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MICE

MICE. The MICE Industry. Understanding the MICE industry Although the MICE industry is often regarded as part of the Tourism industry it is important to understand the motivation is often for business not leisure travel. Not all events cater to tourists. History of the Industry.

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MICE

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  1. MICE

  2. The MICE Industry • Understanding the MICE industry • Although the MICE industry is often regarded as part of the Tourism industry it is important to understand the motivation is often for business not leisure travel. • Not all events cater to tourists

  3. History of the Industry • Ancient world • Birthplace of modern meetings – 19thc Europe • Vienna congress of 1812 • Britain – royal geographical society • The 20thc industry • Linked with growth of transportation rail & road & eventually air • Growth in world politics, government & regulations • Growth in associations • Growth in corporations & Trade

  4. Where do meetings fit in a modern world? • What are the benefits of face to face communications? • What impacts have advances in technology had? • Transport • Communications • The development of specialist facilities

  5. Special Events • A special event is a one time or infrequently occurring event outside normal programs or activities of the sponsoring or organising body • To the customer or guest, a special event is an opportunity for a leisure, social or cultural experience outside the normal range of choices or beyond everyday experience.

  6. Types of Events • Mega - events • e.g. Olympic Games or World Cup • 2010 FIFA World Cup • Religious Events • Maher Kumbh Mela • Hajj • Hallmark events • Gay & Lesbian Mardi Gras • Major events • Major cultural events • Major national sporting events • Major conferences

  7. Impacts of Special Events • Areas of Impact • Social & Cultural • Physical & Environmental • Political • Tourism & Economic

  8. Impacts of Special Events Social & Cultural

  9. Impacts of Special Events Physical & Environmental

  10. Impacts of Special Events Political

  11. Impacts of Special Events Tourism & Economic

  12. Exhibiting • Exhibitions V’s conferences • An exhibitionis an event (marketplace) where one or more sellers display their goods & services to a group of buyers. • A conference is a meeting with an organized agenda in which delegates have a common educational, communication or network objective

  13. Types of Exhibitions • Trade Shows • Usually involve products /services associated with a particular field • Consumer exhibitions • Usually involve a range of products /services related to a number of industries • E.g. home, craft, boat shows

  14. Purpose of Trade Shows • To increase sales • Bring together selected people with a common interest • To increase brand awareness • To identify companies within an industry • To promote new products & developments • To allow comparison with the competition • To keep in touch with new developments • Trade Show Planning

  15. Purpose of Consumer Exhibitions • To show a product to a large number of people in a short time with a view to increasing market share • To launch a new product & increase brand awareness • to meet people and find out what they think of your company/product • To appeal to a mass market • To carry out research

  16. Why Exhibit? • Cost effective • They appeal to all five senses • They combine all the elements of the promotional mix • Advertising, public relations, sales promotion & personal selling • Trade Show

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