School of Hospitality, Tourism & Culinary Arts

MEETINGS, INCENTIVES,
CONVENTIONS &
EXHIBITIONS
(MICE) MANAGEMENT
EM 005

JANUARY 2011
03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE TOURISM

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT
Objectives

Knowledge, ability and competence of

higher quality relating to:
complex interrelationships between different
disciplinary concepts and practice;
the skills required to integrate these concepts and
practices in a meaningful and valid way in pursuit
of the construction of critical and valid
argumentation;
the skills required to successfully select and apply
appropriate concepts and practices for analysis
and action across the professional subject field;

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT

Knowledge, ability and competence of

higher quality relating to:
the production of extended analytic and
critical discourses involving the application of
concepts and knowledge to different types of
intellectual and managerial problems; and
the production of assignments evidencing the
formulation and resolution of appropriate
critical issues in disciplinary practice.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT

Unit learning outcomes

Upon successful completion of this unit, students
should gain a critical understanding, knowledge and
ability to apply the:
definitions and models applied in events, meetings
and convention sector;
skills and processes necessary to plan and develop
a business event concept;
event bidding processes;
operational and managerial implications of business
events and how this is addressed in an event
management plan; and process of event evaluation
with an emphasis on competitive advantage.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT

Teaching and learning strategies

The course will be taught through a
combination of formal lectures,
handouts, case studies, classroom
activities, analytical concept reviews
and workshops/break-out groups where
appropriate.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT
Reading
Key texts
Bowdin, G, McDonnell, I, Allen, J and OToole, W
(2006) Events Management, 2nd Edition,
Butterworth-Heinemann, Oxford
Other texts
Allen, J (2000) Event Planning: The Ultimate Guide
to Successful Meetings, Corporate Events,
Fundraising Galas, Conferences, Conventions, John
Wiley:
Fenich, G (2005) Meetings, expositions, events and
conventions: an introduction to the industry,
Pearson/Prentice Hall: New Jersey

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE MANAGEMENT

Other texts
Gartrell, R B (1994) Destination Marketing for Convention and
Visitor
Bureaus, 2nd edition, Kendall/Hunt: Dubuque
Getz, D (1997) Event Management and event tourism, Cognizant
Communication Corp: New York
McDonnell I and Harris, R (2002) Festival and Special Event
Management, John Wiley, Sydney
Shone (A) (2003) Successful Events Management, Thomson
Learning: London
Tum et al (2006), Management of Event Operations, Butterworth
and Heinemann
Yeoman et al (2004), Festival and Events Management,
Butterworth and Heinemann

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

MICE TOURISM

Tourism is the worlds largest

industry and a generator of jobs. It
has grown rapidly to become a
major economic and social force in
the world. Meetings, Conventions
and Events contribute a lot to the
growth of tourism destinations and
industry, in general.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism
The
World
Tourism
Organization (UNWTO) official
definition
of
tourism,
for
example, suggests that people
traveling
for
business
or
professional purposes can also be
considered as tourists.
03/31/15

Rogelio P. Flores, Jr., BT, MBA

10

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism

In
broad
terms,
business
travel
comprises all trips whose purpose is linked
with the travelers employment or business
interests. These trips maybe necessary in
order to enable the actual work to be
carried out; or they may enable the
employee to learn how to do their job more
effectively; or they maybe given by the
employer as a reward for a job well done.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

11

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism

Business
Tourism

An
alternative
term
being
used
increasingly to describe some of these
business tourism sectors is the MICE
industry, an acronym for meetings,
incentives, conventions and exhibitions.
MICE Tourism is also considered as
Event Tourism or MICE Management in
some institutions.

03/31/15

Travel

Rogelio P. Flores, Jr., BT, MBA

Business

12

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism

Archeologists who investigated ancient

cultures have found ruins that served as
places where primitive people gathered to
discuss common interests such as hunting
plans, war activities, peace negotiations
and tribal celebrations. Each village or
hamlet had its common gathering place.
As geographical areas grew, cities became
the meeting places for people who wanted
to trade goods or discuss common
problems.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

13

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism

Trade associations, professional,

fraternal
and
religious
organizations assembled to discuss
relevant issues. Discussion of trade
regulations as well as selling or trading
of goods were the main reasons for
convening. Many trade, professional,
fraternal and religious associations had
their historical roots in Europe.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

14

School of Hospitality, Tourism & Culinary Arts

Background & Components

MICE Tourism

In the United States, such activity took place

only in the mid 1800s. As America grew, so did
its trade, professional, fraternal and religious
associations.
Meetings, Incentives, Conventions and
Exhibitions have become an important source of
income for travel industry suppliers. In the past
35 years, the meetings and convention business
has grown from comparative insignificance into a
multibillion-dollar-a-year
industry.
(most
companies spend lots of money in MICE)

03/31/15

Rogelio P. Flores, Jr., BT, MBA

15

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism
1.

2.
3.
4.

03/31/15

Planners/Organizers & group

they represent
Host facilities
Services
Exhibitors*

Rogelio P. Flores, Jr., BT, MBA

16

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism

Who are Planners?

are individuals or groups that plan
meetings, conventions and
exhibitions. Planners are classified
into a number of categories such
as corporate meeting planners,
association meeting planners and
independent meeting planners.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

17

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism

Who are Organizers?

These people or entities function
not only as planners but as actors
of the event.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

18

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism

Host Facilities
provide lodging, meeting rooms and
food and beverage as well as a
number of other services for groups
attending meetings, conventions or
exhibitions. Host facilities include
hotels, conference centers, resort
hotels, universities, tourist inns, etc.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

19

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism

Services
refer to individuals and organizations
that provide support for meetings,
conventions and exhibitions segment of
the tourism industry. Service suppliers
include the transportation companies,
attractions, tour guide companies and
entertainers and others.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

20

School of Hospitality, Tourism & Culinary Arts

MAJOR Components
of MICE Tourism

Promoters/Exhibitors
(is considered sometimes as the fourth
component) are financially linked with
all segments of the MICE industry. They
provide much of the revenue needed for
the planners to hold meetings,
conventions and exhibitions. The main
aim is to introduce their products or
services.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

21

School of Hospitality, Tourism & Culinary Arts

THE GROWTH OF THE

MICE SECTOR
Attributes/Factors Leading the Growth of MICE

Advances in the transportation industry

Improvements in ground transportation
services/ground handlers
Increased use of automation/technology
in the tourism industry

03/31/15

Rogelio P. Flores, Jr., BT, MBA

22

School of Hospitality, Tourism & Culinary Arts

THE GROWTH OF THE

MICE SECTOR
Attributes/Factors Leading the Growth of
MICE
Technology trends in meetings

Economic trends

(Emerging markets) Growth of cities and destinations;

convention, conference and lodging centers
Growing corporate cost-consciousness

Social trends

03/31/15

More female business tourists

More older business tourists

Rogelio P. Flores, Jr., BT, MBA

23

School of Hospitality, Tourism & Culinary Arts

THE GROWTH OF THE

MICE SECTOR
Attributes/Factors Leading the Growth of
MICE

Social trends

The challenge of attracting Generations X and Y

Corporate social responsibility

The existence and growth of meeting

planners associations
The existence and growth of national and
local convention bureaus

03/31/15

Rogelio P. Flores, Jr., BT, MBA

24

School of Hospitality, Tourism & Culinary Arts

THE ROLE & IMPORTANCE OF

MICE to TOURISM

The MICE sector is an exciting and

profitable segment of the tourism
industry. A major source of revenue for
the tourism industry comes from
meetings; conventions and exhibitions
segment of the industry. It stimulates
the local economy through multiplier
effects.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

25

School of Hospitality, Tourism & Culinary Arts

THE ROLE & IMPORTANCE OF

MICE to TOURISM

MICE generate a tremendous amount

of revenue for a particular destination
or sector. (e.g. The International

Association of Convention and Visitor Bureau

has conducted studies for several years
involving US and non-US cities. Studies
showed that approximately 90 million
delegates attended to more than 300,000
meetings with a direct economic impact of
USD 70 billion between the years 20052007.)
03/31/15

Rogelio P. Flores, Jr., BT, MBA

26

School of Hospitality, Tourism & Culinary Arts

THE ROLE & IMPORTANCE OF

MICE to TOURISM

A destination, which wants to attract

tourists, can make MICE or any event to
draw them, as a form of promotions and
marketing.
Development
is
later
evolving in the process.
There is a much greater need for
communication in the business world
because of the advent of technology.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

27

School of Hospitality, Tourism & Culinary Arts

THE ROLE & IMPORTANCE OF

MICE to TOURISM

Face-to-face meetings have proved to

be the most effective way of sharing
information and knowledge.
Events can be the thrill of a lifetime if
properly done; yet, it can bring a very
unpleasant experience, if poorly done.

03/31/15

Rogelio P. Flores, Jr., BT, MBA

28

School of Hospitality, Tourism & Culinary Arts

TERIMA KASIH!!!
KAM ZIA!!
MARAMING SALAMAT..

03/31/15

Rogelio P. Flores, Jr., BT, MBA

29