Analysis of Contemporary Hotel Marketing: MICE Tourism

This report provides an analysis of contemporary hotel marketing with a focus on MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism, particularly within the Australian context. The study investigates the background, objectives, and problem statement related to MICE tourism, emphasizing its growth and importance in the tourism sector. It examines the challenges, such as technological advancements, and aims to understand the perceptions of meeting planners, the relationship between planned meetings and support levels, and the key stakeholders involved. The literature review covers various aspects of tourism, including MICE tourism, and analyzes the problems faced by the MICE market in Australia. The methodology includes in-depth interviews and online surveys. The findings highlight the importance of understanding the processes involved in conducting formal meetings and evaluations. The report concludes by emphasizing the potential of MICE tourism in Australia, recommending changes in evaluation techniques to enhance program effectiveness, and acknowledging the limitations of the study, such as the interpretation of activities by respondents. The report provides valuable insights into the MICE tourism landscape, its challenges, and opportunities, and offers recommendations for improvement within the hotel industry.

Running head: CONTEMPORARY HOTEL MARKETING
Contemporary Hotel Marketing
Name of the Student
Name of the University
Author note

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Table of Contents
1. Introduction............................................................................................................................2
1.1 Research Background.......................................................................................................2
1.2 Research Objectives.........................................................................................................2
1.3 Problem statement............................................................................................................2
1.4 Research aim....................................................................................................................2
1.5 Research questions/hypothesis.........................................................................................3
2. Literature Review...................................................................................................................3
2.1 Analysis of problems of MICE tourism in Australia.......................................................4
3. Methodology..........................................................................................................................4
4. Findings..................................................................................................................................4
4.1 Limitations.......................................................................................................................5
5. Conclusion..............................................................................................................................5
References..................................................................................................................................6

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1. Introduction
1.1 Research Background
MICE (Meetings, Incentives, Convention and Exhibition) are the kind of tourism
industry/market that is large as well as fast growing in nature (Khan, 2015). Tourism is
defined as the different kind of activities of individuals travelling as well as staying in
different places that are outside the usual kind of environment for a consecutive year for both
business as well as leisure purposes. There are different kinds of tourism and MICE are one
such kind of tourism that is termed as the business tourism as well (Jurowski, 2015).
1.2 Research Objectives
 To understand situations of the MICE tourism
 To analyze the different potentials along with the challenges for the further
improvements in different countries
 To understand as well as analyze the major stakeholders of MICE tourism
1.3 Problem statement
MICE Tourism market is facing problems in coping up with the different changes in
the technological field. MICE market has to formulate few strategies as this will help them in
coping up with the technological advancements in the competitive market as well.
1.4 Research aim
The aim of the study is to analyse the different kinds of perceptions of the different
meeting planners as well as the challenges along with benefits of planning as well as level of
support in the tourism industry. This will help in understanding the relationship of the
dependent variables of the perceptions along with the support level between the different
variables that are independent in nature. The secondary purpose is to determine the

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relationship between the type of planned meeting as well as support of the planner for proper
tourism meets in different meetings.
1.5 Research questions/hypothesis
1. How MICE tourism has developed until now in different cities in Australia?
2. What are the present situations of MICE tourism in each city of Australia?
3. Who are the main stakeholders of MICE tourism as the suppliers in Australia?
4. What are the different kinds of challenges as well as potentials of the MICE tourism
in each city of Australia?
2. Literature Review
The particular chapter contains a proper review of the literature in the different areas
such as MICE tourism in the hotel industry. According to Kuznetsova & Silcheva, (2014), the
proper growth of the tourism management has been spectacular as the different destinations
have realized the proper potential of the different events in order to raise the profile in the
ever competing global tourism industry (ZHANG & CHU, 2016).
According to Sumithra & Mishra, (2016), tourism is defined as the different terms in
the different activities that are selected by the own choice and these are undertaken outside
the house environment. There are different kinds of tourism that are properly enjoyed
throughout the entire world that is from sun as well as sand tourism along with cultural as
well as heritage tourism. These are the different kinds of tourism that had been impacted by
various changes in the entire economy (Singh & Parkash, 2016).
According to Whitfield et al., (2014), tourism is not only industry but it helps in
contributing to different range of other as well as different activities. Tourism is the kind of
activity that helps in engaging numerous individuals who like travelling. Tourism is the

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phenomenon that has huge impact on the investigation due to the impact socially as well as
economically to different region or country. Furthermore there are different kinds of tourism
that remain under proper investigation that included different meetings, expositions, and
incentives as well as conventions tourism (MICE).
2.1 Analysis of problems of MICE tourism in Australia
MICE tourism has a specific problem that has been noticed regarding the lack of the
technological advancements in the competitive market. Proper analysis has to be done in
order to understand the proper requirements that are essential for MICE tourism. Proper
development of the evaluation plan has to be done in order to understand the issues that are
faced in order to make appropriate changes as this will help in reducing the changes in the
MICE tourism (Gupta, 2017).
3. Methodology
The in depth interviews has been taken with the local government as well as with the
managers of the different organizations as well. This was the secondary research method that
has been applied as this helped in understanding the entire concept of MICE tourism in the
world. The online survey form was distributed among the different managers as well as the
other authorities in the government along with 40 questions that were categorized in the
different sections as well.
4. Findings
Therefore, it can be analyzed that lack of proper understanding regarding the different
processes that are involved in the conducting of the formal meetings as well as evaluations as
the proper value of the development of the quality procedure of evaluation technique. There
are different techniques to use the result properly of the entire research study. The findings

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will help in proper development of the mechanisms in order to properly overcome the stated
constraints in the MICE tourism as well as the activity practices of evaluation.
4.1 Limitations
The study has few limitations that include the different range of activities that has
been interpreted by the respondents in order to construct evaluation program properly. This
has huge impact on the reduced level of the entire validity that concerns the entire
measurement of the formalized process of evaluation.
5. Conclusion
Therefore, it can BE inferred that MICE tourism has huge potential in the
development of the destination in different cities in Australia. The MICE tourism helped in
enhancing the tourism industry by different techniques of coping with the proper
advancement in technology. The proper development as well as evaluation of the different
programs helped in enhancing the change management. It can be recommended that there can
be different requirement of changes that is essential in adopting proper defensible program
practices of the evaluation technique. This will help in facilitating proper evaluation
techniques in order to make the MICE program more effective as well as efficient inn nature
in the tourism as well as hotel industry.

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References
Gupta, A. (2017). Tourism an Emerging Milestone in Sustaining the Economy. Journal of
Social Sciences & Multidisciplinary Management Studies, 1(1), 19-23.
Jurowski, C. (2015). Tourism in China: destinations, planning and experiences (aspects of
tourism).
Khan, M. A. (2015). MICE tourism. International Journal of Multidisciplinary Research and
Development, 2(4), 299-304.
Kuznetsova, O. I., & Silcheva, L. V. L. (2014). Modern mice-tourism: its organization and
practical experience of the offsite seminar activity. World Applied Sciences
Journal, 30(MCTT)), 64-65.
Singh, J., & Parkash, R. (2016). MICE Tourism in India: Challenges and
Opportunities!. International Journal of Research and Engineering, 3(9).
Sumithra, D., & Mishra, J. M. (2016). EFFICACY OF MICE TOURISM INDUSTRY AND
SUPPLY CHAIN MANAGEMENT AS AN INTEGRATED
APPROACH. International Journal of Management Research and Reviews, 6(7),
894.
Whitfield, J., Dioko, L. D. A., Webber, D., & Zhang, L. (2014). Attracting convention and
exhibition attendance to complex MICE venues: Emerging data from
Macao. International Journal of Tourism Research, 16(2), 169-179.
ZHANG, Q., & CHU, D. (2016). The status of MICE tourism studies in China during the past
15 years. Tourism Research, 3, 011.