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Hiller Department of Sociology, University of Calgary, 2500 University Drive NW, Calgary, Alberta T2N 1N4, Canada Conventions represent a special form of tourism with a high degree of ecological differentiation from the host society. The encapsulation of conventioneers in highly planned convention activity creates an intrusionreaction response from the host cityparticularly when the convention reaches a size threshold that makes it a megaevent .Conventions can be analytically distinguished from conferences and the characteristics of conventions as megaevents can be identified. In place of the intrusionreaction model, an interactiveopportunity model is proposed through the use of case studies .A sociological perspective demonstrates how interaction benefits (rather than merely economic benefits)can transform the conventionhost city relationship. Conventions represent a special kind of tourism. People leave their home munity as individuals or in small groups to join hundreds or thousands of others at a destination for a mon purpose. In many ways, the destination is less important than the purpose for the group gathering, and the 39。 is the facilities to host the event at the destination. Theoretically, then, the convention in itself is the attraction rather than the characteristics of 基于旅行社的會展旅游產(chǎn)品化研究 24 the destination as the propelling factor in attendance. All things being equal , the convention could be held in Singapore or Sioux Falls, and delegates would still attend because of their mitment to the purpose of the convention. In practical terms, factors such as distance ,cost, accessibility ,safety ,climate or downturns in the economy may affect the size of the convention or conference, but since conference anizers generally seek to maximize their attendance and/or serve their constituency, considerable care is taken in site selection. One study found that accessibility to the destination site was more important than the attractiveness of the site for convention tourists.(See also Fortin and Ritchie.) Conferences ,congresses and conventions involve a form of travel in which the meeting serves as the primary purpose for the travel .These meetings are distinct from corporate travel in that the primary purpose is not individual or smallgroup encounters, but a multifaceted event of a fixed time collectivity involving speakers ,seminars ,and workshops ,exhibitions ,banquets ,social events and association meetings .While corporate meetings are more likely to be more frequent and smaller ,association meetings of trade ,union ,fraternal ,educational ,service and charitable groups are larger and follow a more regular cycle(eg annual meetings).Expenditures for conferences, congresses and conventions also tend to be larger because of the package format of events. Convention attendance as voluntaristic behavior A central characteristic of an association meeting is that attendance is voluntary. Attendance is dependent on the level of interest in the purpose of the meeting and the priority which potential delegates give to the event to clear their calendars to attend. Persons may bee regular attendees because of their mitment to the sponsoring anization(eg an anization of worker specialists)or their interest in the theme of the meeting. Whether the form of the meeting is work related or a leisure activity, the farther the meeting is from home, the greater the likelihood that the conference anizers will package the event around the destination to enhance attendance. Packaging may involve everything from an official airline, car rental panies and select hotels, to theme events 基于旅行社的會展旅游產(chǎn)品化研究 25 based on the special characteristics of the host region, and preand postconference tours. In other words, as a vehicle to optimize attendance, the destination may be marketed to potential delegates in order to enhance the success of the meetings. Note that in contrast with usual conceptions of a tourist, the destination is an 39。 董鴻安在《基于城市營銷理論的寧波會展旅游發(fā)展策略研究》文章中提出會展旅游與城市營銷相結(jié)合的發(fā)展策略，以會展旅游來促城市營銷、以城市營銷來興會展旅游，以推動寧波會展旅游經(jīng)濟的進(jìn)一步快速健康發(fā)展。 唐善茂和張鮮艷在《旅行社經(jīng)營會展旅游探析 —— 以桂林為例》文中，在闡述旅行社經(jīng)營會展旅游的必要性和 SWOT 分析后，提出旅行社經(jīng)營會展旅游的策略。 許峰在《會展旅游的概念內(nèi)涵與市場開發(fā)》 中指出會展旅游關(guān)心的是“如何為與會展相關(guān)的人員提供服務(wù)，從會展本身拓展到住宿、餐飲、娛樂方面，繼而爭取在游覽、購物、旅行等方面創(chuàng)造需求”。 吳信值在《會展旅游產(chǎn)品開發(fā)研究 — 以武漢市為》 文中提出，會展旅游產(chǎn)品的開發(fā)條件、開發(fā)主體、開發(fā)模式、產(chǎn)品定位、開發(fā)原則和產(chǎn)品設(shè)計等基本的開發(fā)理論，并對武漢市會展旅游產(chǎn)品的開發(fā)條件、策略、模式選擇，以及產(chǎn)品的定位和設(shè)計進(jìn)行了探索?！? 劉德謙（ 2021， 2021）認(rèn)為會展旅游就是 MICE（會議展覽與獎勵旅游）中去掉了 I（獎基于旅行社的會展旅游產(chǎn)品化研究 17 勵旅游）的 MCE。 在此，還要感謝學(xué)院其他老師以及同學(xué)、朋友在資料收集和論文寫作過程中對我的幫助，以及感謝家人的關(guān)心與對我學(xué)業(yè)的支持 ! 最后，感謝各位評審及答辯老師！ 基于旅行社的會展旅游產(chǎn)品化研究 16 附錄一： 文獻(xiàn)綜述 一、會展旅游的概念研究 1841 年 7 月，英國人托馬斯我國旅行社缺乏活力，在發(fā)展過程中存在很多問題，因而積極探索新的旅游形式成為必然。從國內(nèi)外引進(jìn)精通會展旅游業(yè)務(wù)、了解中國國情的高層次的會展旅游管理人才 ， 從中獲取先進(jìn)的會展旅游管理經(jīng)驗 ，推動旅行社會展旅游業(yè)務(wù)的開展 ① 。會展旅游項目的主題要在配合會展主題并依據(jù)當(dāng)?shù)氐穆糜钨Y源稟賦特色的基礎(chǔ)上 ， 再有深度的文化挖掘與理念創(chuàng)新。例如 ， 傳統(tǒng)的廣州一日游總共有“天河新貌、二沙島、陳家祠、西關(guān)大屋、越秀公園、西漢南越王博物館、珠江夜游”八個景點 ， 但由 于廣交會每年舉行兩次 ， 很多人都去過一些地方 ，甚至有些人就住在天河或二沙島 ， 即使他們愿意游覽西關(guān)大屋、陳家祠、西漢南越王博物館和夜珠江 ， 也不會選擇這個產(chǎn)品。