MICE MANAGEMENT

PhD: Nguyen Thi My Hanh

MICE ???
 Meetings:
 VNA + nhóm nhạc >> âm thanh trên chuyến bay
 Training meetings

 Incentives:

 Conventions/ Conferences
 Vesak 2021
 Hội nghị thượng đỉnh Mỹ - Triều

 Exhibitions:
 Triển lãm di sản văn hóa
 VITM 2020
 Triển lãm tranh cổ động 1000 năm TL
 1. Loại hình du lịch kết hợp (điều kiện phát triển,…)
 2. Sản phẩm du lịch (chương trình du lịch)/ dịch vụ
 3. Công cụ: truyền thông, khắc phục tính mùa vụ
 4. Ngành MICE/ Meetings industry; destination >>
tourism destination
 1. Loại hình du lịch kết hợp (khách, đặc điểm, điều
kiện…)
 2. đối tượng khách DL- khách MICE
 3. Dịch vụ của công ty lữ hành/ khách sạn
 4. Sản phẩm của công ty DLLH: chương trình du
lịch
 5. Công cụ truyền thông
 6. Biện pháp để khắc phục tính thời vụ
 7. Loại sự kiện
 8. Ngành sự kiện/ ngành hội họp
 9. công cụ biến điểm đến >> điểm đến du lịch
(tourism destination maker)
 MICE
MANAGEMENT???
  Họp báo: = press

 Incentives:
 VN Hr awards – Intercontinental
 Lễ trao giải thương = ceremony

 Conference:
 Hội thảo quốc tế biển
 Hội thảo khoa học quốc tế ngôn ngữ Anh
 Hội thảo du lịch PQ..
 Hội thảo quốc gia bền vững ...

 Convention:
 Hội nghị văn hóa toàn quốc 2021
 Hội nghị về công tác bảo vệ người tiêu dùng… - UB
bảo vệ người tiêu dùng ASEAN.
 Hội nghị ngoại giao …
 Hội nghị APEC

 Exhibition:
 triển lãm tranh nghệ thuật “Hành trình nghệ thuật”
 “lịch sử văn hóa Việt Nam” – tại bảo tang LSQG
 Triển lãm du lịch qua các miền di sản – TT triển lãm
VHNT..
 Triển lãm phim …
  The APEX initiative proposes the generic definition
of meeting:
“An event where the primary activity of the
participants is to attend educational sessions,
participate in discussions social functions, or attend
other organized events. There is no exhibit
component”.
See also Convention, Exhibition, Trade Show, and
Consumer Show.

M Synonyms for “meeting” include the following: affair,

assemblage, assembly, assignation, audience,
bunch, buzz session, call, cattle call, clambake,
company, competition, conclave, concourse,
concursion, confab, conference, conflict,
confrontation, congregation, congress, contest,
convention, convocation, date, encounter,
engagement, gang, gathering, get-together, gig,
huddle, introduction, meet, nooner, parley,
powwow, quickie, rally, rap session, rendezvous,
reunion, session, showdown, sit-in, talk, tryst,
turnout.
  Incentive travel is defined as a global
management tool that uses an exceptional travel
experience to motivate and/or recognize
I participants for increased levels of performance at
work (Society of Incentive Travel Executives
[SITE], 2014a)
  Convention: Gathering of delegates,
representatives, and members of a membership or
industry organization convened for a common
purpose. Common features include educational
sessions, committee meetings, social functions,
and meetings to conduct the governance business
of the organization. Conventions are typically
recurring events with specific, established timing.
See Trade Show, Consumer Show, Gate Show.
 Conference: (1) A participatory meeting designed
C for discussion, fact-finding, problem solving, and
consultation. (2) An event used by any organization
to meet and exchange views, convey a message,
open a debate, or give publicity to some area of
opinion on a specific issue. No tradition, continuity,
or periodicity is required to convene a conference.
Although not generally limited in time, conferences
are usually of short duration with specific
objectives. Conferences are generally on a smaller
scale than congresses.
See also Congress, Convention
  Exposition/Exhibition: An event at which
products, services, or promotional materials are
displayed to attendees visiting exhibits on the show
floor. These events focus primarily on business-to-
business (B2B) relationships (same as Exposition or
E Trade Show).
 Event: An organized occasion such as a meeting,
convention, exhibition, special event, gala dinner,
and so on. An event is often composed of several
different yet related FUNCTIONS.
 Trade Show: An exhibition of products and/or
services held for members of a common or related
industry. Not open to the general public. If it is
open to the public it is called a Consumer Show.
 See also: Exhibition, Gate Show, Public Show, and
Consumer Show
 Seminar: (1) A lecture and dialogue allowing
participants to share experiences in a particular
field under the guidance of an expert discussion
leader. (2) A meeting or series of meetings of 10 to
50 specialists who have different specific skills but
have a specific common interest and come
together for training or learning purposes. The
work schedule of a seminar has the specific object
of enriching the skills of the participants.
 Workshop:
 (1) A meeting of several persons for intensive
discussion. The workshop concept has been
developed to compensate for diverging views in a
particular discipline or on a particular subject.
 (2) An informal and public session of free discussion
organized to take place between formal plenary
sessions or commissions of a congress or of a
conference, either on a subject chosen by the
participants themselves or else on a special
problem suggested by the organizers.
 (3) A training session in which participants, often
through exercises, develop skills and knowledge in
a given field.
 Clinic: A workshop-type educational experience
where attendees learn by doing.
 Break-Out Sessions: Small group sessions, panels,
workshops, or presentations offered concurrently
within the event, formed to focus on specific
subjects. Break-out sessions are separate from the
general session, but within the meeting format,
and formed to focus on specific subjects. These
sessions can be arranged by basic, intermediate, or
advanced information, or divided by interest areas
or industry segment.
 Assembly:
 (1) A general or formal meeting of an organization
attended by representatives of its membership for
the purpose of deciding legislative direction, policy
matters, the election of internal committees, and
approval of balance sheets, budgets, and so on.
Consequently, an assembly usually observes certain
rules of procedure for its meetings, mostly
prescribed in its articles and bylaws.
 (2) The process of erecting display component parts
into a complete exhibit
 Congress:
 (1) The regular coming together of large groups of
individuals, generally to discuss a particular subject.
A congress will often last several days and have
several simultaneous sessions. The length of time
between congresses is usually established in
advance of the implementation stage and can be
either semiannual or annual. Most international or
world congresses are of the former type, whereas
national congresses are more frequently held
annually.
 (2) A European term for convention.
 See also Conference, Convention.
 Forum: An open discussion with an audience,
panel, and moderator. A meeting or part of a
meeting set aside for an open discussion by
recognized participants on subjects of public
interest.
 Symposium: A meeting of a number of experts in a
particular field, at which papers are presented and
discussed by specialists on particular subjects with
a view to making recommendations concerning the
problems under discussion.
 Institute: An in-depth instructional meeting
providing intensive education on a particular
subject.
 Lecture: An informative and instructional speech.
 Panel Discussion: Instructional technique using a
group of people chosen to discuss a topic in the
presence of an audience.
 Party (fare-well party, promt)
 Ceremony
 Concert
 Festival
 Press
 Teambuilding
 Bonding
 Fund-raising event
 Trade fair
 Countdown
 Party (fare-well, promt)
 Trade show/ Trade fair/ VITM
 Ceremory
 Talkshow
 Festival
 Countdown
 Concert
 Contest
1.1. THE HISTORICAL
DEVELOPMENT AND
TRENDS OF MICE
INDUSTRY
  Gatherings, meetings, events, and conventions (of
Background sorts) have been a part of people’s lives since the
earliest recorded history. Archeologists have
of MICE found primitive ruins from ancient cultures that
industry were used as meeting areas where citizens would
gather to discuss common interests, such as
government, war, hunting, or tribal celebrations.
  Under the leadership of Alexander the Great, over
half a million people traveled to what was then
Background Ephesus (now Turkey) to see exhibitions that
included acrobats, magicians, animal trainers, and
of MICE jugglers.
industry
  Andrew Young, the former U.S. ambassador to the United
Nations, said at a Meeting Professionals International
Background (MPI) meeting in Atlanta in the middle 1990s that he was
of MICE sure there would have been a meeting planner for the Last
Supper and certainly for the first Olympics.
industry
  In Rome, the Forum was a type of organized meeting
to discuss politics and decide the fate of the country.
Ancient Rome had the Coliseum, which was the site
Background of major sporting events such as gladiatorial
of MICE contests—someone had to organize them! Through
the use of excellent roadways, the Romans were able
industry to establish trade markets to entice people to visit
their cities.
  In Old England, there are stories of King Arthur’s
Round Table, another example of a meeting to
discuss the trials and tribulations of the day. Religious
Background gatherings of various faiths and pilgrimages to Mecca
are examples of ancient religious meetings and
of MICE festivals. The Olympics began as an ancient sporting
event that was organized as similar events are today.
industry World’s fairs and expositions are still another piece of
the MEEC industry.
  In spite of its long history, meeting planning as a
recognized profession did not develop until 1972,
when MPI (Meeting Professionals International) was
founded.
Background  There were two factors that contributed to the rapid
development of both industry workshops and
of MICE academic programs during the 1980s: Certified
Meeting Professional (CMP) examination and
industry designation by the Convention Liaison Council (CLC
now CIC). Additional certificate programs have
followed, including Certified Meeting Manager
(CMM), Certified Destination Marketing Executive
(CDME), and others.
  Since its founding in New York in 1949 by four
organizations—the American Society of Association
Executives (ASAE), American Hotel and Motel
Association (AH&MA, now the American Hotel
Background Lodging Association), Hospitality (then Hotel) Sales
of MICE and Marketing Association International (HSMAI),
and International Association of Convention and
industry Visitor Bureaus (IACVB) (now Destination Marketing
Association International or DMAI)—the CIC (then,
the Convention Liaison Council) has traditionally
followed the lead of its constituent organizations.
  In 1895, the basis of today’s destination marketing
organizations (DMO) that are also called
convention & visitor bureaus (CVBs) was put forth
when journalist Milton Carmichael wrote in The
Detroit Journal that local businessmen get together
Background to promote the city as a convention destination, as
of MICE well as represent the city and its many hotels to bid
for that business. Shortly thereafter the Detroit
industry Convention and Businessmen’s League was
conceived to do just that. Carmichael was the head of
the group, that later evolved into the Detroit Metro
CVB that is now labeled VisitDetroit.
 1. Meetings Are Experiences
2. Content Will Condense
3. Attendees Want a Sense of Place
4. Attention to Diversity Will Become Even More
Important
Trends of 5. Mobile Technology Is Here to Stay
MICE 6. Technology Will Get More Connected
industry 7. Social media’s Dominance Will Deepen
8. It’s a Seller’s Market
9. Meetings’ Financial Importance Will Get
Noticed
10. Face-to-Face Is Here to Stay
 1. Meetings Are Experiences
 Meetings and events today aren’t just face-to-face
gatherings for the sole purpose of exchanging
business information. Rather, they’re enriching,
one-of-a-kind experiences that attendees will
treasure forever.

Trends of  Event professionals are increasingly creating these

distinctive experiences in a variety of ways,
MICE oftentimes simply by choosing unique or
industry unexpected venues that offer a “WOW factor.”
 Another way to create memorable experiences is
by engaging all five senses in what are referred to
as “multi-sensory events.” Meals are also part of
the attendee experience, and in the years ahead,
food and beverage offerings will be increasingly
tailored either to reflect the event theme or to
serve as special events in and of themselves.
 2. Content Will Condense
Trends of
With attendees' attention spans ever shrinking,
MICE meeting and event content will become more
industry engaging and entertaining = “edutainment.”
 3. Attendees Want a Sense of Place
There is the growing popularity of incorporating local
elements into the meeting or event—giving
Trends of attendees a taste of the locale they’re in such as
offering attendees samples of the regional cuisine.
MICE Another way for attendees to experience a
industry destination is to engage in local volunteer efforts or
voluntourism, which can be included as part of the
meetings program (inclusion) and also plays into the
growing interest in and importance of sustainability.
 4. Attention to Diversity Will Become Even More
Important
With various generations—all with different work
Trends of ethics and characteristics—working alongside each
MICE other, and issues related to gender equity and racial
diversity still being addressed, companies will
industry continue to examine their recruitment and talent
development strategies, approaching them with
more awareness and creative solutions.
 5. Mobile Technology Is Here to Stay
Having an event Web site, app, and social media
presence used to be nice-to-haves. Today, they’re
table stakes.
At a recent annual convention of MPI, there were no
printed materials: All had to be accessed
Trends of electronically either through an “app” or the MPI
MICE Website.
industry Mobile technology allows event professional to not
only to push information out to attendees but also to
get information from attendees to help them craft
their programs on the front end and to make
adjustments during the event to provide more value.
Access to reliable, universal Wi-Fi will be increasingly
expected with sufficient band width.
 6. Technology Will Get More Connected
Trends of The MEEC industry will continue to work toward
greater connectivity, with the boundaries between
MICE online and offline further blurring the term “hybrid,”
industry as every event moves toward such multifaceted
experiences.
 7. Social media’s Dominance Will Deepen
Trends of
Social media will play a more measurable part in
MICE marketing and communications strategies all across
industry the MEEC industry.
 8. It’s a Seller’s Market
Trends of Hotels are going to be in a stronger position to
MICE negotiate. Event professionals will have to start
thinking differently in terms of dates, rates, space
industry and location.
 9. Meetings’ Financial Importance Will Get Noticed
Trends of Watch for meetings to get proper attention as
they’re the important economic indicators. Economic
MICE impact studies are now de rigueur in at least five big
markets, and they have been executed with exacting
industry standards.
 10. Face-to-Face Is Here to Stay
 Some prognosticators have predicted that
technology and virtual gatherings will spell the
demise of face-to-face, that is not the case. Human
Trends of beings are social animals—they have an innate
MICE need to physically interact with one another. As an
example: How many people do you know who have
industry chosen to have a “virtual wedding” and “virtual first
night” of being married? Technology is, and will
continue, to be used to enhance and supplement
face-to-face gatherings, especially before and after
the event
1.2. WHERE MICE FITS IN
RELATION TO THE
TOURISM/ HOSPITALITY
INDUSTRY?
 Lodging

Food & Beverage

The
organizational
Transportation
structure of
tourism and
Attraction
hospitality
industry Entertainment

Shopping
1.3. CAREERS IN MEEC
 Event Meeting
planner planner

Wedding Restaurant
planner Sales

CAREERS Destination
Hotel or
Conferenc
management e Center
IN MEEC Sales:

Entertain
ment/Spor
ting Venue Hotels
Sales &
Services

Exposition
Convention
Services
Centers
Contractors
MAJOR TYPES OF Corporations Associations
ORGANIZATIONS
THAT HOLD
GATHERINGS

The
government
 Corporations Associations The government

The term The name

“corporations” will “association” implies
refer to legally the act of being
chartered enterprises associated for certain
that conduct common purposes,
business on behalf of whether for
their owners with the professional,
purpose of making a industry,
profit and increasing educational,
its value. scientific, or social
Definition These include public reasons.
corporations and
private corporations.
 Corporations Associations The government
- Since the - Attendance at
corporation typically association
pays for all expenses meetings is
associated with voluntary, not
attending the mandatory.
meeting, the - Many of the
corporation is in attendees are
control. personally
- Attendance by responsible for their
corporate personnel own registration
is usually cost, transportation,
Number and mandatory. hotel, and related
expenses. In some
Value of instances,
employers may fund

Meetings the attendance of

employees at
industry and
professional
association events
that are work
related and are seen
as having an
educational value
for the employee.
- Association
meetings, especially
conventions, tend to
be very large,
ranging from several
hundred to tens of
thousands of
 Corporations Associations The government
- Typically made by Steps: Managers at
persons in positions - Decided a government agencies
of key responsibility meeting will be are typically those
within the corporate held who identify the
hierarchy: - Establish the need to hold a
- Officers and objectives of the meeting and have
senior managers meeting the responsibility to
in the sales and - Decide on the provide funding
marketing area location of where through their
may call for a the meeting will departmental budget
meeting of their be held. process or to locate
Decision regional sales - Locate a venue other sources of
managers to - Sign a contract funding.
Makers develop sales between the
strategies for venue and the
new product lines association’s
- Senior financial senior staff
managers and person.
controllers may
call a meeting of
their dispersed
staffs to discuss
budgets for next
year.
 Corporations Associations The government

- Stockholders - Conventions - Training meeting

Meeting - Board meetings (government
Types of - Board Meeting - Committee workers)
Management meetings - Other
Corporate - Meetings - Regional government
- Training conferences: meetings
Gatherings Meetings - Training (conference …)
- Public Shows meetings may involve both
and - Incentive Trips - Educational agency
- Sales training seminars employees and
Events— and product those in the

their -
launches
Professional and
general public
who may have an
purposes technical training interest in the
topic of the
and meeting.

objectives
 Corporations Associations The government

Most of the Since attendance at Employees at

attendees of a association meetings government
corporate gathering is voluntary, the meetings would
or event are meetings must offer generally be
members of the appealing programs mandatory, while
corporate family and to draw members to attendance by the
persons who have a the events. general public would
close business be voluntary.
relationship with the
company.
Attendees SECURITY!
 Corporations Associations The government
- Sending - The key elements of Government
invitations or the meeting meetings have
notices to those promotion include characteristics
who will attend providing advance typical of both
constitutes the notification of the corporate and
majority of date and location of association
promotional the upcoming meetings.
activity. meeting along with Mandatory
- Company information about attendance by
Websites are the planned content, government
Need for normally speakers, and special employees requires
updated with the activities. Later, only that sufficient
Marketing information detailed registration notice be provided so
regarding the information and a that participants can
to Build meeting, its preliminary program adjust their
theme, and will need to be schedules in order to
Attendance objectives. provided (Direct mail attend. Attracting
- Creating and notices/ voluntary attendees
excitement prior advertisement in the may require
to the meeting association additional
will help create newsletter and promotion.
enthusiasm magazine)
ahead of time so - Many associations
attendees arrive send promotional
eager to learn, materials and notices
listen, and enjoy to nonmembers who
their time out of have been targeted
the office. as sharing an interest
in the meeting’s
 Corporations Associations The government
- At smaller According to the Government meeting
corporations, Meetings and planners resemble
since the typical Conventions 22nd their corporate
Department meeting
planner’s job title
Annual Meetings
Market Survey:
counterparts, as they
are located
and/or does not
specifically
- 42% to report to
the Meetings and
throughout their
agencies. While some
Individual indicate
“meetings” as
Events
Department;
government meeting
planners devote all
Responsible part of their
responsibilities, it
- 12% reported to
the Marketing
their work time to
planning meetings,
for should be no Department, others handle
surprise that the - Nearly half meetings as one of
Organizing majority do not reported to their extra assigned
work in a entities or duties.
and meeting planning departments
department. other than
Planning - For larger Meetings,
corporations, like Marketing,
Microsoft, Coca- Finance, Travel,
Cola, Exxon- Procurement, or
Mobile, and Sales.
Miller-Coors,
meeting planning
departments are
large as these
 Corporations Associations The government

Meeting The American SGMP and its local or

Professionals Society of regional chapters,
International, 28%; Association the Professional
the Society for Executives, the Convention
Professional Incentive & Travel Center for Management
Executives, 5%; the Association Association (PCMA)
Associations Society of Leadership, Meeting and Meeting
Government Meeting Professionals Professionals
Supporting Professionals, 3%; International, the International (MPI).
and the Association Professional Those who have
the of Insurance and Convention responsibility for

Corporate Financial Services

Conference Planners,
Management
Association, the
organizing
exhibitions are likely
MEEC 3%. Society of
Government Meeting
to join the
International
Industry Professionals
(SGMP), and the
Association of
Exhibitions and
Religious Conference Events (IAEE).
Management
Association. There
are also many local
organizations of
meeting planners
that provide support
and professional
development
  An industry (= tourism industry)
 A sector of tourism industry
 A type of tourism
MICE is …  A tourism product
 A service
 A communication tool
…