Chapter 1. Introduction to MICE-tourism: definitions, main terms.

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по учебно-методической работе

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д.э.н., профессор

________________В.И. Малюк

«__ » _________ 2010 г.

 

Рег. №

 

 

Основы MICE туризма

 

Конспект лекций

Для студентов всех форм обучения

 

ДС.01

Специальность080502(8) – Экономика и управление на предприятии

Туризма и гостиничного хозяйства

 

 

Санкт-Петербург

Допущено

редакционно-издательским советом СПбГИЭУ

в качестве методического издания

Автор:

канд. пед. наук, доцент Ю.И. Рудинова

 

Рецензент

докт. экон. наук, профессор В.С.Боголюбов

 

Подготовлено на кафедре

Профессионального иностранного языка и межкультурной коммуникации в туризме

 

Одобрено научно-методическим советом

факультета туризма и гостиничного хозяйства

 

Отпечатано в авторской редакции с оригинал-макета,

предоставленного составителями

 

 

ã СПбГИЭУ, 2010

 

Содержание

 

		Стр.
Тема 1	Введение в дисциплину. MICE-туризм: определения, основные понятия
Тема 2	Суть, причины, влияющие на развитие MICE-туризма
Тема 3	Структура MICE-туризма. MICE-мероприятия
Тема 3.1.	Meetings: классификация, типы, стили, частотность. Организация и проведение. Дестинации
Тема 3.2.	Conferences: классификация. Организация и проведение. Дестинации
Тема 3.3.	Exhibitions: виды. Организация и проведение. Дестинации
Тема 3.4.	Incentives: виды поощрения, проблемы. Организация и проведение. Дестинации.
Тема 4	Планирование MICE. Компании – организаторы MICE.
Тема 5	Компании-посредники. Дополнительные услуги
Тема 6	Глобальная система бронирования
Тема 7	Обучение и сертификация персонала
Тема 8	Современное состояние и перспективы развития MICE-индустрии в Российской Федерации
	Список литературы
Приложение 1
Приложение 2
	Выдержка из рабочей программы
	Контрольные вопросы
	Итоговый тест

 

Contents

 

		Page
Chapter 1	Introduction to MICE-tourism: definitions, main terms.
Chapter 2	What is influenced on MICE-tourism development
Chapter 3	Structure of MICE-tourism sector
Chapter 3.1.	Meetings: classification, types, styles, frequency. Destinations.
Chapter 3.2.	Conferences: classification, types. Destinations
Chapter 3.3.	Exhibitions: classification, types, styles. Destinations
Chapter 3.4.	Incentives: classification, types, styles, frequency. Destinations.
Chapter 4	MICE events: planning
Chapter 5	Intermediaries. Extra services.
Chapter 6	The global reservation system.
Chapter 7	Recruitment. Education. Certification.
Chapter 8	MICE-tourism in Russia: analysis, problems, tendencies
	Bibliography
Appendix 1	Conference planning guide
Appendix 2	Conference check list
	Academic course program
	Final oral presentation
	Test

Preface

The events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to busi­ness and leisure-related tourism. With increased regulation and the growth of government and corporate involvement in events, the environment has become much more complex. Event man­agers are now required to identify and service a wide range of stakeholders and to balance their needs and objectives. Though mainly operating at national levels, there has been significant growth of academic provision to meet the needs of events and related industries and the organisations that comprise them. Around the world specialists in the fild of tourism, governments undestend the role of develjpment of business travel industry and have developed programmes of study leading to the award of diploma, undergraduate and post-graduate awards. These courses focus on providing education and training for future event professionals and cover areas such as event planning and management, marketing, finance, human resource manage­ment and operations. Modules in events management are also included in many tourism, leisure, recreation and hospitality qualifications in universities and colleges.

 

The rapid growth of such courses has meant that there is a vast gap in the available literature on this topic for lecturers, stu­dents and professionals alike.

This material is aimed at academic and management development in business travel related studies.

 

Chapter 1. Introduction to MICE-tourism: definitions, main terms.

On completion of this chapter students should be able to understand:

- Definitions

- The historical development of MICE-tourism.

- International organizations

- Glossary of main terms

 

Meetings, Incentives, Conferences, and Exhibitions.

The acronym MICE is applied inconsistently with the “E” sometimes referring to events and the “C” sometimes referring to conventions. MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose. Recently, there has been an industry trend towards using the term "Meetings Industry" to avoid confusion from the acronym.

Most components of MICE are well understood, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or educational purposes.

MICE tourism usually includes a well-planned agenda centered around a particular theme, such as a hobby, a profession, or an educational topic. Such tourism is a specialized area with its own trade shows (IMEX) and practices. MICE events are normally bid on by specialized convention bureaus located in particular countries and cities and established for the purpose of bidding on MICE activities. This process of marketing and bidding is normally conducted well in advance of the actual event, often several years. MICE tourism is known for its extensive planning and demanding clientele.

Historical background

It is only in the past 5O years or so that the burgeoning scale of meetings activity, coupled with its geographical expansion across the globe, has resulted in the develop­ment of a specialised meetings industry, created to serve the needs of men and women who travel in order to congregate with those with whom they share a common interest. In recent times, meetings have become a major profit centre, an essential part of the communications process on which our global village depends, however, that '"meetings industry" is a relatively new phrase. Few people in the 1950s would have used such a term.'

The history of organised meetings is much longer than that of the meetings indus­try itself. Large-scale, formal meetings held for strategic and diplomatic purposes, such as the 1814 Congress of Vienna, which re-established the territorial divisions of Europe after the defeat of Napoleon I, or the 1822 Congress of Verona, which convened to discuss the major European powers' military strategy, are early examples of how meetings have been an important element of political life in Europe and beyond for almost 300 years.

On a less grandiose scale, meetings of the merchant and professional classes of Europe had an established place in public life even before the Industrial Revolution. Shone (1998) notes that, at that time, fashionable Georgian towns such as Bath, Buxton and Cheltenham provided assembly rooms for such events. Rooms were also available, then as now, for public meeting purposes in some of the buildings of the scientific societies, such as the Royal Society and the Royal Geographical Society in London.

However, more generally, inns and hotels were the venues for the vast majority of meetings, which were held cither in dedicated meetings rooms or in the premises' ballrooms if they were attended by large numbers.

But the growth in demand that was eventually to create the need for the modern meetings industry owes much to the influence of the Americans. Smith (1990) reports that the historian Alexis de Tocqueville, in his early nineteenth-century analysis of the political and social system of the USA, notes how keen Americans were to get together in associations and hold meetings. Rogers (1998) also links the origins of today's meetings industry to the trade and professional association conventions in the USA during the latter part of the nineteenth century. The num­ber of such associations was to accelerate during the early decades of the twentieth century on both sides of the Atlantic. In the USA, between 1900 and 1920, the white-collar workforce more than doubled in size, from 5.1 million to 10.5 million, more than twice the growth rate for the workforce as a whole (Buyer et al., 1993). As the number of professional workers grew in Europe and the USA, so too did their sense of professional iden­tity. As a result, long-established professional societies such as the American Bar Association and the British Medical Association saw their membership expand rapidly during those years. Scores of new professional groups and business associations were also formed, from the American Association of Advertising Agencies (established in 1917) and the National Association of Accountants (1919) to the Institute of Directors (1903) and the Association Franchise des Femmes Ingenieurs (1929).

Observant witnesses to this expansion were quick to understand that there were vast potential benefits for those towns and cities chosen as the venues for these associations' meetings, it was inevitable then that, as Rogers (1998) remarks, in due course a number of committees were created to lure the growing convention business from these expanding and thriving associations. It was in the creation of these committees - the convention bureaux of their day - that the modern meeting industry found its genesis, and the first elements of the vast human and physical infrastructure that we now know as the meetings industry were established.