The focus of this dissertation is on the perceptions of conferences organisers, venue organisers and delegates of Bournemouth. These groups were investigated through primary research. Consumer decisions of choosing an appropriate venue are exploited. Bournemouth is used as a case study.
The primary goal of conferences in Bournemouth is to contribute to large parts of the economy of the seaside destination. This can be strengthened through emphasising its facilities, reacting to demand of conference organisers and considering needs of delegates. With the help of this work Bournemouth can create a marketing plan adjusted to its conference sector. Furthermore, the findings can be applied by venues, to effectively align their product to the market and by conference organisers to create a successful conference for their attendees.
In general venues are emphasising their physical factors, rather than soft issues and therefore meeting the demand of conference organisers. Those are aware of delegates’ needs, but nevertheless chose a venue with size and facilities as the major considerations.
Bournemouth’s reputation is strongly influenced by its entertainment possibilities also portraying a negative image due to its ‘drinking culture.’ The infrastructure is well established and provides the basic requirements for delegates’ needs to come to the venues, experience the conference and return.
The recommendation for the town’s marketing plan is a focus on delegate’s needs reachable through the common communication channels together with a niche market orientation. This gives it a competitive advantage to differentiate it from its rivals.
Table of Contents
1 Introduction
1.1 Background to the research study
1.2 Rationale
1.3 Aim
1.4 Objectives
1.5 Dissertation structure
1.6 Conclusion
2 Introduction
2.1 Conferences and destinations
2.2 Supply side
2.3 Demand side
2.3.1 Corporations
2.3.2 Associations
2.3.3 Delegates
2.3.4 Conference organisers
2.4 Key issues of the conference industry
2.4.1 Conference and meeting trends
2.5 Site selection criteria
2.6 Marketing of destinations
2.6.1 Marketing communication plan
2.6.2 Branding
2.6.3 The role of the conference and visitor bureaux (CVB)
2.7 Bournemouth
2.8 Conclusion
3 Introduction
3.1 Primary research
3.1.1 Questionnaires
3.1.1.1 Pilot Study
3.1.2 Interviews
3.2 Research Procedure
3.3 Sampling frame
3.4 Analysis
3.5 Limitations
3.6 Conclusion
4 Introduction
4.1 Finding One – Site selection criteria
4.2 Finding Two – The delegate
4.3 Finding Three – Image and reputation of Bournemouth
4.4 Finding Four – Bournemouth’s strengths and weaknesses
4.5 Finding Five – Standpoint and dynamics of Bournemouth’s conference industry
4.6 Conclusion
5 Introduction
5.1 Meaning of the finings
5.2 Answers to the objectives
5.3 Marketing plan to address the findings
5.3.1 Current situation
5.3.2 Marketing
5.3.3 Strategy
5.3.4 Differential Advantage
5.3.4.1 A new niche target group
5.4 Synthesis of findings
5.5 Final Conclusion
Objectives and Topics
This dissertation aims to evaluate Bournemouth’s potential as a successful conference destination by analyzing the perceptions of three key groups: delegates, venue organizers, and conference organizers. The core research question explores how Bournemouth can align its offerings with the specific needs of these stakeholders to maintain competitiveness.
- Analysis of site selection criteria for conference organizers and associations.
- Investigation into the specific needs and satisfaction levels of conference delegates.
- Evaluation of Bournemouth’s current infrastructure and reputation as a conference hub.
- Development of a strategic marketing plan incorporating niche target groups like students.
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1 Introduction
“In the United Kingdom, seaside and inland resorts have been regarded as the main providers of conference facilities until recently. […] Yet in view of the continued development of the industry, the standard of many of the existing venues was deemed inadequate, resulting in the construction of purpose-built facilities… (Weber & Chon 2002: 14) [e.g.] in Bournemouth in 1984” (Law, 1993).
Conferences make up a major part of Bournemouth’s business situation and an especially large contribution is made through the purpose-built ‘Bournemouth International Centre’ (BIC) (Conferences: UK, 2007). This holds about 50 to 55 big conferences per year. (BIC 657 response, 2007) Recently there was a “multi-million pound extension and refurbishment programme […] and overhaul of the main 6,000-capacity Windsor Hall…” (Thornton, 2006: 45). The refurbishment of the BIC “creates over 1,300 extra jobs and an economic benefit of some £21million a year to the cosmopolitan town“ (BIC, 2004). With the creation of the Bournemouth International Conference Bureau (BICB) in 2003 the town gained a major attribute to stay competitive in the market.
Summary of Chapters
1 Introduction: This chapter provides the background, rationale, and research objectives, outlining the study's goal to analyze Bournemouth as a conference destination.
2 Literature Review: This section reviews existing academic research on the conference industry, supply/demand sides, site selection, and destination marketing.
3 Methodology: The author describes the primary research methods used, including questionnaires and semi-structured interviews, to address the identified research gaps.
4 Findings: This chapter presents the empirical data gathered, focusing on site selection criteria, delegate profiles, Bournemouth's reputation, and local industry dynamics.
5 Conclusion and Recommendation: The final chapter synthesizes the research findings and proposes a future marketing plan, including the potential for targeting new niche markets like students.
Keywords
Conference Market, Bournemouth, Destination Management, Site Selection Criteria, Delegate Perceptions, Venue Management, Business Tourism, Marketing Strategy, Bournemouth International Centre (BIC), Conference Organizers, Competitive Advantage, Industry Trends, Event Tourism, Niche Marketing, Stakeholder Analysis.
Frequently Asked Questions
What is the core focus of this dissertation?
The research examines Bournemouth as a conference destination by analyzing the perceptions of delegates, venue organizers, and organizations to understand the local conference market.
What are the primary themes addressed in the work?
Key themes include site selection factors, delegate satisfaction, the impact of local infrastructure, the influence of destination branding, and strategies to improve Bournemouth’s competitiveness.
What is the primary research question?
The study seeks to identify what drives conference organizers to choose Bournemouth as a venue and whether the town successfully meets the needs of both the organizations and the delegates.
Which scientific methods were employed?
The author utilized both secondary literature review and primary research, consisting of quantitative delegate questionnaires and qualitative semi-structured interviews with venue managers and organization representatives.
What topics are discussed in the main body of the work?
The main body covers the literature on conference industry supply and demand, detailed findings from the primary research in Bournemouth, and a comprehensive marketing plan and recommendations for the future.
How would you characterize the key research keywords?
The research is characterized by terms such as Business Tourism, Site Selection, Destination Marketing, and Stakeholder Perceptions within the specific context of the Bournemouth conference sector.
Why are unusual venues mentioned as a topic?
The study investigates whether venues like cinemas or museums can serve as alternatives to traditional conference centers to deliver unique experiences and gain a competitive edge.
What conclusion does the author reach regarding the student target group?
The research suggests that students are an untapped, interested market segment that could help shift Bournemouth's reputation away from being just a "retirement town" and strengthen its conference appeal.
- Quote paper
- Janine Paul (Author), 2007, A Critical Investigation into Bournemouth’s Conference Market. The Views of Delegates, Organisations and Venues, Munich, GRIN Verlag, https://www.grin.com/document/78467
