MICE Sector: Contemporary Issues and Formal Proposal for a Three-Day Conference

This report discusses contemporary issues in the MICE sector and presents a formal proposal for a three-day conference. It includes a literature review, rationale and background of the conference, conference objectives, justification for venue and destination selection, operational analysis, proposed budget, conference promotion, conference schedule, internal and external analysis, and recommendations.

TLH 219 MICE: Meetings, Incentives,
Conferences & Exhibitions

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK -1...........................................................................................................................................3
Literature review..........................................................................................................................3
TASK-2............................................................................................................................................7
Rationale and background of conference....................................................................................7
Conference objectives..................................................................................................................7
Justification for venue and destination selection.........................................................................8
Operational analysis.....................................................................................................................8
Proposed budget...........................................................................................................................9
Conference promotion.................................................................................................................9
Conference schedule..................................................................................................................10
Internal and external analysis....................................................................................................10
Recommendations......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
MICE (meetings, incentives, conferencing, exhibitions) refers to type of tourism. In this
managers make plans or strategies so that good services can be provided to customers. Meetings,
conference, incentive and exhibitions are related to each other (Spencer and Bavuma, 2018). It is
important to identify all the issues which is faced by managers so that they can make changes in
plans or strategies. In the report, literature review on contemporary issues in relation to MICE
sector is discussed. Formal proposal is presented which includes, rationale and background of
conference, conference objectives, justification for destination, proposed budget, conference
promotion, schedule, internal and external analysis and recommendations are provided.
TASK -1
Literature review
According to (Degarege and Lovelock, 2020), there are some contemporary issues which is
faced by MICE sector. It is the responsibility of managers to make plans or strategies so that
issues can be faced. It is important to focus on satisfying needs of customers. Managers should
identify choice of customer and according to that plans should be made. It helps in satisfying
need of customer and better plans can be made. Managers should determine trends in market and
provide facility according to demand of customers.
As per the (Dashper and Finkel, 2020) view of, some challenges which is faced by managers
are, change in technology, experience, staff, competition, organisational issues, resistance to
change. These are some issues which is faced by hospitality industry. Managers should try to
find solutions of problems and organise event in a systematic way. Nowadays, competition is
increasing day by day so to survive in the competitive market, managers should make new and
creative plans to attract customers. When good quality products are provided to consumers then
it helps in increasing sales of hotel.
According to (Ostrowska-Tryzno and Muszyńska, 2018), technology is changing rapidly
and to gain competitive advantage managers has to identify new techniques which can be applied
in the organisation. This help in satisfying need of customers and better plans can be made. It is
important that in a company new techniques should be applied so that employees can work easily
and task will be completed on time. For growth and development of company, managers have to
make good plans to generate more revenue. When new technique is applying in company then in
boosting confidence of employees and they can complete work on time. To attract more

customers, managers invest in purchasing new machines or techniques so that work can be
completed on time.
On the other hand, (Xiang, 2018), technology has negative impact in the organization. It
affects working of employees and they need time to understand how to work on new machines.
Managers apply new technology so that they can gain competitive advantage in market and
better services can be provided to customers. For growth and development of company,
managers purchase the latest technology but employees are not having knowledge. They need
training to work efficiently on machines and understand how they can use resources efficiently.
It is the responsibility of managers to provide training to employees so that they can make good
quality products. When workers get training then they will able to focus on how to use machines.
According to (Veretekhina, and et.al., 2017), competition is increasing day by day in
hospitality industry. Choice of people is changing and managers should make plans or strategies
according to need of customers. To face competition managers should identify need of customers
and after determining choice, products must be made and provide good services to customers.
Managers should conduct market survey to identify strategy which is used by competitors so that
they can make better plans can be made. This has positive impact as customers get new services
and good facilities.
As per the (Mirčetić and et.al., 2019) view of, competition has negative impact on
organization as well as on employees. Increasing competition is a challenge for managers
because they have to perform well than others to attract more customers. Managers have to make
plans for new and innovative products and services. Market research is being conducted to
determine strategy used by competitors. This helps in making better plans than competitors and
help in capturing wide area by attracting more people.
(Liu and et.al., 2017) elucidated that, competition boost confidence and morale of
employees. Increasing competition help in generating new ideas that can be applied for attracting
customers and good services or facilities can be provided. Employees can give suggestions to
attract customers because they are having knowledge about need of people. Managers should
apply ideas given by workers because sometimes, ideas given by employees are beneficial for
growth of company.

On the other hand, (Adeyinka-Ojo, 2018), increasing competition is a barrier in achieving
goals and objectives of the company. Managers has to face challenges so that they can perform
better than others. They should identify the latest trends in market and try to satisfy needs of
customers. Competition is a challenge for managers because they have to perform better than
others companies and find creative way to attract customers. Managers should take suggestions
from employees for growth and development of company.
According to (Kim and et.al., 2021), staff members play a crucial role in an organization.
They are making products and provide good services to customers so that more revenue can be
generated. An employee should have knowledge and skills which is required at the workplace.
Managers should recruit best candidate for the company. When staff has knowledge then they
can work efficiently and work can be completed in time. It is the responsibility of managers to
select best employee who have all the skills which is required at the workplace and knowledge.
This help in achieving goals and objectives of organization.
As per the view of (Wakelin-Theron, Ukpere and Spowart, 2018), there is shortage of skilled
and experienced employees. For growth and development of a firm, managers should recruit
appropriate candidate who have skills and knowledge. Managers have to find best candidate who
can work efficiently in all the situations. Due to increasing competition, choice of customer is
changing and it is difficult for employees to work. This affect overall performance of hotel as
skilled and experience staff members are not available. Shortage of skilled and experience
employees arise because of changes in technology and choice of customer is changing.
According to (Čirjevskis, 2019), there are some benefits of skilled and experience workers.
Skilled workforce helps in increasing productivity of organization, improved innovation and
creativity. It saves money and time of managers because they do not have to provide training to
workers. Skilled workers help in increasing profitability and stronger growth of firm because
employees work efficiently and focus on achieving goals and objectives. Another benefit of
skilled and experience workers is improved health and wellness in the workplace. Encourage
teamwork and there should be effective communication in organization. It helps in reducing
conflicts or misunderstanding among employees and goals can be achieved.
According to (Manaf and et.al., 2018), managers should provide safe and healthy work
environment to employees so that they can work properly. Healthy environment at the workplace
helps in higher job satisfaction and more members are involved. It increases overall productivity

of organization and better services can be provided to customers. When needs of employees are
satisfied then they will work efficiently and focus on accomplishing goals and objectives. It
improves efficiency of employees and good quality products can be provided to customers.
When employees are satisfied then they work more effectively and it will reduce cost. It is
important to motivate employees and boost their confidence. This helps in increasing
productivity of workers and higher job satisfaction. It reduces wastage of resources and members
will use material efficiently so that they can make better products. It is important to satisfy need
of employees to boost their morale and focus on accomplishing goals and objectives.
On the other hand, (Năstase and Vălimareanu, 2017) there are some organizational issues
which may arise in the organization. Some common problems which affect performance of
employees are, absence of clear direction. Sometimes, managers are not giving proper
information to workers due to which they are not able to focus on work. This affect performance
of employees because when they are not knowing what to do then it is difficult for workers to
work. Due to lack of awareness, issue may arise. This affect performance of employees and
overall productivity decreases.
According to (Arbresha and ZEQIRI, 2021), organizational issues can be solved by
managers. They should make plans or strategies so that problems can be solved and all
employees can work efficiently. It is important to find new and innovative ways by which issues
may not arise and work can be done in an effective way by employees. For growth and
development of company, it is essential to make plans to improve performance of employees and
better services should be provided to customers. For achieving targets, managers should identify
issues which is arising among employees and all can focus on achieving targets.
As per the (Prayag and et.al., 2020) view of, in an organization, there are some problems
which managers has to face. For success of company, there should be proper and effective
communication among employees so that work can be completed on time. Managers are
responsible for handling all the issues at the workplace and they should make plans to solve
problems. Feedback should be taken from employees after implementing plans or strategies.
Managers face difficulty in handling people of different personalities. Managers are not able to
divide work among employees properly. Managers are responsible for motivating workers by
giving rewards to them according to their performance. They have to provide safe and healthy
working environment to employees so that they can focus on their work.

TASK-2
Rationale and background of conference
Purpose of organising conference is to gather people with a common interest. There are
some issues which is discussed in meeting, ideas and work which focus on a topic. In conference
meeting, plans or strategies are made for progress, discuss challenges which is faced, techniques
which is used to solve the problem. The main purpose to organise conference for the World
Association of Travel Agencies is to focus on its corporate social responsibility. Client want the
conference to be as contemporary/ green as possible. The conference is for three days and there
will be 250 delegates.
Conference is organised at Hilton hotel in UK, to promote corporate social responsibility
and better decisions can be taken for growth of company. It is important to organise meeting so
that all the issues can be solved and good plans can be made (Paraman and Ali, 2021). In
conference all the problems should be solved and mangers should focus on making plans for
corporate social responsibility and discuss how issues are solved by using techniques. So,
purpose of organising conference is to gather stakeholders, international audience and other
people to discuss some issues within an organisation. This help in making new plans and
strategies for accomplishing goals and objectives.
Conference objectives
The objective behind organising three-day conference is to gather different people from
across the country, share thoughts, ideas and discuss problem which is faced by company.
Conference help in motivating employees and stakeholders suggest some ideas that can be
applied to accomplish goals and objectives of company. It is important to organise conference so
that all issues and problems can be solved. This help in sharing ideas, new ideas are generated,
discussion is done regarding problems. Different people are attending conference and they are
having knowledge or experience (Jamgade, 2018). This help in making better plans so that
targets can be achieved. The main objective of organising three- day conference is to focus on
corporate social responsibility, discuss challenges which is faced by organisation so that more
customers can be attracted. Social responsibility helps in creating good image in market.
Managers should identify market trends and according to that plans should be made. The main
aim of organising conference is to take decision regarding corporate social responsibility and

discuss plans with stakeholders so that they can suggest some new ideas. For growth and
development of company, managers should take good decisions so that more revenue can be
generated. Conference is aimed at an international audience, comprising government
representatives, personnel and key stakeholders, figures from academic and commercial research
establishments.
Justification for venue and destination selection
Event organiser is responsible for deciding venue and destination. It should be good and
have all the facilities which is required. The conference is being organised for three days and
arrangements should be made accordingly. The main aim of organising conference is to gather
people from different location, discuss issues and challenges face by company, generate ideas,
make improvements in plans so that goals and objectives can be achieved. Venue should be
selected after discussing it with client. For choosing appropriate venue for conference there are
some points which should be consider such as, remember size of guest list, accommodation
should be good, food facility should be good. When all the points are considered then good
services can be provided to customers (Nolan, 2020).
For organising three- day conference, Hilton hotel is being chosen because in this hotel
conference hall is available which has all the facilities and good accommodation. Quality of food
is also good and it is situated in market so, there will be no issue related to transportation. Venue
and destination selection is one of the important area while organising conference. So, after
discussing it with client this venue is being finalised for conference. Manager of hotel will make
all the arrangements and people who are attending conference will not face any problem.
Operational analysis
Operational analysis refers to a method which helps in determining current performance of
operational investment and measure performance against set of cost, parameters of performance
etc. Operational analysis is important because it helps in determining financial performance of
business and helps in accomplishing goals and objectives. When organising conference, all
details related to finance should be discussed. It helps in maintaining proper balance between
income and expenses so that financial position can be identified. It includes catering expense,
transport, accommodation options which is available so that guest can easily attend conference.
In Hilton hotel good catering services is provided, accommodation facility is also good which
satisfy need of client (Rogerson, 2019). The hotel is situated in market, so people will not face

any problem related to transportation. All rooms are clean and have all the facilities which is
required by people. For transportation, vehicles will be available so that people will not face any
problem. While organising conference all the points should be consider and after that plans
should be made accordingly.
Proposed budget
Proposed budget is being prepared to calculate income and expenses while organising
conference. It is important to prepare budget so that managers can know how much is spending
in organising conference.
Income (250 delegates * £250) £62500
Less: charges of hotel £ 22000
Entertainment programs £10000
Flight and accommodation £20000
Remaining balance £10500
Conference promotion
It is important to do promotion of conference so that more people can attend this. Three-
day conference is being organised for World Association of Travel Agencies to discuss issues
related to corporate social responsibility. In this conference people from all over the world are
invited, personnel and key stakeholders, government representatives are coming. They are
gathering to discuss problems which is faced by company and how to solve it. All the people are
having knowledge and experience about market and strategies which can be applied. Promotion
should be done in a unique way so that people can know about it. There are many ways to do
promotion about conference such as, social networking sites, email marketing, set up strong
subject line, twitter conversations (DHAMERIA and et. al., 2021).
This will help in capturing wide area and people will get message to attend conference. 250
members are attending so, mail can be send to them regarding time of conference and activities
that will be held in three- day conference. It is important to do promotion so that people who are
invited should come and share their views. Mail is the best way to do promotion and give
invitation to people. Promotion should be done in creative and unique way so that guest can
come and attend conference.

Conference schedule
Conference schedule means to make proper time table in which mention all the activities
which will help in three- day conference. This should be sent to all guest who are invited to
attend conference (Crowley, 2017). On the first day a teambuilding activity should be conducted
which help in boosting confidence of members and it can be learned that teamwork is an
important part. The program should be started at 11: 00 A.M. so that all people can come and
have fun through activity. On the second day, some leisure activity will be organised after
conference is done. Timing for conference will be 10: 30 A.M. and after finishing meeting some
activities will be organised. On the last day, conference is ended with a formal dinner in the
evening which start from 7: 30 P.M. and some entertainment programs will be organised so that
guest can enjoy and have fun. This conference is being organised so that issues and problems can
be discussed and better ideas can be generated.
Internal and external analysis
There are two types of analysis which can be done by an organisation to identify elements
which may affect performance of employees (Valeri and Baggio, 2020). Two type of analysis is
internal and external analysis which should be done by managers. It is important to determine
factors that are present within the organisation or outside that affect working of company.
Internal factors are controllable but external factors cannot be controlled by managers.
Internal analysis means to determine factors which are present within the organisation and
make plans to improve those elements so that good services can be provided to customers. It is
the responsibility of managers to analyse internal performance and make improvements if
required (Kallmuenzer and et.al., 2019). This help in accomplishing goals and objectives of
company and needs of customers can be satisfied. Internal factors are controllable, managers can
handle it and make new plans to achieve targets. Event organiser is responsible for making plans
and strategies, managing all the activities and try to organise event in most efficient way. They
also try to save money and provide good services to customers.
For organising an event, event planners should be hired so that good plans can be made
and they handle all the problems and issues. Event organiser reduces stress and they are having
knowledge about how to manage work. Proper training is given to event planner so that they can
do their work efficiently. Event organiser is responsible for developing a detailed event plan
within the time frame and budgets. They manage day to day activities or logistics for the event,

oversee execution of event, ensure that all vendors are working properly or not. They focus on
need of client and make all the arrangements according to instructions given by client. They
focus on accomplishing goals and objectives, make creative plans so that good services can be
provided to customers.
Event organiser coordinate with vendors to ensure all needs are met, oversee logistics like,
catering, set up, venue selection etc. They are trying to organise best event and satisfy need of
clients. To organise conference, organiser should check all the arrangements properly because
many people from all over the world will attend conference. Organiser has to make arrangements
for three-day conference (Zarchi and et.al., 2018). Client has strong focus on corporate social
responsibility of World Association of Travel Agencies. So, event organiser has to make
arrangements according to that and satisfy need of customer. On the first day, networking event
or teambuilding activity will be held and organiser has to make preparations accordingly. On
second day, optional leisure activity to run alongside the conference and on third day, end of
conference with a formal dinner in the evening with some entertainment programs.
External analysis refers to factors which are present outside the organisation and they are
uncontrollable. Managers should make plans or strategies so that these factors may not affect
performance of employees and good services can be provided to customers. To earn more profit,
it is important to satisfy need of client. When organising an event, there are many factors which
may affect performance of workers such as, event host, suppliers, sponsors, health and safety
regulations. These are some elements which should be determine by managers when organising
conference so that client can be satisfied. Event organiser should make all arrangements after
discussing it with client so that there will be less chance of mistakes.
Event host is managing all functions such as, conferences, parties, ceremonies and
banquets. They help in making plans and organise event. They ensure that everything is going
perfect or runs smoothly (Buhalis and et.al., 2020). Event host is welcoming guest, solving their
issues by answering them, try to understand what customers want to convey, support staff
members in competing work on time. Managers should analyse performance of event host and
ensure that they are working properly.
Managers should check that suppliers are supplying material on time, sponsors are ready to
invest in event. When raw material is supplied on time and quality is good then it helps in
accomplishing goals and objectives. Mangers should maintain good relationship with suppliers

so that they can supply material on time. Health and safety regulations should be followed like,
premises must be clean, healthy food should be provided to people who are attending conference.
All the rooms should be clean and managers should ensure that customers do not face any
problem. Food should be good and need of client must be fulfilled. To gain competitive
advantage in market and to earn more revenue, organiser should provide good quality products
and services to customers (Zielinski and et.al., 2020).
Recommendations
There are some recommendations for proposal which is made. Organising conference is not
easy because there are many elements which are to be consider so that good services can be
provided to customers. This help in generating more revenue and better plans can be made for
future. Conference can be organised at better place or somewhere else because may be it is not
possible for some guest to attend meeting. For promotion of conference, advertisement can be
given on social networking sites or newspaper so that more people can get information about it.
Conference schedule should be sent to all the members who are going to attend conference so
that they can make their schedule accordingly.
Internal and external analysis should be done properly so that there will be less chances of
mistake. For internal analysis, swot can be applied which includes, strengths, weakness,
opportunity and threats. This help in making good plans or strategies for future and goals &
objectives can be accomplished. For external analysis, more points should be cover like,
employee satisfaction, evaluation of performance so that good quality products and services can
be provided to customers. These are some recommendations which can be applied so that good
services can be provided to customers.
CONCLUSION
From the above discussion it can be concluded that, there are some contemporary issues in
relation to MICE sector such as, increasing competition, changes in technology, organisational
issues, shortage of skilled and experience staff members. Rationale and background of
conference i.e., to gather people from all over the world to share views, thoughts have been
discussed. Objective of conference and selection of venue and destination has been described.
Operational analysis includes, catering facility, transportation, accommodation option which is

available has been discussed in report. Further, proposed budget has been made. For promotion
of conference different ways are described such as, email can be send to guest, advertisement.
For three-day conference, schedule is being prepared in which time is mentioned for all activity.
Further, internal (event organiser) and external analysis (event host, suppliers, sponsors, health
and safety regulations) are discussed. Recommendations are provided to meet current conference
objectives.

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