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MEETINGS, INCENTIVES, CONVENTIONS & EXHIBITIONS (MICE) MANAGEMENT EM 005 JANUARY 2011 *Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts

Rogelio P. Flores, Jr., BT, MBA

MICE TOURISM

**Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


MICE MANAGEMENTObjectives**Rogelio P. Flores, Jr., BT, MBAKnowledge, ability and competence of higher quality relating to: complex interrelationships between different disciplinary concepts and practice; the skills required to integrate these concepts and practices in a meaningful and valid way in pursuit of the construction of critical and valid argumentation; the skills required to successfully select and apply appropriate concepts and practices for analysis and action across the professional subject field;School of Hospitality, Tourism & Culinary Arts


MICE MANAGEMENT**Rogelio P. Flores, Jr., BT, MBAKnowledge, ability and competence of higher quality relating to: the production of extended analytic and critical discourses involving the application of concepts and knowledge to different types of intellectual and managerial problems; andthe production of assignments evidencing the formulation and resolution of appropriate critical issues in disciplinary practice.

School of Hospitality, Tourism & Culinary Arts


MICE MANAGEMENT**Rogelio P. Flores, Jr., BT, MBAUnit learning outcomesUpon successful completion of this unit, students should gain a critical understanding, knowledge and ability to apply the:definitions and models applied in events, meetings and convention sector;skills and processes necessary to plan and develop a business event concept;event bidding processes;operational and managerial implications of business events and how this is addressed in an event management plan; and process of event evaluation with an emphasis on competitive advantage.



MICE MANAGEMENT**Rogelio P. Flores, Jr., BT, MBATeaching and learning strategies The course will be taught through a combination of formal lectures, handouts, case studies, classroom activities, analytical concept reviews and workshops/break-out groups where appropriate.



MICE MANAGEMENT**Rogelio P. Flores, Jr., BT, MBAReadingKey textsBowdin, G, McDonnell, I, Allen, J and OToole, W (2006) Events Management, 2nd Edition, Butterworth-Heinemann, OxfordOther textsAllen, J (2000) Event Planning: The Ultimate Guide to Successful Meetings, Corporate Events, Fundraising Galas, Conferences, Conventions, John Wiley: Fenich, G (2005) Meetings, expositions, events and conventions: an introduction to the industry, Pearson/Prentice Hall: New Jersey School of Hospitality, Tourism & Culinary Arts


MICE MANAGEMENT**Rogelio P. Flores, Jr., BT, MBAOther texts Gartrell, R B (1994) Destination Marketing for Convention and Visitor Bureaus, 2nd edition, Kendall/Hunt: DubuqueGetz, D (1997) Event Management and event tourism, Cognizant Communication Corp: New YorkMcDonnell I and Harris, R (2002) Festival and Special Event Management, John Wiley, SydneyShone (A) (2003) Successful Events Management, Thomson Learning: LondonTum et al (2006), Management of Event Operations, Butterworth and HeinemannYeoman et al (2004), Festival and Events Management, Butterworth and Heinemann



MICE TOURISM Tourism is the worlds largest industry and a generator of jobs. It has grown rapidly to become a major economic and social force in the world. Meetings, Conventions and Events contribute a lot to the growth of tourism destinations and industry, in general. **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


Background & ComponentsMICE Tourism

The World Tourism Organization (UNWTO) official definition of tourism, for example, suggests that people traveling for business or professional purposes can also be considered as tourists.



In broad terms, business travel comprises all trips whose purpose is linked with the travelers employment or business interests. These trips maybe necessary in order to enable the actual work to be carried out; or they may enable the employee to learn how to do their job more effectively; or they maybe given by the employer as a reward for a job well done.

Background & ComponentsMICE Tourism **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


Background & ComponentsMICE TourismBusiness Travel = Business TourismAn alternative term being used increasingly to describe some of these business tourism sectors is the MICE industry, an acronym for meetings, incentives, conventions and exhibitions. MICE Tourism is also considered as Event Tourism or MICE Management in some institutions.



Background & ComponentsMICE TourismArcheologists who investigated ancient cultures have found ruins that served as places where primitive people gathered to discuss common interests such as hunting plans, war activities, peace negotiations and tribal celebrations. Each village or hamlet had its common gathering place. As geographical areas grew, cities became the meeting places for people who wanted to trade goods or discuss common problems. **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


Background & ComponentsMICE TourismTrade associations, professional, fraternal and religious organizations assembled to discuss relevant issues. Discussion of trade regulations as well as selling or trading of goods were the main reasons for convening. Many trade, professional, fraternal and religious associations had their historical roots in Europe.



Background & ComponentsMICE TourismIn the United States, such activity took place only in the mid 1800s. As America grew, so did its trade, professional, fraternal and religious associations. Meetings, Incentives, Conventions and Exhibitions have become an important source of income for travel industry suppliers. In the past 35 years, the meetings and convention business has grown from comparative insignificance into a multibillion-dollar-a-year industry. (most companies spend lots of money in MICE)



MAJOR Componentsof MICE TourismPlanners/Organizers & group they representHost facilitiesServicesExhibitors***Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


MAJOR Componentsof MICE TourismWho are Planners? are individuals or groups that plan meetings, conventions and exhibitions. Planners are classified into a number of categories such as corporate meeting planners, association meeting planners and independent meeting planners. **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


MAJOR Componentsof MICE TourismWho are Organizers?These people or entities function not only as planners but as actors of the event. **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


MAJOR Componentsof MICE TourismHost Facilities provide lodging, meeting rooms and food and beverage as well as a number of other services for groups attending meetings, conventions or exhibitions. Host facilities include hotels, conference centers, resort hotels, universities, tourist inns, etc.



MAJOR Componentsof MICE TourismServices refer to individuals and organizations that provide support for meetings, conventions and exhibitions segment of the tourism industry. Service suppliers include the transportation companies, attractions, tour guide companies and entertainers and others.



MAJOR Componentsof MICE TourismPromoters/Exhibitors(is considered sometimes as the fourth component) are financially linked with all segments of the MICE industry. They provide much of the revenue needed for the planners to hold meetings, conventions and exhibitions. The main aim is to introduce their products or services.



THE GROWTH OF THE MICE SECTORAttributes/Factors Leading the Growth of MICE

Advances in the transportation industryImprovements in ground transportation services/ground handlersIncreased use of automation/technology in the tourism industry



THE GROWTH OF THE MICE SECTORTechnology trends in meetings Economic trends (Emerging markets) Growth of cities and destinations; convention, conference and lodging centersGrowing corporate cost-consciousness Social trends More female business tourists More older business tourists

Attributes/Factors Leading the Growth of MICE



THE GROWTH OF THE MICE SECTORSocial trends The challenge of attracting Generations X and Y Corporate social responsibility The existence and growth of meeting planners associations The existence and growth of national and local convention bureaus

Attributes/Factors Leading the Growth of MICE



THE ROLE & IMPORTANCE OF MICE to TOURISMThe MICE sector is an exciting and profitable segment of the tourism industry. A major source of revenue for the tourism industry comes from meetings; conventions and exhibitions segment of the industry. It stimulates the local economy through multiplier effects. **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


THE ROLE & IMPORTANCE OF MICE to TOURISMMICE generate a tremendous amount of revenue for a particular destination or sector. (e.g. The International Association of Convention and Visitor Bureau has conducted studies for several years involving US and non-US cities. Studies showed that approximately 90 million delegates attended to more than 300,000 meetings with a direct economic impact of USD 70 billion between the years 2005-2007.) **Rogelio P. Flores, Jr., BT, MBASchool of Hospitality, Tourism & Culinary Arts


THE ROLE & IMPORTANCE OF MICE to TOURISMA destination, which wants to attract tourists, can make MICE or any event to draw them, as a form of promotions and marketing. Development is later evolving in the process. There is a much greater need for communication in the business world because of the advent of technology.



THE ROLE & IMPORTANCE OF MICE to TOURISMFace-to-face meetings have proved to be the most effective way of sharing information and knowledge. Events can be the thrill of a lifetime if properly done; yet, it can bring a very unpleasant experience, if poorly done.



**Rogelio P. Flores, Jr., BT, MBATERIMA KASIH!!!

KAM ZIA!!

MARAMING SALAMAT..School of Hospitality, Tourism & Culinary Arts


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