Meetings, Incentives, Conferences, and Exhibitions Tourism as an Innovation Tool for Promoting Oman - Research Proposal Example

MICE Tourism as an Innovation Tool for Promoting Oman By student’s name Course code +name Professor’s name University name City, state Table of Contents MICE Tourism as an Innovation Tool for Promoting Oman 1 Table of Contents 2 Chapter 1 4 1.0 Introduction 4 1.1 Research aim 5 1.2 Specific objectives 6 1.3 Research Questions 6 Chapter 2 7 2.0 The Literature Review 7 2.1 Competitive destinations 7 2.2 Less environmental impacts 8 2.3 Future inward investments 8 2.4 All-year-round activity 8 2.5 MICE tourism topography 9 2.5.1 Congress 9 2.5.2 Convention 10 2.5.3 Incentive 10 2.5.4 Exhibitions 10 Chapter 3 11 3.0 Research methods 11 3.1 Research 11 3.2 Qualitative research 11 3.3 Design of the research 12 3.4 Types of Data collection 12 3.4.2.1 Case study 13 3.4.2.2 In depth semi structured interviews 14 3.4 Sampling strategy 14 3.5 Sample size 15 Chapter 4 17 4.0 Ethical issues 17 APPENDIX ONE: PROJECT PLANNING 18 APPENDIX TWO: THE LIST OF INTERVIEW QUESTIONS 19 Part 1: General Questions 19 MICE Tourism as an Innovation Tool for Promoting Oman Chapter 1 1.0 Introduction Tourism is now being recognized as the world most largest and diverse service market (Rogers, 1998). Tourism these days plays a key role in the economy of the world. According to United Nations World Tourism Organization (UNWTO) tourism is defined as the activities undertaken by people in travelling and spending time in places outside their home environment for a period not more than one successive year for business, and leisure. The process also involves other purposes that are not related to the exercise of an activity that is remunerated from the inside the visited place, for example, to tap certain kind of talents in the visited places. The tourism industry is experiencing high rates of growth. This industry has shown signs of resilience through economic down- turn and terrorism cases compared to any other economy. According to information got from UNWTO Barometer 2009 online, international tourism arrivals rose by 2% in 2008, Moreover this percentage increase is expected to raise more in 2020. Business tourism is all about businesses and expertise, which includes incentives meeting, conference and exhibitions, business tourism actions. There is a great correlative relation that exists between the economy of the nation and the business tourism. This is because the sector has the potential of promoting communication channels, and improves the manpower quality in different economic sectors. It is also the main driver for permanent and temporary jobs in a country. The jobs generated by the sector are under, supply chain, and organization management. This makes many countries to depend on business tourism for the prerequisite of employment to the citizens. There are other economic benefits such as, business tourism revenue suppliers, rise of promotional activities among others. In the 1990’s the acronym MICE has shown out and MICE refer to the incentives, conventions, and exhibitions. The MICE markets have developed significantly into a very crucial sector in the tourism business. Moreover, according to Spiller (Chon and Weber, 2002, p.3) people have been there indicating that meetings has been taking place, therefore the meetings desire and exchange of opinions has a long history. Business tourism generates both direct and indirect income to the host country and in this case Oman. It is also a source of foreign exchange and brings in employment opportunities. (Baporikar, January 01, 2012). Oman is selected as the case study in this proposal because of its increased prominence of business tourism and the announcement that it is going to have its members of tourism industry visit the 2014 congress to be held in the Abu Dhabi National Exhibitions Centre (ADNEC).In addition, the country has also shown increased dedication to the platform of the business that connects the regions inbound and outbound MICE. In the year 2014 Gulf Incentive, Business Travel & Meetings event (GIBTM), Oman tourism sector managed to show a number of its exclusive tourism developments within the sultanate. 1.1 Research aim This dissertation aim is to offer an insight to the MICE business growth in Oman by assessing professional views within this multipart industry. Oman has shown great improvement in tourism industry for the past few years. In general the research will be to investigate the role of MICE Tourism as an Innovation Tool for Promoting Oman 1.2 Specific objectives To undertake a critical review of literature on business tourism and its role in the competitive development and destination marketing. To examine the characteristics of the MICE industry in Oman To investigate the actions that Oman has undertaken so as to improve its worldwide MICE position. To present recommendations aimed at improving Oman’s MICE competitiveness and visibility offer 1.3 Research Questions What are the characteristics of the MICE industry in Oman? What recommendations are aimed at improving Oman’s MICE competitiveness and visibility offer? What are the role of business tourism and its role in the competitive development and destination marketing? Which actions has Oman undertaken so as to improve its worldwide MICE position? Chapter 2 2.0 The Literature Review In order to attain the set objective of this research this section will analyze literature with reference to the MICE business growth and development. The section will comprise sectors of MICE components and MICE tourism topography. Worldwide, tourism business can be divided into leisure, and business tourism (Cundell, Edmonds, & Betteridge, 2003). These two categories require similar accommodation, infrastructure, and communications terms. However, the difference between the two categories is within the type of service bought, accommodation and transport. On the other hand, tourism industry requires services and facilities such as such as a meeting centre, professional contractors among others (Gartner, & Lime, 2000). Business tourism is all about a convention in the meeting sense; it is a jamboree of people who meet in an organized time and place with an aim of discussing and engaging in some general interest. The major characteristics review in this industry will be uncovered in this research with an aim of understanding the reasons why a number of destinations have industrialized this market. 2.1 Competitive destinations The main focus is on developing and strengthening destinations and the experience of visitors. Tourism agency should invest in those projects that advance the growth high quality competitive destinations strategically. The experience developed should also be of high quality, in the sense that they are provincially, and which aligns with the needs of visitors. The goals of long term tourism strategy should be supported on the basis of gaining a competitive edge and improvement of the first impression. 2.2 Less environmental impacts The most sustainable part of tourism businesses is problematic. It is clear that this industry has reduced number of negative impacts to the environment in comparison to enormous leisure tourism. The number of participants is low and they usually use public transport. As a result environment pollution and traffic congestion is minimal. In addition, they are more enlightened on local community where these events are held as one way of minimizing the inconvenience and disruption to the local community (McCabe, 2001). Business tourists make a number of travel trips to and uses likewise, they use facilities that are of high standard in the process of developing countries, thus, making these characterizes not sustainable. 2.3 Future inward investments The experiences that tourists receives within the tourist industry needs to be successful. Therefore, if the industry tourist is able to have wonderful moments they build return desires for more leisure or business purposes (Davidson, 2007). The word of mouth from people who have visited a certain destination can act as a positive impact for the planned destination and definitely the tourist becomes the ambassadors for the specified destinations 2.4 All-year-round activity The MICE industry involves activates that runs all through the year although there are some low seasons during summer and winter, As a result, people becomes full time employees, The MICE businesses extends to low season for certain sun destinations thus being able to harmonize leisure tourist (Swarbrooke, and Horner, 2001).There is also much stress that the business has seasonality elements especially during summer where it usually takes place during weekdays’ According to the benefits mentioned above on MICE industry in regard to leisure tourism there is an increasing number of destinations that are after this lucrative market. One of the fastest growing sectors in the world tourism industry is the MICE linked travel. It is also important to note that there is an increasing level of competition where by having a MICE destination that is unified is a principal necessity. However, due to the complexity rate in the industry the application becomes more difficult. The whole issue is focused on the element of seasonality that results from business tourism (Davidson and Cope, 2003). 2.5 MICE tourism topography The aim of this section will be to define the various segments of MICE, which are congresses, Conferences, conventions, meetings, incentives and exhibitions. All these sections encompass the term MICE business. However, this section is plagued by MICE varying definitions due to lack of standardized and appropriate terminologies in this field. Therefore, in order to possibly clear the definitions they will be derived from the International Congress and Convention Association (ICCA). 2.5.1 Congress This refers to the regular gathering of large groups of people with a general aim of discussing a certain subject. A congress in most cases last for a certain duration of time or days and contains various session that are simultaneous. The time a certain congress last is usually decided on in advance before the stage implementation task starts. Most world congress sessions are frequently held (Meetings Industry Glossary, 1993). 2.5.2 Convention This is a formal general meeting of a legislative economic or social group aimed at giving out information regarding a certain situation to deliberately and consequently consent on polices within the participants(Ladkin and Spiller, 2002). In addition, it may also refer to a gathering of people in a place in order to confer a certain activity. 2.5.3 Incentive Another profitable area in MICE industry is on incentive. It is used up by organizations as a way of motivating and rewarding distributors and employees. Incentives are concerned with people who travel as a result of post and duties that they perform at work. Although this is the case it remains a part of business tourism. 2.5.4 Exhibitions This is the last section of MICE industry, exhibitions together with trade fairs are a crucial sector in the tourism industry. It can be defined as trade shows expositions or trade fairs. Chapter 3 3.0 Research methods This section presents the methodology that will be used for this research in collecting both secondary and primary data in order to meet the objectives and aim of this research. In addition, the research techniques and research limitations will be addressed in this section. 3.1 Research Research is the process of discovering new facts and insights through the use of methodology process with an intention of expanding knowledge and solving a certain problem (Clough, and Nutbrown, 2002). In addition a research gives a researcher a chance to do investigation in an area of interest whereby in this case it will be MICE industry. A good research should contain a scientific rigor, as well as, an academic acumen. Any research has three functions that are explanation, evaluation, and description. 3.2 Qualitative research There are many ways that are used in classifying research in the literature. However, there are two main distinctions which include; qualitative and quantitative methods. This distinction is brought about by the type of data being surveyed. In the former research studies a limited number of respondents that are to be analyzed deeply. When there is little information available on a certain topic qualitative research is used to help get an impending idea into this meticulous field. In this case most of numerical collection the statistical data collected is got from questionnaires (Berg, 2006). While in the process of designing research and analyzing qualitative data is skewed meaning that it is objective in the research designing process. The aim of this proposal is to analyze the growth of MICE industry in Oman and explore how it is used as a promotional tool. Through this idea researcher had in mind that the points and opinions. The views of this MICE business the best source of information will be got from the stakeholders (Carson, Glimore, Perry, and Gronhaug, 2001). Therefore, qualitative research approach is the most appropriate method to help in attaining the aim of this research, as well as, set objectives of the study. Qualitative research method is the most appropriate when a research is in such of detailed information on a certain phenomena. However, qualitative research method is time consuming from the time of data collection to the analysis period. Additionally, this research method is hard to undertake because participants or respondents finds it hard to waste time and energy in the success of the research. 3.3 Design of the research A research design refers to a framework for carrying out a research. It provides an understandable plan on the research process. That is how it will be conducted and helps the researcher not to divert from the research plan. Consequently, this study will be undertaken through a case study of Oman. A case study is an in-depth examination of a phenomenon. Case study design is suitable in this study because it provides a wider perspective connecting to a research concept. It is also functional for topics that are sensitive and which has confidential information dealing with tourism industry. 3.4 Types of Data collection The research will depend on secondary and primary data as sources of information on the research topic. The instruments used in the data collection methods are as shown below. 3.4.1 Secondary data In the case, research here is based on material and research that has already been done by other people. Therefore, the existing data provides a crucial background for any research. Secondary data can include qualitative and quantitative data. This method is usually time and cost effective. In this research secondary data will be collected from; academic journals such as, travel and tourism marketing journal, event management, tourism research international journal, conventional and event tourism among others. Academic books and the internet will also be used as sources of secondary information. 3.4.2 Primary data Primary data will be collected through the use of both case study and interviews. This helps in collection of data that is exclusively intended for this research. In respect to the rationale of this research an interview and a case method will be carried out to gather primary data. Primary data deals with research participants thus making it obtrusive and intrusive, as well as, reactive (Jennings, 2001) 3.4.2.1 Case study A case study gives a researcher a chance to investigate in-depth a specific case through the application of extensive array of data collection in a certain period of time. A case study is also important as it allows a research to center interest on one example of a phenomena (Denscombe, 2003).It is also the best method when a research aims to explain “why” “how” aspects are taking certain direction (Yin, 2003).Therefore, in order to accomplish the set objectives of this proposal Oman has be used as the specific example and its deemed appropriate. Oman as a specific case study both semi structured interviews and secondary data collection is appropriate. 3.4.2.2 In depth semi structured interviews Qualitative research mostly depends on interviews as the major source of information. There are tree types of Interviews according to Robson (2002).These includes unstructured, semi structured and structured interviews. In-depth interviews are all about a one-on-one, face-to-face contact among an interviewer and an informant. Therefore, to be able to meet the objective of this proposal semi-structured interviews will be used because they provide deep rooted information and facts from few respondents. 3.4 Sampling strategy In this case selecting is used instead of sampling as a Gaskell, (2006) stress on the transitions’ connotations from opinions polls and survey. The semi structured in depth interviews will be used as primary source of information thus the explanations of how the respondents go about the whole process which has been selected is necessary. Therefore, to explore the widened range of information the researcher through knowledge it is possible to determine through reflection on the most appropriate interviewees to answer the research questions. The random sampling method will be used to come up with the sample size. That is the participants will be selected randomly from the MICE industry or Oman tourism ministry. The target population will be the senior officials in the ministry. A total of 9 main stakeholders of institutional organizations, income agencies, hotels and purpose built buildings mangers will also be selected randomly. 3.5 Sample size In response to this 9 people will be selected from the ministry and randomly identified managers of the selected stakeholders. Telephone will be used in the interview session in order to reduce the field work time of visiting sample institutional organizations, hotel, and two purpose-built venues and one incoming agency. 3.7 Data analysis This will involve deciding on what implication can be accredited to the interviewee’s responses in respect to the topic under investigation. The results of the in depth semi structured interview are the data, but the analysis is far beyond accepting the laid down face value. In this research data collection method adapted is qualitative method there is a much advanced subjective level or individual judgment than it is in quantitative analysis. There are diverse methods that have been used which include primary and secondary method. In the case of secondary data file work will be done. This implies that each secondary data collected will be recorded in different files in accordance to their themes (Davidson, and Rogers, 2006). In the analysis of primary data, information got from the in depth semi structured interview will be organized and edited, topically or in accordance with the research questions to aid in the process of having an overview of the research findings. In the process of data interpretation the coding method will be used. The main reason for this is because it is the most essential method for non numerical variables. Therefore, to be able to be more conversant with the data the researcher will go through the collected data thoroughly (Crouch, and Weber, 2002). The data collected will be coded with different color highlighters, as well as, adding notes to the descriptive texts. The codes will also be categorized in order to search for emerging themes and relationships those results from the interview in line to how the data has been incorporated in the conceptual frame After analysis, the discussion section the findings from the primary data got through In depth semi structured interview from the randomly selected sample of professionals from Oman MICE industry will be discussed. This data will also be confronted with the secondary data. This means that it will be divided in line with the aim and objectives of the research (Crotts, 2008.). The Oman MICE industry characteristics will be discussed and a caparison with the literature review will be done. The analysis of Oman strategy aimed at improving the industry will be undertaken while comparing the primary data got from interview with the literature review. Another approach will be on the important suggestions made by interviewees where they will be analyzed and the learnt lesson will finally be presented to the Oman tourism ministry so as to improve its MICE industry to result into a more competitive environment. Chapter 4 4.0 Ethical issues Ethical concerns in this case are the set moral principles, and standards governing a research process. In this research qualitative research method is used and it involves a lot of interactions with the research participants (Cheney, 1993). As a consequence of rapport development a researcher interacts a lot with participants and to get them trust the researcher ethical concerns are key factor. Therefore, qualitative research posse an ethical challenge. In accordance to the several ethical standards, a research should not harm any participant where by anonymity and privacy of participants has to be observed (Zeni, 2001). The discretion of information has to be maintained, that knowledgeable approval of participants requires to be obtained. This means that during the research any participant will have freedom to participate or withdraw with his or her consent (Kimmel, 1996). Again the data collected will be analyzed and interpreted honestly and without any distortion. Finally, the degree to which research participants will share in the data possession and any other benefit from the research will be considered. Appendices APPENDIX ONE: PROJECT PLANNING May June July August September Selecting a tentative topic Research proposal writing Submission of a research proposal APPENDIX TWO: THE LIST OF INTERVIEW QUESTIONS Part 1: General Questions 1. Name of profession ………………………………………………………. 2. Please indicate gender Female [ ] Male [ ] 3. Indicate your level of management Institutional organizations manager [ ] Purpose-built venues shareholder [ ] Tourism ministry representative [ ] Part 2 MICE industry Interview Questions 1. What opinion do you have about the existing situation of Oman as a MICE destination? 2. Which measures do you aim to put in place within the idiom “business tourism”? 3. According to you, what are some of the reasons why Oman has been selected to hold MICE events? 4. How important is business tourism To Oman’s economy? Which policy has been undertaken to improve Oman’s MICE industry, for the last ten years? 5. What is your view about the accessible infrastructures to seize MICE events? Are they enough for the existing demand? 6. What recommendations are aimed at improving Oman’s MICE competitiveness and visibility offer? 7. 8. Thus, which opinions do Institutional organizations, hotels and Purpose-built venues; have in building of more these venues? 9. Do you think that these venues in Oman’s in general, have personalized themselves to the growth of MICE tourism? 10. Which responsibility is held by the Regional Council have for the growth of MICE tourism in ensuring competitive development and destination marketing? 11. Consequently, is there a way that this communication can be enhanced? 12. What is your opinion on the future developments to be adapted by Oman promoting MICE Tourism as an Innovation Tool for Promoting Oman? 13. According to you, which tribulations does Oman have so as to develop MICE tourism? 14. Finally, which improvement and recommendations should be undertaken with an aim of improving the visibility and of Oman’s offer? Which measures or actions are underway or have been taken to improve Oman’s worldwide MICE position? Reference List Beech, J. and Chadwick, S., 2006. The Business of Tourism Management. New York: Prentice Hall. Bell, J., 2005. Doing Your Research Project. 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