CONVENTION TOURISM: MARKETING AND PRACTICES

CONVENTION TOURISM:MARKETING AND PRACTICES Joseph Huang Travel Management International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Organization of Presentation • What is “Convention Tourism” • Understanding the nature of Convention Tourism • Current Issues in Asia Pacific Context • Education in Convention Tourism • Practices of Convention Tourism • The Future International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Convention Tourism (Taiwan Tourism Bureau) Leisure Tourism Convention Tourism Business Toruism VFR Tourism International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

GROWTH IN ASIA PACIFIC:Why? • Strong economic growth • Increase in income and leisure time (dual income) • Breakdown of political barriers & stability • Easing of travel restrictions • Liberalization and availability of air transport • Technology • Focused marketing campaigns KAOHSLUNG HOSPITALITY COLLEGE International Etiquette Convention Management Company 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Convention Industry in the Context of General Framework • It is a “service” and “service industry” • Characteristics of the industry: intangible, efficiency drive, value driven, image driven, marketing drive, and labor intensive. • A “hospitality service” –requires the component of “attitude” and “spirit of service.” • A “visitor service”-relates to other dimensions of travel and tourism. International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

“Service Culture” Directly influences industry’s long term sustainability. Convention attendees’ satisfaction influences tourism industry’s overall viability. Development of service culture largely depends on several related factors. International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

DEVELOPMENT OF SERVICE CULTURE Businesses Home Educational Institutions Society KAOHSLUNG HOSPITALITY COLLEGE International Etiquette Convention Management Company 國立高雄餐旅學院國禮國際會議管理顧問有限公司

What is Hospitality? • Hospitality is the behavior that is defined by amenities and features that add material comfort, convenience, or smoothness to social interactions (Chon and Sparrowe 2001). • “Be joyful in hope. Be faithful in afflictions and pray in faith. Share with God’s people who are in need. Practice hospitality.” (Romans 12:13) International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Complexity of Convention Industry • Participant factors – their willingness to be satisfied. • Provider factors – PCOs, organizers, host community, general hospitality. • Mediating factors – weather, climate, infrastructure, travel conditions. KAOHSLUNG HOSPITALITY COLLEGE International Etiquette Convention Management Company 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Service Problems in MICE Business • Many service problems are attributable to poor facilities design. • Poor services are further propelled by lack of communication and inadequate employee training. • Failures of services are also related to culture gap between service providers and service receivers. International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Convention Tourism: Not Well Understood • What motivates convention participants? • What marketing programs work best? • Can destinations influence meetings industry? • Limited studies reported in Annals of Tourism Research, Journal of Travel Research, Journal of Hospitality & Tourism Research, Tourism Management, etc. • Limited information in trade publications (e.g. Convene, M &C etc.) • Many “self claimed” but…. International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Founded Journal of Convention & Exhibition • Management in 1998 (Editor –Abbott; Consulting Edition – Chon) • Weber and Chon (2002) CONVENTION • TOURISM – International Research and Industry Perspectives, The Haworth Press (New Your) International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Keeping up with changes in my field (4.68) Hearing speakers who are respected in my field (4.22) Developing new business/professional relationships (3.89) Learning new skills (3.77) Seeing people I know in my field/profession (3. 62) Establishing a reputation in my field (3.53) Representing my organization (3.17) Developing new personal relationships (2.98) Traveling to a desirable location (2.94) Present paper to colleagues (2.66) Satisfying job requirements (2.60) Participating in informal social and recreational activities (2.57) Reasons for Conference Participation(5 point scale; 1 = no importance 5 = highest importance) International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Destination Selection Criteria • General perception and reputation • Location relative to point of origin • Flight schedules and airfares • Overall cost of travel and local expenses • Availability of facilities and lodging • Perception of safety and security • Political and economic stability • Hygiene standards International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Other Factors Affecting Venue Selection • Availability of local chapters or representatives • Financial benefits and incentives • Government or corporate sponsors • Organization’s policy on locations • Language and communications • “Politics” International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Pull Factors Professional motivation Professional commitment Professional opportunities Attractive location and intervening opportunities Push Factors Desire to be aeay from home “Prestige” in profession Desire to develop himself Career aspiration Pull Factors and Push Factors International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Studies of Convention Management • No formal studies/curricula • Certificate or short courses • Continuing Ed courses • US-Limited to “concentration” within majors • Europe/Australia- “Congress Management” • Limited awareness of career and lack of body of knowledge • Treated as an “area of focus” – Hong Kong Poly U • Degrees emerge in Asia, but… International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Practical lssues • Budgeting • Speakers • Call for papers • Transportation • Lodging accommodations • Catering/meal functions • Social programs • Spouse programs • Meeting rooms • Audiovisuals…and many more… International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Successful Conferences (Academic) • A fond memory of “welcoming” • A precise follow up to program • Short and concise • A fond farewell • Proceedings to take home • Ample activities before and after – keep spouses occupies International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Challenges Ahead • Increasing competition • New convention centers and airports (over 1,000 airports under construction or in planning in Asia) • Convention centers (both public and private) rapidly developing • Too many venues International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

Research lssues • Participation decision making • “Loyalty” to destination • “Loyalty” to conferences • Satisfaction and future behaviors • Cost and profit optimization • “e-conferences” or “i-conferences” and their impact • Branding International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

THANK YOU! cdmcjoe.metting@msa.hinet.net International Etiquette Convention Management Company KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院國禮國際會議管理顧問有限公司

CONVENTION TOURISM: MARKETING AND PRACTICES