| Abstract: | Recently, MICE industry is not only growing rapidly around the world, but it is also one of the important indicators to gauge the strength of the nation and population of social development. Event tourism is the fastest growing part in the tourism industry due to its low sensitivity of the price fluctuation，and it also can complement the gap between peak season and low season of the tourism industry. With a massive growth of international conferences and exhibitions, to organize the characteristic events or enormous international events not only can attract tourists to benefit the economic, but also can promote the name recognition of the nation to the world. The macro impact of related economic benefit is greater than the economic benefit of MICE event itself. In addition, event tourism has an unlimited potential in the future. Thus, when Taichung city merged with surrounding Taichung counties, how to set the plan for event tourism is an important task for municipal development.
To form a basis of a SWOT analysis, the target group of this research is concentrated on Taichung area through colleting literatures and papers with the assistance of utilizing the interview data from industry experts. The results of SWOT analysis forms the basis for the understanding the internal and external conditions, and ultimately proposes the possible direction and strategy for the future developing
of Event tourism of Taichung area.
The results of this research, firstly, Taichung area, the core city of mid Taiwan has the advantage of its superior location, abundant tourism resources of its surrounding counties; therefore it should be directed to tourist information, transportation, and service-based. Secondly, for the developing strategy; MICE has to evaluate itself to find the best condition to further nurture the unique international activities, and develop the standard of 「the first or the only one」. The last, Taichung has been enriched with culture, shopping, and leisure. By combining scenery tourism resources with surrounding counties, it can offer a half day or one day tour program for event tourists, especially for the incentives which further to prosper the effect of event tourism. Offering different travel experiences to connect the activities around Taichung area can enhance the development of the tourism industry in Taichung area. |
