Event Management Project: A Conference on CSR in the Travel Industry

Desklib provides past papers and solved assignments for students. This project report details the planning of a sustainable MICE conference.

Project Report

Table of Contents
Introduction......................................................................................................................................4
The justification for choosing a destination and venue...............................................................6
Recommendations............................................................................................................................7
Accommodation options..............................................................................................................7
Catering........................................................................................................................................7
Transport......................................................................................................................................8
Leisure programs.........................................................................................................................8
Additional activities.....................................................................................................................8
Costing.........................................................................................................................................8
Proposed budget.............................................................................................................................10
Marketing plan...............................................................................................................................11
Aim............................................................................................................................................11
Objective....................................................................................................................................11
Segmentation.............................................................................................................................11
Targeting....................................................................................................................................11
Positioning.................................................................................................................................11
The tentative schedule for conference events................................................................................12
Internal and external analysis of the conference............................................................................13
Make recommendations as to how your proposal will support the ‘contemporary’ aims of the
conference......................................................................................................................................14
Literature review............................................................................................................................15
Conclusion.....................................................................................................................................19
References......................................................................................................................................20
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LIST OF TABLES
Table 1: Budget................................................................................................................................7
Table 2: Schedule of the event.........................................................................................................9

Introduction
Organising an event is considered as a critical aspect because it requires effective consideration
of diverse measures in context to event management the objectives can be met. Organising an
event requires proper planning, organising, controlling and marketing, so event managers need to
ensure such practices (Day, 2018). Corporate social responsibility has become critical for every
business, so the businesses need to understand contemporary factors of CSR. In the present
report, the event for World Transport Agencies will be evaluated. To develop a better
understanding of CSR and its contemporary issues, the conference for businesses will be
organised. It will assist travel sector businesses to improve sustainability.

Why the destination and venue would be ideal to host the conference
To have the selection of destination, different factors need to be evaluated properly so that key
standards can be well maintained. If standardised values are not referred during destination
selection, then the effectiveness of event might get affected negatively. By analysing the factors
like transportation, accommodation, local agencies support, etc. the selection of destination is
essential. To organise a conference event on CSR and contemporary practice, the organisers have
selected the destination as West Kensington. It has been witnessed that West Kensington is a
location at West London (Wang and Luo, 2018). It indicates that transportation facilities are
adequate that can assist in the leading event to great success. Selection of destination is
appropriate because London is considered as a destination where the number of travellers visits.
In London, numbers of travel agencies have their operations. It means to reach to the audience of
the conference will also be easy because key participants of the event will be businesses from the
travel sector. It means the selection of London as a destination is appropriate as key standards
(Sandy Sou and McCartney, 2015).
Kensington is also famous for its geographical features that attract the number of travellers.
Other facilities like accommodation and venue for the event can also be accessed in the easy way
that indicates that selection of West Kensington is appropriate as per standards. Proper
connectivity of transportation mediums also facilitates in understanding that standards are being
referred properly. London Underground stations also help in transportation facility that will be
beneficial while conducting an event or conferences (Kim et al. 2016).
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The justification for choosing a destination and venue
For the better success of the conference event, the organisers have selected West Kensington,
London as a location. The destination has the number of venues that are suitable for conferences
and MICE events. However, by proper evaluation, the Olympia is referred to as a venue for an
event. In addition to this, it can be said that Olympia is an exhibition centre where the number of
events is being organised in the past (Martín et al. 2017). For MICE events the venue has been
referred to as key aspect because it meets the key standards adequately. The venue has its
separate conference centre. It has been noticed that previously the number of international trade
and exhibitions are being conducted at a location. It indicates that the selection of venue for the
conference event is accurate and it will support in meeting the objectives of the event.
The venue is also well connected with transportation and other facilities. It has been identified
that Kensington railway station provides effective connectivity with the central areas of London.
Cabs and other shuttle facilities are also accurate that can benefit the event. Hotel infrastructure
is also accurate as per standards that can assist in the success of the event. Other facilities like
catering are also easily available that will be beneficial to improve performance (Canning, 2017).
Venue selection is also appropriate because authorities are also supportive and assistance of local
administration will help in organising activities. As per consideration of security and safety the
selection of venue is appropriate.
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Recommendations
To have effective completion of the event, it is significant for the business firm to focus on the
analysis of different factors. It has been noticed that decision regarding diverse facilities must be
accurate. If such measures are not appropriate, then the success of the event might get affected
negatively. The decision regarding activities during the event or conference is also essential to
refer. It assists in to ensure that key measures are properly maintained regarding the success of
the event.
Accommodation options
It is necessary to meet the key standards; it is essential for organisers to ensure accommodation
facilities. It has been witnessed that by having an application of key consideration of hospitality
services the delegates experience will be improved. Detailed learning about standards of
accommodation will be followed. Three-star rating rooms will be allotted to the delegates. Few
rooms will be the single bed, and few will be twin beds. In this, sharing of accommodation
among delegates will also be referred properly so that outcome can be attained (Yusoff et al.
2015). By having the proper allocation of accommodation facilities, it will ensure that delegates
have better experience. Proper assistance will be provided to delegates to improve sustainable
development. Two hotels will be booked in Kensington so that accommodation standards can be
well maintained. Hilton Hotel London and Novotel London West will be two hotels that can
assist in effective development (Guan et al. 2016).
Catering
For the better experience of the delegates the food services will also be provided. It will focus on
effective development of key measures so that objectives can be accomplished. Quality food will
be provided to delegates. During the accommodation, the food will be served to delegates within
the hotel. However, during the conference, the food will be served at the venue "Olympia".
Catering to Novotel London West will be hired in order to ensure that food services are
according to hospitality standards. At the beginning of the conference, the tea and snacks will be
offered so that guest can feel comfortable (Zheng, 2018). It is also significant for organisers to
make sure that quality parameters are well maintained. Also, after 2-3 hours of the conference
the main course will be offered to delegates. Main Course will cover Italian and Dutch food so
that delegates can feel comfortable. Vegetarian and non-vegetarian food will be provided to the
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guest. Buffet system will be considered by organisers to make sure that delegates have better
experience.
Transport
Transportation facilities will be offered to the guest so that they can have better travelling
between venue and hotel. Volvo buses will be hired from local transport service providers so that
guest experience can be improved. By having an effective consideration of transportation
measures, the booking will be made. Support of local traffic system will also be taken into
account for vehicle tracking so that delegates can make feel safe and secure. Manitoulin
Transport will be hired as a transportation provider (Vidishcheva, 2018). It will assist in effective
development of standards and ensure those guests have effective transportation. Private cabs will
be offered to few guests who are under VIP range so that their security can be well maintained.
Leisure programs
During the conference, the breaks will be planned so that delegates may not feel bored during the
event. In breaks, the general indoor games activities like card playing and the musical
performance by the band will also be organised. It will allow organisers to make sure that guests
are also having experience in leisure programs. It will enhance the morale of members and
motivate them to have effective participation in the program.
Additional activities
As conference organised will be for three days that means additional activities also need to be
organised by the organisers. It has been noticed that outdoor sports will also be organised for
delegates in the evening so that they can feel relaxed. It will also boost their experience and
accomplish objectives in the desired manner. In addition to this, it can be said that different fun
activities will be organised alongside the conference. Local tour visits will also be organised to
ensure that guests are feeling positive (Tiecheng et al. 2018). London visit will also enhance the
guest's experience and conference experience.
Costing
Total numbers of delegates invited are 250 members from all over the world. The budget
allocation on each delegate will be 250 Pounds. Other than this, funds also need to be allocated
for other activities like leisure and additional activities. Along with this, proper funds will be
allocated to transportation services so that standards can be well maintained. However, flights
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and accommodation are not provided by organisers, so delegates have to manage such charges
on their own.
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Proposed budget
Table 1: Budget
Activities Cost
Expense on delegates and venue arrangements 625000 £
Transportation 300 £
Catering 100 £
Leisure and additional services 100 £
Total 625500 £
For better planning of activities, the budget allocation is also essential so that objectives can be
well maintained. It has been noticed that expense on each delegate will be 250 £ that assist in
meeting objectives. Also, the rest of activities like transportation, catering and leisure also will
have effective fund allocation. The total budget for the conference event is 625500 £.
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Marketing plan
Aim
To conduct a successful conference event on CSR and MICE contemporary values.
Objective
 To organise the event and understand the working of MICE and its relevance with the
CSR.
 To attract more delegates and professionals so that event can be rated as successful.
 To recognise the event as the most successful event in the MICE sector.
Segmentation
To have the success of the conference event, the organisers also need to focus on effective
marketing. Personal invitations will be sent to professionals of travel and tourism sector. In this,
CSR and contemporary issues will also be considered as the critical aspect. Professionals those
who have better knowledge about the subject and MICE sector will be invited. Demographic
segmentation will be taken into account by the organisers so that the target audience can be
attracted towards the event (Van der Wagen and White, 2018). By having an effective
consideration of key values, the overall development can be attained, and the target audience can
be attracted. Professionals of travel and tourism sector will be the target audience. However, the
demographic segmentation will be employed at international scale so that audience can be
attracted adequately.
Targeting
Differentiation aspects will be considered to have better targeting so that audience can be
attracted. Different kinds of features and key activities will be promoted in advertisements so
that objectives can be accomplished. Organisers will try to communicate a message that
conference event is not just a corporate discussion but also about interacting fellows of the
sector. It will be communicated that the event is bigger than ever and unique attractions are
framed to improve the experience of professionals (Jones, 2017). By having differentiated
targeting the key measures can be well maintained and leads event to great success.
Positioning
To have better positioning, the differentiated values will be referred properly. Experts will use
different kinds of advertising tools. Board advertising method will be used to promote the event
in the UK. It will also motivate the professionals to enhance the practice standards. Use of social
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media will also be referred because guest from the international market will also be invited
(Andersson, 2016). Social media use like Facebook, Twitter and Instagram will assist in
attracting the target audience and leads event to great success. The television advertisement, print
media advertisement will also be referred to to ensure marketing. Email marketing will also be
considered as a practice of marketing to target the audience and ensure the success of the event.
The tentative schedule for conference events
Table 2: Schedule of the event
Activities Time Day
Welcome of delegates 9: 00 A.M. Day 1
Formal introduction 11: 00 P.M. Day 1
Team building 1: 00 P.M. Day 1
General discussion 3:00 P.M. Day 1
Conference discussion 11: 00 A.M. Day 2
Leisure activities 4: 00 P.M. Day 2
Local trip 6: 00 P.M. Day 2
Conference discussion 11: 00 A.M. Day 3
Briefing 3:00 P.M. Day 3
Entertainment activities 4:00 P.M. Day 3
Dinner and Closing 6:00 P.M. Day 3
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