ON THE DEVELOPMENT THOUGHT OF YONGKANG MICE TOURISM BASED ON SHANGHAI WORLD EXPO BACKGROUND
通过问卷调查和实地调研，对永康会展旅游进行SWOT分析，发现其发展潜力，并从职业和教育水平角度分析不同群体对会展旅游品牌的认知，提出加强品牌意识、区域合作、针对性宣传等发展思路。
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.