The Augmented Convention Offering: The Impact of Destination and Product Images on Attendees' Perceived Benefits

Abstract

In order to benefit from the significant dual spending of meetings, incentives, conventions/conferences, exhibitions/events (MICE) attendees, destination marketers have attempted to identify key success criteria that enable increased convention and exhibition participation. Given the significant growth of the MICE industry in Asia, this study examines the role of destination and product images on Chinese attendees' perceptions of the benefits acquired through convention and exhibition participation in the regions of Macau and Hong Kong. Data were collected using an intercept survey and a systematic random sampling procedure. Structural Equation Modeling was used to test a model that integrates two strands of literature from the fields of marketing and international business: Product–Country Image (PCI) and the Augmented Service Offering (ASO). Results show that a favorable overall destination image positively impacts the image of the MICE product of the destination, which, in turn, leads to a greater perception of personal and professional benefit acquisition. Based on these findings, the authors propose the Augmented MICE Offering as a theoretical framework that can serve as a foundation for more comprehensive inquiry into the decision-making process of the MICE attendee and postattendance behavioral impacts. The study also provides important positioning and communication implications for MICE destinations.

Business tourists’ perceptions of nation brands and capital city brands: a comparison between Dublin/Republic of Ireland, and Cardiff/Wales

“…In a recent comprehensive review of the literature on events tourism that included a consideration of business tourism, Getz and Page (2016) found that the limited literature on business tourism decision making has considered what motivates, inhibits or facilitates a delegate to attend an international conference, and the extent to which their satisfaction through prior attendance may lead to loyalty and intention to revisit a place. There has been much less research into business tourists' perceptions of the image of the destination to be visited, with more attention being paid to business tourists' perceptions of the image of the event itself (Mody, Gordon, Lehto, So & Li, 2016). Where business tourism destination image analysis has been undertaken, this has tended to be not from the perspective of the business tourist, but from the perspective of the event planners (Oppermann, 1996a) the people who usually select the event destination (Oppermann, 2000), yet even this issue linked to destination selection remains underresearched (Oršič & Bregar, 2015).…”

Revealing the Impact of Investment Benefits on Marketing Decision in Public Infrastructures Based on Game Theory: Case Study of Large-Scale Exhibition Infrastructures in China

“…For instance, Kim et al (2010) utilized the multiplier effect of an input-output model to estimate the economic impact of hosting the convention [31]. Mody et al (2016) demonstrated that destinations with well-equipped exhibition facilities will have greater competitiveness, thereby gaining more synergistic benefits [32]. Whitfield et al (2014) introduced government subsidies and policy support for exhibition investors [33].…”

Toward Improving Working Conditions to Enhance Professionalism of Convention Workers: Focusing on the Difference between Job Satisfaction and Job Performance According to Professionalism Perception

“…In addition, the competitiveness of the industry has diminished due to the lack of education and training programs that enable a quick response to the rapidly changing social trends. Currently, efficient training of experts that may develop core competencies of the Korean convention industry is somehow hindered [15]. Also, compared to foreign countries, the research about effects of professionalism upon job satisfaction and organizational commitment is insufficient.…”