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Event Management, Vol. 16, pp.

133141
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DOI: http://dx.doi.org/10.3727/152599512X13343565268339
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A Review of Business Events Literature


Judith Mair
Department of Management and Australia & International Tourism Research Unit,
Monash University, Melbourne Australia

This article examines the developments in research into business events over 10 years from 2000 to
2009. It examines the main themes of the research that has been undertaken and highlights research
gaps. Before 2000, researchers had identified considerable gaps in the business events literature. The
reason most often cited for lack of research was the difficulty in obtaining statistics. Considerable
research has been completed since then, yet researchers are still faced with the difficulties of obtaining meaningful statistics on the business events industry. Existing reviews of the business events
literature demonstrate that some of the main themes which have emerged as important research topics include the economic impact of events and the site selection process of conference and convention
organizers. This review identified further areas that have been the focus of considerable research
efforts in the period from 2000 to 2009. These include the evaluation of satisfaction by meeting planners, the role of destination image in convention attendance, and the decision-making process of
convention attendees. Research gaps and issues are still being identified in many areas of business
events. The article concludes with a discussion on this, including a lack of rigor in much business
events research, a tendency towards descriptive statistics and analysis, a lack of research into the
social and environmental impacts of business events, and a failure to include reference to incentives
in the business events literature.
Key words: Business events; Meetings, incentives, conventions, and exhibitions (MICE);
Convention site selection; Convention destination image; Review

Introduction

Although over 15 years have passed since then,


researchers in the business events field still consider
that there is a lack of literature to guide them (inter
alia Mair & Thompson 2009; Oh, Kim, & Hong,
2009). However, it is reasonable to question whether
it is still accurate to highlight a dearth of research
overall, or whether the field has progressed to a
stage where it is more helpful to identify research
strengths and gaps. In the early years of the last

In the 1990s, studies into business events were at


an early stage, variously described as limited
research (Abbey & Link, 1994, p. 275), virtually
non-existent research (Witt, Sykes, & Dartus,
1995, p. 559), a dearth of reliable intelligence
(Davidson, 1994, p. 377), and a largely neglected
area of tourism research (Oppermann, 1996, p. 11).

Address correspondence to Dr. Judith Mair, Department of Management, Monash University, Melbourne, Australia.
E-mail: judith.mair@monash.edu

133

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Mair

decade, a number of reviews of research in convention research suggested that the field was growing,
with Lee and Back (2005) identifying 135 articles
written on conventions between 1990 and 2003
(their review excluded exhibitions and incentives).
The aim of this article is to review the business
events (meetings, incentives, conventions, and
exhibitions) literature from 2000 to 2009 and to
identify areas of research strengths and highlight
research gaps.
Developments in the Field
According to Reid and Andereck (1989), academic journals constitute an indicator of the direction and nature of research in a field. Further, Van
Doren, Koh, and McCahill (1994) suggest that a
crucial gauge of the maturity of any growing field
of research is an analysis of the extent and direction
of its evolving research literature.
Other fields of research in the social sciences
have been the focus of detailed literature reviews.
For example, Baloglu and Assante (1999) carried
out an extensive review of the hospitality literature,
using content analysis of over 1,000 articles.
However, as Yoo and Weber (2005) point out, the
same does not hold true for convention tourism
research. The existing studies include an evaluation
of trends in MICE (meetings, incentives, conventions, and exhibitions) in Australia (Carlsen, 1996);
an evaluation of research into a specific topic
association site selectionby Crouch and Ritchie
(1998); and two reviews of convention and meeting
literature up to 2003 (Lee & Back, 2005; Yoo &
Weber, 2005). Therefore, it seems timely to consider both the direction and nature, and the extent
of research into business events in more recent years.
As identified, there are only two main reviews
that cover convention and meeting research in total
that have been published in recent years. In 2005,
Yoo and Weber published their article on Progress
in convention tourism research using a statistical
and thematic approach. They identified 115 articles
published in 14 academic journals up to 2003.
Adopting content analysis, they coded the articles
in terms of subject area, nature of the research, statistical technique used, and regional research focus.
Their findings indicated that half of the articles
focused on the area of marketing, throughout the

years surveyed and across all the journals. In addition, there was a significant focus on meeting planners, and on administration and strategy.
With regard to the nature of the research, a trend
towards increasing numbers of empirical papers
was highlighted, along with an increase in the use
of multivariate statistics (although descriptive statistics were employed most frequently) (Yoo &
Weber, 2005). They also examined the regional
focus of the articles, finding that more than half of
the articles had a focus on North America. However,
a developing trend towards the publication of more
articles focusing on Asia and Australia was also
identified (Yoo & Weber, 2005).
Lee and Back also published an article in 2005
entitled A review of convention and meeting management research 19902003, which collected
and content analyzed 137 convention articles published in major hospitality and tourism journals.
The difference in the number of articles identified
in the Lee and Back (2005) and Yoo and Weber
(2005) studies, over a similar period of time,
illustrates the difficulties associated with comparing reviews.
Lee and Back (2005) categorized the articles in
their review on the basis of nature of article,
research design, statistical technique, research
focus, and functional area. Their findings are, not
surprisingly, similar to those of Yoo and Weber
(2005), including the fact that although descriptive
research dominated the articles reviewed, there was
a discernible trend towards more sophisticated
quantitative research techniques, particularly from
2000 onwards. Lee and Back (2005) also highlighted that association site selection processes,
destination marketing, and the economic impacts of
conventions were the dominant research themes.
Both reviews suggested areas where there were
gaps in the literature. According to Yoo and Weber
(2005) there is a need for studies evaluating economic, social and cultural impacts of convention
tourism (p. 206). This, however, appears to contradict the finding by Lee and Back (2005) that economic impacts of conventions was a dominant
research theme. Lee and Back (2005) pointed to the
importance of meeting attendees and proposed that
future research efforts should be directed towards
association members and their meeting participation behavior.

Review of Business Events


In summary, existing reviews of literature in the
business events area points to the dominance of
descriptive research but with a trend towards
increasing use of multivariate statistics, and a predominance of research into meeting planners and
associations site selection processes. Gaps in the
area of economic, social and cultural impacts, and
convention attendees were identified. This
research will examine the more recent literature
with a view to examining whether the research
gaps identified have been addressed, and whether
the trends identified (particularly the trend towards
more sophisticated research methods and data analysis techniques) have indeed continued.
Method
Lee and Back (2005) suggest two distinct orientations of observation that can be used when compiling a literature review: statistical reviews and
thematic reviews. They classify statistical reviews
as those which focus on identifying general trends
of methodological use and research areas over the
years, and which often are presented in numerical
format. Thematic reviews, on the other hand,
review a certain industry sector or specific functional area (e.g., marketing or human resources)
(Lee & Back 2005). It is possible, and indeed may
be advisable, to combine both approaches, compiling a review which covers both general trends and
specific content areas.
This article uses a content analysis of the manifest content of a range of articles published between
2000 and 2009, all on the subject of business events
(MICE). Manifest content involves denotative
meaningthe meaning that most people give to
particular words and phrases (Riffe, Lacy, & Fico,
1998). Therefore, the analysis will not consider any
hidden meanings, or latent content. The starting
date of 2000 was chosen so that there was some
overlap, and arguably some continuity between the
existing reviews of the literature (Lee & Back,
2005; Yoo & Weber, 2005) and this review.
Relatively straightforward categories were selected
initially in order to search the online publication
databases. These were business events, MICE,
and meetings, incentives, conventions, conferences, and exhibitions as separate words.
Articles that were simply conference or convention

135

reports were excluded. This initial search elicited


152 articles. A few were removed from further
analysis; for example, where the topic was not considered to be relevant to this study (such as articles
that were primarily focused on accreditation, or
human resources or education, but where the business events context was mentioned briefly). The
final total of articles to be reviewed was 144.
Once the articles to be analyzed have been identified, the next step in the content analysis process
is to determine appropriate content categories
(McMurray, Pace, & Scott, 2004). Following the
literature review, a number of content categories
appeared to be relevant. These are shown in Table
1. Each of the categories above was further broken
down into subcategories as shown.
In content analysis it is important to consider the
reliability of the analysis. One of the major areas
where content analysis can become flawed is when
a number of people are coding the analysisin that
Table 1
Content Categories
Main Content
Category
Journal
Year of publication
Research focus

Subtheme

Research approach

Analysis type

Subcategories

Attendee
Destination
Meeting planner
Meeting supplier
Industry general
Research reviews
Attendee decision-making process
Convention center development
Destination image
Destination/CVB marketing
Economic impact
Evaluation of satisfaction/service
quality/destination
Hotel/meetings/sales operations
Meeting planning (budgets,
schedules, etc.)
Other areas (law, government, etc.)
Other meeting venues
Site selection
Technology
Trends and issues
Quantitative
Qualitative
Conceptual
Descriptive analysis
Descriptive statistics
Multivariate statistics
Conceptual paper

136

Mair

instance, reporting intercoder reliability is suggested (Riffe et al., 1998). However in this study all
coding was carried out by the author and therefore
no intercoder bias can have occurred. In order to
reduce the subjective nature of the coding process
where a single coder is used, an additional
researcher reviewed the coding of some early articles to ensure a consistent approach. Nonetheless,
categorization of material was done on a discretionary and judgmental basis, as is often the case with
content analysis, and therefore the results of this
exploratory study provide some reflections on the
themes and issues connected to research in the area
of business events without attempting to provide a
definitive resource.
Findings
With regard to the total number of articles published in each journal (Table 2), it can clearly be
seen that the majority of articles (58 of the total
144) were published in the Journal of Convention
and Event Tourism. When the 40 articles published
in the Journal of Convention and Exhibition
Management (the former title of JCET) are taken in
account, these two outlets comprise a significant
number of the total articles published in the

business events area (98 out of 144). This is of


course not surprising in itself, as these journals
have business events as a major focus. Perhaps
more interesting is the fact that number three on the
list is Tourism Management, recognized by a number of journal ranking systems as one of the highest
quality journals in tourism. This suggests that quality research endeavors in the business events field
are considered to be as worthy of publication as
more traditional areas of tourism. In addition, there
are publications in non-tourism-specific journals,
such as the Journal of Brand Management, Organ
ization, Journal of Retail and Leisure Property, and
Journal of Services Marketing.
Previous studies have investigated the prestige
of hospitality and tourism journals (e.g., McKercher,
Law, & Lam, 2006) and although there is debate as
to exactly how to rate the quality of various journals, there is general consensus that some journals
(e.g., Annals of Tourism Research, Tourism Man
agement, and Journal of Travel Research) are consistently highly rated (Park et al., 2011). In the
absence of an internationally recognized scheme,
this article will use the rankings given to journals in
the Excellence for Research Australia (ERA)
scheme, which ranks journals from A* (the most
prestigious) to C (the least prestigious).

Table 2
Journals Publishing Articles on Business Events
Journal
Journal of Convention and Event Tourism
Journal of Convention and Exhibition Management
Tourism Management
Event Management
Journal of Travel Research
Cornell Hotel and Restaurant Administration Quarterly
Journal of Hospitality and Tourism Research
International Journal of Contemporary Hospitality Management
Journal of Vacation Marketing
Journal of Travel and Tourism Marketing
International Journal of Hospitality and Tourism Administration
International Journal of Hospitality Management
Journal of Brand Management
Journal of Hospitality Marketing and Management
Journal of Retail and Leisure Property
Journal of Services Marketing
Organization
The Service Industries Journal
Journal of Hospitality and Leisure Marketing

Total No.
of Articles

ERA
Ranking

58
40
10
7
6
4
3
3
2
2
1
1
1
1
1
1
1
1
1
144

C
C
A*
B
A*
unranked
A
B
B
A
C
A
B
C
B
B
unranked
unranked
unranked

Review of Business Events


Further examination of Table 2 indicates that of
the top 10 journals publishing business events
research, the majority of articles were published in
C ranked journals (primarily the Journal of
Convention and Event Tourism and its predecessor,
Journal of Convention and Exhibition Manage
ment). This suggests that the quality of the majority
of business events articles, by these metrics, is not
particularly high. However, it is worth noting that
there were 16 articles in A*, highly prestigious
journals, and a further 5 in A ranked journals.
Therefore, it is indeed possible to get business
events research published in journals of high quality and with a good reputation.
When the articles were analyzed to investigate
the research focus, it was clear that meeting planners were the subject of the highest number of articles, with 41. However, meeting suppliers,
attendees, and the destination were also common
topics. This is illustrated in Table 3. Further, the
research focus was relatively equally spread among
all the journals, suggesting that there were no clear
links between research focus and likelihood of publication in quality journals. There were only four
papers during the review time which attempted to
review research in business events (as discussed in
the literature review, one focused on only one area
of business eventsassociation site selection
while another took only the Australian context as
its theme). The remaining two (Lee & Back, 2005;
Yoo & Weber, 2005) have also been discussed in
the literature review.
Further investigations of the research subthemes
illustrated that a number of categories were par
ticularly popular with researchers (Table 4). In
Table 3
Articles Research Focus
Research Focus
Meeting planners
Meeting suppliers
Attendees
Destination
Industry general
Research reviews
Meeting planners, attendees
Types of meeting
Total

Total No.
of Articles
41
29
25
22
17
4
4
2
144

137

Table 4
Articles Subthemes
Subthemes
Evaluation of satisfaction, services/destinations
Technology
Other areas (law, government, etc.)
Attendee decision-making process/factors
Site selection process
Trends & issues and the future of the industry
Destination marketing/CVB operations
Convention center development/operations
Hotel meeting sales/operations
Meeting planning (budgets, schedules, etc.)
Other meeting venues
Destination tmage
Economic impact

Total No.
of Articles
21
16
16
15
14
13
12
9
7
6
5
5
5
144

particular, articles on the evaluation of satisfaction


(with the destination, the event, and the service
quality) were relatively numerous (21 in total).
There were also many articles on technology (16),
primarily on the potential of the internet and email
to change conference registration and booking processes. Many of these articles, although interesting,
are now considerably out of date, as technology has
moved on since they were published. The attendee
decision making process and factors that play a role
in the attendance decision was the subject of 15
articles between 2000 and 2009. This is of particular interest, because many authors have pointed to
the attendee as being underresearched in the business events field. The meeting planner/association
site selection process was also a significant contributor of articles. Finally, it is interesting to note
that relatively few articles covered the topic of economic impacts and/or evaluations, which had been
noted previously (Lee & Back, 2005) as being an
area of significant research activity.
Further links are possible between the methods
employed by business events researchers and the
quality of journals that business events research is
published in. The articles were analyzed in order
to examine the type of research methods employed.
Table 5 shows that over half of the articles reviewed
were quantitative analyses. There were 34 qualitative articles, 18 articles that relied on a descriptive
analysis of secondary data, and 16 articles that were
conceptual in nature, proposing models and frameworks and building theory in the business events

138

Mair

Table 5
Research Approach and Analysis Level
Research Approach

Level of Analysis

Quantitative

Multivariate statistics (56)


Descriptive statistics (20)
Qualitative
Descriptive analysis (34)
Descriptive analysis Descriptive analysis (18)
Conceptual paper
Conceptual paper (16)

Total No.
of Articles
76
34
18
16
144

area. Of the 76 quantitative articles, 56 used multivariate statistics of some type (ranging from t-tests,
ANOVAs, and factor analyses through to path
analysis and structural equation modeling). The
remainder reported only descriptive statistics.
When taken together with the fact that in many
cases the qualitative articles (by necessity) reported
descriptive statistics, and there were also significant numbers of articles with only descriptive analysis, it appears that in total, 72 articles reported
only descriptive statistics. For the quantitative studies, this may in many cases (although by no means
all) suggest a lack of rigor in the research undertaken in the business events area.
With regard to the question as to whether there
are clear links between the methods used and the
articles published in the prestigious journals, it is
clear that for publication in the A* ranked journals
(Tourism Management and Journal of Travel
Research), a quantitative approach is preferred
(Table 6).
This is of course in line with the preferences of
these journals, but also indicates that high quality
quantitative research in business events has been
published in prestigious journals, and there is no
reason to suggest that this will not continue to be
the case. For qualitative methodologists, it appears
to be more difficult to get published in prestigious

journals in the area of tourism and events. Only two


articles using qualitative methods were published
in the A* journals, and only 3 in the A ranked journals. The highest ranked tourism journal that
focuses on qualitative research is of course Annals
of Tourism Research. However, there have been
few, if any, articles on the subject of business
events published in this journal. This is not to suggest that publication is not possible, but rather
strengthens the case for suggesting that high-quality qualitative research in business events is fertile
ground for researchers.
Developing a Research Agenda
for Business Events
The final purpose of this article is to identify
research gaps that have been highlighted during
this review process, and propose a research agenda
to address these gaps. This agenda proposes that
research is undertaken in three main areas (social
and environmental impacts; climate change; and
the incentive travel market). Further, the agenda
also proposes that researchers consider more work
using qualitative methods.
Social and Environmental Impacts
of Business Events
One of the main gaps that should be rectified is
the complete absence of studies examining the
social and environmental impacts of business
events. It may be argued that business events have
less of an impact on the host community than other
types of events, but business events certainly have
significant environmental impacts (Mair & Jago,
2010) and this has not yet been researched in any
detail. Recent research has begun to examine social
and environmental sustainability in the festivals

Table 6
Quality of Journals and the Methods of Articles Published
Journal
Ranking

Total Nos.
Published

Quantitative
Papers

Qualitative
Papers

Conceptual
Papers

Descriptive
Papers

A*
A
B
C
Unranked

16
6
16
100
6

13
3
9
48
3

2
3
1
27
1

1
0
2
12
1

0
0
4
13
1

Review of Business Events


context (Mair & Laing, 2012), however, this topic
has not been explored in detail in the business
events context. Research questions include: What
is the importance of sustainability to business
events attendees? Why should business events venues invest in sustainable facilities? Can business
events contribute to building a more sustainable
society and if so, how can this be facilitated? How
do meeting planners integrate sustainability into
business events?
Climate Change and Events
Another issue that has not been dealt with in the
literature is that of climate change. While there may
still be some debate as to the extent of climate
change impacts, it appears that climate change
poses threats to the business events sector that have
not yet been adequately identified or integrated into
planning for events (Mair, 2011). The issues around
aviation in particular are of supreme importance to
business events, as they rely on international
attendees in many cases. Any suggestions that air
travel will be cut back, or made more expensive,
would be of great significance to the business
events sector and could represent a fatal blow to a
number of international meetings. Yet, this issue
has not been given the research attention that it
arguably deserves. Questions that arise include:
How is the airline industry coping with these challenges, and therefore what will be the knock-on
effects for business events attendees? How do business event attendees feel about climate change mitigation measures such as cutting back on their
international or domestic air travel? How would
this affect the business events industry? What measures can, or should be taken to mitigate any negative effects of climate change on willingness to
travel of attendees?
Incentive Travel
Finally, although there was a plethora of articles
on meetings and conventions and several articles
with a focus on the exhibition sector, there appeared
to be no articles on the subject of incentive travel.
Incentive travel has been defined as a type of
pleasure travel that has been financed for business
reasons (Mill & Morrison, 1985, p. 115) and also
as offering the reward of a visit to a highly

139

desirable destination in return for meeting clearly


defined and attainable objectives within a fixed
programme period (Witt & Gammon, 1994, p.
19). It can be considered as an important element of
the conference market, since although the travel is
not always primarily for business purposes a great
deal of incentive travel includes a conference or
business meeting.
Given that this area of business events is of significant importance to a number of destinations
worldwide it seems vital that future business events
research should include incentive travel. There are
many questions that future research could focus on,
including: What is the economic importance of the
incentive travel market? What is the size of the
incentive travel market in various countries? What
factors influence the decision to organize an incentive trip to a particular destination? How can destinations attract more incentive travel?
Qualitative Research
One last point that seems to be valid is that
although there has been a predominance of quantitative research published in the business events
area, and particularly in the more prestigious journals, there remains ample scope for qualitative
research. Very little is currently understood about
the meanings that individuals attach to business
events, or about the experience of attending an
event. There have been few, if any, ethnographic
studies of business events and other qualitative
methods such as narrative or discourse analysis
also appear to be complete lacking. Questions of
gender, ethnicity, and power relationships at work,
for example, have not been addressed to date. These
are only a few suggestions for future research that
might take a more qualitative approach.
Conclusion
This review has indicated that the majority of
articles in the business events field have been published in the Journal of Convention and Event
Tourism (formerly Journal of Convention and
Exhibition Management), have been focused on the
meeting planner, and in particular on their evaluation of satisfaction. Other dominant themes have
been technology, the attendee decision-making
process, and site selection. By far, the majority of

140

Mair

articles utilize a quantitative approach, but many of


them report only descriptive statistics, and often the
level of analysis remains descriptive.
There are a few points worth making at this juncture. Regarding the journals that have published
business events related articles, although Journal of
Convention and Event Tourism has published most
in number, it is worth noting that several highly
regarded journals (e.g., Tourism Management and
Journal of Travel Research) have also published
articles on business events topics and therefore it
seems advisable to target a range of journals with
business events articles.
With reference to the research focus and subthemes of the articles reviewed, meeting planners,
and their site selection and evaluation processes
appear to be popular topics. This is similar to findings by Lee and Back (2005). However, Lee and
Back (2005) point to the lack of research in the area
of meeting attendees, which appears largely to have
been addressed in the time period under review.
Yoo and Weber (2005) suggest that research is
needed in the area of economic impacts (as well as
social and environmental impacts). Despite a suggestion from Lee and Back (2005) that economic
impacts have been a fruitful area of research, this
review demonstrates that economic impact studies
are still few in number. Both Yoo and Weber
(2005) and Lee and Back (2005) highlighted that
there was a trend towards the use of increasingly
sophisticated multivariate techniques, and while
this review also noted the use of multivariate techniques, it appears that they are still in the minority overall.
Finally, this article has begun to address the
question of research gaps in the business events
sector, and has posed a number of potential research
questions that future scholars may use to underpin
their research. These include questions that should
be addressed using qualitative methods. It is hoped
that this review will provide a basis for increasing
the effectiveness and efficiency of research in the
business events field, and at the very least will trigger further debate among researchers as to the
nature of the most relevant research issues at present. Only by increasing the amount, and more
importantly by maintaining and improving the
quality of research into business events, can

researchers truly progress this fascinating and vital


research area.
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