List of illustrations | p. x |
Preface | p. xiii |
Foreword | p. xv |
1 A Global Industry | p. 1 |
Chapter objectives | p. 1 |
Learning outcomes | p. 2 |
Introduction | p. 2 |
The origins of the conference industry | p. 2 |
The foundations of a proper industry | p. 5 |
Case Study 1.1 Infrastructure investments in Sydney | p. 8 |
The globalisation of the conference industry | p. 12 |
Certain industry shortcomings | p. 19 |
Industry parameters and definitions | p. 24 |
Business tourism and leisure tourism | p. 27 |
Benefits of conference and business tourism | p. 28 |
Changing the perceptions and profile of conferences and business events | p. 31 |
Case Study 1.2 Qatar National Convention Centre | p. 32 |
Summary | p. 38 |
Review and discussion questions | p. 39 |
References | p. 39 |
Further reading | p. 40 |
2 The Structure of the Conference Industry | p. 41 |
Chapter objectives | p. 41 |
Learning outcomes | p. 42 |
Introduction | p. 42 |
The buyers | p. 42 |
The suppliers | p. 60 |
Agencies and intermediaries | p. 64 |
Other important organisations | p. 78 |
Case Study 2.1 Launch of Vauxhall Astra by experiential event agency TRO | p. 81 |
Case Study 2.2 Oriflame Executive Conference 2012, Buenos Aires | p. 84 |
Case Study 2.3 Conventa, the South East European exhibition for meetings, events and incentives | p. 87 |
Summary | p. 94 |
Review and discussion questions | p. 95 |
References | p. 95 |
Further reading | p. 96 |
3 Winning Conference Business: 1 | p. 97 |
Chapter objectives | p. 97 |
Learning outcomes | p. 98 |
Introduction | p. 98 |
Marketing principles | p. 98 |
Relationship marketing and customer relationship management | p. 106 |
Branding | p. 110 |
Case Study 3.1 Vilnius Convention Bureau branding | p. 113 |
The role of destination marketing organisations | p. 119 |
Event agency marketing activity | p. 127 |
Case Study 3.2 São Paulo Convention and Visitors Bureau, Brazil | p. 130 |
Summary | p. 137 |
Review and discussion questions | p. 138 |
References | p. 138 |
Further reading | p. 139 |
4 Winning Conference Business: 2 | p. 141 |
Chapter objectives | p. 141 |
Learning outcomes | p. 142 |
Introduction | p. 142 |
Web marketing | p. 143 |
The use of social media | p. 146 |
Familiarisation visits, workshops and showcases | p. 148 |
Case Study 4.1 'Scotland Means Business' | p. 149 |
Conference ambassador programmes | p. 151 |
Event bidding and tendering | p. 157 |
Subvention and bid support practices | p. 160 |
Case Study 4.2 Seoul Convention Bureau's three-step social media campaign in destination marketing | p. 168 |
Case Study 4.3 Congress of the World Federation of Societies of Intensive and Critical Care Medicine (WFSICCM) | p. 172 |
Summary | p. 175 |
Review and discussion questions | p. 176 |
References | p. 176 |
5 Planning and Staging Successful Conferences: An Organiser's Perspective | p. 177 |
Chapter objectives | p. 177 |
Learning outcomes | p. 178 |
Introduction | p. 178 |
A general introduction to conference organising | p. 178 |
Pre-conference planning and research | p. 180 |
case study 5.1 Outsourcing to a PCO or event management agency | p. 182 |
Budgeting and financial management | p. 186 |
Sourcing and selecting a venue | p. 192 |
Negotiating with venues | p. 198 |
Programme planning | p. 200 |
Event marketing | p. 202 |
Case Study 5.2 Using Twitter at 'The Future Is You' Conference | p. 205 |
Conference management and production | p. 206 |
Event evaluation and measuring return on investment (ROI) | p. 208 |
Case Study 5.3 The Kenes Group | p. 214 |
Social media blue paper | p. 218 |
Summary | p. 226 |
Review and discussion questions | p. 227 |
References | p. 227 |
Further reading | p. 228 |
6 Conference Management: A Venue Perspective | p. 229 |
Chapter objectives | p. 229 |
Learning outcomes | p. 230 |
Introduction | p. 230 |
Professional inspection visits and showrounds | p. 230 |
Yield management and 'REVPAR' | p. 232 |
Negotiating with clients | p. 235 |
Venue case studies | p. 237 |
Case Study 6.1 China National Convention Center, Beijing, China | p. 237 |
Case Study 6.2 Highgate House, Northamptonshire, England | p. 242 |
Case Study 6.3 The Celtic Manor Resort, Newport, Wales | p. 246 |
Summary | p. 250 |
Review and discussion questions | p. 250 |
References | p. 250 |
Further reading | p. 250 |
7 The Economic, Social and Environmental Impacts of Conferences and Conventions | p. 251 |
Chapter objectives | p. 251 |
Learning outcomes | p. 252 |
Introduction | p. 252 |
Factors affecting conference sector demand | p. 252 |
The economic impact of the conventions industry | p. 255 |
Social impacts and legacies | p. 263 |
Environmental impacts and sustainability issues | p. 267 |
Case Study 7.1 The Conventa Exhibition's sustainability features | p. 274 |
Case Study 7.2 Vancouver Convention Centre, Canada | p. 276 |
Summary | p. 282 |
Review and discussion questions | p. 283 |
References | p. 283 |
8 Developing the Industry's Workforce: Creating a Profession | p. 285 |
Chapter objectives | p. 285 |
Learning outcomes | p. 286 |
Introduction | p. 286 |
Developing appropriate skills | p. 286 |
Creating a profession | p. 290 |
Education and learning, training and CPD opportunities | p. 293 |
Careers in the conference industry | p. 300 |
Salary levels | p. 302 |
Career profiles of leading industry figures | p. 304 |
Summary | p. 320 |
Review and discussion questions | p. 321 |
References | p. 321 |
9 Leading Industry Organisations | p. 323 |
Chapter objectives | p. 323 |
Learning outcomes | p. 324 |
Introduction | p. 324 |
The roles of international organisations and associations | p. 324 |
The roles of selected national trade associations | p. 341 |
Online communities of industry professionals | p. 349 |
An assessment of the conference industry's fragmentation | p. 349 |
Summary | p. 350 |
Review and discussion questions | p. 350 |
10 The Future: Trends, Challenges and Opportunities | p. 351 |
Chapter objectives | p. 351 |
Learning outcomes | p. 352 |
Introduction | p. 352 |
Understanding and promoting the value of the conference, meetings and business events industry | p. 352 |
Case Study 10.1 29th International Congress of Ophthalmology 2002, Sydney | p. 356 |
Technology applications and trends | p. 356 |
Case Study 10.2 App keeps knee specialists on their toes | p. 365 |
Virtual, face-to-face or hybrid? | p. 366 |
Corporate social responsibility | p. 370 |
The future of meetings, conferences and conventions | p. 373 |
In conclusion | p. 385 |
Summary | p. 386 |
Review and discussion questions | p. 387 |
References | p. 387 |
Further reading | p. 389 |
Meetings and events industry lexicon | p. 391 |
Index | p. 417 |