SORSOGON STATE UNIVERSITY │TPC 4- MEETINGS, INCENTIVES, CONFERENCES AND EVENTS MANAGEMENT │MICE
2
Key players in the MICE Industry
and their roles in the Tourism
and TOURISM Industry
LEARNING OUTCOMES
At the end of this chapter, you should be able to:
1. Describe the key players in the MICE Industry and
2. Discuss the roles of the key players in the Tourism and hospitality industry, which are:
a. Association;
b. Convention centers;
c. Conference centers;
d. Tour operators;
e. Trade shows and expositions;
f. Hotels
g. Conventions and visitors bureaus and
h. The process of Providing a MICE event.
The size of the MICE industry has greatly expanded. At present, it includes several
players. This chapter will introduce these various players and their roles in the tourism and
hospitality industry. These players are the following:
1. Association
2. Convention centers
3. Conference centers
4. Tour operators
5. Trade shows and expositions
6. Hotels
7. Convention and visitors’ bureaus
8. The Process of Providing a MICE Event.
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SORSOGON STATE COLLEGE | GE 7 - SCIENCE, TECHNOLOGY, AND SOCIETY MODULE 6
ASSOCIATIONS
An association is an organized body that promotes and enhances a common interest activity or
purpose. Modern associations find their roots in historical times. Roman and Oriental craftsmen in ancient
times formed associations for the improvement of their trade. In the middle ages, associations were in
the form of guilds, which were organized to obtain proper wages and to maintain work standard.
Associations are classified into two main categories-trade associations and professional
associations. Both are organized for the betterment of their members. The main activity for both types of
associations is to gather or exchange information through publications, educational seminars, newsletter,
and meetings.
Trade associations are non-profit organizations that are designed to address the needs of for-
profit businesses. The members are business agencies that have the same objective. A good example is
the Professional Convention Management Association (PCMA) whose members are involved in the
conventions and meetings industry.
Professional associations are non-profit organizations that are not business-oriented. They are
designed to help their members realize their objectives. Professional associations are divided into three
sections. The first sector consists of the member with the same interests such as the American
Associations of the Retired Person (AARP). The second sector consists of scientific, engineering, and
learned associations such as the Council of the Hotel, Restaurant and Institutional Education (CHRIE).
The third sector is `concerned with religious, charitable, and public services such as the American Heart
Association.
CONVENTION CENTERS
A comprehensive convention center is a public agency whose aim is host meetings and exhibits
in a venue. It provides banquet, food and beverage, and concession services. Majority of convention
centers are owned by the city, country, or state government and are operated by an appointed board or
authority. An example of a convention center is the PICC. Other examples are the Jacob K. Javits
Convention Center in New York and the Anaheim Convention Center in California. In some cases,
convention centers may be managed by private management companies.
Convention centers provide big, flexible rooms for trade shows and smaller spaces for
banquets, meetings, and association parties. The convention and visitor’s bureau assists in marketing
convention centers.
Historically, convention centers were organized to serve the community. However, at present,
convention centers are profit centers. Many convention centers obtain revenues by renting their exhibition
and meeting rooms. Other source of revenue come from food and beverage catering, concession, and
vending. Many convention centers offer specialized services to exhibitors who take part in show held in
it. Examples are electrical, telephone, stage construction, lighting, plumbing, air, and sound.
Author | ELDEN GRENCIO ORGELA Contributor | IVY ROSE BELARO GONZALES Editor/Layout | ALVIN ZAULDA GRULLA 2
SORSOGON STATE COLLEGE | GE 7 - SCIENCE, TECHNOLOGY, AND SOCIETY MODULE 6
CONFERENCE CENTERS
A conference center is a specialize Hospitality operation which aims to facilitate and support
small to medium size meetings of 20 to 50 people. Conference centers are different from convention
center, because majority of conference center provide overnight accommodations for their participants.
The guests at a conference center do not need to leave the center during the entire duration of their
conference because all their needs, such as, meals, accommodations and leisure activities, will be
provided by the conference center. The conference center was established to meet the growing demand
for specialized meetings. The design of the conference center emphasizes comfort and privacy of the
attendees.
A unique characteristic of a conference center is that it provides continuous refreshment
throughout the meeting, thus, allowing the attendees to take a break whenever they feel like doing so.
Another unique feature of a conference center is that it charges only one price that includes meals, room
rates, meeting rooms, audiovisual equipment, coffee breaks, and paper supplies needed by the
participants.
TOUR OPERATORS
Tour operators play an important role in the MICE industry. They work with meeting planners in
arranging tour activities for meeting attendees and their families who combine business with pleasure.
Most often, convention delegates stay in the convention city for a few days after the convention to relax,
sightsee, or enjoy the entertainment in the city. Tour operators often create tour packages for the spouse,
guest, or a child of the attendees. Thus, while the participants attend their meetings, their spouse and
guests may be brought to a local museum or art gallery while the children may be brought to a theme
park or a zoo.
The convention delegates usually receive information about the tours several weeks before the
convention. Because there is a growing trend for meeting attendees to bring their families with them, the
job of the tour operator is becoming more important in the MICE industry.
TRADE SHOWS AND EXPOSITIONS
Trade shows, expositions, and scientific/ technical conferences are terms that are used
interchangeably in the MICE industry. Exhibition was historically a European term. As we become more
global, Americans have adopted the term to refer to traveling shows such as art exhibition. According to
the CLC glossary, expositions are public shows. Historically, trade shows are private show which are
open only to those involved in the industry. Although some trade shows open themselves to the public
on their final days, majority are still private.
All these terms describe an activity which aims to represent a major industry marketing event.
Trade shows provide a venue in which individuals associated with a particular industry can bring their
products and exhibit them together. The forum allows the attendees and exhibitors to exchange
information about their products. For example, an annual trade shows are sponsored by the American
Hotel and Motel Association every November in New York City. This trade show brings together all the
suppliers associated with the hotel and motel industry.
Author | ELDEN GRENCIO ORGELA Contributor | IVY ROSE BELARO GONZALES Editor/Layout | ALVIN ZAULDA GRULLA 3
SORSOGON STATE COLLEGE | GE 7 - SCIENCE, TECHNOLOGY, AND SOCIETY MODULE 6
Trade shows have a very interesting history. According to Evan St. Lifer, trade shows or exposition
started when caravan crossing the dessert would meet and exchange products. In the United States, the
history of trade shows dates back to 1876 when Alexander Graham Bell showed his telephone at the
Philadelphia Centennial Exposition, a show celebrating America’s first 100 year.
With the advent of the industrial era, marketing of products became very important. Salesmen
spent most of their time on the road selling their products. Because it was impractical to call on customers
individually, salesmen began to rent hotel rooms to display their wares. They invited their customers to
look at their display. This practice was beneficial to individual companies.
As the trade shows industry expanded, hotels became insufficient to use. By the mid-1920’s,
hardworking individuals developed an exhibit hall in which large groups of exhibitors who shared a
common product showcased their wares together. This gave trade shows a new look. Clients were longer
crowded in small hotel rooms and not allowed to leave the room until they placed orders. In exhibit halls,
clients were allowed to roam freely from one booth to another.
At present, trade shows industry are the most exciting, dynamic, and economical means for
marketing individuals to achieve their sales goals. Because the great number of attendees in trade shows,
cities are now competing for the trade shows business.
There are several key players within the trade show industry: the trade show sponsors, exposition
or managers, and service contractors.
Trade shows sponsors are trade or professional associations who use the trade show as an
important part of their meeting s or conventions to generate revenue. For example, the National
Restaurant Association is the sponsor for the NRA trade show which is held in Chicago every May. The
exposition or the show manager is responsible for providing all the service contractor is multi-talented,
creative, and equipped to serve all exhibit requirements.
HOTELS
Hotels play an important role in the MICE industry. Hotels provide comfortable overnight
accommodations for out-of-town guests for a meeting, convention, or trade show. In addition, many hotels
provide meeting rooms, convention facilities, and small exposition halls for meetings and conventions.
Meetings and conventions have become a major source of revenue for many hotels. This revenue is
generated through the rental of sleeping rooms, food and beverages, as well rental of meeting spaces.
The most important person in a hotel is the convention service manager. They act as a liaison
between the meeting planner and the hotel. This position has increased the marketability of hotels as
convention sites because the primary aim of the convention service manager is to service the meeting of
convention. Meeting planners need not deal with different department heads within the hotel. The
convention service manager can help them with their needs.
CONVENTION AND VISITORS’ BUREAUS
A convention and visitors bureau is a non-profitable organization designed to solicit visitors and
conventions to a community. Majority are privately owned although some are housed within the state
government. They are funded through the hotel accommodations tax. The convention and visitor’s bureau
coordinates all activities of meetings and conventions.
Author | ELDEN GRENCIO ORGELA Contributor | IVY ROSE BELARO GONZALES Editor/Layout | ALVIN ZAULDA GRULLA 4
SORSOGON STATE COLLEGE | GE 7 - SCIENCE, TECHNOLOGY, AND SOCIETY MODULE 6
These include marketing the destination, providing information about possible host facilities,
coordinating familiarization tours for meeting planners and association executives, and acting as liaison
between the group and several suppliers within the community.
THE PROCESS OF PROVIDING A MICE EVENT
According to Rutherford, the process of providing a MICE event is often compared with the design
of a wheel. At the center of the wheel is the MICE event which maybe conference or exhibition that will
be managed by a conference organizer. All specialists who provide services are located on the spokes
of the wheel (see figure 2.1). During the planning of the MICE event, one or more of the service specialist
or suppliers might assume a specific role that is very important for the success of an event.
An example is the transport supplier who provides transfers of international delegates from the
airport to the venue. Around the edge of the wheel are the delegates or customers. Any time during the
event, the delegates will come into contact with the suppliers. Their overall experience of the event will
be influenced by each of the service specialist or suppliers.
Hence, the interrelationship between each supplier and the delegates is very important to the
success of the MICE event. Figure 2.1 shows the key players of the MICE industry. These include hotels,
facilities, support services, associations, professional congress organizers, incentives travel organizers,
and convention and visitors’ bureaus.
Author | ELDEN GRENCIO ORGELA Contributor | IVY ROSE BELARO GONZALES Editor/Layout | ALVIN ZAULDA GRULLA 5
SORSOGON STATE COLLEGE | GE 7 - SCIENCE, TECHNOLOGY, AND SOCIETY MODULE 6
Author | ELDEN GRENCIO ORGELA Contributor | IVY ROSE BELARO GONZALES Editor/Layout | ALVIN ZAULDA GRULLA 6
