great importance to market promotion. Shenyang should also strengthen the research and promotion of MICE tourism, and strive to cultivate the core market of MICE tourism by becoming a sister city with other cities. At the same time, Shenyang Tourism Bureau should devote itself to the publicity and promotion of Shenyang's overall tourism image and strive for some influential exhibition rights.

Establish a market-oriented operation mechanism for MICE tourism and strengthen management. Encourage the establishment of professional exhibition companies (PCO) and destination management companies (DMC) to form a market operation mechanism and develop exhibition tourism according to the laws of market economy. Exhibition is a highly operational systematic project, involving many departments and links, so exhibitors can't put more energy into off-site services. Shenyang should set up a special and authoritative exhibition management organization to effectively coordinate and guide the development of exhibition tourism and integrate the exhibition tourism resources in Shenyang. Only by creating an open and fair competition order and a standardized management competition atmosphere for MICE tourism can the comprehensive benefits of MICE tourism be continuously improved.

Cultivate exhibition talents and establish professional teams. In modern exhibition tourism, the quality and professional level of exhibition professionals directly affect the success or failure of exhibition tourism, which is a comprehensive service industry integrating modern politics, economy, science and technology and cultural development. Therefore, exhibition professionals are required to have good professional knowledge and skills, as well as extensive knowledge, grasp the latest information, and track market changes. Shenyang convention and exhibition market started late and its professional level is not high. To become a center of mice tourism in China and even the world, we must increase investment and cultivate high-quality and professional mice teams.

Build Shenyang exhibition brand, improve management and service concept. Once the Shenyang exhibition has a brand, it can attract relevant personnel to attend and participate in the exhibition. In recent years, multinational exhibition companies have infiltrated the exhibition market in China by transplanting brand exhibitions. It is also necessary to establish an exhibition level certification system to register and protect intellectual property rights such as the name and logo of brand exhibitions.

References:

1. Li Yunxia, exhibition industry and exhibition tourism market development, academic exploration [J], 2003

2. Xu Feng, China MICE Tourism Development, Travel Magazine [J], 2002.

3. Zhang Xin, Shenyang should build three trump cards for tourism, business and exhibition [N], shenyang evening news, 2003.

For reference only, please learn by yourself.

I hope it helps you.