Paths and strategies to drive MICE into tourism based on gravity model and Wilson model: a case study of Jiangxi Province in China

Abstract

MICE (meeting, incentive, conference, and exhibition) industry shows a great potential in the demand side and interacts with the supply side of tourism industry. The optimization of driving MICE into tourism strategy is an important issue in Chinese tourism industry development, which is an effective choice to stimulate tourism industry innovation. This paper aims to explore an effective integration of driving MICE into tourism industry in Jiangxi province in China, based on Gravity model and Wilson model to calculate radiation radius of MICE industry in Jiangxi. According to the calculation result, this paper proposes three integration model of driving MICE into tourism industry, namely, urban MICE-driven model, tourism-driven model, and featured integration model. Five strategies are also proposed, including government leadership, establishment of service platform, rational planning and positioning, demonstration of cultural values, and financial support.