St.

Clare College
Caloocan City, NCR
Philippines

I. INSTITUTIONAL VISION:
To become the leading institution for professional development and the first and foremost
provider of quality, affordable and sustainable development education.

II. INSTITUTIONAL MISSION:

To provide quality and excellent global education for the total development of a
responsible, innovative, skillful and professional global workforce whose values and
dignity are beyond par.

III. CORE VALUES:

St. Clare College of Caloocan aims to foster distinction and excellence in all the endeavors
of the school community members. All stakeholders are envisioned to be imbued with
enduring core values which define and shape the central beliefs and character of every
genuine Clarean student, employee and administrator within and beyond the premises of
the academic institution.

Hereafter are the core values of St. Clare College:

1. Star that Shines

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Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

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Caloocan City, NCR
Philippines

All members of the school community are encouraged to exemplify remarkable standards in
attaining excellence in every aspect of life, making them role models who possess the values
and character that are worth emulating.

2. Truthfulness

Truthfulness is characterized by embracing honesty in thoughts, words and deeds of all

concerned individuals who are part of the school community.

3. Compassion
Selflessness and genuine concern for others are instilled in Clareans through constant
exposure to various academic, extracurricular and co-curricular activities that will bring out
their compassionate attribute.

4. Love
Love for oneself, for others and for noble causes are pivotal in cultivating a well-rounded
individual who embodies unwavering desire and sustained commitment in undertaking

5. Amiable
Displaying a friendly disposition and pleasant attitude towards other people inspires
positive rapport and desirable outcomes.

6. Righteousness
All concerned members are expected to uphold the ideals and moral principles of the
institution as a reflection of their integrity and dignity.
Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

7. Ever Loyal
Remaining steadfast to the ideals and good name of the institution is a desirable impression
ingrained in the minds and hearts of all the members of the school community.

IV. INSTITUTIONAL OUTCOMES:

1. Intellectual Creativity, Critical Thinking and Innovativeness

Graduates can use their imagination as well as their rational thinking abilities and
innovation, in order to adopt and adjust to the changing needs of the times both nationally and
globally.

2. Effective Communication
Graduates are proficient and skillful in the four areas of communication: reading,
writing, listening and speaking. They can use their skills in solving problems and articulating
their thoughts when engaging with people in various situations.

3. Leadership Effectiveness and Managerial Skills

Graduates are developed to become the best professionals in their respective
specializations by imploring leadership competencies, managerial skills and technical know-
how.

4. Sense of Nationalism and Global Responsiveness

Graduates are nationalists and respect the values of global citizenship.

5. Personal and Professional Ethical Standard of Excellence

Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

Graduates demonstrate desirable strength of character and attitudes in their personal

and professional endeavours.

6. Quality Service and Collaboration

Graduates exemplify the potentialities of an efficient, responsible and well-rounded
professional committed to quality service, honest toil and collaboration.

7. Adeptness in the Use of Information Communication Technology (ICT) Modern Facilities

Graduates are skilful and knowledgeable in the use of digital learning devices/facilities,
including technical and numerical skills.

8. Community Engagement
Graduates assume an active role in organizing projects, programs and activities to help
and advance the interest and welfare of the people in their respective communities.

9. Passionate to Perpetual Learning

Graduates are committed to continually advance their knowledge and technical skills in
order to keep themselves abreast to the needs and challenges of their profession, both
nationally and globally.

10. Strong Sense of Spiritual and Moral Values

Graduates are morally and spiritually upright in their day to day undertakings.

Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

MODULE 2: KEY PLAYERS IN THE MICE INDUSTRY AND

THEIR ROLES IN THE TOURISM AND HOSPITALITY
INDUSTRY
Learning Outcomes

At the end of this chapter, you should be able to:

1. Describe the key players in the MICE industry and

2. Discuss the roles of the key players in the tourism and hospitality industry, which are:
a. Associations;
b. Convention centers
c. Conference centers
d. Tour operators;
e. Trade shows and expositions;
f. Hotels
g. Convention and visitors bureaus; and
h. The process of providing a MICE event

The size of the MICE industry has greatly expanded. At present, it includes several
players. These players are the following:

1. Associations
2. Convention centers
3. Conference enters
4. Tour operators
5. Trade shows and expositions
6. Hotels
7. Convention and visitors bureaus
8. The Proces of Providing MICE Event

Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

Associations

An association is an organized body that promotes and enhances a common interest

activity or purpose. Modern associations find their roots in historical times. Roman and Oriental
craftsmen in ancient times formed associations for the improvement of their trade. In the
middle ages, associations were in the form of guilds, which were organized to obtain proper
wages to maintain work standards.

Associations are classified into main categories-trade associations and professional

associations. Both are organized for the betterment of their members. The main activity for
both types of associations is to gather and exchange information through publications,
educational seminars, newsletters, and meetings.

Trade associations are nonprofit organizations that are designed to address the needs of
for profit businesses. The members are business agencies that have the same objective. A good
example is the Professional Convention Management Association (PCMA) whose members are
involved in the conventions and meetings industry.

Professional associations, are nonprofit organizations that are not business-oriented.

They are designed to help their members realized their objectives. Professional associations are
divided into three sections. The first sector consists of the members with the same interest
such as the American Association of the Retired Person (AARP). The second sector consists of
scientific , engineering, and learned associations such as the Council of the Hotel, restaurant
and Institutional education (CHRIE). The third sector is concerned with religious, charitable, and
public services such as the American Heart association.

Convention Centers

A comprehensive convention center is a public agency whose aim is to host meetings

and exhibits in a venue. It provides banquet, food and beverage, and concession services.
Majority of convention centers are owned by the city, country, or state government and are
operated by an appointed board or authority. An example of a convention center is the PICC.
Other examples are the Jacob K. Javits Convention Center in New York and the Anaheim
Convention Center in California. In some cases, convention centers may be managed by private
management companies.
Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

Convention centers provide big, flexible rooms for trade shows and smaller spaces for
banquets, meetings, and association parties. The convention and visitors bureau assists in
marketing convention centers.

Historically, convention centers were organized to serve the community. However, at

present, convention centers are profit centers. Many convention centers obtain revenues by
renting their exhibition and meeting rooms. Other sources of revenue come from food and
beverage catering, concessions, and vending. Many convention centers offer specialized
services to exhibitors who take part in shows held in it. Examples are electrical telephone, stage
construction, lighting, plumbing, air, and sound.

Conference Centers

A conference center is a specialized hospitality operation which aims to facilitate and

support small to medium size meeting of 20 to 50 people. Conference centers are different
from convention centers because majority of conference centers provide overnight
accommodations for their participants. The guest at a conference center do not need to leave
the center during the entire duration of their conference because all their needs, such as meals
accommodations, and leisure activities, will be provided by the conference center. The
conference center was established to meet the growing demand for specialized meetings. The
design of the conference center emphasizes comfort and privacy for the attendees.

A unique characteristic of a conference center is that it provides continuous

refreshment throughout the meeting, thus, allowing the attendees to take a break whenever
they feel like doing so. Another unique feature of a conference center is that it charges only one
price that includes meals, room rates, meeting rooms, audiovisual equipment, coffee breaks,
and paper supplies needed by the participants.

Tour Operators

Tour operators play an important role in the MICE industry. They work with meeting
planners in arranging tours and activities for meeting attendees and their families who combine
business with pleasure. Most often, convention delegates stay in the convention city for a few
days after the convention to relax, sightsee, or enjoy the entertainment in the city. Tour
Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

operators often create tour packages for the spouse, guest, or children of the attendees. Thus,
while the participants attend their meetings, their spouses and guests may be brought to a
local museum or art gallery while the children may be brought to a theme park or a zoo.

The convention delegates usually receive information about the tours several weeks
before the convention. Because there is a growing trend for meeting attendees to bring their
families with them. The job of the tour operator is becoming more important in the MICE
industry.

Trade Shows and Expositions

Trade shows, expositions, and scientific/technical conferences are terms that are used
interchangeably in the MICE industry. Exhibition was historically a European term. As we
become more global, Americans have adopted the term to refer to traveling shows such as art
exhibitions. According to the CLC glossary, expositions are public shows. Historically, trade
shows are private shows which are open only to those involved in the industry. Although some
trade shows open themselves to the public on their final days, majority are still private.

All these terms describe an activity which aims to represent a major industry marketing
event. Trade shows provide a venue in which individuals associated with a particular industry
can bring their products and exhibit them together. The forum allows the attendees and
exhibitors to exchange information about their products. For example, an annual trade show is
sponsored by the American Hotel and Motel Association every November in New York City. This
trade show brings together all the suppliers associated with the hotel and motel industry.

Trade shows have a very interesting history. According to Evan St. Lifer, trade shows or
expositions started when caravans crossing the dessert would meet and exchange products. In
the United States, the history of trade shows dates back to 1876 when Alexander Graham Bell
showed his telephone at the Philadelphia Centennial Exposition, a show celebrating America’s
first 100 years.

With the advent of the industrial era, marketing of products became very important.
Salesmen spent most of their time on the road selling their products. Because it was
impractical to call on customers individually, salesmen began to rent hotel rooms to display
Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

their wares. They invited their customers to look at their display. This practice was beneficial to
individual companies.

As the trade shows industry expanded, hotel became insufficient to use. By the mid-
1920’s, hardworking individuals developed an exhibit hall in which large groups exhibitors who
shared a common product showcased their wares together. This gave trade shows a new look.
Clients were no longer crowded in small hotel rooms and not allowed to leave the room until
they placed their orders. In exhibit halls, clients were allowed to roam freely from one booth to
another.

At present, the trade show industry is the most exciting, dynamic, and economical
means for marketing individuals to achieve their sales goals.Because of the great number of
attendees in trade shows, cities are now competing for the trade show business.

There are several key players within the trade show industry: the trade show sponsors,
exposition or show managers, and service contractors.

Trade show sponsors are trade or professional associations who use the trade show as
an important part of their meetings or conventions to generate revenue. For example, the
National Restaurant Association is the sponsor for the NRA trade show which is held in Chicago
every May. The exposition or show manager is responsible for all aspects of the trade show.
The service contractors are individuals responsible for providing all the services needed to run
the facilities for a trade show. A general service contractor is multi-talented, creative, and
equipped to serve all exhibit requirements.

Hotels

Hotels play an important role in the MICE industry. Hotels provide comfortable
overnight accommodations for out-of-town guests for a meeting, convention, or trade show. IN
addition, many hotels provide meeting rooms, convention facilities, and small exposition halls
for meetings and conventions. Meetings and conventions have become a major source of
revenue for many hotels. This revenue is generated through the rental of sleeping rooms, food
and beverage, as well as rental of meeting places.

The most important person in a hotel is the convention service manager. He or she acts
as a liaison between the meeting planner and the hotel. This position has increased the
Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.

 St. Clare College
Caloocan City, NCR
Philippines

marketability of hotels as convention sites because the primary aim of the convention service is
to service the meeting or convention. Meeting planners need not deal with different
department heads within the hotel. The convention service manager can help them with all
their needs.

Convention and Visitors Bureaus

A convention and visitors bureau is a nonprofitable organization designed to solicit

visitors and conventions to a community. Majority are privately owned although some are
housed within the state government. They are funded through the hotel accommodations tax.
The convention and visitors bureau coordinates all activities of meetings and conventions.
These include marketing the destination, providing information about possible host facilities,
coordinating familiarization tours for meeting planners and association executives, and acting
as liaison between the group and several suppliers within the community.

The Process of Providing a MICE Event

According to Rutherford, the process of providing a MICE event is often compared with
the design of a wheel. At the center of the wheel is the MICE event which may be a conference
or exhibition that will be managed by a conference organizer. All specialists who provide
services are located on the spokes of the wheel (see Figure 2.1). During the planning of the
MICE event, one or more of the services specialists or suppliers might assume a specific role
that is very important for the success of an event. An example is the transport supplier who
provides transfers of international delegates from the airport to the venue. Around the edge of
the wheel are the delegates or customers. Any time during the events, the delegates will come
into contact with the suppliers. Their overall experience of the event will be influenced by each
of the service specialists or suppliers. Hence, the interrelationship between each supplier and
the delegates is very important to the success of the MICE event. The key players of the MICE
industry include hotels, facilities, support services, associations, professional congress
organizers, incentives travel organizers, and convention and visitors bureaus.

MODULE ACTIVITIES

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Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
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Caloocan City, NCR
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1. Develop a familiarization trip to introduce a meeting planner to your city.

2. Make a list of potential conference venues to your town, city, or area. What are the range
and extent of the facilities available? Who might be attracted to these venues?
3. Critically evaluate the role of a convention visitors bureau within a city or region. Discuss
the services it provides for the potential conference organizer.

MODULE QUIZ

I. Identify the following:

__________________________1. An organized body that promotes a common activity or

purpose

__________________________2. A public assembly facility designated to host meetings and

exhibits under one roof.

__________________________3. The person responsible for all aspects of a trade show.

__________________________4. A nonprofit organization that solicits meetings and

conventions to a city.

__________________________5. The person who acts as a liaison between the meeting

planner and the hotel.

__________________________6. Individuals who provide services and products needed for the
show.

__________________________7. He or she arranges tours and activities for meeting attendees

and their families.

__________________________8. Nonprofit organizations that are not involved with business

firms.

Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

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Caloocan City, NCR
Philippines

__________________________9. Trade or professional associations who sponsor shows to

generate revenue.

__________________________10. Organizations whose aim is to meet the needs of

businesses.

II. Enumerate the following:

11-17 Key players in the MICE industry

18-20 Kinds of professional associations

Note: This material is protected by the Copyright Law under the Republic Act No. 8293, otherwise known as the Intellectual
Property Code of the Philippines. As such, the same may not be reproduced, distributed, transmitted, sold, altered,
displayed, published or broadcast without the prior written permission of St. Clare College of Caloocan, Inc.

Copyright © 2021 St. Clare College Inc. All rights reserved.