Home / Mice Tourism

Strategy for exploiting and developing the MICE tourist market at the International High-Quality Conference and Tourism Center - 1


MINISTRY OF EDUCATION AND TRAINING HANOI UNIVERSITY OF SCIENCE AND TECHNOLOGY

-------------------------------------


NGUYEN THI VAN


STRATEGY TO EXPLOIT AND DEVELOP THE MICE TOURIST MARKET AT THE INTERNATIONAL HIGH-QUALITY CONFERENCE AND TOURISM CENTER


MASTER OF SCIENCE THESIS

BUSINESS ADMINISTRATION


Scientific supervisor: Associate Professor , Dr. TRAN VAN BINH


HANOI - 2013


ACKNOWLEDGEMENTS

To complete the thesis with the topic "Strategy for exploiting and developing the MICE tourist market at the International High-Quality Conference and Tourism Center" , besides my own efforts to apply the acquired knowledge, research and collect data related to the topic, I always received enthusiastic help from teachers, colleagues and friends.

I would like to thank the Board of Directors and teachers at the Graduate School, the School of Economics and Management, Hanoi University of Science and Technology for helping me and providing me with extensive knowledge so that I have a foundation to research this topic. In particular, I would like to sincerely thank Associate Professor, Dr. Tran Van Binh, who has enthusiastically guided me to research this topic.

I would like to thank Mr. Mai Tien Dung - Deputy Director of Hanoi Department of Culture, Sports and Tourism for providing me with useful information about Hanoi Tourism over the years.

I would like to thank Mr. Pham Tien Dung - Director of the Company and all colleagues at the International Center for High Quality Conference and Tourism for their great help in collecting information and data to serve the research topic.

Finally, I would like to sincerely thank my family, my parents, my husband and children, who have always been by my side, supporting me, helping me have time to research the topic and wholeheartedly supporting me mentally throughout the time of doing the topic.

In the process of writing the thesis, although I have tried to complete the topic through document reference, discussion and receiving comments, it is inevitable that there will be mistakes. Therefore, I welcome and sincerely thank the comments of teachers and readers. For any information, please send to email address: nguyenvan.0710@gmail.com.

Hanoi, August 2013

Thesis author

NGUYEN THI VAN


COMMITMENT


I certify that this is my own research work.

The data and results in the thesis are honest and have never been published in any other work.


Thesis author


NGUYEN THI VAN


INDEX

LIST OF TABLES vii

LIST OF DIAGRAMS, FIGURES AND CHARTS viii

INTRODUCTION 1

1. Reasons for choosing topic 1

2. Research purpose 3

3. Research object and scope 3

4. Research method 3

5. Thesis layout 4

Chapter 1 SOME THEORETICAL ISSUES ON DEVELOPMENT STRATEGY FOR MICE TOURISM 5

1.1. Some theoretical issues on business strategy 5

1.1.1. Concept of strategy and business strategy 5

1.1.2. Classification of business strategies of enterprises 6

1.1.2.1. By organizational level 6

1.1.2.2. According to the growth target 6

1.1.3. Strategic planning at strategic business unit (SBU) level 7

1.1.3.1. Determine goals for SBU 8

1.1.3.2. Business environment analysis 8

1.1.3.3. Building and selecting strategic options 12

1.1.3.4. Types of general strategies at the strategic business unit level 13

1.2. Overview of MICE tourism 15

1.2.1. Concept of MICE tourism 15

1.2.1.1. Meeting 16

1.2.1.2. Incentive 16

1.2.1.3. Convention 16

1.2.1.4. Event/ Exhibition 17

1.2.2. Characteristics of MICE tourism 18

1.2.2.1. Characteristics of MICE tourism products 18

1.2.2.2. Characteristics of MICE guests 19

1.2.3. Benefits of MICE tourism 20

1.2.4. Experience in developing MICE tourism 21

1.2.4.1. Singapore's experience 21

1.2.4.2. Experience of Ho Chi Minh City 23

1.2.4.3. Experience of Da Nang 25

1.2.4.4. Lessons learned 26

1.3 Chapter 1 Summary 29

Chapter 2 ANALYSIS OF FACTORS FORMULATING THE MICE TOURIST MARKET EXPLOITATION STRATEGY AT THE INTERNATIONAL HIGH-QUALITY CONFERENCE AND TOURISM CENTER 30

2.1. Overview of the International High-Quality Conference and Tourism Center30

2.1.1. Formation and development process 30

2.1.2 Organizational structure, functions and tasks of the company 34

2.1.2.1 Organizational structure of Thang Loi 34 Investment, Trade and Tourism LLC

2.1.2.2. Organizational structure of Golden Services JSC 35

2.1.2.3 Functions of the company 36

2.1.2.4 Company's mission 36

2.2. Analysis of factors forming the strategy to exploit the MICE tourist market at the International High Quality Conference and Tourism Center .38

2.2.1. Macro environment affects the exploitation of MICE tourist market at the International High-Quality Conference and Tourism Center 38

2.2.1.1. Economy 38

2.2.1.2. Political - legal - security environment 41

2.2.1.3. Traffic and its impacts 42

2.2.1.4. Technological environment 43

2.2.1.5. Situation of tourism activities, promotion and international integration 43

2.2.2. Industry environment 47

2.2.2.1. Ability to provide services for MICE tourists 47

2.2.2.2. Competition in the industry 50

2.2.2.3. Potential competitors 54

2.2.2.4. Trends in changing bargaining power of suppliers 54

2.2.2.5. Trends in changing customer bargaining power 55

2.2.2.6. Pressure from alternative services 55

2.2.3. Core competencies and development capabilities to exploit the MICE tourist market of the International high-quality conference and tourism organization center 57

2.2.3.1. Customer exploitation situation of Goldentour 57 travel company

2.2.3.2. Situation of resource use in business activities of Goldentour travel company 61

2.2.3.3. Business performance results of Goldentour tourism company .63

2.2.3.4. Current status of MICE tourism business of Goldentour 66 tourism company

2.2.3.5. Marketing factors of Goldentour travel company 72

2.2.3.6. Promotion and incentive policies 76

2.2.3.7. Support policies 77

2.2.3.8. Evaluation of marketing policy in attracting MICE guests at Goldentour 78 travel company

2.2.3.9. Investigation of MICE tourist needs of Goldentour 80 travel company

2.3 Chapter 2 Summary 90

Chapter 3 PROPOSED STRATEGIES TO EXPLOIT AND DEVELOP THE MICE TOURISM MARKET AT THE INTERNATIONAL HIGH-QUALITY CONFERENCE AND TOURISM CENTER 91

3.1. The situation of exploiting the MICE tourist market in Vietnam and around the world 91

3.2. Goals of developing the MICE tourist market at the International High-Quality Conference and Tourism Center 93

3.3. Proposing a strategy to exploit and develop the MICE tourist market at the International High-Quality Conference and Tourism Center for the period 2014-2020 94

3.4. Solutions to implement strategy 99

3.4.1.Solutions for training and developing human resources 99

3.4.2. Linking solutions to develop the MICE market 100

3.4.3. Marketing Solutions 102

3.4.3.1. New product development solutions 102

3.4.3.2. Pricing policy 104

3.4.3.3. Distribution policy 105

3.4.3.4. Promotion and communication policy 106

3.4.4. Solution to establish a unit to promote MICE tourism development 106

3.5. Recommendation 109

3.5.1. For the government 109

3.5.2. For Hanoi City Department of Tourism 110

3.5.3. For businesses in this field 110

CONCLUSION 111

REFERENCES 114


LIST OF TABLES


Plate number

Table name

Page

1.1

SWOT Matrix Model

12

1.2

Evaluate options

14

1.3

Conference Centers in Singapore

23

2.1

Ability to meet the services of 5-star hotels

in Hanoi

47

2.2

Ability to meet the services of 5-star hotels

in Ho Chi Minh City

48

2.3

Conference and seminar venues in Hanoi

48

2.4

Conference and seminar venues in Ho Chi Minh City

Bright

49

2.5

Summary of comparison between competitors

55

2.6

Threat Matrix

55

2.7

Opportunity Matrix

56

2.8

Number of visitors to Hanoi and Goldentour Travel Company

(number of visitors) period 2009-2012

58

2.9

General customer exploitation situation of

Goldentour Travel Company from 2009-2012

59

2.10

Revenue, cost and profit performance

of Goldentour travel company

63

2.11

Profit margin of travel company revenue

Goldentour

65

2.12

Number of MICE guests of Goldentour travel company

2009-2012 period

66

2.13

Proportion of MICE guests to Goldentour travel company

(number of times) from 2009 to 2012

69

Maybe you are interested!

Strategy for exploiting and developing the MICE tourist market at the International High-Quality Conference and Tourism Center - 1

Comment


Agree Privacy Policy *