CENTRE FOR UNIVERSITY OF HERTFORDSHIRE PROGRAMMES

Assignment Cover Page

Module
Module Title: Business Tourism & Events EVT 4205
Code:
Assignment
Individual Report Date: 25/10/2022
Title:
Student Information: (Do not include your name unless your tutor has told you to do
so.)
Name* Student ID*
Yeoh Fang May P17009215 ✘

 I (we) have submitted one printed copy of my (our) assignment bound together ✘
AND one electronic version via Black Board.
 I (we) have read through my (our) work and to check for errors in spelling and ✘
grammar.
 I (we) are happy for my (our) work to be shared with future students. ✘

*Tick () the box next to your name, agreeing to the ‘Academic Conduct’
Statement.

I (We) certify that this piece of in-course assignment is my (our) own work, that it has not
been copied from elsewhere, and that any extracts from books, papers or other sources
have been properly acknowledged as references or quotations. In addition, I(we) agree
that the electronic version of this assignment may be subject to electronic analysis for the
detection of collusion, plagiarism and other forms of unfair advantage.

1
Individual Report Marking and Feedback Sheet

Assignment Title : Individual Report Date : 26/10/2022

Module Title : Business Tourism & Events Module Code : EVT 4205
Name : Yeoh Fang May ID Number : P17009215

Please refer to Grading Criteria for Individual Report when awarding marks (upon 100 marks). Key in the weightage (X%) for each criteria and the detailed tasks and expectations (link to MLO).

Grading Criteria MLO 100m X% Comments / Feedback / Feed Forward

C1. Presentation & structure:
Follows logical structure with good flow; meet the format requirements outlined in the /100 /10
instruction, articulate and fluent academic writing.
C2. Intellectual curiosity (Quality of academic sources). Use & presentation of Harvard
Referencing
/100 /10
Use a minimum of 10 sources; in-text citations done properly and use Harvard
referencing style.
C3. Content/ Terms/ Findings/ Definitions/ Calculations
Perform full and rich content including problem, background evidence of research and /100 /30
findings; demonstrated competence and knowledge of the key issues
C4. Application & Integration of Data/Literature
Articulate appropriate and relevant data; clear tables and charts with accurate data to /100 /20
support findings
C5. Discussion /Analysis /Critical evaluation &/or Reflection
Express a strong, focused argument, well supported by impressive analysis and /100 /30
evidence, provide relevant and achievable recommendations; represents well critical
thinking skills

Total (Assessor) /100

Total (Peer Reviewer/Moderator) /100

UH Internal Moderator Comments External Examiner Comments (if applicable)

2
Table Content
No. Content Page Number
1.0 Executive Summary 4
1.1 Introductions to Yayoi Kusama: Infinity Mirror 5-7
Rooms
1.2 Definitions of the sector (Exhibition) 7
1.3 Overview of Market Size (Exhibition) 8
1.4 Brief Historical Overview 9
2.0 Stakeholder Analysis 9
2.1 Specific Market Profile 9
3.0 Analysis of Industry Trend (Exhibition) 9
4.0 Economic Impact 10
5.0 Recommendation 10
6.0 References List 11-12
7.0 Safe Assign Report 13

1.0 Executive Summary

3
MICE is refer to an acronym which that stands for meetings, incentives, conferences, and
exhibitions and the term of the meeting industry and the event industry that have the great
popularity and it is also can make up as the big part of the global for the business travel industry
to have the regular for the events and also it can bring the professional together for the
connections and help for promote the new ideas and also help for push up the growth (Hahn,
2021).
On the other hand, this report will have to provide the details of the analysis and evaluation for
the exhibition by the following which must provide the definition of the sector, overview of the
market size, brief historical overview, and need to give the stakeholder analysis, provide the
specific market profile such as buyers, buyer needs, suppliers, intermediaries, and venues.
Besides that, need to have the analysis of the industry of the trends such as political, economy,
social culture, legal, and the environmental and also need to identify the economic impact of the
sector that have already chosen of the destination, and also need to have the recommendations
and the future of the development and the opportunities for the sector to help for the
improvements and last I will provide the details answer to this report by the following below.

1.1 Introduction to Yayoi Kusama: Infinity Mirror Rooms

4
Figure 1: Yayoi Kusama: Infinity Mirror Room (Searle, 2021)

The Yayoi Kusama: Infinity Mirror Rooms at Tate Room is the major of an exhibition that can
be examines for the cotemporary of the Japanese artist it is the significant of 65 years for the
career and the contextualizes of the notion for the infinite of the expansion and the accumulation
for the work to be in the visually that can be stunning in the Infinity Mirror Rooms and the
visitors which can be immerse themselves in the five of the environment of the viewer that can
be the endless for the reflected to be within the wonderful landscape (About The Exhibition,
2017).

Tate Room was presented for the rare chance to have the experience of the two of the Yayoi
Kusama of the infinity mirror rooms and which are for the immersive of the installation for the
transport into the Kusama’s for that unique vision of the endless of the reflection. Furthermore,
the infinity mirror rooms are the one of the Kusama’s of the largest for the installation of the date
and it was made the Tate Rooms which look like the modern style and each rooms which has
created for the illusion of a boundless for universe for the rotating of the crystal chandeliers
(Morris, 2022).

5
Figure 2: Infinity Mirror Rooms – Phalli’s Field (Phaidon, 2022)
The Infinity Mirror Rooms – Phalli’s Field is the most very important for the breakthrough of the
Kusama for during to this period and it is also having the reflective for the surfaces which that
can allowed for the vision to help for transcend for the physical for the limitations of the
productivity. Besides that, the mirrors that can help for creating the experiences for the visitors to
come and visit for this mirror why this becomes very special on it.

Figure 3: Infinity Mirror Room – Love Forever (Yamamura, 2015)

The Infinity Mirror Rooms for the love forever which is the second mirrored for the environment
of Kusama to create the sculptural, architectural, and for the performance of the installation for
the blurs and line that between the artistic of the disciplines and the activated by the audience
who is participation in this mirror (Hirshhorn, 2022).

6
Figure 4: Infinity Mirror Room – The Souls of Millions of Light Years Away (The Board,
2022)
The Infinity Mirror Rooms of the souls for the Millions of the Lights for the years away is have
shown as each light bulb is stand by the human soul which that from the million’s light years
away of the mirror which mean that must evoke the sense for the self to observation for another
world (Kusama, 2016).

1.2 Definitions of the Sector (Exhibitions)

The exhibitions which are includes for the recently of rediscovered the film footage which is
according to the British academic by the John Jones in 1926 by Kusama of her New York studio
in the mid-1960s, and it is also have recorded for the artist during the earliest for the sculpture
works and for the confirmation of her to be as the torch bearer for the surrealism and it is also is
an unparalleled for the artist that force on her own right. Besides that, the artist has been to the
subject of the monographic for the exhibitions which are around the world that is including a
major travelling for the initiated by the Tate Modern on 2012 (ITS Liquid, 2022).

According to the Bank of America Sponsor, the exhibition features which have two of the
immersive for the installation for the infinity mirrored room that have filled for the brilliance of
the life that is one of the author who is created by Kusama is the largest works and it is originally
have created in 2012 for the retrospective and the visitors have entered a mirrored for the
environment that have the surrounded by the pools of the water and the constellation for the
pulsating for the lights to their experience of the feeling for the endless space (Bank of America,
2022).

Moreover, the new Kusama exhibition at the Tate Room which is mainly focused on that two for
the iconic of the infinity mirror rooms which is for the epitome for the contemporary of the
immersive art and for the 2 minutes brief of the Kusama dream is like the vision and it is also for
surrounded for the colourful light (Art of Escapism, 2021).

7
1.3 Overview Market Size (Exhibition)
The market size is referred that the maximum for the total number of the sales and the customer
that can use in the business that can be helpful for the measure of that the potential market size
which that before setting up for the event and can used for before launching the new product line
and can be the line of the business (Melendez, 2013).

Figure 5: Global Exhibition Market Size 2020-2026

According to the exhibition of the market size it has shown on (Figure 5) of the bar chart is about
which that estimated to growth up of the USD 65.2 billion in 2020 to USD 88.6 billion in 2026.

(Exhibition Market Report, 1970)

Furthermore, the exhibition of the market size it can be expand to CAGR 12.96% which that
over the period in 2022 to 2026 (Report Linker, 2022).

8
1.4 Brief Historical Overview
An exhibition, in the general is the well-organized of the presentation of the things which that
can be selected for the target of the exhibition of the traditionally for taking place in the cultural,
or the educational environment, such as the museum, the art galleries, the libraries, and the
economics exhibitions such as the world fairs, and it would have the strengthen of their position
for the centuries to help for expanding and gaining in many of the countries that have the
exhibition was held (Gevorgyan, 2022).

2.0 Stakeholder Analysis

The stakeholder analysis can be defined as the process of identifying the people who are going to
do this project and it can be group for the according for their level of their participation, interest,
influence of the project and it can also to be determined for the stakeholder are throughout
(Product Plan, 2022).

According to the exhibition of the stakeholder analysis the Yayoi Kusama: Infinity Mirror Room
and it can be performance to the key stakeholders in the exhibition which are visitors, exhibitors,
and organizers (Lin, Kerstetter and Hickerson, 2016).

2.1 Specific Market Profile

The Specific Market Profile can be referred to the attributes for the set of the population, and the
business travel for the event and which is the target for the group the buyers and it also have the
characteristic for the typically which is include for the demographic factors (Jefferson, 2022).

According to the Tate Website, the infinity mirror room that can be continue for drawing to the
thousands of the visitors in the worldwide and it also has the largest of the installation (Harris,
2020).

3.0 Analysis of Industry Trend (Exhibition)

The industry trend is for the pattern which that can be occur for the specific industry and trends
which that can be related for the price, cost, for the consumer purchasing, for marketing, and the
manufacturing for the sales of the any number of the other local areas in the event of the
exhibitions (Worth, 2022).

According to the Infinity Mirror Room of their exhibition trend they have connect the light is
LED light and especially for the Chandelier room of the light is surround to the crystal and their
source of the light is little bit dark mode (Martina, 2020).

9
4.0 Economic Impact
The economic impact can be defined as the major event that refer to the total amount of the
additional expenditure to generated for the direct consequence for the staging of the event and
foe the event of spending by the visitor in the local area (Economic, 2022).

According to the Yayoi Kusama: Infinity Mirror Room for the economic impact is contribution
for the 5.5 million for the Cuyahoga Country and it also have figured out that 3.2 million is the
direct for spending by the visitor from the outside of the Cuyahoga Country and also it have the
indirect of the additional sums (Litt and SL, 2018).

5.0 Recommendation
The recommendation in the art exhibition they need to create more and more workforce and the
skills of drawing, and it also need to have more creative to draw more picture to attract more
visitor to come and visit for the art drawing and it is according to the Yayoi Kusama: Infinity
Mirror room need to be improved on the room of the drawing (EN, 2020).

10
6.0 References List
About the exhibition - Yayoi kusama: Infinity mirrors (2017) Yayoi Kusama: Infinity Mirrors.
Available at: https://kusama.site.seattleartmuseum.org/about-the-exhibition/ (Accessed:
November 27, 2022).

Art of Escapism (2021) Yayoi Kusama’s triumph - Tate Modern: Infinity mirror rooms
exhibition, Art of Escapism. Available at: https://artofescapism.com/yayoi-kusama-tate-modern-
exhibition-2021/ (Accessed: November 29, 2022).

Bank of America sponsors Yayoi Kusama’s Infinity Mirror Rooms (2022) Bank of America.
Available at: https://about.bankofamerica.com/en/making-an-impact/art-partnerships/yayoi-
kusama-exhibit (Accessed: November 29, 2022).

Economic (2022) Eventimpacts.com. Available at: https://www.eventimpacts.com/impact-

types/economic (Accessed: November 29, 2022).

EN (2020) “What does the future hold for the exhibitions industry?,” EN, 29 September.
Available at: https://exhibitionnews.uk/what-does-the-future-hold-for-the-exhibitions-industry/
(Accessed: November 29, 2022).

Exhibition Market Report (1970). Stratview Research.

Gevorgyan, N. (2022) Exhibitions. A small historical overview, Big Projects. Available at:
https://bigprojects.am/exhibitions-a-small-historical-overview/?lang=en (Accessed: November
29, 2022).

Global exhibition market: Analysis by revenue stream, by mode, by type, by region size and
trends with impact of COVID-19 and forecast up to 2026 (2022) Reportlinker.com. Available at:
https://www.reportlinker.com/p06272690/Global-Exhibition-Market-Analysis-By-Revenue-
Stream-By-Mode-By-Type-By-Region-Size-and-Trends-with-Impact-of-COVID-19-and-
Forecast-up-to.html (Accessed: November 29, 2022).

Hahn, J. (2021) What is MICE? Guide to meetings, incentives, conferences, and

exhibitions, Cvent.com. Available at: https://www.cvent.com/uk/blog/hospitality/what-is-mice
(Accessed: November 24, 2022).

Infinity Mirror Rooms – Yayoi Kusama: Infinity mirrors (2022) Hirshhorn Museum and
Sculpture Garden | Smithsonian. Available at: https://hirshhorn.si.edu/kusama/infinity-rooms/
(Accessed: November 29, 2022).

Infinity Mirrored Room-The Souls of Millions of Light Years Away (2022) Thebroad.org.
Available at: https://www.thebroad.org/art/yayoi-kusama/infinity-mirrored-room-souls-millions-
light-years-away (Accessed: November 29, 2022).

Jefferson, M. (2022) Target Market Profile Concept, Study.com. Available at:

https://study.com/learn/lesson/target-market-profile-concept-examples.html (Accessed:
November 29, 2022).

11
Kusama, Y. (2016) Infinity mirrored room - the souls of millions of light years away, Simple
Stylings. Available at: http://simplestylings.blogspot.com/2016/02/infinity-mirrored-room-souls-
of.html (Accessed: November 29, 2022).

Lin, Y., Kerstetter, D. and Hickerson, B. (2016) “Constructing a trade show exhibitor satisfaction
scale from a stakeholder perspective,” Journal of tourismology, 2(2). doi:
10.26650/jot.2016.2.2.0002.

Litt, S. and SL (2018) Kusama “Infinity Mirrors” and FRONT International helped art museum
break attendance, membership records, cleveland. Available at:
https://www.cleveland.com/arts/2018/10/kusama_infinity_mirrors_and_fr.html (Accessed:
November 29, 2022).

Martina (2020) Yayoi Kusama’s Infinity Mirror Rooms arrive in London, RDN Arts. RDN Arts
S.L. Available at: https://rdnarts.com/articles/yayoi-kusamas-infinity-mirror-rooms-arrive-in-
london/ (Accessed: November 29, 2022).

Melendez, S. (2013) What is the Definition of Market Size?, Small Business - Chron.com.
Chron.com. Available at: https://smallbusiness.chron.com/definition-market-size-65724.html
(Accessed: November 29, 2022).

Morris, F. (2022) Yayoi kusama: Infinity mirror rooms, Tate. Available at:
https://www.tate.org.uk/whats-on/tate-modern/yayoi-kusama-infinity-mirror-rooms (Accessed:
November 28, 2022).

Phaidon (2022) When Yayoi Kusama created her first ever Infinity Room, Phaidon.com.
Available at: https://www.phaidon.com/agenda/art/articles/2017/october/19/when-yayoi-kusama-
created-her-first-ever-infinity-room/ (Accessed: November 28, 2022).

Searle, A. (2021) “‘My cheapo garden fairy lights do this too’ – Yayoi Kusama: Infinity Mirror
Rooms,” The guardian, 17 May. Available at:
https://www.theguardian.com/artanddesign/2021/may/17/japanese-yayoi-kusama-infinity-mirror-
rooms-review-tate-modern (Accessed: November 28, 2022).

Stakeholder analysis (2022) Productplan.com. Available at:

https://www.productplan.com/glossary/stakeholder-analysis/ (Accessed: November 29, 2022).

Yamamura, M. (2015) Yayoi Kusama: Inventing the Singular. London, England: MIT Press.

Yayoi kusama: Infinity mirror rooms (2022) ITSLIQUID. Available at:

https://www.itsliquid.com/yayoikusamainfinitymirrorrooms.html (Accessed: November 29,
2022).

12
7.0 Safe Assign Report

13
14
15
16