CONVENTION TOURISM: MARKETING AND PRACTICES Joseph Huang Travel Management KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院 International Etiquette Convention Management

CONVENTION TOURISM:MARKETING AND PRACTICES

Joseph Huang

Travel Management

KAOHSLUNG HOSPITALITY COLLEGE

國立高雄餐旅學院

International Etiquette Convention Management Company

國禮國際會議管理顧問有限公司

Organization of Presentation

a. What is “Convention Tourism”

b. Understanding the nature of Convention Tourism

c. Current Issues in Asia Pacific Context

d. Education in Convention Tourism

e. Practices of Convention Tourism

f. The FutureKAOHSLUNG HOSPITALITY COLLEGE


International Etiquette

Convention Management Company


Convention Tourism (Taiwan Tourism Bureau)

ConventionTourism

LeisureTourism

VFRTourism

BusinessToruism






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






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.KAOHSLUNG HOSPITALITY COLLEGE





“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.






DEVELOPMENT OF SERVICE CULTURE

Businesses

HomeEducationalInstitutions

Society






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 pra

y in faith. Share with God’s people who are in need. Practice hospitality.” (Romans 12:13)






Complexity of Convention Industry

• Participant factors – their willingness to be

satisfied.• Provider factors – PCOs, organizers, host comm

unity, general hospitality.• Mediating factors – weather, climate, infrastructu

re, travel conditions.






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.






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….






•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)






Reasons for Conference Participation

(5 point scale; 1 = no importance 5 = highest importance)

• 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)






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






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”






Pull Factors and Push Factors

• Pull Factors

• Professional motivation

• Professional

commitment

• Professional

opportunities

• Attractive location and intervening

opportunities

• Push Factors• Desire to be aeay from ho

me• “Prestige” in profession• Desire to develop

himself• Career aspiration






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…






Practical lssues

• Budgeting• Speakers• Call for papers• Transportation• Lodging accommodations• Catering/meal functions• Social programs• Spouse programs• Meeting rooms• Audiovisuals…and many more…






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






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






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






THANK YOU!

[email protected]






Documents

CONVENTION TOURISM: MARKETING AND PRACTICES Joseph Huang Travel Management KAOHSLUNG HOSPITALITY COLLEGE 國立高雄餐旅學院 International Etiquette Convention Management