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Collaborative Consumption - Convention & Meetings Industry

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Presentation for the International Convention and Expo Summit 2012 in Hong Kong. Proposed research on collaborative consumption.

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Collaborative Consumption - Convention & Meetings Industry

  1. 1. Collaborative Consumption and the meetings and event profession: Are we ready for it?David L Jones, PhDAssociate ProfessorSchool of Hotel and Tourism ManagementHong Kong Polytechnic University 1
  2. 2. What I’ll CoverDefining Collaborative Consumption (CC)Background on the growth CC– Hospitality industry examplesMeeting Professionals– Third parties– Independent meeting professional – target of CCResearch objectivesProposed research methodology –Establishing key constructs related tosuccessContribution 2
  3. 3. Collaborative ConsumptionDefinition– Collaborative Consumption describes the rapid explosion in swapping, sharing, bartering, trading and renting being reinvented through the latest technologies and peer-to-peer marketplaces in ways and on a scale never possible before(www.collabortiveconsumption.com)– Originated in Mainland China with the tuangou (Zheng, 2011)– Also called “sharing economy” or “meshing”Types (Botsman & Rogers 2011)– Product-service systems enable products like DVDs, cars, books or homes to be rented;– Redistribution markets are exchanges for used items including clothing;– Collaborative living services broker relationships for individuals with service providers.
  4. 4. Collaborative ConsumptionDefinition– Collaborative Consumption describes the rapid explosion in swapping, sharing, bartering, trading and renting being reinvented through the latest technologies and peer-to-peer marketplaces in ways and on a scale never possible before(www.collabortiveconsumption.com)– Originated in Mainland China with the tuangou (Zheng, 2011)– Also called “sharing economy” or “meshing”Types (Botsman & Rogers 2011)– Product-service systems enable products like DVDs, cars, books or homes to be rented;– Redistribution markets are exchanges for used items including clothing;– Collaborative living services broker relationships for individuals with service providers.
  5. 5. Collaborative Consumption in Hospitality
  6. 6. More SpecificsAirbnb that offers rooms for sell byindividuals, mostly in their own homes andapartments, to other travelers/visitors to thecityZipcar, an alternative to rental car companiesand car ownership where you essentiallyborrow a car for an hour or more at a timeMunchery that provides gourmet mealsprepared by personal chefs you can takehome or even have delivered and they havea group catering option 6
  7. 7. Airbnb Growth - Internationally
  8. 8. Meeting & Event RelatedNetworksAre they alternatives for launching CC? 8
  9. 9. Skillshare (www.skillshare.com) 9
  10. 10. i-Meet (www.i-meet.info)Online community for people who plan meetings andeventsWhere all "the magic" happens.Connect with thousands of meeting, events andcorporate travel membersParticipate in online discussion groups (or start yourown)Share your photos, videos and blog about you particularservice in our industryAll for free. 10
  11. 11. Professional Meeting & EventOutsourcing 11
  12. 12. Third Parties in Meeting Planning & ProcurementExperiant– Formerly known as Conferon– Began in 70’s– “Perfecting the event experience”Helms Briscoe– “Meeting procurement”– Affiliation in Mainland ChinaConference Direct– Corporate focus– “Meeting and conference solutions”Need to have outsideexpertise/outsourcing, especially internationally 12
  13. 13. Independent Meeting PlannersTarget for CC% and growth (Toh, Dekay & Yates, 2005;Sturken 2012)– 13% of all plannersPart-time responsibilityCompeting against the third parties forspecialized services
  14. 14. Previous Research 14
  15. 15. Millennials Embrace Sharing Economy – ZipCar Study How likely are you to participate in each of the following sharing programs? (Licensed drivers only) 67% % Likely 57% 53% 49% 45% 43% 32% 27% 22% 18% 10% 11% Media sharing Car sharing Home or vacation programs programs sharing programsAsked only in 2011 18-34 years 35-44 years 45-54 years 55 years or more
  16. 16. Previous Research – Cross-cultural No published academic research in CC yet – Master’s thesis (Zheng 2011) – Compared impact of CC between Mainland Chinese to USA – sample too small Technology readiness and likelihood of use of it (Elliott, Meng & Hall, 2008) – Chinese less likely Mainland China – most engage country in the world in terms of social media (Thraenhart, 2011) 16
  17. 17. Other Possible Research Areas to ExploreInformation searchGen Y preferencesSocial mediaTechnology acceptance
  18. 18. Research ObjectivesCC Platform for Convention & Event OutsourcingWhat is the likelihood for usage of a CCplatform by Generation Y future meeting &event professionals?What are the factors/constructs that will affectsuccess in developing a CC platform formeting & event professional services and/oroutsourcing?Are there cross-culturally differences in thefactors/constructs that will affect the successof a CC platform and/or its structure?
  19. 19. MethodologyQualitative– Constructs not well defined– Cross-cultural aspectsUniversity students in convention andevent management– US, Mainland China and Hong KongFollow-up quantitative study
  20. 20. Potential Constructs Related to SuccessTrustIndividualism/collectivismEntrepreneurial inclinationAttitude toward sharingMotivations for participationTechnology acceptance
  21. 21. ContributionAcademic– Define the constructs– Establish cross-cultural differencesIndustry– Create a model for launching a CC platform for meeting & event outsourcing in Mainland and/or USA– Expand on existing – i-Meet? 21

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