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Résumé
Résumé
Conferences and Conventions: A Global Industry 3rd edition provides a comprehensive introduction to the key elements of the global conference, convention and meetings industry. It examines the industry's origins, structure, economic, social and environmental impacts, education, training and career opportunities, and the industry's future development. It also explores its links with the wider tourism industry, and suggests that there should be a realignment of these links, putting a greater focus on designing, executing and measuring meeting and convention contents so that they have a purposeful impact on participants, thus creating greater value for stakeholders. It suggests that there should be greater emphasis on the role that meetings play in economic, professional and educational development, promoting the benefits they provide in knowledge exchange, scientific research, technology transfer, networking and motivation and showing clearly what such business events actually accomplish.
This revised 3rd edition has been updated to reflect current trends and emerging topics and achieve a more international approach. This edition has also been updated with the following features:
New content on social media, web based marketing, the use of technology, experiential marketing and events, the role of trade shows in conventions, issues of sustainability, and moves to create a profession for event management. Fully integrated and updated case studies to highlight current issues and demonstrate theory in practice. Also contains new case studies on the growth markets of Asia, Brazil and the Middle East. A detailed meetings and events industry lexicon.This book is written in an accessible and engaging style and structured logically with useful features throughout to aid students' learning and understanding. This book is an invaluable resource to students following Events Management, Hospitality and Tourism courses.
Notes de l'auteur
Tony Rogers is a consultant specialising in conferences, business tourism/business visits and events, and destination marketing and management. He is also Visiting Fellow at Leeds Metropolitan University's UK Centre for Events Management.
Table des matières
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 |