Professional Development and Applied Ethics establishments offering both food and bed at a

certain cost.
Chapter:1
➢ grew with travel as travelers
An Overview of the Tourism and Hospitality Industry needed places for shelter and
food in times during their travel.
The Tourism and Hospitality Industry
EXAMPLES OF LODGING FACILITIES
➢ Introduction of different modes of transportation.
• Air (by plane) RESORTS -Widely known by various guest in different parts
• Land (buses, trains, etc.) of the world.
• Water (by ship, vessels, etc.) ➢ Attracting visitors for holidays or
➢ Travel is no longer just pure survival but also for vacations, these places for
leisure. relaxation and recreation
➢ Height requirements are there, age limits have already operated by single company or
discouraged some applicants to apply to certain business
positions. ➢ Attempt to provide wants of the
➢ Overall personality of the of the person applying for the vacationers
job is being checked. ➢ Includes food, drinks
➢ Almost everywhere, we could find restaurants of entertainment, spas, etc.
various type and specialties. ➢ Example: walt Disney World
➢ Food establishment are actually an intrinsic part of the Resort
travel.
➢ How the restaurants and all other food establishments THE NEED OF THE INDUSTRY- THE RIGHT STUFF
envolved over the years. • There are so many tourism and hospitality-
➢ Diff. trends were introduced and different food
related career opportunities.
facilities flourished
• Thousands of industries such as restaurants,
➢ The relationship of the people behind the establishment,
hotels, travel agencies, recreation facilities ,
nowadays become more stricter.
airlines and etc.
➢ Different Set of Skills and Pleasing personalities are
The World Travel and Tourism Council- according to
always there in every advertisement.
their research that travel and tourism accounts 8% of
• Lodging Facilities- includes hotels, motels,
apartelles, condotels, ins and other
 the world’s job and has the highest potential growth of
any industry.
It was expected that in the year 2010 employment
will rise from 8.1% or 235,785,000 jobs, or 1 in 12.3
jobs to 9.2% of total employment which is
303,019,000 jobs or 1 every 10.9 jobs by 2020.
The international travel alone accounts for more
than 840 million tourist annually.
❖ Since this industry is vast dynamic and growing
❖ Provides tremendous opportunity for ambitious people
posses well-rounded personality.
❖ Being professional begins on how one carries himself in
front of the others.
❖ Proper behaviour and appropriate words are projected.
❖ Charisma could best describe a well-rounded
personality.
Characteristics of right people in the Industry.
➢ Articulate both English and Filipino languages
➢ Some foreign language is desirable such as
nihonggo, mandarin.
➢ Strong business foundation and customer
service skills.
➢ Well Organized
➢ Highly Trainable
➢ Highly Focused
➢ Professional
➢ self-starter
➢ guest focus
➢ able to deal with various types of guests.
➢ Strong leadership skills and strategic planning
➢ Excellent interpersonal and motivating
communication skills
➢ Patient
➢ With strong/ pleasing personality.
IMPORTANCE OF LEADERSHIP AND PERSONALITY
DEVELOPMENT.
Experts in tourism and hospitality industries
emphasized that personality has a high weight
during screening process.
Leadership capacity of an certain applicant is also
being checked with the way they present their self in
interviews,
All the companies would not want to lose millions of
their profit, lose their loyal customers and not
attract new and prospective customers simply
because of a front liner happens.
IMPACT OF OUR IMAGE
IMAGE- the physical likeness or representation of a
person
➢ the one trying to convey. Or the personality
unknowingly is being shown to other people.
➢ Sending message to others
 ➢ Somewhat like saying this is me and that is
you.
Second example is a representation of someone who
is timid or simple, but he has a very acceptable
personality within.
First Impression Last is true, then we have to be
careful.
San elegance at first glance will the basis of a person
to create an impression.
Timid or shy will the basis also of in forming a
reaction of the person who looks at him.
Our image will be the basis when applying a job.
CHAPTER 1
Meaning of MICE
MICE is an acronym for meetings, incentives, conferences,
conventions, and exhibitions industry. The MICE industry is
one of the fastest-growing and lucrative areas of the tourism
and hospitality industry. In discussing the MICE industry as a
whole in this book, the terms "MICE" and "conventions,
meetings, and events" are used interchangeably.
Definition of Terms
The following are the definitions of each sub-sector of MICE:
1. Meeting - gathering of people for a common purpose such as
business, social, or religious purpose. Meetings do not include
exhibits.
2. Incentive - reward event intended to showcase persons who
meet or exceed sales or production goals. It is also called
incentive program.
3. Conference - participatory meeting designed for discussion
fact-finding, problem-solving, and consultation. It is used by an
organization to exchange views, convey a message, open a
debate, or give publicity to some area of opinion on a specific
issue
4. Convention - gathering of individuals in which the planning
activity of the attendees is to attend educational sessions,
participate in meetings/discussions, socialize, or attend other
organized Conventions include exhibits. Congress is the
European term for convention.
5. Exhibition - the display of products or promotional materials
for purposes of public relations, sales, and/or marketing. It is an
activity designed for suppliers of products, goods, and/or
services to demonstrate and promote to a certain market. It is the
European term for exposition.
6. Exposition - larger in scale than an exhibition. It generally
consists of a huge public display of the goods and services of a
particular industry.
7. Event - occurrence, happening, and activity designed around
various themes in order to create or enhance interest in a
destination.
Components of the MICE Industry
There are four major components of the MICE industry,
namely: planners and groups they represent, host facilities,
services, and exhibitors.
1.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
a. Corporate meeting planners- work exclusively for a
corporation.
b. Association meeting planners- work exclusively for an
association.
c. Independent meeting planners- contract their services to
both associations and corporations
2. Host facilities - provide lodging, meeting rooms, 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,
bed and breakfast inns, etc.
3. Services - refer to individuals and organizations that provide
support for the meetings, conventions, and exhibitions segment
of the tourism and hospitality industry. Service suppliers include
transportation companies, attractions, tour guide companies, and
entertainers
4. Exhibitors - are financially linked with all segments of the
MICE industry. They provide much of the revenue needed for
the planners to hold meetings, and exhibitions. Exhibitors are
persons who work for the company.
Meeting Planners Associations - Development of associations
is connected with meeting planners These associations not only
grew in numbers but also expanded the list of services they
offered to their members.
Airline Industry - enabled people to travel quickly and
efficiently. This was made possible by the introduction of the jet
airplane-an invention that revolutionized transportation
worldwide.
Lodging Industry - recognized the financial importance of
MICE. Hotels grew and became convention centers. Hoteliers
learned to adapt their services to different clients. Property
marketing directors learned how to work with meeting planners.
Convention Centers - expanded in terms of exhibition spaces,
accessibility, and storage facilities. They were able to
accommodate all the activities of a convention and trade show
under one roof. Traffic was improved, allowing large numbers
of people to move quickly from one area to another.
Convention Bureaus - grew rapidly both in numbers and size
of operations. The number of bureaus has doubled since 1980,
The size of the MICE industry has greatly expanded. At present,
from 100 to more than 250. Their operators have become more
it includes several players. This chapter will introduce these
professional. They actively participate i in industry and
various players and their roles in the tourism and hospitality
association affairs.
industry. These players the following:
1. Associations
Conference Centers- Conference centers changed their
2. Convention centers
appearances during the past two decades. For sometime they
maintained a "business only" appearance. This has been replaced 3. Conference centers
by modern restaurants, recreational facilities, and the latest high-
tech audiovisual equipment. 4.Tour operators
5. Trade shows and expositions

Meeting Technology - Modern audiovisual equipment gave 6. Hotels.

meeting planners a greater degree of flexibility and creativity
that was never possible in the past. Video projectors, 360-degree
projection techniques, multi-image presentations, and unique
sound systems have become very common.
Ground Handlers - Effective ground arrangements became
necessary as MICE became more complex. Ground
arrangements include planning tours, transportation,
sightseeing, banquets, and hotel reservations. Convention
service companies were established in the 1970s to develop
creative meeting programs.
7. Convention and visitors bureaus
8. The Process of Providing a MICE Event
Associations - is an organized body that promotes and
enhances a common interest activity or purpose.
Associations are classified into two main categories- trade
associations and professional associations.

Trade associations- are nonprofit organizations that are

designed to address the needs of for-profit businesses. The
members are business agencies that have the same objective.
CHAPTER 2
Professional associations - are nonprofit organizations that are
not business-oriented. They are designed to help their members
Trade shows - provide a venue in which individuals associated
realize their objectives.
with a particular industry can bring their products and exhibit
them together.
Professional associations are divided into three sections. The
first sector consists of the members with the same interests such
Salesmen - spent most of their time on the road selling their
as the American Association of the Retired Person (AARP). The
products. Because it was impractical to call on customers
second sector consists of scientific, engineering, and learned
individually, salesmen began to rent hotel rooms to display their
associations such as the Council of the Hotel, Restaurant and
wares. They invited their customers to look at their display. This
Institutional Education (CHRIE). The third sector is concerned
practice was beneficial to individual companies.
with religious, charitable, and public services such as the
American Heart Association.

Trade show sponsors - are trade or professional associations

who use the trade show as an important part of their meetings or
Convention Centers - A comprehensive convention center is a
conventions to generate revenue.
public agency whose aim is to host meetings and exhibits in a
venue. It provides banquet, food and beverage, and concession
services.
The exposition or show manager - is responsible for all aspects
of the trade show.
Conference Centers - is a specialized hospitality operation
which aims to facilitate and support small to medium size
meetings of 20 to 50 people. The service contractors - are individuals responsible for
providing all the services needed to run the facilities for a trade
show. A general service contractor is multi- talented, creative,
and equipped to serve all exhibit requirements.
Tour Operators - play an important role in the MICE industry.
They work with meeting planners in arranging tours and
activities for meeting attendees and their families who combine
business with pleasure. Hotels - provide comfortable overnight accommodations for
out-of-town guests for a meeting, convention, or trade show.
Convention and Visitors Bureaus - is a nonprofitable
organization designed to solicit visitors and conventions to a
community.

According to Rutherford - the process of providing a MICE

event is often compared with the design of a wheel.