CONVENTION TOURISM:
MARKETING AND PRACTICES
Joseph Huang
Travel Management
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
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 Future
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
Convention Tourism
(Taiwan Tourism Bureau)
Leisure
Tourism
Business
Toruism
KAOHSLUNG
HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention
Tourism
VFR
Tourism
International Etiquette
Convention Management Company
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
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
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
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
“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
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HOSPITALITY COLLEGE
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Convention Management Company
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DEVELOPMENT OF SERVICE CULTURE
Businesses
Educational
Institutions
Home
Society
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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
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)
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
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.
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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
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
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Convention Tourism: Not Well
Understood
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•
•
•
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
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HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention Management Company
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
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HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention Management Company
國禮國際會議管理顧問有限公司
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)
KAOHSLUNG
HOSPITALITY COLLEGE
國立高雄餐旅學院
• 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)
International Etiquette
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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
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
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
KAOHSLUNG
HOSPITALITY COLLEGE
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Convention Management Company
國禮國際會議管理顧問有限公司
Pull Factors and Push Factors
• Pull Factors
• Professional motivation
• Professional
commitment
• Professional
opportunities
• Attractive location and
intervening
opportunities
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• Push Factors
• Desire to be aeay from
home
• “Prestige” in profession
• Desire to develop
himself
• Career aspiration
International Etiquette
Convention Management Company
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
KAOHSLUNG
HOSPITALITY COLLEGE
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
Practical lssues
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•
•
•
•
•
•
•
•
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Budgeting
Speakers
Call for papers
Transportation
Lodging accommodations
Catering/meal functions
Social programs
Spouse programs
Meeting rooms
Audiovisuals…and many more…
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
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
KAOHSLUNG
HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention Management Company
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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
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
Research lssues
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•
•
•
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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
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HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention Management Company
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THANK YOU!
cdmcjoe.metting@msa.hinet.net
International Etiquette
KAOHSLUNG
HOSPITALITY COLLEGE
國立高雄餐旅學院
Convention Management Company
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