Use of Local Advantages to Promote the Development of MICE Tourism-Take Hunan Province as an Example

Abstract

Hunan is a major province of tourism resources in China, but the current situation of exhibition tourism is not performing well. In order to study how to use local advantages to promote the development of exhibition tourism, this article deeply studies the factors influencing the decision-making behavior of exhibition tourists, and analyzes the factors and reliability through SPSS22.0 software. Finally, the factors that affect the decision-making behavior of exhibition tourism are summarized into six factors: exhibition organization factors, auxiliary and basic tourism supply factors, personal factors, destination attractive factors, cost factors, and self-improvement factors. And analyze the local advantages of Hunan: rich natural resources, huge development potential, and profound cultural heritage. Finally, four suggestions for the development of the exhibition tourism market are put forward: improving the quality of exhibition tourism products, optimizing the supply system of exhibition tourism destinations, increasing publicity in a specific period, and determine government policy inclination.