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  • 1. 52nd ICCA Congress How China`s Meeting Market will affect the international Event Industry with a focus on ICCA members A joint research project Hochschule Osnabrueck, University of Applied Sciences and Shanghai University of International Business and Economics (SUIBE) Shanghai, November 2013   International Congress and Convention Association . Twitter: #ICCA13  
  • 2. Our Agenda: 1.  2.  3.  4.  5.  Who  we  are   Aim,  Research  Thesis,  Methodologies   An  Analysis  of  China  MICE  Industry/  Meeting  Market   Online  survey:  What  Chinese  and  Non-­‐Chinese  ICCA  members  think   about  Chinese  outbound  event  business     Summary   International Congress and Convention Association . Twitter: #ICCA13  
  • 3. 1. International Event Management Shanghai (IEMS) Since 2004 Hochschule Osnabrück and Shanghai University of Business and Economics (SUIBE) offer the double-degree Bachelor Programme International Event Management Shanghai (IEMS) to Chines students in Shanghai as a joint venture. We are the only Sino-Foreign Event Management Programme in China with • More than 450 Graduates so far • 50 % of curriculum taught by German lecturers International Congress and Convention Association . Twitter: #ICCA13  
  • 4. The Research Team •  Prof.  Helmut  Schwägermann,  Hochschule  Osnabrück,   •  ICCA-­‐member  since  1986,     German  Programme  Director  of  IEMS  since  2004     •  Dr.  Ding  Yi,  SUIBE,  researcher  with  an  international  background/ education     International Congress and Convention Association . Twitter: #ICCA13  
  • 5. 2. Research Aim and Methodology Research Question: How will the development of China`s Market for Business Events affect the international Event Industry with a focus on ICCA members? Methodology: 1.  Desk research 2.  Interviews with Chinese event experts 3.  Online research with ICCA-members (October 2013) International Congress and Convention Association . Twitter: #ICCA13  
  • 6. Our Research Statements: We expected that…. 1.  2.  3.  4.  5.  6.  Chinese  Event  Business  is  different  due  to  specific  governmental  influence   Chinese  Event  Business  will  affect  the  International  Meeting  Industry  soon.   More  individual  or  group  of  delegates  will  take  part  at  international  meetings/ business  events  worldwide   More  Chinese  decision  makers  (e.g.  Board  members  in  Intl.  Associations  or   Corporations)  will  be  influencing  international  meetings  and  the  selection  of   destination   More  China-­‐based  business  events  will  go  abroad,  starting  with  incentive  travel   to  Asian  countries   Few  ICCA  members/destination  have  already  a  “China  Strategy”   International Congress and Convention Association . Twitter: #ICCA13  
  • 7. Introduction Figure  1  The  Chinese  Mee$ng  Market   Mee$ngs   Non-­‐Profit   Organisa$ons   Corporate   High   Govern-­‐ mental   Influence   Middle     Govern-­‐ mental     Influence   Government/   Low   Govern-­‐ mental     Influence   State-­‐  run   ins$tu$ons/   Government   funded   associa$ons   International Congress and Convention Association . Twitter: #ICCA13   Associa$ons   in  transit-­‐ process   Grass  Root   Associa$ons  
  • 8. 3.1. The major groups of MICE industry in China International Congress and Convention Association . Twitter: #ICCA13  
  • 9. 3.2. Consumption Capacity & Patterns Figure  3  Consump$on  Capacity State-­‐run     Ins,tu,on   Mee,ngs Government   Mee,ngs Associa,on   Mee,ngs Source:    Adapted  from  CTHA,  CATS  &  ACCA  (2013,  p.  30) International Congress and Convention Association . Twitter: #ICCA13  
  • 10. Figure  4  Consump$on  PaMerns State-­‐run     Government   Associa,on   Ins,tu,on   Mee,ngs Mee,ngs Mee,ngs Source  :  Adapted  from  CTHA,  CATS  &  ACCA  (2013,  P.  31) International Congress and Convention Association . Twitter: #ICCA13  
  • 11. 3.3. When do they organise the meetings? Figure  5  Mee$ng  Trend Source:    Adapted  from  CTHA,  CATS  &  ACCA  (2013,  P.  24) International Congress and Convention Association . Twitter: #ICCA13  
  • 12. 3.4. Lead Time Figure  6  Mee$ng  Lead  Time Source:    Adapted  from  Davidson  (2013,  p6) International Congress and Convention Association . Twitter: #ICCA13  
  • 13. 3.5. Destinations Figure  7  Des$na$on  Breakdown  for  Chinese  Outbound   Tourists International Congress and Convention Association . Twitter: #ICCA13   Source:    CTA  (2012,  P39)
  • 14. Which destinations do the four groups go to for their meetings? Table  1 Corporate State-run Institution Government Association Asia Developed countries— mainly Europe and North America Developed countries— mainly Europe and North America Where are the headquarters located International Congress and Convention Association . Twitter: #ICCA13   Developed countries— mainly Europe and North America
  • 15. 3.6. How often do they use a third party for their meetings? Figure  8  Who  Are  the  Event  Organisers International Congress and Convention Association . Twitter: #ICCA13   Source:  CTHA,  CATS  &  ACCA  (2013,  P.  12)
  • 16. Summary 1   1.  Chinese  market  is  s,ll  a  mixture  of  command  economy     and  market  economy  with  a  trend  moving  towards  a   market  economy.              All  the  government  based  organiza,on  mee,ngs  will   respond  sensi,vely  to  the  government  regula,ons.            All  the  market-­‐oriented  organiza,on  mee,ngs  will  follow   the  market  rules,  this  part  of  the  MICE  market  will   grow.   International Congress and Convention Association . Twitter: #ICCA13  
  • 17. Summary 2   2.        Private  companies  are  growing  very  fast,  which  will       increase  the  share  of  the  whole  mee,ngs.  Also,   following  the  Chinese  investment  in  overseas  countries,   we  can  predict  that  the  overseas  corporate  mee,ngs   will  grow  accordingly.                  State-­‐run  companies  respond  sensi,vely  to  Chinese   regula,ons,  its  mee,ngs  will  follow  the  governmental   regula,ons.     International Congress and Convention Association . Twitter: #ICCA13  
  • 18. Summary 3 3.        State-­‐run  ins$tu$ons  have  the  need  to  exchange                  knowledge  with  overseas  countries,  so  state-­‐run   ins,tu,ons  will  be  an  important  part  for  outbound   business  travel.                  On  the  other  hand,  its  top-­‐down  mee,ngs  will  shrink                  because  of  the  new  regula,ons  from  the  government.   International Congress and Convention Association . Twitter: #ICCA13  
  • 19. Summary 4 4.        Government  mee$ngs  are  currently  under  the  pressure                  of  the  new  regula,ons  on  cuGng  costs  on  mee,ngs,   which  will  cause  the  downsize  of  its  share  of  the  whole   mee,ng  industry  in  China.   International Congress and Convention Association . Twitter: #ICCA13  
  • 20. Summary 5 5.        Associa$ons  mee,ngs  is  s,ll  a  rela,vely  small  part  of                  the  industry,  which  has  a  poten,al  to  grow.  However,   the  future  trend  is  not  clear  so  far.                  Some  grass-­‐roots  associa,ons  are  growing  fast,  this                  could  be  a  future  opportunity  for  outbound  business                        mee,ngs.   International Congress and Convention Association . Twitter: #ICCA13  
  • 21. Reference China  Tourism  Academy  (CTA),  2013,  Annual  Report  of  China   Outbound  Tourism  Development  2012,  Tourism  Educa,on  Press,   Beijing   China  Tourist  Hotel  Associa,on  (CTHA),  China  Associa,on  of  Travel   Services  (CATS)  &  The  Associa,on  of  China  Conference  Hotels   (ACCA),  2013,  Annual  Sta,s,cal  and  Analy,cal  Report  of  Chinese   Mee,ng  Industry  2011,  Tourism  Educa,on  Press,  Beijing   Davidson,  R.  2013,  China  MICE  Buyers  Report  (Chinese  Mee,ng   Planners’  Site  Selec,on  Survey),  CIBTM,  Beijing   Hofstede,  G.  2013,  Dimensions  of  Na,onal  Culture (hWp://www.geerthofstede.nl/dimensions-­‐of-­‐na,onal-­‐cultures) International Congress and Convention Association . Twitter: #ICCA13  
  • 22. 4. Online-survey ICCA membership Aims:     • to  find  out  the  attitude  and  assessments  of  ICCA  members  towards  the   development  of  the  meeting  market  in  China   • To  find  out,  how  well  ICCA-­‐members  are  prepared  for  Chinas  meeting   market  :     • „Do  they  have  a  China  strategy?“   • Online  questionnaire  with  9  questions   • Time:    October  2013   • Respondents:  196     • Representative  according  to  ICCA-­‐Sectors  and  Chapters   • Results  are  shown  without  Mainland    China-­‐ICCA-­‐members!   International Congress and Convention Association . Twitter: #ICCA13  
  • 23. 41 % had already experience with events from China yet. (Not only meetings, but all ind of events! Do  you/does  your  organisa$on  already  have  experience  with  events   which  have  been  organised  by  an  organisa$on  from  Mainland   China  ?     I  do  not  No  Answer     know     0%   3%   Yes,  once     9%   Yes,  quite  o^en/regularly     13%   No,  not  yet     56%   International Congress and Convention Association . Twitter: #ICCA13   Yes,  from  ,me  to  ,me,   seldom     19%  
  • 24. 2/3 had already experience with delegates from mainland China Do  you/does  your  organisa$on  already  have  experience  with   delegates  from  Mainland  China?   No  Answer     3%   I  do  not  know     4%   Yes,  from  ,me  to  ,me     40%   No,  not  yet     26%   International Congress and Convention Association . Twitter: #ICCA13   Yes,  once     6%   Yes,  quite  o^en/ regularly     21%  
  • 25. For nearly 30 % the Chinese delegation has been the biggest foreign delegation at least once How  o[en  was  the  delega$on  from  Mainland  China  the  biggest  foreign   delega$on  at  your  event?   46   Not  yet/  never     17   From  ,me  to  ,me/seldom     25   No  Answer/do  not  know   Quite  o^en/regularly     6   Once     6   International Congress and Convention Association . Twitter: #ICCA13  
  • 26. ICCA members think, that.... (1=strongly disagree, 7= strongly agree) Interna,onal  des,na,ons  need  special  China  strategies   5,8   China’s  mul,na,onal  companies  will  play  an  important  role   5,6   China’s  trade  will  influence  China’s  outbound  event  ac,vi,es.   5,5   China’s  FDI  will  influence  China’s  outbound  event  ac,vi,es.   5,4   CEB  will  s,ll  be  mainly  driven  by  government  in  ten  years.   5,4   CEB  s,ll  has  to  learn  how  to  organise  interna,onal  events.   5,2   Is  the  strongest  Asian  event  market.     5,0   ICCA’s  top    5  country  ranking  within  10  years.   5,0   Take  more  influence  on  the  des,na,on  selec,on.   5,0   4,6   Mul,at.  Companise  are  already  relevant  even  for  us.   Taken  over  from  Japan  as  sourcemarket  for  leisure  tourism.   4,4   ICCA’s  top  5  country  ranking  within  5  years  ,me.   4,2   Will  be  strongest  Asian  source  market.   Chinese  decision  makers  need  no  special  treatment.   International Congress and Convention Association . Twitter: #ICCA13   4,1   3,7  
  • 27. China-experienced ICCA-members advise: you need a special China strategy! (agree stronger to all statements) 6,4    Interna,onal  des,na,ons  need  special  China  strategies   6,0   China’s  mul,na,onal  companies  will  play  an  important  role  in  the   5,8   China’s  FDI  will  influence  China’s  outbound  event  ac,vi,es.   China’s  trade  will  influence  China’s  outbound  event  ac,vi,es.   5,6   The  Chinese  event  market  is  the  strongest  Asian  event  market.     5,6   Ch.  even,ndustry  has  to  learn  how  to  organise  interna,onal  events.   5,5   Will  beICCA’s  top    5  country  ranking  within  10  years.   5,5   Ch.  decision  makers  will  take  more  influence   5,4   Chinese  mul,n.  companies  are  already  relevant  even  for  us.   5,4   Ch.  Even,ndustry  be  the  strongest  Asian  source  market  for  our   5,0   Ch.  taken    over  from  Japan  as  leading  source  country  for  leisure  tourism.   4,9   Ch.  event  industry  will  be  mainly  driven  by  government  in  ten  years.   4,5   Will  be  ICCA’s  top  5  country  ranking  within  5  years  ,me.   4,5   Ch.  decision  makers  do  not  need  any  special  treatment.   International Congress and Convention Association . Twitter: #ICCA13   4,0  
  • 28. Chinese Eventindustry (Online Survey October 2013, 55 respondents, not representative) is very optimistic about development! Interna,onal  des,na,ons  need  special  China  strategies   6,0   China’s  mul,na,onal  companies  will  play  an  important  role   6,3   China’s  trade  will  influence  China’s  outbound  event  ac,vi,es.   6,0   China’s  FDI  will  influence  China’s  outbound  event  ac,vi,es.   CEB  will  s,ll  be  mainly  driven  by  government  in  ten  years.   5,8   3,2   CEB  s,ll  has  to  learn  how  to  organise  interna,onal  events.   6,5   Is  the  strongest  Asian  event  market.     6,8   6,1   ICCA’s  top    5  country  ranking  within  10  years.   5,9   Take  more  influence  on  the  des,na,on  selec,on.   5,7   Mul,at.  Companies  are  already  relevant  even  for  us.   Taken  over  from  Japan  as  sourcemarket  for  leisure  tourism.   ICCA’s  top  5  country  ranking  within  5  years  ,me.   5,6   Will  be  strongest  Asian  source  market.   Chinese  decision  makers  need  no  special  treatment.   International Congress and Convention Association . Twitter: #ICCA13   6,8   4,3  
  • 29. China-strategy: What do ICCA members already offer, plan or find relevant? International Congress and Convention Association . Twitter: #ICCA13  
  • 30. Which  of  the  following  measures  for  Chinese  events  and/or  delegates     do  you  already  apply  or  are  in  planning?   55%   Chinese  food   46%   Travel  agent  specialised  on  China   43%   Train  our  staff  in  special  cross-­‐cultural  competence   41%   Chinese  delega,ons/site  inspec,ons   41%   Par,cipa,ng  at  Chinese  trade  shows   38%   Special  touris,c  pre-­‐  and  post-­‐conven,on  tours   Chinese  speaking  contact  person  in  our  office   37%   Interpreta,on  services   36%   35%   Visits  of  local  enterprises  and  organisa,ons     32%   Chinese  contact  person  in  our  office   31%   Special  market  surveys  on  the  Chinese  event  market   30%   Special  representa,ve  in  China  for  mee,ngs  and  events   29%   Chinese/Mandarin  version  of  our  website   Complete  travel  services  including  visa  issues   International Congress and Convention Association . Twitter: #ICCA13   21%  
  • 31. Which  of  the  following  measures  for  Chinese  events  and/or  delegates  do   you  already  apply  or  do  you  think  are  relevant  for  your  future  business?   83%   Chinese  delega,ons/site  inspec,ons   82%   Special  market  surveys  on  the  Chinese  event  market   81%   Train  our  staff  in  special  cross-­‐cultural  competence   80%   Chinese  food   78%   Travel  agent  specialised  on  China   77%   Par,cipa,ng  at  Chinese  trade  shows   75%   Visits  of  local  enterprises  and  organisa,ons     Special  touris,c  pre-­‐  and  post-­‐conven,on  tours   68%   Chinese/Mandarin  version  of  our  website   67%   Chinese  speaking  contact  person  in  our  office   67%   65%   Interpreta,on  services   63%   Special  representa,ve  in  China  for  mee,ngs  and  events   Chinese  contact  person  in  our  office   Complete  travel  services  including  visa  issues   International Congress and Convention Association . Twitter: #ICCA13   61%   59%  
  • 32. Summary ICCA-survey on China •  Many ICCA member are aware of the potential of the Chinese Event market •  Some members have already special Chinarelated offers. •  Definitely the ICCA-Congress 2013 Shanghai will have some further impact on many ICCAmembers- International Congress and Convention Association . Twitter: #ICCA13  
  • 33. 52nd ICCA Congress Thank you! Prof. Helmut Schwägermann Dr. Ding Yi International Event Management Shanghai (IEMS) International Congress and Convention Association . Twitter: #ICCA13  
  • 34. Reference China  Tourism  Academy  (CTA),  2013,  Annual  Report  of  China   Outbound  Tourism  Development  2012,  Tourism  Educa,on  Press,   Beijing   China  Tourist  Hotel  Associa,on  (CTHA),  China  Associa,on  of  Travel   Services  (CATS)  &  The  Associa,on  of  China  Conference  Hotels   (ACCA),  2013,  Annual  Sta,s,cal  and  Analy,cal  Report  of  Chinese   Mee,ng  Industry  2011,  Tourism  Educa,on  Press,  Beijing   Davidson,  R.  2013,  China  MICE  Buyers  Report  (Chinese  Mee,ng   Planners’  Site  Selec,on  Survey),  CIBTM,  Beijing   Hofstede,  G.  2013,  Dimensions  of  Na,onal  Culture (hWp://www.geerthofstede.nl/dimensions-­‐of-­‐na,onal-­‐cultures) International Congress and Convention Association . Twitter: #ICCA13