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Meaning and Importance of Meeting Conventions and Exhibition
Meeting
Conference, workshop, seminar or other event designed to bring people together for the purpose of exchanging information
Do not include exhibits
Convention
An event in which meetings are combined with exhibitions
Exhibition
An event designed to bring together providers of products, equipments, and services in an environment in which they can demonstrate their products and services to a group of participants in a convention or trade show
Role of Convention and Exhibition Industry in the Tourism Industry
Major source of revenue for the tourism industry comes from the meetings, conventions, and exhibitions segment of the industry
Need to communicate with one another face-to-face has been the driving force behind growth of the industry
Components of Convention Industry
Planners and groups they represent Host facilities Services Exhibitors
PlannersIndividuals or groups that plan
meetings, conventions, and exhibitionsCategorized into:
Corporate meeting plannersAssociation meeting plannersIndependent meeting planners
Host facilities
Provide lodging, meeting rooms, food and beverages
Examples:HotelsConference centersResort hotelsUniversitiesBed and breakfast inns, etc.
ServicesRefer to individuals and organizations that
provide support for meeting, conventions, and exhibitions segment of the tourism industry
Examples: Transportation companies Attractions Tour guide companies Entertainers
ExhibitorsPersons who work for the companyAka. advertising director,
communications director, director of marketing who is involved with the corporate exhibit program
Main aim: introduce their products ,both old and new, to an interested audience
Exhibitors
Financially linked with all segments of the meetings, conventions, and exhibition industry
Provide much of the revenue needed for the planners to hold meetings, conventions, and exhibitions
History of Meetings, Conventions, and Exhibitions Ruins were discovered by archeologists
where primitive people gather to discuss common interests
Each village or hamlet has its common gathering place
Later, cities became the meeting places for people who wanted to trade goods or discuss problems
As cities became center of activities for geographical regions, and transportation improved, desire of people to gather to discuss common interests became widespread
Trade associations, professional, fraternal and religious organizations (most with historical roots in Europe) gather to discuss relevant issues
Discussion of trade regulations as well as selling or trading of goods were the main reasons for convening
In US- such activities took place only in the mid 1800’s.
In PH- Manila pioneered international meeting industry in Southeast Asia
1976- Manila opened doors to Asia’s first full-pledged convention center
1996- Manila is the leading destination for meetings, conventions and exhibitions
The Growth of the Meetings, Conventions, and Exhibition Industry
Factors that contributed to this growthMeeting planners associationsAirline industryLodging industryConvention centersConvention bureausConference centersMeeting technologyGround handlers
Meeting Planners Association
Provides emphasis in education Includes rise of independent meeting
planners, increase in the number of women planners, certification and development of standards, and integration of travel agents into the profession
Airline industry
Enabled people to travel quickly and efficiently
Deregulation of airline industry which resulted in the vigorous competitions among airlines to attract more passengers
Lodging industry
Hotels grew and became convention centers
Hoteliers learned to adopt their services to different clients
Property marketing directors learned hot o work with meeting planners
Convention centers
Convention centers expanded in terms of exhibition spaces, accessibility, and storage facilities
Able to accommodate all activities of a convention and trade show under one roof
Convention bureaus
Number of bureaus has doubled since 1980 from 100 to 250
Their operators have become more professional and actively participate in industry and association affairs
Conference centers
The “business only” appearance before was replaced by modern restaurants, recreational facilities and the latest high-tech audio-visual equipment
Meeting technology
Modern visual equipments Video projectors360 degree projection techniquesMulti-image presentationsUnique sound systems
Ground handlers Effective arrangements become
necessary as meeting and conventions become more complex
Ground arrangements include:Planning toursTransportationSight-seeingBanquetsHotel reservations
Creative meeting programs were developed by convention service companies
Importance of Holding a Convention/ Exhibition
Generate tremendous amount of revenue Travel sales form meetings, conventions,
and exhibitions are important in economy of all levels of government
International Association of Convention and Visitors Bureau conducted studies which showed that approximately 82 million delegates attended 267,810 meetings with a direct economic impact of more than USD 56.6 B
Key Players in the Industry
Key Players in Convention and Meeting Industry Association Convention centers Conference centers Corporate meeting planners Independent meeting planners Tour operators Tradeshows and expositions Hotels Convention and visitor bureau Incentive travel
Association Organized body that promotes and
enhances a common interest activity or purpose.
Roman and Oriental craftsmen in ancient times formed associations for the improvement of their trade. In the Middle ages, associations were in the form of guilds which were organized to obtain proper wages and to maintain work standards
Classifications of AssociationsTrade associations
Non-profit whose aim is to meet needs of for-profit businesses
Members include business firms that share a common interest
Example: Professional Convention Management Association which brings together people who are interested in the convention and meetings industry
Professional associations Non-profit organizations that are not
involved with business firms Organized to assist individuals in the pursuit
of their common goals and interests. Categorized into
Those with common personal interests (American Association of retired Persons)
Those which includes scientific, engineering, and learned societies (Council on Hotel, Restaurant, and Institutional Education)
Dedicated to religious, charitable, public service (American Heart Association)
Convention Centers Public assembly facility which is designed
to host meetings and exhibits under one roof.
Has a provision for banquet, food and beverage and concession service.
Most are government owned and are operated by a designated board or authority o government owned and operated by privately owned management companies
Examples:Philippine International Convention
CenterJacob K. Javits Convention Center in
NYAnaheim Convention Center in CA
Convention centers offer large, flexible spaces to host trade shows and smaller rooms fro banquets, meetings, and associations parties.
Convention and visitors bureau help market he convention centers
Historically, convention centers were established to service the community.
Recently, convention centers became profit centers (rental fees, catering, concessions, vending)
They also have begun to offer specialized services to exhibitors who participate in shows held in the facility (electrical, telephone, stage construction, lighting, plumbing, air, and sound)
Conference Centers Specialized hospitality operation which
aims to facilitate and support small to medium size meetings of 20-50 people
Established to meet growing demand for specialized meetings
Majority of these facilities provide overnight accommodation unlike convention centers
Emphasis is on comfort and privacy to attendees
Unique feature: provides continuous refreshment throughout the meeting thus allowing attendees to take a break whenever they feel like doing so
Charges only one price that includes meals, room rates, meeting rooms, audiovisual equipments, coffee breaks, and paper supplies needed by the participants
Tour Operator
Work with meeting planners in arranging tours and activities for meeting attendees and their families who combine business with pleasure
Tour operators often create tour packages for the spouse, guest, or children of the convention attendees
Trade shows and Expositions
Also called scientific/technical conferences Exhibition- traveling shows such as art
exhibitions Exposition- public shows Trade shows- private shows open to those
involved in the industry
All these terms describe and activity which aims to represent a major industry marketing event
Trade shows provide a venue in which individuals associated with a particular industry can bring their products and exhibit them together, thus, exchange of information
History of trade shows:
Trade shows or expositions started when caravans crossing desert would meet and exchange products (Evan St Lifer)
In US, 1876 when Alexander Graham Bell showed his telephone at the Philadelphia Centennial Exposition, showing America’s first 100 years
Industrial era: marketing of products became very important.
Salesmen spent most of their time on the road selling their products
Later, they began renting hotel rooms to display their wares
As trade show industry expanded, hotels became insufficient to use.
Mid 1920s, hardworking individuals develop an exhibit hall in which large groups of exhibitors who shared a common product showcased their wares together, giving trade show a new look
At present, trade show industry is the most exciting, dynamic, and economical means for marketing individuals to achieve their sales goals
With the increasing number of attendees, cities now compete for the trade show business
Key players in trade show industry:Trade show sponsors
Trade or professional associations who use the trade show as a n important part of their meetings or conventions to generate revenue
Ex: National Restaurant Association sponsors NRA trade show every May in Chicago
Exposition or show managersResponsible for all aspects of the
trade showService contractors
Individuals responsible for providing all the services needed to run facilities for a trade show
They should be multi-talented, creative, and equipped to serve all exhibit requirements
Hotels
Provide comfortable overnight accommodations for out-of-town guests for a meeting, convention, or trade show.
Meetings and conventions have become a major source of revenue for hotels
Most hotels have meeting rooms, convention facilities, and small exposition halls
Convention service managerMost important person in the hotelLiaison between meeting planner and
hotelMain role: service the meeting or
convention by talking to the meeting planner
Represent various department heads of the hotel
Increases marketability of hotels as convention sites
Convention and Visits Bureau
Non-profitable organization designed to solicit visitors and conventions to a community
Majority are privately owned, others are housed within the state government
Funded by hotels accommodations tax
Coordinates all activities of meetings and conventions:Marketing the destinationsProviding information about possible
host facilitiesCoordinating familiarization tours for
meeting planners and association executives
Liaison between the group and several suppliers
Incentive Travel
Travel is sometimes used by companies as an option in incentive program among personnel
Incentive program consist of contest with a prize or reward designed to increase sales, improve morale, increase productivity, and enhance quality service
Contest last for a few months ot one year
Prizes awarded show the level of attainment achieved during the contest and may consist of money, merchandise, or travel
In the US, USD 5B is spent annually on incentive travel
Average expenditure per person is more than USD 2,500
Average length of stay: 5 nights Average number of participants: 140
This market segment is the target of convention and visitor bureaus than individual visitors
Incentive groups represent the corporations elite who have a great influence on other corporate business
When convention and visitor bureaus undertakes marketing strategy for the market segment,
they should identify first the companies that offer travel among their incentives,
corporations that promote their own incentive programs
and travel agents who are involved in incentive efforts