The main purpose of this book is to find out those future trends which
will deeply influence conference tourism and the research of
appropriate marketing strategies. It compares Hong Kong and Vienna,
which are both representative cities of the conference tourism in Asia
and Europe respectively.
A portfolio analysis of both conference cities was made to facilitate a
direct comparison. In order to define future trends in conference
tourism, the author used a funnel-system. First global trends were
analysed, followed by trends in Asia and Europe. After a categorisation
of the future trends in tourism, new directions for conference tourism
were established.
Future trends in conference tourism have been categorised in six
sections which are explained in the book. The destination which will be
the first to orientate its marketing strategies according to these trends
could have an enormous advantage in the future. In order to compare
Hong Kong's and Vienna's marketing strategies with each other a three
dimensional consideration consisting of a historical, a cultural and an
economical axis was made.
The book addresses decision makers of the conference industry,
marketing managers of conference centres and conference organisers.