TITLE:
Research on the Tourism Effect and Marketing Strategy of Convention & Exposition Industry: A Case Study of Shenzhen City of China
AUTHORS:
Rong Wu, Mu Zhang
KEYWORDS:
Convention & Exposition Event; Urban Tourism; Tourism Effect; Marketing Strategy; Shenzhen City
JOURNAL NAME:
Journal of Service Science and Management,
Vol.6 No.2,
June
10,
2013
ABSTRACT:
There is a close natural connection in
tourism and Convention & Exposition (C&E) since they are mutually affected
and promoted. This study attempts to theoretically analyze the tourism effect
and marketing tactics of the C&E industry. To do this, the inductive method
and value train theory are introduced to analyze the supply and demand of
tourism. Findings reveal that not only can C&E produce positive influences
such as synergistic effect and cluster effect on tourism, but also negative result
which is characterized by spillover effect. Taking Shenzhen city of China
as an example, several marketing strategies are found. It is concluded that such
strategies on C&E and events exhibition can meet the needs of Shenzhen, and
improve the tour image of this city, so as to help expand its influence on
tourism.