Date post: | 12-Sep-2014 |
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Education |
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Collaborative Consumption and the meetings and event profession: Are we ready for it?
David L Jones, PhD
Associate Professor
School of Hotel and Tourism Management
Hong Kong Polytechnic University
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What I’ll Cover
Defining Collaborative Consumption (CC)
Background on the growth CC – Hospitality industry examples
Meeting Professionals– Third parties – Independent meeting professional – target of CC
Research objectives
Proposed research methodology – Establishing key constructs related to success
Contribution
Collaborative Consumption
Definition– Collaborative Consumption describes the rapid explosion in swapping,
sharing, bartering, trading and renting being reinvented through the latest technologies and peer-to-peer marketplaces in ways and on a
scale never possible before(www.collabortiveconsumption.com)
– Originated in Mainland China with the tuangou (Zheng, 2011)– Also called “sharing economy” or “meshing”
Types (Botsman & Rogers 2011)– Product-service systems enable products like DVDs, cars, books or
homes to be rented;– Redistribution markets are exchanges for used items including
clothing;– Collaborative living services broker relationships for individuals with
service providers.
Collaborative Consumption
Definition– Collaborative Consumption describes the rapid explosion in swapping,
sharing, bartering, trading and renting being reinvented through the latest technologies and peer-to-peer marketplaces in ways and on a
scale never possible before(www.collabortiveconsumption.com)
– Originated in Mainland China with the tuangou (Zheng, 2011)– Also called “sharing economy” or “meshing”
Types (Botsman & Rogers 2011)– Product-service systems enable products like DVDs, cars, books or
homes to be rented;– Redistribution markets are exchanges for used items including
clothing;– Collaborative living services broker relationships for individuals
with service providers.
Collaborative Consumption in Hospitality
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More Specifics
Airbnb that offers rooms for sell by individuals, mostly in their own homes and apartments, to other travelers/visitors to the city
Zipcar, an alternative to rental car companies and car ownership where you essentially borrow a car for an hour or more at a time
Munchery that provides gourmet meals prepared by personal chefs you can take home or even have delivered and they have a group catering option
Airbnb Growth - Internationally
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Meeting & Event Related Networks Are they alternatives for launching CC?
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Skillshare (www.skillshare.com)
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i-Meet (www.i-meet.info)
Online community for people who plan meetings and eventsWhere all "the magic" happens. Connect with thousands of meeting, events and corporate travel membersParticipate in online discussion groups (or start your own)Share your photos, videos and blog about you particular service in our industry All for free.
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Professional Meeting & Event Outsourcing
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Third Parties in Meeting Planning & Procurement
Experiant– Formerly known as Conferon– Began in 70’s– “Perfecting the event experience”
Helms Briscoe– “Meeting procurement” – Affiliation in Mainland China
Conference Direct – Corporate focus– “Meeting and conference solutions”
Need to have outside expertise/outsourcing, especially internationally
Independent Meeting Planners
Target for CC
% and growth (Toh, Dekay & Yates, 2005; Sturken 2012)– 13% of all planners
Part-time responsibility
Competing against the third parties for specialized services
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Previous Research
11%10%
18%
27%22%
32%
43%45%
57%
49%53%
67%(Licensed drivers only)
% Likely
Home or vacation sharing programs
Car sharing programs
Media sharing programs
55 years or more45-54 years18-34 years 35-44 years
Millennials Embrace Sharing Economy – ZipCar Study
How likely are you to participate in each of the following sharing programs?
Asked only in 2011
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Previous Research – Cross-cultural
No published academic research in CC yet– Master’s thesis (Zheng 2011)– Compared impact of CC between Mainland
Chinese to USA – sample too small
Technology readiness and likelihood of use of it (Elliott, Meng & Hall, 2008)– Chinese less likely
Mainland China – most engage country in the world in terms of social media (Thraenhart, 2011)
Other Possible Research Areas to Explore
Information search
Gen Y preferences
Social media
Technology acceptance
Research ObjectivesCC Platform for Convention & Event Outsourcing
What is the likelihood for usage of a CC platform by Generation Y future meeting & event professionals?
What are the factors/constructs that will affect success in developing a CC platform for meting & event professional services and/or outsourcing?
Are there cross-culturally differences in the factors/constructs that will affect the success of a CC platform and/or its structure?
Methodology
Qualitative– Constructs not well defined– Cross-cultural aspects
University students in convention and event management– US, Mainland China and Hong Kong
Follow-up quantitative study
Potential Constructs Related to Success
Trust
Individualism/collectivism
Entrepreneurial inclination
Attitude toward sharing
Motivations for participation
Technology acceptance
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Contribution
Academic– Define the constructs– Establish cross-cultural differences
Industry– Create a model for launching a CC platform
for meeting & event outsourcing in Mainland and/or USA
– Expand on existing – i-Meet?