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SHANGHAI TOURISM
Meet in Shanghai Website Evaluation and
Improvement Plan
www.belletourism.com
BELLE TOURISM INTERNATIONAL CONSULTING
(BTI)
2007-2008

SHANGHAI TOURISM
Meet in Shanghai Website Evaluation and Improvement
Plan
As the 2010 Shanghai World Expo
approaches, the MICE industry
sector in Shanghai is getting
greater attention. This project for
the Shanghai Municipal Tourism
Administrative Commission will assist
in further developing the MICE
sector in Shanghai through more
effective website marketing.
Belle Tourism International Consulting
used its WebEVAL DMO China®
evaluation system to assess the
official MICE website (www.meet-inshanghai.net).
Based on the
evaluation results and case studies, a
systematic improvement plan and
action guide were produced to
upgrade this official MICE website.
BELLE TOURISM INTERNATIONAL CONSULTING (BTI)

Meet in Shanghai Website Evaluation Results
WebEVAL DMO China® Evaluation System
In order to further enhance the MICE
industry in Shanghai using Internet
marketing, and improve website functionality
and effectiveness, this project
used horizontal and vertical comparative
analysis on the Meet in
Shanghai (www.meet-in-
Shanghai.net) website. In addition,
the WebEVAL DMO China® evaluation
system was used to thoroughly
evaluate the website thoroughly according
to criteria grouped by four
perspectives, namely the technical,
customer, marketing effectiveness,
and destination information perspectives.
BTI prepared a comparative analysis of the
websites of Beijing, Shanghai, Dalian, Hangzhou,
and Guangzhou. Overall, the Chinese
versions of the websites performed better
than the English versions. However, Shanghai
was the one exception here; its English
version scoring slightly higher than the Chinese
version.
Shanghai’s Chinese site, http://www.meet-in
-shanghai.net/chs/ ranked in the middle of
this group of five city DMO websites.
BELLE TOURISM INTERNATIONAL CONSULTING (BTI)

INTERNATIONAL CASE STUDY ANALYSIS
To improve the MICE service function of the Meet in Shanghai website and establish
the image of Shanghai as a MICE destination, BTI chose six successful MICE cities’
official websites for the case studies. These cities were Singapore, Melbourne, Vancouver,
Copenhagen, Brussels, and Cape Town. A number of important conclusions
were drawn from the analysis of these international case studies.
According to these case studies, a successful
MICE official website should have
the following features:
Easy-to-remember domain name
Clear and effective navigation system
Practical and comprehensive website
services
Intelligent and interactive Internet
technology
Special offers
BELLE TOURISM INTERNATIONAL CONSULTING

WEBSITE IMPROVEMENT PLAN
In order to identify major problems and
obstacles with official Shanghai MICE
website, BTI conducted face-to- face
interviews with local industry leaders.
Awareness levels and opinions of the
website were determined. Combining
the interview results, with the WebEVAL
results and case study findings,
a set of improvement strategies were
articulated.
BTI recommended that Shanghai Municipal
Tourism Administrative Commission should position this website as a virtual
Convention and Visitors Bureau (e-CVB), and design a simple and clear website
logo to strengthen its positioning. Additionally, the overall deign of the website should
incorporate more consistent colors.
Moreover, a clearer functional structure is
needed to enhance the website, and improve
its usability and effectiveness:
Integrate all the resources related to
MICE and tourism
Provide comprehensive MICE and
MICE-tourism related information
Plan and design professional MICE
products and MICE tourism products
Establish a bridge between MICE planners
and service providers
Market and promote the MICE industry
and the MICE tourism product in Shanghai
Create a favorable environment for the
development of the MICE industry
BELLE TOURISM INTERNATIONAL CONSULTING

ACTION GUIDE
The re-positioning of the Meet in Shanghai website should incorporate all of the functions
of a professional Convention and Visitor Bureau website, such as resource integration,
information communication, building connections, creating interactive environments,
and promoting development. Therefore, BTI proposed an Action Guide within
the website implementation plan composed of three components: website functions,
website technologies, and website marketing. The Action Guide included 14 specific
objectives and initiatives for the three components of the plan.
BELLE TOURISM INTERNATIONAL CONSULTING

FACE-TO-FACE INTERVIEWS
BTI conducted personal interviews with important stakeholders in the Shanghai MICE
industry sector. The interviewees included exhibition planners, exhibition service providers,
Conference Ambassadors and professional media from the MICE industry.
These interviews included discussions on the development of MICE industry in Shanghai
and about the official MICE website. They provided valuable first-hand data and
materials for improving the website from perspectives of supply, consumption and media
publications. The interviewees included the following well-known brand names:
Some opinions from the interviewees:
Shanghai is a good tourism destination and the international hotels have grown
fast. As a supplier to the MICE industry, hotels provide meeting facilities, accommodation,
catering, and other support services.
The Beijing Olympic Games and 2010 Shanghai World Expo will be good for China.
But both of these hallmark events will also have a negative effect on the business
travel market. I think August 2008 will be a low season for the business MICE market.
To avoid losing revenues, we should provide Olympic and Expo packages.
BELLE TOURISM INTERNATIONAL CONSULTING

Belle Tourism International Consulting (BTI) is an international
tourism and hospitality advisory services company that provides
sound advice, research and practical solutions related to tourism
and hospitality for governments, private-sector companies, and
not-for-profit organizations located within Greater China and those
interested in the Chinese and Pan-Pacific markets.
Address:
18 Shunyi Road, Suites 601-
602
Shanghai 200063
PR China
INTEGRATED MARKETING
COMMUNICATION
PROGRAM OF 2010SHANGHAI EXPO
“Meet in Shanghai” WEBSITE
IMPROVEMENT PLAN
Telephone:
In China: 021-52360996
International: 86-21-52360996
Fax:
In China: 021-52360991
International: 86-21-52360991
BELLE TOURISM INTERNATIONAL CONSULTING
(BTI)
2007-2008