© 2016 – Routledge
296 pages | 36 Color Illus.
Marketing Destinations and Venues for Conferences, Conventions and Business Events introduces students to key areas of marketing and promotion that are essential if destinations are to compete successfully in the rapidly expanding global business event sector. It achieves this by looking at issues surrounding business event marketing, strategic planning, destination and venue selling strategies and future challenges.
The 2nd Edition has also been updated to include:
Accessible, global and informative, this is essential reading for all future business event and conference managers.
"The 2nd edition of Marketing Destinations and Venues for Conferences, Conventions and Business Events offers an excellent introduction to the topic. The book has been comprehensively updated to include the latest trends and developments in web marketing, social media and technology. The book offers an excellent range of international case studies, including a great selection of destinations, intermediaries and venues, drawn from all four corners of the globe. This book will be an invaluable resource to anyone teaching, researching or studying conferences, conventions and business events." - Judith Mair, Senior Lecturer in Event Management, School of Business, The University of Queensland
"The time has come for destination marketers to start thinking globally. This book shows the reader examples of successful marketing techniques from all over the world, focusing on conference, convention and business events. Included are valuable case studies and discussion questions to engender dialogues, whether in a classroom or boardroom. This book should be in the library of every Destination Marketing Organization, and also used as a textbook in undergraduate and graduate college classes that focus on this topic." - Patti J. Shock, CPCE, CHT, Academic Consultant, The International School of Hospitality, Professor Emeritus, University of Nevada, Las Vegas
"This book provides insights into what shapes the industry today and in the future, seen through the critical lens of Rogers and Davidson, both recognised specialist in the MICE and Venues Industry. If you want to stay one step ahead of your competitors, then don’t put this book down. Its essential reading for professional development." - Scott Taylor, Chief Executive, Glasgow City Marketing Bureau
1. The Role of Marketing and Selling in the Convention and Business Events Sector 2. Marketing Planning for Destinations and Venues 3. Non-Personal Marketing Communications for Destinations and Venues: Principles and Practice 4. Personal Marketing Communications for Destinations and Venues: Principles and Practice 5. Sales Strategies for Destinations and Venues: Principles and Practice 6. The Marketing Environment for Destination Marketing Organisations 7. The Marketing Environment for Venues 8. Building Effective Partnerships 9. Current Initiatives in the Conferences, Conventions and Business Events Sector
The events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to business and leisure related tourism. With increased regulation and the growth of government and corporate involvement in events, the environment has become much more complex. Event managers are now required to identify and service a wide range of stakeholders and to balance their needs and objectives. Though mainly operating at national levels, there has been significant growth of academic provision to meet the needs of events and related industries and the organisations that comprise them. The English speaking nations, together with key Northern European countries, have developed programmes of study leading to the award of diploma, undergraduate and post-graduate awards. These courses focus on providing education and training for future event professionals, and cover areas such as event planning and management, marketing, finance, human resource management and operations. Modules in events management are also included in many tourism, leisure, recreation and hospitality qualifications in universities and colleges.