Conferences and Conventions, Second Edition: A global industry (Events Management)

421 Pages·2008·8.65 MB·English

by  Tony Rogers

Conferences and Conventions
Books in the Series
Management of Events Operations by Julia Tum, Philippa Norton
and J. Nevan Wright
Innovative Marketing Communications: Strategies for the Events
Industry by Guy Masterman and Emma. H. Wood
Events Management 2e by Glenn A J Bowdin, Johnny Allen,
William O’Toole, Rob Harris and Ian McDonnell
Events Design and Experience by Graham Berridge
Marketing and Selling Destinations and Venues: A Convention and
Events Perspective by Tony Rogers and Rob Davidson
Human Resource Management for Events
Lynn Van der Wagen
Events Studies: Theory, Research and Policy for Planned Events by
Donald Getz
Conferences and Conventions
A global industry
Second Edition
Tony Rogers
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Contents
Series editors ix
Series preface xi
Forewords xiii
Preface xvii
List of case studies xix
1 A global industry 1
Introduction 1
The origins of the conference industry 2
The foundations of a proper industry 4
The industry’s recent globalisation 9
World rankings of leading cities and countries 10
Certain industry shortcomings 15
Industry parameters and definitions 22
Business tourism and leisure tourism 26
The benefits of conference and business tourism 27
Summary 30
Review and discussion questions 31
Notes and references 32
Further reading 32
2 The structure of the conference industry 33
Introduction 33
The buyers 34
The suppliers 53
Agencies and intermediaries 60
Other important organizations 74
• • • • •
v
Contents
Summary 77
Review and discussion questions 78
Notes and references 78
3 The economics of conferences and conventions 81
Introduction 81
Conferences and conventions within the wider
tourism context 82
Factors affecting conference sector demand 83
The inadequacy of the information base 86
The size of the global conference industry 87
The value of the industry 88
Research findings 95
Summary 110
Review and discussion questions 111
Notes and references 111
4 Conference industry marketing activity 113
Introduction 113
Marketing principles 114
Relationship marketing and customer relationship
management 124
Web marketing 127
A definition of destination 130
The branding of cities and other destinations 130
Destination marketing organizations 135
Conference venue marketing 161
The branding of hotel venues 163
Overseas marketing 166
Summary 167
Review and discussion questions 167
Notes and references 168
Further reading 169
5 Conference management – an organizer’s
perspective 171
Introduction 171
A general introduction to conference organizing 172
Pre-conference planning and research 174
Budgeting and financial management 179
Sourcing and selecting a venue 184
Negotiating with venues 191
Programme planning 194
Event marketing 195
Conference management and production 197
Event evaluation 199
Summary 201
Review and discussion questions 202
• • • • •
vi
Contents
Notes and references 203
Further reading 203
6 Conference management – a venue perspective 205
Introduction 205
Client-focused product innovations 206
Professional inspection visits and showrounds 208
Yield management and ‘REVPAR’ 210
Negotiating with clients 214
Venue case studies 215
Summary 226
Review and discussion questions 226
Notes and references 227
Further reading 227
7 A people industry 229
Introduction 229
The importance of people skills 230
Education and learning, training and CPD
opportunities 235
Careers in the conference industry 244
Salary levels 245
Career profiles 248
Summary 276
Review and discussion questions 276
Notes and references 277
8 Leading industry organizations 279
Introduction 279
The activities of international organizations and
associations 280
The roles of selected national trade associations 296
An assessment of the conference industry’s
fragmentation 302
Summary 303
Review and discussion questions 303
9 Trends, issues and future developments 305
Introduction 305
Global trends and forecasts 306
Events and the marketing mix 309
Virtual versus face-to-face conferencing 310
Sustainable meetings 313
Corporate social responsibility 319
Accessibility not disability 322
Procurement 324
• • • • •
vii
Contents
Return on investment 326
In conclusion 329
Summary 330
Review and discussion questions 330
Notes and references 331
Further reading 332
Case studies 333
Appendix A List of conference industry
trade magazines 395
Index 397
• • • • •
viii
Series editors
Glenn A J Bowdin is Principal Lecturer in Events Planning
at the UK Centre for Events Management, Leeds Metropolitan
University, where he has responsibility for managing events-
related research. He is co-author of Events Management. His
research interests include the area of service quality manage-
ment, specifically focusing on the area of quality costing, and
issues relating to the planning, management and evaluation of
events.HeisamemberoftheEditorialBoardsforEventManage-
ment (an international journal) and Journal of Convention & Event
Tourism, Chair of AEME (Association for Events management
Education),CharterMemberoftheInternationalEMBOK(Event
Management Body of Knowledge) and Executive and a member
of Meeting Professionals International (MPI).
Don Getz is a Professor in the Tourism and Hospitality
Management Program, Haskayne School of Business, the
University of Calgary. His ongoing research involves event-
related issues (e.g. management, event tourism, events and
culture) and special-interest tourism (e.g. wine). Recent books
include Event Management & Event Tourism and Explore Wine
Tourism: Management, Development, Destinations. He co-founded
andisamemberoftheEditorialBoardforEventManagement(an
international journal).
ConradLashleyisProfessorinLeisureRetailingandDirectorof
the Centre for Leisure Retailing at Nottingham Business School,
Nottingham Trent University. He is also series editor for the
Elsevier Butterworth Heinemann Series on Hospitality Leisure and
Tourism.Hisresearchinterestshavelargelybeenconcernedwith
service quality management and specifically employee empow-
ermentinservicedelivery.Healsohasresearchinterestandpub-
lications relating to hospitality management education. Recent
• • • • •
ix