Федеральное агентство по образованию

Государственное образовательное учреждение

высшего профессионального образования

«Санкт-Петербургский государственный

инженерно-экономический университет»

Кафедра профессионального иностранного языка

и межкультурной коммуникации в туризме

УТВЕРЖДАЮ

Проректор

по учебно-методической работе

и качеству образования

д.э.н., профессор

________________В.И. Малюк

« __ » _________ 2010 г.

Рег. №

Основы mice туризма

Конспект лекций

для студентов всех форм обучения

ДС.01

Специальность 080502(8) – Экономика и управление на предприятии

туризма и гостиничного хозяйства

Санкт-Петербург

2010

Допущено

редакционно-издательским советом СПбГИЭУ

в качестве методического издания

Автор:

канд. пед. наук, доцент Ю.И. Рудинова

Рецензент

докт. экон. наук, профессор В.С.Боголюбов

Подготовлено на кафедре

Профессионального иностранного языка и межкультурной коммуникации в туризме

Одобрено научно-методическим советом

факультета туризма и гостиничного хозяйства

Отпечатано в авторской редакции с оригинал-макета,

предоставленного составителями

ã СПбГИЭУ, 2010

Содержание

		Стр.
Тема 1	Введение в дисциплину. MICE-туризм: определения, основные понятия	6
Тема 2	Суть, причины, влияющие на развитие MICE-туризма	15
Тема 3	Структура MICE-туризма. MICE-мероприятия	40
Тема 3.1.	Meetings: классификация, типы, стили, частотность. Организация и проведение. Дестинации	53
Тема 3.2.	Conferences: классификация. Организация и проведение. Дестинации	104
Тема 3.3.	Exhibitions: виды. Организация и проведение. Дестинации	110
Тема 3.4.	Incentives: виды поощрения, проблемы. Организация и проведение. Дестинации.	116
Тема 4	Планирование MICE. Компании – организаторы MICE.	138
Тема 5	Компании-посредники. Дополнительные услуги	141
Тема 6	Глобальная система бронирования	147
Тема 7	Обучение и сертификация персонала	150
Тема 8	Современное состояние и перспективы развития MICE-индустрии в Российской Федерации	161
	Список литературы	172
Приложение 1		173
Приложение 2		184
	Выдержка из рабочей программы	189
	Контрольные вопросы	193
	Итоговый тест	195

Contents

		Page
Chapter 1	Introduction to MICE-tourism: definitions, main terms.	6
Chapter 2	What is influenced on MICE-tourism development	15
Chapter 3	Structure of MICE-tourism sector	40
Chapter 3.1.	Meetings: classification, types, styles, frequency. Destinations.	53
Chapter 3.2.	Conferences: classification, types. Destinations	104
Chapter 3.3.	Exhibitions: classification, types, styles. Destinations	110
Chapter 3.4.	Incentives: classification, types, styles, frequency. Destinations.	116
Chapter 4	MICE events: planning	138
Chapter 5	Intermediaries. Extra services.	141
Chapter 6	The global reservation system.	147
Chapter 7	Recruitment. Education. Certification.	150
Chapter 8	MICE-tourism in Russia: analysis, problems, tendencies	161
	Bibliography	172
Appendix 1	Conference planning guide	173
Appendix 2	Conference check list	184
	Academic course program	189
	Final oral presentation	193
	Test	195

Preface

The events industry, including festivals, meetings, conferences, exhibitions, incentives, sports and a range of other events, is rapidly developing and makes a significant contribution to busi­ness and leisure-related tourism. With increased regulation and the growth of government and corporate involvement in events, the environment has become much more complex. Event man­agers are now required to identify and service a wide range of stakeholders and to balance their needs and objectives. Though mainly operating at national levels, there has been significant growth of academic provision to meet the needs of events and related industries and the organisations that comprise them. Around the world specialists in the fild of tourism, governments undestend the role of develjpment of business travel industry and have developed programmes of study leading to the award of diploma, undergraduate and post-graduate awards. These courses focus on providing education and training for future event professionals and cover areas such as event planning and management, marketing, finance, human resource manage­ment and operations. Modules in events management are also included in many tourism, leisure, recreation and hospitality qualifications in universities and colleges.

The rapid growth of such courses has meant that there is a vast gap in the available literature on this topic for lecturers, stu­dents and professionals alike.

This material is aimed at academic and management development in business travel related studies.

Chapter 1. Introduction to MICE-tourism: definitions, main terms.

On completion of this chapter students should be able to understand:

• Definitions

• The historical development of MICE-tourism.

• International organizations

• Glossary of main terms

Meetings, Incentives, Conferences, and Exhibitions.

The acronym MICE is applied inconsistently with the “E” sometimes referring to events and the “C” sometimes referring to conventions. MICE is used to refer to a particular type of tourism in which large groups, usually planned well in advance, are brought together for some particular purpose. Recently, there has been an industry trend towards using the term "Meetings Industry" to avoid confusion from the acronym.

Most components of MICE are well understood, perhaps with the exception of incentives. Incentive tourism is usually undertaken as a type of employee reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, incentive tourism is usually conducted purely for entertainment, rather than professional or educational purposes.

MICE tourism usually includes a well-planned agenda centered around a particular theme, such as a hobby, a profession, or an educational topic. Such tourism is a specialized area with its own trade shows (IMEX) and practices. MICE events are normally bid on by specialized convention bureaus located in particular countries and cities and established for the purpose of bidding on MICE activities. This process of marketing and bidding is normally conducted well in advance of the actual event, often several years. MICE tourism is known for its extensive planning and demanding clientele.