Unit 1: The Meaning and Importance of Mice PDF

UNIT 1 The Meaning and Importance of mice Mr. Jan Jacob Solon, DBA (CAR)`  At the end of this chapter, you should be able to: explain the meaning of MICE; 1 define meeting, incentive,...

UNIT 1 The Meaning and Importance of mice Mr. Jan Jacob Solon, DBA (CAR)`  At the end of this chapter, you should be able to: explain the meaning of MICE; 1 define meeting, incentive, 2 conference, convention, exhibition, exposition, and event; Learning 3 describe the role of the MICE industry in the tourism and Outcomes hospitality industry; 4 identify the components of the MICE industry; 5 describe the history of the MICE industry; 6 explain the growth of the MICE 7 industry; and 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. 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: Meeting - gathering of people for a common purpose such as business, social, or religious purpose. Meetings do not include exhibits. Incentive - reward event intended to showcase persons who meet or exceed sales or production goals. It is also called incentive program. Conference - 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.  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 events. Congress is the European term for convention. Exhibition - the display of products or promotional materials for purposes of public relations, sales, and marketing. Exposition - larger in scale than an exhibition. It generally consists of a huge public display of the goods and services of a particular industry. Event - an occurrence, happening, and activity designed around various themes in order to create or enhance interest in a destination.  The role of mice in the tourism and hospitality management The MICE industry is an exciting and profitable segment of the tourism and hospitality industry. A major source of revenue for the tourism and hospitality industry comes from the meetings, incentives, conventions, and exhibitions segment of the industry. With the many changes the tourism and hospitality industry has undergone in the past 20 years, the importance of MICE has become more recognized. The need to communicate with one another face-to-face has been the driving force behind the growth of this industry. 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. Planners and groups Planners are individuals or groups that plan meetings, conventions, and exhibitions. Planners are classified into a number of categories such: Corporate meeting planners work exclusively for a corporation. Association meeting planners work exclusively for an association. Independent meeting planners contract their services to both associations and corporations  Host facilities 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.  service s 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.  exhibitors Exhibitors are financially linked with all segments of the MICE industry. They provide much of the revenue needed for the planners to hold meetings, conventions, and exhibitions. Exhibitors are persons who work for the company. The main aim of exhibitors is to introduce their products, both new and old, to an interested audience.  HISTORY OF MICE INDUSTRY Archeologists who investigated ancient cultures have found ruins that served as places where primitive people gathered to discuss common interests such as hunting plans, war activities, peace negotiations, and tribal celebrations. As geographical areas grew, cities became the meeting places for people. As cities became the center of activities for geographical regions and transportation improved, the desire of the people to gather and discuss things of common interest became more widespread. Many trade, professional, fraternal, and religious associations have historical roots in Europe. In the United States, such activity took place only in the mid- 1800s. As America grew, so did its trade, professional, fraternal, and religious associations. In the Philippines, Manila, its capital, is proud to have pioneered the international meeting industry in Southeast Asia. 1976 was a memorable year for the region. It was in this year that Manila opened its door to Asia's first full-fledged convention center - the Philippine International Convention Center (PICC) - to the International Monetary Fund/World Bank Meeting. Since then, Manila has developed its professionalism and expertise. It has developed an infrastructure of deluxe accommodations, efficient transportation network, and modern telecommunications to support a versatile range of meeting facilities. In 1996, Manila celebrated 20 years as a leading destination for meetings, The Growth of the MICE Industry The growth of the MICE industry has been remarkable. Most of this development has occurred within the past 10 years. This growth has been due to several factors: meeting planners associations, the airline industry, the lodging industry, convention centers, conference centers, meeting technology, and ground handlers.  Meeting planners association 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 The advancement of the 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 The lodging industry recognized the financial importance of MICE. Hotels grew and became convention centers. Hoteliers learned to adapt their services to different clients. Property Convention centers 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 Convention bureaus grew rapidly both in numbers and size of operations. The number of bureaus has doubled since 1980, from 100 to more than 250.Their operators have become more professional. They actively participate in industry Conference centers and association affairs. Conference centers changed their appearances during the past two decades. For some time maintained a “business only” appearance. This has been replaced by modern restaurants, recreational facilities, and the latest high-tech audiovisual equipment.  Meeting technology Modern auidovisual Video projectors, equipment gave 360-degree meeting planners a projection greater degree of techniques, multi- flexibility and image presentations, creativity that was and unique sound never possible in the systems have very past. 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.  IMPOTANCE OF MICE Conventions and exhibitions generate a tremendous amount of revenue within the tourism and hospitality industry. Travel sales from meetings, conventions, and exhibitions are so important to the economy that all levels of government have organized, advertised, and provided services to attract these groups. The United States has offices in major industrial countries to help organizations with travel arrangements to the country. Each state allots a major part of its budget to advertising to encourage conventions and business travel to their state. Majority of cities with a population of around 200,000 have visitor and convention centers that aim to attract and support meetings, conventions, and exhibitions. THANK YOU! Mr. Jan Jacob C. Solon