measurement定义与测量.pptVIP

MICE IndustryPresented byDr. Chuck Yim GeeSchool of Travel Industry ManagementUniversity of Hawaii at ManoaBeforethe Faculty and Students of The College of TourismChung Hua UniversityLecture series – December 3 to 7, 2007 What is Mice? Definitions and measurement定義與測量: Meetings: 10 to 10,000 people meeting to exchange information usually in a commercial venue 會議：規模約10-1000人聚集在一起交換資訊，開會地點通常是在商 業場所 Incentives: company sponsored trip to reward employees for outstanding service, productivity, or sales 公司為鼓勵員工的表現，所舉辦的一種特殊的旅遊經驗和集會的方式 Convention/Congress (European term): Very large, usually members-related, gatherings meeting to discuss industry or professional issues in a major venue 會議：規模大、人數多、聚集在一特定場所，討論產業或專業議題 Exhibitions: Showcase events to exhibit new products/services for specific industry, government, or professional groups 展覽：為特定產業、政府或專業團體展示新產品或服務的展示活動 Others其他: Mega-events: Asian games, World Cup, Olympics, World’s Fair under sponsorship of a world association attracting 100,000-250,000 visitors 超大型活動：由全球性組織所贊助之活動，通常能吸引10-25萬名參 觀者，如亞運、世界盃、奧運等 Scope/Measurement Scope 範圍(ICCA report): 400,000 initial meetings and exhibitions held annually worldwide with market value of USD $280 billion 全球每年約舉辦40萬場會議及展覽，產值達2800億美元 Projected growth of 20% per year; More realistically 7-15 of total tourism traffic 年成長率約20% ，較觀光旅遊之7-15 % 高 90/10 factor: 10% spent on event itself, 90% on transportation, dining, entertainment, and shopping 90//10 要素： 10% 花費在活動本身； 90%花費在交通餐飲、娛樂及購物 Scope/Measurement MICE measurement is unreliable _ Proposed study by UNWTO as addition to Tourism Satellite Account (TSA) of GDPs Alternative measurements相關測量 Supply side = Based on production – income (fees commissions), cost, value addition, employment (ISIC Code), government contribution 供給面：以產品面為基礎，如收入、價格、附加價值、就業及政府投入 Demand side = Based on consumption – Los, hotel nights, average party size, distance traveled 需求面：以消費面為基礎，如飯店住宿、宴會規模、旅程等 Chart