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Event Management, Vol. 16, pp. 133–141 1525-9951/12 $60.00 + .00
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A Review of Business events LiteRAtuRe
JUDIth MAIr
Department of Management and Australia & International tourism research Unit,
Monash University, Melbourne Australia
this article examines the developments in research into business events over 10 years from 2000 to
2009. It examines the main themes of the research that has been undertaken and highlights research
gaps. Before 2000, researchers had identified considerable gaps in the business events literature. the
reason most often cited for lack of research was the difficulty in obtaining statistics. Considerable
research has been completed since then, yet researchers are still faced with the difficulties of obtain-
ing meaningful statistics on the business events industry. Existing reviews of the business events
literature demonstrate that some of the main themes which have emerged as important research top-
ics include the economic impact of events and the site selection process of conference and convention
organizers. this review identified further areas that have been the focus of considerable research
efforts in the period from 2000 to 2009. these include the evaluation of satisfaction by meeting plan-
ners, the role of destination image in convention attendance, and the decision-making process of
convention attendees. research gaps and issues are still being identified in many areas of business
events. the article concludes with a discussion on this, including a lack of rigor in much business
events research, a tendency towards descriptive statistics and analysis, a lack of research into the
social and environmental impacts of business events, and a failure to include reference to incentives
in the business events literature.
Key words: Business events; Meetings, incentives, conventions, and exhibitions (MICE);
Convention site selection; Convention destination image; review
Address correspondence to Dr. Judith Mair, Department of Management, Monash University, Melbourne, Australia.
E-mail: judith.mair@monash.edu
Introduction
In the 1990s, studies into business events were at
an early stage, variously described as “limited
research” (Abbey & Link, 1994, p. 275), “virtually
non-existent” research (Witt, Sykes, & Dartus,
1995, p. 559), “a dearth of reliable intelligence”
(Davidson, 1994, p. 377), and “a largely neglected
area of tourism research” (Oppermann, 1996, p. 11).
Although over 15 years have passed since then,
researchers in the business events field still consider
that there is a lack of literature to guide them (inter
alia Mair & thompson 2009; Oh, Kim, & hong,
2009). however, it is reasonable to question whether
it is still accurate to highlight a dearth of research
overall, or whether the field has progressed to a
stage where it is more helpful to identify research
strengths and gaps. In the early years of the last

2. 134 MAIr
decade, a number of reviews of research in conven-
tion research suggested that the field was growing,
with Lee and Back (2005) identifying 135 articles
written on conventions between 1990 and 2003
(their review excluded exhibitions and incentives).
the aim of this article is to review the business
events (meetings, incentives, conventions, and
exhibitions) literature from 2000 to 2009 and to
identify areas of research strengths and highlight
research gaps.
Developments in the Field
According to reid and Andereck (1989), aca-
demic journals constitute an indicator of the direc-
tion and nature of research in a field. Further, Van
Doren, Koh, and McCahill (1994) suggest that a
crucial gauge of the maturity of any growing field
of research is an analysis of the extent and direction
of its evolving research literature.
Other fields of research in the social sciences
have been the focus of detailed literature reviews.
For example, Baloglu and Assante (1999) carried
out an extensive review of the hospitality literature,
using content analysis of over 1,000 articles.
however, as Yoo and Weber (2005) point out, the
same does not hold true for convention tourism
research. the existing studies include an evaluation
of trends in MICE (meetings, incentives, conven-
tions, and exhibitions) in Australia (Carlsen, 1996);
an evaluation of research into a specific topic—
association site selection—by Crouch and ritchie
(1998); and two reviews of convention and meeting
literature up to 2003 (Lee & Back, 2005; Yoo &
Weber, 2005). therefore, it seems timely to con-
sider both the direction and nature, and the extent
of research into business events in more recent years.
As identified, there are only two main reviews
that cover convention and meeting research in total
that have been published in recent years. In 2005,
Yoo and Weber published their article on “Progress
in convention tourism research” using a statistical
and thematic approach. they identified 115 articles
published in 14 academic journals up to 2003.
Adopting content analysis, they coded the articles
in terms of subject area, nature of the research, sta-
tistical technique used, and regional research focus.
their findings indicated that half of the articles
focused on the area of marketing, throughout the
years surveyed and across all the journals. In addi-
tion, there was a significant focus on meeting plan-
ners, and on administration and strategy.
With regard to the nature of the research, a trend
towards increasing numbers of empirical papers
was highlighted, along with an increase in the use
of multivariate statistics (although descriptive sta-
tistics were employed most frequently) (Yoo &
Weber, 2005). they also examined the regional
focus of the articles, finding that more than half of
the articles had a focus on North America. however,
a developing trend towards the publication of more
articles focusing on Asia and Australia was also
identified (Yoo & Weber, 2005).
Lee and Back also published an article in 2005
entitled “A review of convention and meeting man-
agement research 1990–2003,” which collected
and content analyzed 137 convention articles pub-
lished in major hospitality and tourism journals.
the difference in the number of articles identified
in the Lee and Back (2005) and Yoo and Weber
(2005) studies, over a similar period of time,
illustrates the difficulties associated with compar-
ing reviews.
Lee and Back (2005) categorized the articles in
their review on the basis of nature of article,
research design, statistical technique, research
focus, and functional area. their findings are, not
surprisingly, similar to those of Yoo and Weber
(2005), including the fact that although descriptive
research dominated the articles reviewed, there was
a discernible trend towards more sophisticated
quantitative research techniques, particularly from
2000 onwards. Lee and Back (2005) also high-
lighted that association site selection processes,
destination marketing, and the economic impacts of
conventions were the dominant research themes.
Both reviews suggested areas where there were
gaps in the literature. According to Yoo and Weber
(2005) “there is a need for studies evaluating eco-
nomic, social and cultural impacts of convention
tourism” (p. 206). this, however, appears to con-
tradict the finding by Lee and Back (2005) that eco-
nomic impacts of conventions was a dominant
research theme. Lee and Back (2005) pointed to the
importance of meeting attendees and proposed that
future research efforts should be directed towards
association members and their meeting participa-
tion behavior.

3. rEVIEW OF BUSINESS EVENtS 135
In summary, existing reviews of literature in the
business events area points to the dominance of
descriptive research but with a trend towards
increasing use of multivariate statistics, and a pre-
dominance of research into meeting planners’ and
associations’ site selection processes. Gaps in the
area of economic, social and cultural impacts, and
convention attendees were identified. this
research will examine the more recent literature
with a view to examining whether the research
gaps identified have been addressed, and whether
the trends identified (particularly the trend towards
more sophisticated research methods and data anal-
ysis techniques) have indeed continued.
Method
Lee and Back (2005) suggest two distinct orien-
tations of observation that can be used when com-
piling a literature review: statistical reviews and
thematic reviews. they classify statistical reviews
as those which focus on identifying general trends
of methodological use and research areas over the
years, and which often are presented in numerical
format. thematic reviews, on the other hand,
review a certain industry sector or specific func-
tional area (e.g., marketing or human resources)
(Lee & Back 2005). It is possible, and indeed may
be advisable, to combine both approaches, compil-
ing a review which covers both general trends and
specific content areas.
this article uses a content analysis of the mani-
fest content of a range of articles published between
2000 and 2009, all on the subject of business events
(MICE). Manifest content involves denotative
meaning—the meaning that most people give to
particular words and phrases (riffe, Lacy, & Fico,
1998). therefore, the analysis will not consider any
hidden meanings, or latent content. the starting
date of 2000 was chosen so that there was some
overlap, and arguably some continuity between the
existing reviews of the literature (Lee & Back,
2005; Yoo & Weber, 2005) and this review.
relatively straightforward categories were selected
initially in order to search the online publication
databases. these were “business events,” “MICE,”
and “meetings,” “incentives,” “conventions,” “con-
ferences,” and “exhibitions” as separate words.
Articles that were simply conference or convention
reports were excluded. this initial search elicited
152 articles. A few were removed from further
analysis; for example, where the topic was not con-
sidered to be relevant to this study (such as articles
that were primarily focused on accreditation, or
human resources or education, but where the busi-
ness events context was mentioned briefly). the
final total of articles to be reviewed was 144.
Once the articles to be analyzed have been iden-
tified, the next step in the content analysis process
is to determine appropriate content categories
(McMurray, Pace, & Scott, 2004). Following the
literature review, a number of content categories
appeared to be relevant. these are shown in table
1. Each of the categories above was further broken
down into subcategories as shown.
In content analysis it is important to consider the
reliability of the analysis. One of the major areas
where content analysis can become flawed is when
a number of people are coding the analysis—in that
table 1
Content Categories
Main Content
Category Subcategories
Journal
Year of publication
research focus Attendee
Destination
Meeting planner
Meeting supplier
Industry general
research reviews
Subtheme Attendee decision-making process
Convention center development
Destination image
Destination/CVB marketing
Economic impact
Evaluation of satisfaction/service
quality/destination
hotel/meetings/sales operations
Meeting planning (budgets,
schedules, etc.)
Other areas (law, government, etc.)
Other meeting venues
Site selection
technology
trends and issues
research approach Quantitative
Qualitative
Conceptual
Descriptive analysis
Analysis type Descriptive statistics
Multivariate statistics
Conceptual paper

4. 136 MAIr
instance, reporting intercoder reliability is sug-
gested (riffe et al., 1998). however in this study all
coding was carried out by the author and therefore
no intercoder bias can have occurred. In order to
reduce the subjective nature of the coding process
where a single coder is used, an additional
researcher reviewed the coding of some early arti-
cles to ensure a consistent approach. Nonetheless,
categorization of material was done on a discretion-
ary and judgmental basis, as is often the case with
content analysis, and therefore the results of this
exploratory study provide some reflections on the
themes and issues connected to research in the area
of business events without attempting to provide a
definitive resource.
Findings
With regard to the total number of articles pub-
lished in each journal (table 2), it can clearly be
seen that the majority of articles (58 of the total
144) were published in the Journal of Convention
and Event Tourism. When the 40 articles published
in the Journal of Convention and Exhibition
Management (the former title of JCEt) are taken in
account, these two outlets comprise a significant
number of the total articles published in the
business events area (98 out of 144). this is of
course not surprising in itself, as these journals
have business events as a major focus. Perhaps
more interesting is the fact that number three on the
list is Tourism Management, recognized by a num-
ber of journal ranking systems as one of the highest
quality journals in tourism. this suggests that qual-
ity research endeavors in the business events field
are considered to be as worthy of publication as
more traditional areas of tourism. In addition, there
are publications in non-tourism-specific journals,
such as the Journal of Brand Management, Organ­
ization, Journal of Retail and Leisure Property, and
Journal of Services Marketing.
Previous studies have investigated the prestige
ofhospitalityandtourismjournals(e.g.,McKercher,
Law, & Lam, 2006) and although there is debate as
to exactly how to rate the quality of various jour-
nals, there is general consensus that some journals
(e.g., Annals of Tourism Research, Tourism Man­
agement, and Journal of Travel Research) are con-
sistently highly rated (Park et al., 2011). In the
absence of an internationally recognized scheme,
this article will use the rankings given to journals in
the Excellence for research Australia (ErA)
scheme, which ranks journals from A* (the most
prestigious) to C (the least prestigious).
table 2
Journals Publishing Articles on Business Events
Journal
total No.
of Articles
ErA
ranking
Journal of Convention and Event Tourism 58 C
Journal of Convention and Exhibition Management 40 C
Tourism Management 10 A*
Event Management 7 B
Journal of Travel Research 6 A*
Cornell Hotel and Restaurant Administration Quarterly 4 unranked
Journal of Hospitality and Tourism Research 3 A
International Journal of Contemporary Hospitality Management 3 B
Journal of Vacation Marketing 2 B
Journal of Travel and Tourism Marketing 2 A
International Journal of Hospitality and Tourism Administration 1 C
International Journal of Hospitality Management 1 A
Journal of Brand Management 1 B
Journal of Hospitality Marketing and Management 1 C
Journal of Retail and Leisure Property 1 B
Journal of Services Marketing 1 B
Organization 1 unranked
The Service Industries Journal 1 unranked
Journal of Hospitality and Leisure Marketing 1 unranked
144

5. rEVIEW OF BUSINESS EVENtS 137
Further examination of table 2 indicates that of
the top 10 journals publishing business events
research, the majority of articles were published in
C ranked journals (primarily the Journal of
Convention and Event Tourism and its predecessor,
Journal of Convention and Exhibition Manage­
ment). this suggests that the quality of the majority
of business events articles, by these metrics, is not
particularly high. however, it is worth noting that
there were 16 articles in A*, highly prestigious
journals, and a further 5 in A ranked journals.
therefore, it is indeed possible to get business
events research published in journals of high qual-
ity and with a good reputation.
When the articles were analyzed to investigate
the research focus, it was clear that meeting plan-
ners were the subject of the highest number of arti-
cles, with 41. however, meeting suppliers,
attendees, and the destination were also common
topics. this is illustrated in table 3. Further, the
research focus was relatively equally spread among
all the journals, suggesting that there were no clear
links between research focus and likelihood of pub-
lication in quality journals. there were only four
papers during the review time which attempted to
review research in business events (as discussed in
the literature review, one focused on only one area
of business events—association site selection—
while another took only the Australian context as
its theme). the remaining two (Lee & Back, 2005;
Yoo & Weber, 2005) have also been discussed in
the literature review.
Further investigations of the research subthemes
illustrated that a number of categories were par-
ticularly popular with researchers (table 4). In
particular, articles on the evaluation of satisfaction
(with the destination, the event, and the service
quality) were relatively numerous (21 in total).
there were also many articles on technology (16),
primarily on the potential of the internet and email
to change conference registration and booking pro-
cesses. Many of these articles, although interesting,
are now considerably out of date, as technology has
moved on since they were published. the attendee
decision making process and factors that play a role
in the attendance decision was the subject of 15
articles between 2000 and 2009. this is of particu-
lar interest, because many authors have pointed to
the attendee as being underresearched in the busi-
ness events field. the meeting planner/association
site selection process was also a significant con-
tributor of articles. Finally, it is interesting to note
that relatively few articles covered the topic of eco-
nomic impacts and/or evaluations, which had been
noted previously (Lee & Back, 2005) as being an
area of significant research activity.
Further links are possible between the methods
employed by business events researchers and the
quality of journals that business events research is
published in. the articles were analyzed in order
to examine the type of research methods employed.
table 5 shows that over half of the articles reviewed
were quantitative analyses. there were 34 qualita-
tive articles, 18 articles that relied on a descriptive
analysis of secondary data, and 16 articles that were
conceptual in nature, proposing models and frame-
works and building theory in the business events
table 3
Articles’ research Focus
research Focus
total No.
of Articles
Meeting planners 41
Meeting suppliers 29
Attendees 25
Destination 22
Industry general 17
research reviews 4
Meeting planners, attendees 4
types of meeting 2
total 144
table 4
Articles’ Subthemes
Subthemes
total No.
of Articles
Evaluation of satisfaction, services/destinations 21
technology 16
Other areas (law, government, etc.) 16
Attendee decision-making process/factors 15
Site selection process 14
trends & issues and the future of the industry 13
Destination marketing/CVB operations 12
Convention center development/operations 9
hotel meeting sales/operations 7
Meeting planning (budgets, schedules, etc.) 6
Other meeting venues 5
Destination tmage 5
Economic impact 5
144

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area. Of the 76 quantitative articles, 56 used multi-
variate statistics of some type (ranging from t-tests,
ANOVAs, and factor analyses through to path
analysis and structural equation modeling). the
remainder reported only descriptive statistics.
When taken together with the fact that in many
cases the qualitative articles (by necessity) reported
descriptive statistics, and there were also signifi-
cant numbers of articles with only descriptive anal-
ysis, it appears that in total, 72 articles reported
only descriptive statistics. For the quantitative stud-
ies, this may in many cases (although by no means
all) suggest a lack of rigor in the research under-
taken in the business events area.
With regard to the question as to whether there
are clear links between the methods used and the
articles published in the prestigious journals, it is
clear that for publication in the A* ranked journals
(Tourism Management and Journal of Travel
Research), a quantitative approach is preferred
(table 6).
this is of course in line with the preferences of
these journals, but also indicates that high quality
quantitative research in business events has been
published in prestigious journals, and there is no
reason to suggest that this will not continue to be
the case. For qualitative methodologists, it appears
to be more difficult to get published in prestigious
journals in the area of tourism and events. Only two
articles using qualitative methods were published
in the A* journals, and only 3 in the A ranked jour-
nals. the highest ranked tourism journal that
focuses on qualitative research is of course Annals
of Tourism Research. however, there have been
few, if any, articles on the subject of business
events published in this journal. this is not to sug-
gest that publication is not possible, but rather
strengthens the case for suggesting that high-qual-
ity qualitative research in business events is fertile
ground for researchers.
Developing a research Agenda
for Business Events
the final purpose of this article is to identify
research gaps that have been highlighted during
this review process, and propose a research agenda
to address these gaps. this agenda proposes that
research is undertaken in three main areas (social
and environmental impacts; climate change; and
the incentive travel market). Further, the agenda
also proposes that researchers consider more work
using qualitative methods.
Social and Environmental Impacts
of Business Events
One of the main gaps that should be rectified is
the complete absence of studies examining the
social and environmental impacts of business
events. It may be argued that business events have
less of an impact on the host community than other
types of events, but business events certainly have
significant environmental impacts (Mair & Jago,
2010) and this has not yet been researched in any
detail. recent research has begun to examine social
and environmental sustainability in the festivals
table 5
research Approach and Analysis Level
research Approach Level of Analysis
total No.
of Articles
Quantitative Multivariate statistics (56) 76
Descriptive statistics (20)
Qualitative Descriptive analysis (34) 34
Descriptive analysis Descriptive analysis (18) 18
Conceptual paper Conceptual paper (16) 16
144
table 6
Quality of Journals and the Methods of Articles Published
Journal
ranking
total Nos.
Published
Quantitative
Papers
Qualitative
Papers
Conceptual
Papers
Descriptive
Papers
A* 16 13 2 1 0
A 6 3 3 0 0
B 16 9 1 2 4
C 100 48 27 12 13
Unranked 6 3 1 1 1

7. rEVIEW OF BUSINESS EVENtS 139
context (Mair & Laing, 2012), however, this topic
has not been explored in detail in the business
events context. research questions include: What
is the importance of sustainability to business
events attendees? Why should business events ven-
ues invest in sustainable facilities? Can business
events contribute to building a more sustainable
society and if so, how can this be facilitated? how
do meeting planners integrate sustainability into
business events?
Climate Change and Events
Another issue that has not been dealt with in the
literature is that of climate change. While there may
still be some debate as to the extent of climate
change impacts, it appears that climate change
poses threats to the business events sector that have
not yet been adequately identified or integrated into
planning for events (Mair, 2011). the issues around
aviation in particular are of supreme importance to
business events, as they rely on international
attendees in many cases. Any suggestions that air
travel will be cut back, or made more expensive,
would be of great significance to the business
events sector and could represent a fatal blow to a
number of international meetings. Yet, this issue
has not been given the research attention that it
arguably deserves. Questions that arise include:
how is the airline industry coping with these chal-
lenges, and therefore what will be the knock-on
effects for business events attendees? how do busi-
ness event attendees feel about climate change mit-
igation measures such as cutting back on their
international or domestic air travel? how would
this affect the business events industry? What mea-
sures can, or should be taken to mitigate any nega-
tive effects of climate change on willingness to
travel of attendees?
Incentive Travel
Finally, although there was a plethora of articles
on meetings and conventions and several articles
with a focus on the exhibition sector, there appeared
to be no articles on the subject of incentive travel.
Incentive travel has been defined as “a type of
pleasure travel that has been financed for business
reasons” (Mill & Morrison, 1985, p. 115) and also
as “offering the reward of a visit to a highly
desirable destination in return for meeting clearly
defined and attainable objectives within a fixed
programme period” (Witt & Gammon, 1994, p.
19). It can be considered as an important element of
the conference market, since although the travel is
not always primarily for business purposes a great
deal of incentive travel includes a conference or
business meeting.
Given that this area of business events is of sig-
nificant importance to a number of destinations
worldwide it seems vital that future business events
research should include incentive travel. there are
many questions that future research could focus on,
including: What is the economic importance of the
incentive travel market? What is the size of the
incentive travel market in various countries? What
factors influence the decision to organize an incen-
tive trip to a particular destination? how can desti-
nations attract more incentive travel?
Qualitative Research
One last point that seems to be valid is that
although there has been a predominance of quanti-
tative research published in the business events
area, and particularly in the more prestigious jour-
nals, there remains ample scope for qualitative
research. Very little is currently understood about
the meanings that individuals attach to business
events, or about the experience of attending an
event. there have been few, if any, ethnographic
studies of business events and other qualitative
methods such as narrative or discourse analysis
also appear to be complete lacking. Questions of
gender, ethnicity, and power relationships at work,
for example, have not been addressed to date. these
are only a few suggestions for future research that
might take a more qualitative approach.
Conclusion
this review has indicated that the majority of
articles in the business events field have been pub-
lished in the Journal of Convention and Event
Tourism (formerly Journal of Convention and
Exhibition Management), have been focused on the
meeting planner, and in particular on their evalua-
tion of satisfaction. Other dominant themes have
been technology, the attendee decision-making
process, and site selection. By far, the majority of

8. 140 MAIr
articles utilize a quantitative approach, but many of
them report only descriptive statistics, and often the
level of analysis remains descriptive.
there are a few points worth making at this junc-
ture. regarding the journals that have published
business events related articles, although Journal of
Convention and Event Tourism has published most
in number, it is worth noting that several highly
regarded journals (e.g., Tourism Management and
Journal of Travel Research) have also published
articles on business events topics and therefore it
seems advisable to target a range of journals with
business events articles.
With reference to the research focus and sub-
themes of the articles reviewed, meeting planners,
and their site selection and evaluation processes
appear to be popular topics. this is similar to find-
ings by Lee and Back (2005). however, Lee and
Back (2005) point to the lack of research in the area
of meeting attendees, which appears largely to have
been addressed in the time period under review.
Yoo and Weber (2005) suggest that research is
needed in the area of economic impacts (as well as
social and environmental impacts). Despite a sug-
gestion from Lee and Back (2005) that economic
impacts have been a fruitful area of research, this
review demonstrates that economic impact studies
are still few in number. Both Yoo and Weber
(2005) and Lee and Back (2005) highlighted that
there was a trend towards the use of increasingly
sophisticated multivariate techniques, and while
this review also noted the use of multivariate tech-
niques, it appears that they are still in the minor-
ity overall.
Finally, this article has begun to address the
question of research gaps in the business events
sector, and has posed a number of potential research
questions that future scholars may use to underpin
their research. these include questions that should
be addressed using qualitative methods. It is hoped
that this review will provide a basis for increasing
the effectiveness and efficiency of research in the
business events field, and at the very least will trig-
ger further debate among researchers as to the
nature of the most relevant research issues at pres-
ent. Only by increasing the amount, and more
importantly by maintaining and improving the
quality of research into business events, can
researchers truly progress this fascinating and vital
research area.
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