Business Tourism and Event Analysis: BDA Conference Report

This report analyzes a business event, specifically a corporate conference organized by the British Dental Association (BDA). It delves into the characteristics and objectives of the event, focusing on the communication of changes within the dental industry, the introduction of new methods and equipment, and relationship building with stakeholders. The report identifies Group 7 Event Company as the organizer, detailing their role in planning and execution, including logistical arrangements, technical support, and catering. The target audience comprises professional dentists and doctors who will share knowledge and contribute to the success of the BDA. The content and programming are linked to the objectives through presentations and discussions, and the main marketing method involves direct invitations to stakeholders. The report also outlines the importance of evaluating the event to achieve its objectives and includes key references.

BUSINESS TOURISM AND EVENT
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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
THE TYPE OF BUSINESS EVENT AND ITS MAIN CHARACTERISTICS.............................1
THE OBJECTIVES OF THE EVENT............................................................................................2
THE ORGANISER..........................................................................................................................2
THE AUDIENCE............................................................................................................................3
CONTENT AND PROGRAMMING LINKING WITH THE OBJECTIVES...............................4
MAIN MARKETING METHODS..................................................................................................5
EVALUATION OF EVENT...........................................................................................................6
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8
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INTRODUCTION
Business tourism can be defined as a process in which numerous facilities and services
provided are provided to business people who come to attend meetings, conferences, exhibitions,
business events, etc (Luckham, 2011). During the business tourism, individuals work and they
get paid for the same. This sort of travelling does not affect their earning and help them to extend
their knowledge through various ways. In relation to the above scenario, a corporate conference
has been organized and for this, its characteristics and objectives have been discussed. Further,
this report will also focus the understanding of the organizer and the audience who will attend
the conference.
THE TYPE OF BUSINESS EVENT AND ITS MAIN CHARACTERISTICS
Business event is the type of formal meeting in which the different person meets at
specific place and discuses about their operations. Herein, the corporate conference organized by
British dental association (BDA) is evaluated (Andersson, Getz and Mykletun, 2014). In this
regard, the firm is planning for arranging conference with the professionals which includes many
people such as professionals dental experts who belongs to different nation and the employees of
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BDM. For any firm, it is very essential to conduct timely meetings within the enterprise. This is
because; through this way British dental association can build up healthy relationship with the
stakeholders. Furthermore, the given thing will also enable the cited firm with regard to deliver
the high quality services to the buyers.
Thus, it is required by the company that it should make efforts in terms of organizing
conference with different stakeholders of the organization in an effectual way. This is because, if
British dental association does not perform well than brand image of the cited company will be
impacted in a negative way. Furthermore, the given thing will directly impact the sales and
profitability related condition of organization in an effective way (Eisen and et.al., 2012).
However, it is to be critically evaluated that the professional conference which is conducted by
British dental association will prove to be effective, if the respective organizer defines aims and
objectives of the given meeting appropriately.
However, before clarifying about the objectives of annual meeting, manager of British
dental association should give specification regarding basic features of the meeting. This is
because; it is on the basis of the feature only that objectives of British dental association
professional conference will be defined. In this regard, following are the objectives of cited firm
meeting.
 To discuss about the changes which are taking place in dental industry
 To discuss about the new methods and equipments which are associated with the dental
industry.
 To identify the ways treating the customers effectively.
THE OBJECTIVES OF THE EVENT
The main objective of the respective event will be to communicate changes which are
occurring in the dental industry to the different professional. In addition to this, in the given
event discussion will be done on the future direction of company (Jones, 2014). These are
regarded as the main objective of cited company due to which it has conducted the annual
general meeting. In addition to this, in the corporate conference discussion will also be held upon
the type of new methods and equipments which are associated with the dental industry. Hence,
the given conference will lead British dental association towards new direction.
However, there are some secondary objectives also which are associated with the
respective event. It consists of to develop trustworthy relationship with the stakeholder.
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Furthermore, another objective of firm is to make measures in terms of providing the high
quality services to the patients or buyers.
The objective of the events can be achieved if whole activity is organized by British
dental association manager in an effective way (Lin and Atkin, 2014). This is because; any kind
of loopholes within the event will hamper the objective of the conducted event in a negative
manner. Furthermore, due to which the sales and profits ratio of the company will also be
impacted. However, through systematic planning the set goal will be met by the manager of cited
enterprise in an efficient way.
In this regard, it has been seen that the success of any company thoroughly depends upon
the aspect that how it maintains its relationship with the stakeholders. This is because; lack of
consideration regarding the given aspect will directly impact the brand image of the company.
THE ORGANISER
British Dental Association (BDA) will give contract for conducting the even to the
respective event company of UK which is named as Group 7 event company. Group 7 events are
the leading event company in London which organizes different business meetings and
conference (Group 7 events, 2016). Here, the main role of the given event company will be to
make all the necessary arrangement regarding the professional dental conference for BDA(Aapro
and et.al., 2014). Here, the event company will play the role of planner. In this regard, it will
plan all the activity right from start to the end of the event. For example, here company will
make arrangement of vehicles with the help of which professionals from different locations will
be gathered at the appropriate place. Further, Group 7 will also prepare physical layout of the
whole event. For instance, how table will be arranged, what theme for decorating the conference
hall will be adopted, how food will be distributed and at what time etc.
Hence, it can be said that Group 7 Event Company will handle all the basic technicalities
which are associated with the given event. Furthermore, it will also make necessary arrangement
as per the given event. For example, the company who is planning to organize the professional
dental conference will require number of resources such as projector for displaying the facts
about the contemporary technologies and methods to doctors, a stage on which the presentation
regarding the firm will be carried out, speakers and mic etc (Sharpley and Stone, 2014).
Moreover, Group 7 will also handle the catering department. In this, the organization will make
the decision regarding different varieties of dishes which will be served to the buyers and at what
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time. In addition to this, the company will also take care about other amenities (Event, 2014). For
example, in the given type of event professionals will require paper and pen. Hence, all the
things will be provided by the Group 7 event company. Here, the paper and pen will be placed by
the organization on the employee table. Overall, it can be said that in any type of event, the
company which makes all necessary arrangement plays very important role.
THE AUDIENCE
The event is about the professional conference in order to increase the knowledge
regarding the dentist equipments. Further, discussion will be also made on new dentist
equipments which can be taken into consideration. Audience who will attend this conference will
be professional doctors, dentists. In this conference, the knowledge will be shared regarding new
ways of solving tooth problem and decays. Further, various new techniques can be taken into
consideration for solving the tooth problem which will provide benefit to patients (Jackson,
2008). Suggestions will be taken from doctors and dentists as well because they have several
years of experience in this field and they can contribute their best for the success of British
Dental Association (BDA).
Furthermore, these professional doctors, dentists and staff play a crucial role in the
success of the association because they are part of the same and contribute their best in the
achievement of their individual and organizational goals and objectives. If performance of the
association hamper then they will not be able to gain much profit. These people will also discuss
their views to attract more of the patients towards the organization who are suffering from tooth
decay (Mules, 2004). Further, the discussion will be also made on the latest technology,
equipments, etc which can be taken into consideration for the procurement of the patient's
disease. This conference eventually plays a crucial role as technology is upgrading on constant
basis and association need to take relevant steps for the procurement of patients. Further,
directors of association also look forward to frame new effective policies for organization as well
as their potentially talented staff which will make them dedicated to achieve their individual and
organizational objectives.
Moreover, these professionals in the conference will share their review regarding all the
development which has undertaken in the past year and what future plans they can implement to
increase the operations. New equipments will also help venture to procure the disease of patients
in efficient and effective manner. HR department plays a crucial role as they have the liability to
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look towards these professionals who are giving their productive services across UK. Further,
being a dental organization, dentists need to do exceptionally which will help association to
increase their revenue and goodwill in the eyes of the patients (Mehmetoglu and Ellingsen,
2005).
CONTENT AND PROGRAMMING LINKING WITH THE OBJECTIVES
BDA professional conference will be conducted at the conference hall of Hilton Hotel
which resides in London. Here, the board of directors will focus on telling goals and objectives
which organization has to achieve within the set time period. This agenda of conference is to
analyse the contemporary issues in the dental services regarding technologies, equipments
processes and problems. The main aim of the event is to overview the updated performance and
issues faced by the professionals in dental services analyse different measures which may impact
the growth of the segment (Getz, 2008). As analysed dental issues are increasing in the economy
and people seek for effective and pain free services for effective and better dental health.
Furthermore, the professionals will also focus on discussing their future plan regarding
all contemporary issues faced in dental services and ways to increase their productivity and
efficiency. BDA focuses on analysing the service inequalities and problems effected by people in
general and how issues could be effectively addressed and resolved. This will boost organization
revenue and turnover in the coming time period. Apart from this, the conference will focus on
analysing the latest trends and technologies which has developed within the market and can help
the economy to grow and develop. The representatives will show the past data to doctors and
compare the same with the current performance. This will clearly show that the service gap
within the economy and will help the participants in analysing the growth issues in the market. It
will help in developing effective services for the service users while managing the
competitiveness of national service standards for UK in dental segment.
Apart from it, the topics which have been discussed above will be presented to
professionals in the presentation format as it will give them clear idea relating to the varied
changes which are occurring in the dental industry. This guides the British dental association
towards the right direction. Presentation will also show the different technological developments
which are happening in the detail industry. Further, key aspect of event program should be made
as the detailed plan need to be communicated to different professionals who will be a part of
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conference (Bowdin and et.al., 2006). The exact location of the meeting, number of professionals
who will be attending and the arrangement of chairs, projector will be taken into consideration.
MAIN MARKETING METHODS
The main marketing methods which will be undertaken by Group 7 event organization to
call their potential professional for conference will be in the simple form. Firm will not
emphasize on attacking adversing methods as the conference will be kept secret within the
stakeholders of British dental association only. Cited event firm will doctor, nurses and British
dental association top level managers through invitation as it will showcase all the major details
of the conference (Carlsen, Ali-Knight and Robertson, 2007). Apart from it, greetings will be
sent through e-mails which will attract these professionals to attend the meeting. Phone calls can
be also used as a source of marketing methods where HR manager will communicate with them
and request them to attend the meeting for the organization growth and development. Each
professionals have its own role in the meeting and absent of one can affect the decision making
of the venture.
Furthermore, Group 7 event organization will also look towards arrangement and British
dental association need to give exact detail of the individuals who will attend the conference so
that they can arrange all sort of stuff for their convenience. From sitting arrangement to lunch
and dinner all these aspects will be looked by the cited event company. Moreover, managers will
make a list of selected professionals who will be called for the annual meeting as only major
people are taken into consideration for such meeting. Doctors and nurses are necessary to be a
part of the same. Further, professionals who works in British dental association will be in large
number as they will be called from different areas (Lin and Atkin, 2014).
EVALUATION OF EVENT
Evaluation of event will play a crucial role as it promotes the brand image of Group 7
event. The manager of Group 7 event will take effective feedback from professionals who have
been part of the conference. Their effective feedback will help the British dental association to
make necessary changes in the future as per their requirement. Further, budget analysis can also
be considered as the expense of all the meeting. However, the given thing is considered in the
budget (Sharpley and Stone, 2014). If all the comfort is given to stakeholders in the set budget,
then the event firm has done exceptionally well in conducting their operations. Profitability of
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the event firm can be also seen for evaluation as with much profit, cited organization have more
contracts as compared to other ventures who are working within the same industry (Carlsen, Ali-
Knight and Robertson, 2007). External evaluation can also be undertaken by taking customer's
feedback. These feedbacks from customers will let organization to make sudden changes which
will give them a positive outcome to come with better services in coming time period. This will
improve their turnover and profitability as well. Overall, it can be depicted that by making the
evaluation of conducted event, firm can make the decision that whether it is going on to the right
direction or not.
CONCLUSION
It is very important for the professionals to conduct different types of big events for its
service users. This is because; the given thing will help in developing healthy relationship
between association heads and service providers. However, to make the organized event
successful manager of cited firm will have to prepare proper and systematic plan. This is
because; if this is not prepared then it will become difficult for the firm to achieve the success
from the event which is being organized by it. Furthermore, it is also required by corporation to
evaluate the success of programs which is being organised by it. Through this way, firm can
assess that whether it is going on the right direction or not.
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Emery, P., 2010. Past, present, future major sport event management practice: The practitioner
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and et.al., 2014. Event-Driven Business Process Management: where are we now? A
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implications. Routledge.
Luckham, D. C., 2011. Event Processing for Business: Organizing the Real-Time Enterprise.
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as a management philosophy?. Event Management. 9(3). pp.119-132.
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Mules, T., 2004. Case Study Evolution in Event Management: The Gold Coast's Wintersun
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