(TIỂU LUẬN) this report will cover the articles profile of event management and use that as the basis to investigate the event “vietnam expo 2019

TABLE OF CONTENT INTRODUCTION SECONDARY RESEARCH _5 INVESTIGATION – VIETNAM EXPO 2019 _7 Overview _7 Marketing _7 Operation _7 Risks Management FUTURE DEMAND CONCLUSION AND RECOMMENDATIONS 10 Conclusion _10 Recommendations _10 APPENDIX 11 REFERENCES _14 INTRODUCTION The tourism industry has tremendous impacts on the economy of many countries (Hodur & Leistritz 2007) One of the fastest-growing sectors contributing to that is the MICE business (Daniela, Patricia & Cristiana 2011) The term “MICE” stands for meetings, incentives, conventions, and exhibitions, of which purposes exceed leisure tourism, therefore attracting business customers (Lau & Bureau 2016) In the age of globalization and technology, MICE events are essential for information exchange, international trades, and economic growth (Schlentrich 2008) The very first form of events was gatherings where people exchange goods, experience, and knowledge (Schlentrich 2008) The scales started expanding rapidly in the 1760s as a result of the Industrial Revolution in Great Britain Trade organizations around the world needed a space to exchange with one another, which led to the first modern exhibition in Britain in 1851, the Crystal Palace Exhibition (Schlentrich 2008) Since then, the United States, European countries, and China have risen to lead the industry, with the USA being the most dominant event destination Recently, the market size in Asian countries is growing rapidly (Daniela, Patricia & Cristiana 2011) In 2019, the size of the global event industry was $1,135.4 billion (Allied Market Research 2021) Exhibitions, in which products, services, information are presented to interested participants, vary from art galleries and museums to commercial exhibitions and trade fairs (Trišić & Arsenov-Bojović 2018) Exhibitors participate to get sales leads, introduce new products, build networks, gather information about the competitors, and build the company’s image (Lau & Bureau 2016) Trade shows and commercial exhibitions in Vietnam mainly serve the purpose of promoting and presenting products and connecting the domestic and global markets Vietnam Expo, an annual event at the International Exhibition Center in Hanoi hosted by the Ministry of Industry and Trade, is one of the most prestigious trade promotion events in Vietnam It connects domestic and global enterprises, therefore enhancing import and export, increasing sales in the domestic market, and helping local businesses join the global scene and vice versa (Vietnam Expo 2020) The first Vietnam Expo was held in 1991 Over the years, the number of exhibitors and visitors participating has risen steadily despite a setback in 2020 and 2021 due to COVID-19 In 2019, the event attracted over 500 exhibitors from 23 countries and territories and approximately 21 thousand international and domestic visitors (Tradepro 2021) This report will cover the articles profile of event management and use that as the basis to investigate the event “Vietnam Expo 2019” Using the implications from the investigation and predictions of future demand in Vietnam, recommendations will be provided for the Vietnamese tourism industry SECONDARY RESEARCH There are various types of exhibitions, namely fairs, expositions and exhibitions, expo (large expositions), trade fairs, trade shows (business to business), public shows (business to customer), mixed shows (open to both businesses and the public) (Beier & Damböck 2006) These events vary in size but overall, the total exhibition space and the number of shows and venues have been increasing (see Figure 1), indicating that the demand for exhibitions has risen Global Estimates from 2006 - 2017 36 1240 35 1220 34 1200 32 1180 31 1160 30 million m2 33 29 1140 28 1120 1100 27 2006 2011 2017 26 Figure Global Estimates of Exhibitions from 2006 – 2017 (An, Kim & Hur 2021; UFI 2014) The types and numbers of tourists and the aims of an exhibition depend on its size Hallmark and mega exhibitions can enhance the reputation and attractiveness of the host destinations, thereby draw in a huge number of tourists and have both short-term and long-term impacts on the economy (Oklobdžija 2015; Vu 2021) Events in general also help elongate the tourism seasons of event destinations (Trišić & Arsenov-Bojović 2018) The three flows of economic benefits from event tourism are from the facility construction, the operation of the event, and the expenses of attendees and participants (Morgan & Condliffe 2007; Hodur & Leistritz 2007) The construction phase provides an enormous one-time gain to the local economy through employment opportunities and expenditures During the operation of an exhibition, there are also jobs provided and direct income from registration or ticket fees The last source of benefit is visitors’ expenditures on products and services outside of the event, such as transportation, accommodation, food and beverage, and entertainment (Trišić & Arsenov-Bojović 2018) In 2015, 74.68 million domestic trips involving events in England yielded £6,050 million (Visit England n.d.) The complex and flexible nature of events in which no two days are the same requires event managers to understand and apply multiple theories to the creating and producing process (Silvers & Nelson 2009; Silvers et al 2005) One of the internationally used frameworks is the Event Management Body of Knowledge (EMBOK) It provides a comprehensive and systematic approach to managing the risks involved in all types and sizes of events (Silvers 2004) EMBOK identified five functional areas of event management as administration, design, marketing, operations, and risks (see Figure 2) Figure EMBOK Model (Silvers & Nelson 2009) To assure the success of an event, the marketing strategy has to appeal to the target segments as effective marketing depends on both the sender and the receiver (Hede & Kellett 2011) The understanding of demographic, geographic, and psychological characteristics is essential to design and implement an effective marketing strategy that can influence the consumer decision-making process (Vu 2021) Digital marketing communication is an emerging communication strategy in this time when the IT revolution is integrated into people’s lives (Holm 2006) Especially on social media platforms where information about an event can reach a vast audience, organizers can measure the effectiveness of the event promotion and the event itself (Inversini & Sykes 2013) In an exhibition, aside from managing facilities and equipment, the choice of venue, the registration or ticketing process, and the layout and flow of the event are crucial for the organizers, the exhibitors, and the attendees (Tum & Norton 2006) Organizers have to consider the participant requirements, the press and media, and safety and emergency procedures Aside from the safety of participants on-site, there are risks related to legal and political issues, social responsibility, etc depends on each exhibition (Milanović & Ješić 2014; An, Kim & Hur 2021) Being well-prepared for these risks is the responsibility of the event organizers INVESTIGATION – VIETNAM EXPO 2019 Overview The 4-day long event in Hanoi had the theme “Connect – Share – Succeed” Aside from the purpose of connecting the domestic and global markets that it shared with the previous 28 shows, Vietnam Expo 2019 emphasized helping local businesses develop through free seminars and training for attendees organized by Vietnam and Korea (Hoang 2019; VNS 2019) Most event participants, who were from the business sector (Tradepro 2019, Luu 2019), attended to promote their products, build networks, and learn to develop their businesses Marketing As a prestigious event that had been held for 28 years, before the event date, information about Vietnam Expo 2019 was on the national television channels, various e-newspapers, and websites and social media pages for businesses (see Appendix & 2) The organizers also sent invitations to potential exhibitors, some of which were on public websites for Vietnamese businesses (see Appendix 3) To deliver the information to interested parties effectively, a website for the exhibition was built (see Appendix 4) Not only did it provide information about Vietnam Expo 2019 (for example, timeline and floor map), exhibitors (booth fee for instance), and news about the exhibition, but it also allowed visitors to register to attend the event as exhibitors or visitors Though the exhibition did have a Facebook page and there were hashtags related to the event, the engagement levels were not impressive This might be because the page was built solely to provide information, not encouraging interactions from viewers Also, since most event participants were above 35 years old (as seen in most photos taken during the exhibition) and attended for work purposes, they were not active on Facebook (see Appendix & 6) Operation The exhibition was held at the International Exhibition Center (ICE) in Hanoi, featuring over 500 exhibitors from Vietnam and 23 countries and territories in 600 booths and attracted 21 thousand visitors from businesses and the public The venue was divided into the International zone, Vietnam Value zone, Industrial Products zone, and the Consumer Products zone for effective navigation However, due to the limited area, the number of businesses attending the exhibition was restricted (Huong 2019) Attendees had to register through the website before a due date, which assisted the organizers in planning the logistics and flow of the event Though most of the participants were at ICE over the course of days, some additional seminars were organized in other locations within Hanoi Therefore, a clear schedule along with the floor map was provided for attendees to visit and register for seminars they wanted to attend This helped lessen the human traffic at the venue Risks Management In an offline international scale exhibition, there are many risks even before the on-event dates In Vietnam Expo 2019, there were exhibitors from China, Korea, Russia, etc., whose presence had impacts on Vietnam’s cooperate opportunities with global markets As a result, planners would have to consider political and economic factors when organizing the booths The exhibition also came with medical and physical risks such as disease outbursts, accidents, or criminal activities (Milanović & Ješić 2014; Beier & Damböck 2006) This required the event managers to have detailed safety procedures, insurance, and a trained workforce to handle any possible risks A completed participant record was critical so that the organizers could keep track in case of an infectious disease As Vietnam Expo is a prestigious exhibition with history, it was important for the organizers to be wellprepared for these types of risks to uphold the image and reputation of not only the event but also the country in the international market FUTURE DEMAND The Asia-Pacific region is a dynamic economic hub that is developing rapidly and its event industry is expected to have the highest compound annual growth rate (CAGR) of 13.3% compared to other regions by 2028 (Allied Market Research 2021) Despite the delay caused by COVID-19, the event industry in Asia-Pacific is expected to continue growing starting from 2021 (Heo 2021) The pandemic has also brought up the demand for strict risks management, especially health risks, and virtual events The MICE sector has a remarkable contribution to Vietnam’s tourism as the revenue generated was six times higher than other types of tourism as of 2019 (VIR 2021) However, the lack of space, infrastructure, and facilities was a hindrance to its development when the number, scale, and purpose of exhibitions kept increasing (Le 2019) CONCLUSION AND RECOMMENDATIONS Conclusion Exhibitions, and events in general, are effective gateways to develop the tourism industry, hence the economy of a country The variety in types, scales, and purposes requires an event management framework, which is EMBOK in this report, to minimize the risks and increase the economic benefits The MICE industry in Vietnam has brought numerous opportunities to the local industries and the national economy, evident in exhibitions such as Vietnam Expo 2019 The investigation of this event has pointed out elements that need to be improved to satisfy the accelerated demand for MICE Recommendations To quickly adapt to the consequences of COVID-19, event organizers must develop effective platforms for virtual events Travel restrictions have negatively affected the success of many events such as Vietnam Expo 2021, in which the number of exhibitors declined by 200 compared to the figure for 2019 despite having combined live and online exhibitions through remote booths (Lam 2021) A technology that can be used is virtual reality, which creates a simulated environment (Bardi 2020) that greatly enhances the experience of visitors at virtual exhibitions compared to flat screens As the event industry in Asia is predicted to expand soon and some countries have vaccinated their citizens, Vietnam needs to upgrade existing venues and build new ones to meet the booming demand However, the expansion must be strategically planned on the national scale as constructing new venues may backlash if supply exceeds demand (Morgan & Condliffe 2007) and the current situation in Vietnam has yet to allow construction If Vietnam wants to be able to welcome visitors to offline events, strict health and safety procedures such as tests to assure the health status of all participants before and after the event or the floor planning of the event and designs of booths to practice social distancing effectively must be applied Finally, since the number of events in general and exhibitions specifically in Vietnam has been rising, new events should have effective marketing strategies to reach the right target segment Aside from commonly used mediums like television channels, e-newspapers, websites, or emails, social media is a platform worth exploring though it has been utilized ineffectively For example, one application used frequently by generation X and Y for work purposes is Zalo (Statista 2021) APPENDIX Appendix E-newspapers and websites posted about Vietnam Expo 2019 (Screenshot on Google) Appendix Posts about Vietnam Expo 2019 on business Facebook pages (Screenshot on Facebook) Appendix Invitation on public website (Hoang 2019) Appendix Vietnam Expo’s website (Vietnam Expo n.d.) Appendix Percentage of social media users in Vietnam by age (Hootsuite 2019) Appendix Percentage of Vietnamese users who used social media for work purposes (Hootsuite 2019) REFERENCES Allied Market Research 2021, Event Industry by Type, industry report, Allied Market Research, viewed 28 July 2021, An, J, Kim, H & Hur, D 2021, ‘Keeping the Competitive Edge of a Convention and Exhibition Center in MICE Environment: Identification of Event Attributes for Long-Run Success’, Sustainability, vol 13, no 9, p 5030 Bardi, J 2020, What is Virtual Reality? [Definition and Examples], Marxent Labs, viewed 31 July 2021, Beier, J & Damböck, S 2006, ‘The role of exhibitions in the marketing mix’, pdf file, Ravensburg: University of Cooperative Education, viewed 28 July 2021, Daniela, F, Patricia, DS & Cristiana, PI 2011, ‘Meetings, incentives, conventions and exhibitions (mice) industry in the global context’, ECONOMIC SCIENCES SERIE, vol 11, no 2, p 437 Hede, A & Kellett, P 2011, ‘Marketing communications for special events: Analysing managerial practice, consumer perceptions and preferences’, European Journal of Marketing, vol 45, no 6, pp 987-1004 Hoang, BD 2019, THƯ MỜI THAM GIA VIETNAM EXPO 2019, AVR, viewed 29 July 2021, Hodur, NM & Leistritz, FL 2007, ‘Estimating the economic impact of event tourism: A review of issues and methods’, Journal of Convention & Event Tourism, vol 8, no 4, pp 63-79 Holm, O 2006, ‘Integrated marketing communications: from strategy to tactic’, Corporate Communications: An International Journal, vol 11, no 1, pp 23‐33 10 Hootsuite 2019, Digital 2019 Vietnam (January 2019) v01, slideshare, viewed 30 July 2021, 11 Huong 2019, Vietnam Expo 2019 tổ chức từ 10/4 Hà Nội, BNews, viewed 30 July 2021, 12 IAAPA 2019, Global Attractions Professionals Come Together for Record-breaking IAAPA Expo Asia 2019 in Shanghai, IAAPA, viewed 28 July 2021, 13 Inversini, A & Sykes, E 2013, ‘An investigation into the use of social media marketing and measuring its effectiveness in the events industry’, in Information and Communication Technologies in Tourism 2014, Dublin, Ireland, 21-24 January, SpringerLink eBook database, pp 131-144 14 Lam 2021, Vietnam Expo 2021 kết hợp gian hàng truyền thống gian hàng từ xa, Thời báo Tài Việt Nam, viewed 31 July 2021, 15 Lau, C & Bureau, E 2016, ‘Meetings, incentives, conventions and exhibitions (MICE)’, Hong Kong: Polytechnic Institute, viewed 28 July 2021, 16 Le, K 2019, Lỡ nhiều hội lớn thiếu mặt triển lãm , SÀI GỊN GIẢI PHÓNG, viewed 30 July 2021, 17 Luu, Q 2019, Khai mạc Hội chợ Thương mại quốc tế Việt Nam (Vietnam Expo) 2019 , Ministry of Industry and Trade, viewed 29 July 2021, 18 Milanović, N & Ješić, M 2014, ‘EVENT RISK MANAGEMENT–EMBOK MODEL APPROACH’, Serbian Project Management Journal, vol 4, no 2, p 60 19 Morgan, A & Condliffe, S 2007, ‘Measuring the economic impacts of convention centers and event tourism: A discussion of the key issues’, Journal of Convention & Event Tourism, vol 8, no 4, pp 81-100 20 Oklobdžija, S 2015, ‘The role of events in tourism development’, Bizinfo (Blace), vol 6, no 2, pp 83-97 21 Schlentrich, U 2008, ‘The MICE industry: meetings, incentives conventions and exhibitions’, The Sage handbook of hospitality management, pp.400-420 22 Silvers, JR & Nelson, KB 2009, ‘An application illustration of the Event Management Body of Knowledge (EMBOK) as a framework for analysis using the design of the 2006 Winter Olympics opening ceremonies’, Event Management, vol 13, no 2, pp 117-131 23 Silvers, JR 2004, Updated EMBOK Structure as a Risk Management Framework for Events, EMBOK, viewed 29 July 2021, 24 Silvers, JR, Bowdin, GA, O'Toole, WJ & Nelson, KB 2005, ‘Towards an international event management body of knowledge (EMBOK)’, Event Management, vol 9, no 4, pp 185-198 25 Solopress 2019, The world’s biggest trade shows revealed, Solopress, viewed 28 July 2021, 26 The Global Association of the Exhibition Industry (UFI) 2014, Global Exhibition Industry Statistics March 2014, industry report, UFI, viewed 28 July 2021, 27 Tradepro 2021, Vietnam Expo 2021, Tradepro, viewed 28 July 2021, 28 Trišić, I & Arsenov-Bojović, V 2018, ‘The role of MICE industry in tourism development’, Tourism International Scientific Conference Vrnjačka Banja-TISC, vol 3, no 2, pp 275-293 29 Tum, J & Norton, P, 2006, Management of event operations, Routledge, pp 65-70 30 Vietnam Expo 2020, GIỚI THIỆU, Vietnam Expo, viewed 28 July 2021, July 2021, 31 Vietnam Expo n.d., Homepage, Vietnam Expo, viewed 30 32 VIR 2021, Vietnam’s MICE tourism expected to explode after COVID-19, Vietnamnet, viewed 31 July 2021, 33 Visit England n.d., Events, Festivals & Exhibitions and Domestic Tourism, industry report, Visit England, viewed 29 July 2021, 34 VNS 2019, Vietnam Expo 2019 returns to Hà Nội, Viet Nam News, viewed 29 July 2021, 35 VU, O 2021, ‘Event Marketing’, lecture slides, BUSM4571, RMIT University, viewed 29 July 2021, 36 Vu, O 2021, ‘Project Management’, lecture slides, BUSM4571, RMIT University, viewed 28 July 2021,  ... will cover the articles profile of event management and use that as the basis to investigate the event “Vietnam Expo 2019? ?? Using the implications from the investigation and predictions of future... facilities and equipment, the choice of venue, the registration or ticketing process, and the layout and flow of the event are crucial for the organizers, the exhibitors, and the attendees (Tum & Norton... contribution to Vietnam’s tourism as the revenue generated was six times higher than other types of tourism as of 2019 (VIR 2021) However, the lack of space, infrastructure, and facilities was a hindrance