The determinants of MICE tourism developement in ho chi minh city (how to grow MICE tourism in MICE tourism)

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RESEARCH PROJECT
(BMBR5103)
THE DETERMINANTS OF MICE TOURISM
DEVELOPMENT IN HO CHI MINH CITY
(How to grow the tourists in MICE tourism?)


TUDENT’S FULL NAME : HUYNH THI DOAN THUY
STUDENT ID : CGSVN00014959
INTAKE : BMBR5103
LECTURER : DR NGUYEN PHAN

SEPTEMBER 2014


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ABSTRACT……………………………………………………………………………… 6
CHAPTER 1: INTRODUCTION ……………………………………………………….7
MICE TOURISM PURPOSE AND RESEARCH DIRECTION: ………………….….7
1.1 Research Objectives and the Scope of the Research:…………………………… …8
1.2 The scope: ………………………………………………………………………….… 8
1.3 Problem Questions: ……………………………………………………………….… 8
1.4 Limitation of the research: …………………………………………………….…… 8
1.5 Research significance: ……………………………………………………………… 9
CHAPTER 2: LITERATURE REVIEW…………………………………………….… 9
2.1 Research definition of MICE tourism: ………………………………………… … 9

2.2 Related research: …………………………………………………………………… 10
2.3 Related Model in an analysis: ……………………………………………………… 11
2.4 General Information: …………………………………………………………… ….12
2.4.1 What are the benefits? ………………………………………………… …………14
2.4.2 General characteristics of MICE tourism: …………………………………… …14
2.4.2.1 Products MICE: ……………………………………………………………… ….15
2.4.2.2 Objects MICE tourists: ……………………………………………………… … 16
2.5 Over view of Ho Chi Minh ……………………………………………………… …18
2.6 Status of MICE tourism in Ho Chi Minh……………………………………… …19
2.6.1 Status of business networks serving tourists conference in Ho Chi Minh City
today: ………………………………………………………………………………… ….19
2.6.2 Sources of tourism personnel City: …………………………………………… …29
2.6.2.1 Actual labor: ………………………………………………………………… ….29
2.6.4.2 Difficulties: ………………………………………………………………… … 31
CHAPTER 3: RESEARCH MODEL (Figure into the relationship between the factors
affecting the growth of MICE tourism – the SATISFATION OF CUSTOMERS) ….32
CHAPTER 4: RESEARCH METHODOLOGY………………… ……………………34
4.1. Research Strategy: ……………………………………………….………………….34
4.2 Scale Construction: ……………………………………………….………………….38
4.2.1 The scale of the perception about the hotels reputation:…………………………39
4.2.2 The scale of the hotels facilities…………………………………………………………40
4.2.3 The scale of the perception about hospitality services: …………………………41
4.2.4 The perception of the human resource: …………………………….……………41
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4.3 Summary: ………………………………………………………………………… 42
CHAPTER 5: THE ANALYSIS OF THE CUSTOMER ’SATISFACTION………42
5.1 Introduction: ……………………………………………………………………….43
5.2 Analyzing the relationship of the factors that influencing the satisfaction of the
customers at the 5 stars hotel: …………………………………………………………43

5.2.1 Mismatch between supplying MICE services and customers satisfaction………….…….44
5.2.2 Mismatch in reality and expectation…………………………………….……… 44
5.3 The satisfaction analysis at 5 stars hotel: ………………………………… ………45
5.3.1 Age group from 21- 30: ………………………………………………… ……….45
5.3.2 Age group from 31- 40: ……………………………………………… ………….46
5.3.3 Age group over 40: …………………………………………………….………….47
5.4 Analysis of factors affecting customers satisfaction…………………….……… 47
5.4.1 Age group 21- 30………………………………………………………….……… 48
5.4.2 Age group 31- 40: ………………………………………………………………….49
5.4.3 Age group over 40: ……………………………………………………… ………50
5.5 The regression Analysis and assessment of the factors affecting satisfaction of
customers:…………………………………………………………………………………50
CHAPTER 6: SOLUTIONS…………………………………………………………… 55
HOW TO DEVELOP MICE TOURISM IN HO CHI MINH CITY?
6.1 Forecast of international visitors to Ho Chi Minh City in 2020: …………………55
6.2 Forecast of demand for hotels in 2015: ……………………………………… ……56
6.3 Specific objectives from 2020: ………………………………………………………57
6.4 THE SOLUTIONS TO DEVELOP MICE TOURISM IN HO CHI MINH 2020: .60
6.4.1 Solution 1: new product development…………………………………………… 62
6.4.2 Solution 2: Improve infrastructure serving MICE ……………………………….62
6.4.3 Solution 3: Strengthen promotion…………………………………………………64
6.5 The suggestion to relevant departments and offices: ………………………………65
6.6 For the People's Committee of HCMC, the provincial departments and agencies
concerned: …………………………………………………………………………………65
Chapter 7: CONCLUSION ………………………………………………………………66

Table 1_Tourism accommodation facilities in HCMC 2013
Table 2_Growth of international arrivals, businessmen to HCMC 2000 - 2009
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Table 3_ Chart of International arrivals HCMC 2000 – 2009
Table 4_ Chart of Businessmen in HCMC compare to Vietnam (%)
Table 5_MICE facilities in HCMC 2010
Table 6_ Statistic human resource for MICE tourism in HCMC 2009
Table 7_ The hotel’s survey result
Table 8: The research study sample
Table 9: The scale of the perception about the hotels reputation
Table 10: The scale of the influent of hotel facilities
Table 11: The scale of the perception about hospitality services
Table 12: The scale of the human resources in hotel
Table 13: The Important Factors – Age group 21 – 30
Table 14: The Important Factors- age group 31 – 40
Table 15: The Important Factors – age group 40 +
Table 16: Reasons for dissatisfaction Age Group 21- 30
Table 17: Reasons for the customers choosing another MICE location – Age Group 21- 30
Table 18: Reasons for dissatisfaction – Age Group 31- 40
Table 19: Reasons for customers choosing the new MICE location – Age Group 31- 40
Table 20: Reasons for dissatisfaction – Age Group 40+
Table 21: Reasons for customers choosing the new MICE location – Age Group 40+
Table 22: Model Summary
Table 23: ANOVA table
Table 24: The Coefficient result
Table 25_Estimate international arrivals HCMC to 2020
Table 26_Estimate the demand of MICE facilities

Figure 1: Respondent’s opinions on satisfaction of international customers and domestic
customers
Figure 2: The growth of MICE tourism depends on satisfaction of customers.
Figure 3: How customers satisfied when organizing MICE event in 5 stars hotel
Figure 4: Opinions on whether Figure 4: Opinions on whether international customers

demand higher than domestic customers.

APPENDIX I: QUESTIONAIRE……………………………………………………………….72
APPENDIX II:……………………………………………………………………………………75
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APPENDIX III: THE INTERVIEW QUESTIONS……………………………………………77
APPENDIX IV: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE
PERCEPTION ABOUT THE COMPANY OF EMPLOYEE…… 78
APPENDIX V: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE
PERCEPTION ABOUT THE HOTEL FACILITIES……………… 80
APPENDIX VI: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE OF THE
PERCEPTION ABOUT THE HOTEL SERVICES……………………… 81
APPENDIX VII: THE ANALYSIS AND EVALUATION OF SCALE TO MEASURE THE
PERCEPTION ABOUT THE HUMAN RESOURCES 83

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ABSTRACT
With the developing of economic and human resources, and realizing the importance of the
tourism industry, Ho Chi Minh City is striving to become a destination for tourists.
Understanding the nature advantages and the strengths of local, Ho Chi Minh City
determined spearhead development of the tourism sector to 2015 is the MICE tourism.
The purpose of this study was to determine the subject business situation, the advantages and
disadvantages of the services for MICE tourism in Ho Chi Minh City. Thereby, the author
gives some suggestions and offers some solutions to improve operational efficiency of the
business unit for Ho Chi Minh City in the near future, including:
1. To explore the academic literature related to the MICE industry development.
2. To analyze the opportunities and profits of MICE tourism market.
3. To research hotel business of MICE tourism in Ho Chi Minh City.

4. To analyze hotel business of MICE tourism in Ho Chi Minh City.
5. Thereby, propose some solutions to improve the business efficiency of MICE
tourism in Ho Chi Minh City.
The researchers is foreseeing to adopt an experimental methodology so that to find out the
practical solution of MICE tourism in Ho Chi Minh City. The following research tools will be
used:
1. Survey tools
2. Field-study tools
The target populations in this study are the customers staying in Ho Chi Minh City; the target
population being the group from which the researcher aims to access a sample from.
Based on the dimensions identified from the study, components of a decision-making model
in MICE tourism market investments can then be defined. Dimensions were grouped together
from MICE events that share common characteristics and then ranked in terms of their
importance on the case study firm. Based on the key dimensions of MICE tourism market in
Ho Chi Minh City, an investment project addressing key dimensions of MICE tourism market
were developed. Elements of a decision-making model for the project were then identified
based on their relevancy to the investment needs. These dimensions as well as the elements of
a decision-making model will then be utilized to develop a frame of reference for valuing
MICE tourism market investments in Ho Chi Minh City.
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CHAPTER 1: INTRODUCTION
MICE TOURISM PURPOSE AND RESEARCH DIRECTION:
With the advantages of geographical position, natural resources and travel Humanities,
Vietnam's people friendly and hospitable, from 1995 to now, Vietnam tourism growth are
strong. International visitors to Vietnam increased by an average of 11% / year, domestic
tourists increased by an average of 10% / year. International cooperation and tourism market
expanding, Vietnam has signed bilateral cooperation agreements and commitments with
international organizations on the development of tourism. Facilities also growing in both
quantity and quality, to meet the needs of visitors to welcome Vietnam. Moreover, according

to the World Tourism Organization, in the future, as infrastructure development, the
Vietnamese will increasingly improve the quality and competitiveness of tourism,
particularly MICE tourism.
Ho Chi Minh City is no exception. With the continuous development of economic and human
resources, and perceived importance of the tourism industry, Ho Chi Minh City is striving to
become an ideal destination for tourists. Understand the advantages of natural and local
strengths, identify City spearheaded development of the tourism sector between now and
2015 is the MICE tourism. However, due to objective reality and initial development,
practice, Ho Chi Minh City has been largely exploited tourist meetings, seminars and
conferences should be within the scope of this article is solely secondary studies in tourism
and would like to travel for short conference.
Questionnaires and surveys:
In this topic, the questionnaire survey to investigate tourists (80% is the object MICE answer
to Ho Chi Minh City and 20% of the City organization MICE) travel preferences , spending
tourists, quality of service, quality of human resources the questionnaire was designed
mainly closed questions, not too hard, are arranged from easy to difficult, question contents
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make respondents said the most honest answer. Time to investigate the direct questionnaire
asked each person must not exceed 5 minutes.
Expert opinion:
To find solutions for tourism development conference for Ho Chi Minh City is an area not
simple, is related to socio-economic sectors. So during the planning and implementation of
promotion plans are required referendum reputable experts in the fields concerned, most
experts with experience in organized tourism conference or MICE.
1.1 Research Objectives and the Scope of the Research:
Main objective:
The purpose of this study was to determine the subject business situation, the
advantages and disadvantages of the services for MICE tourism in Ho Chi Minh City.
Thereby, the author gives some suggestions and offers some solutions to improve operational

efficiency of the business unit for Ho Chi Minh City’s management team in the near future.
Specific objective:
 To explore the academic literature related to the MICE industry development.
 To analyze the opportunities and profits of MICE tourism market.
 To research hotel business of MICE tourism in Ho Chi Minh City.
 To analyze hotel business of MICE tourism in Ho Chi Minh City.
 Thereby, propose some solutions to improve the business efficiency of MICE
tourism in Ho Chi Minh City.
1.2 The scope:
The researches only focus on the MICE tourism business of Ho Chi Minh City and
propose some solutions to improve the business efficiency of MICE tourism in Ho Chi Minh
City.
1.3 Problem Questions:
- What are the Characteristic of MICE Tourism?
- How can the Ho Chi Minh City improve and develop the effectiveness for the MICE
Tourism?
- How can we satisfy the demand of customers and develop the revenue of MICE tourism?
1.4 Limitation of the research:
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1.4.1 Limitation of space: the research does at Ho Chi Minh City.
1.4.2 Limitation of time: the research does from June 2014 to August 2014.
1.5 Research significance:
In globalization, are facing many opportunities and challenges. These challenges also
require enterprises, especially hotels must do innovation, improve self-image to be able to
stand in hospitality market. Recognizing this importance, Ho Chi Minh City has continuously
build and upgrade facilities, implement business strategies more effectively, build brand
image and its customers. However, Ho Chi Minh City must be proactive in attracting visitors
to the hotel by figuring out their market. Base on the Ho Chi Minh City’s tourism strategy
which focuses MICE tourism market and defines this is a main market to increase customers.

This research could help Ho Chi Minh City can asses the opportunities and challenges of
MICE tourism.

CHAPTER 2: LITERATURE REVIEW
2.1 Research definition of MICE tourism:
The global tourism industry can be divided between leisure tourism and business
tourism. However, they both require the same infrastructures in terms of accommodations,
transports and communications, entertainment, information services and so on (Cooper et al.,
2008). The former refers to people whose travel is part of his employment, and as a
consequence essential and organized on a regular basis. As far as the latter is concerned, it is
a broad term used to define the business travel industry. Meetings, trade fairs and exhibitions,
incentive travel and corporate hospitality are one sector within business tourism. The MICE
tourism stands for Meetings, Incentives, Conferences and Exhibitions. IAPCO (the
International Association of Professional Congress Organizers) publishes a book called
"Meetings Industry Terminology" which functions as a dictionary for the meetings industry.
These are the definitions as put out by IAPCO:
Meeting - general term indicating the coming together of a number of people in one
place, to confer or carry out a particular activity. Frequency: can be on an ad hoc basis or
according to a set pattern, as for instance annual general meetings, committee meetings, etc.
Incentive - meeting event as part of a program which is offered to its participants to
reward a previous performance.
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Conference - participatory meeting designed for discussion, fact-finding, problem
solving and consultation. As compared with a congress, a conference is normally smaller in
scale and more select in character - features which tend to facilitate the exchange of
information. The term "conference" carries no special connotation as to frequency. Though
not inherently limited in time, conferences are usually of limited duration with specific
objectives.
Exhibition - Events at which products and services are displayed.

Recently, there has been an industry driven initiative to not use the "MICE Market"
label and instead say "The Meetings Industry" which encompasses all the above.
In conclusion, Meetings, Incentives, Conferences and Exhibitions are always
happening and been known for centuries, it gathered many customers and the movement of
passengers from one place to another is always create opportunities for business travel
company.
2.2 Related research:
Davidson (2008, p.73) describes business tourism as being composed of “people
travelling for purposes which are related to their work”. To Swarbrooke and Horner (2007,
p.3) business tourism is a broad term which refers to “all the experience of the business
traveller” and using the term “tourism” it refers to people who stay at least one night away
from home, while business travel refers to day trips for business reason. In addition,
according to Davidson and Cope (2003), business travel is composed of two different
categories that are individual business travel and business tourism. The former refers to
people whose travel is part of his employment, and as a consequence essential and organized
on a regular basis. As far as the latter is concerned, it is a broad term used to define the
business travel industry. Meetings, trade fairs and exhibitions, incentive travel and corporate
hospitality are one sector within business tourism. The employee participates in “occasional
word-related group event” (Davidson 2008, p.73). Actually, the terms of business tourism
and MICE industry are used interchangeably.
In addition, the MICE industry is an all-year-round activity even if some low seasons
can be found in summer and winter months, as a consequence people can be full-time
employed (Rogers, 2003; Davidson, 2007; Lawrence and McCabe, 2001). As Davidson
(2008, p.76) stresses business traveler represents “the bread and butter” market throughout
the year. As a consequence, the MICE industry extends business to the off-peak season for
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some sun destinations (Swarbrooke and Horner, 2007); in this way it complements leisure
tourism. However, Swarbrooke and Horner (2007) stress that business tourism has an element
of seasonality as it is generally at a low ebb during summer months and usually takes place

during the week from Monday to Thursday (Davidson and Cope, 2003).
As a result of these aforementioned benefits of the MICE industry over leisure
tourism, an increasing number of destinations are pursuing this lucrative market (López,
2008; Swarbrooke and Horner, 2007; Davidson, 2008). MICE related travel is one of the
fastest growing sectors of the global tourism industry (Campiranon and Arcodia, 2007). Due
to the increasing competition, having a unified MICE destination image is of prime necessity
(Chon and Weber, 2002).
All over the world, the acronym MICE encompassing for meetings, incentives,
conferences and exhibitions are widely used (Rogers, 2003). Notwithstanding with this all-
encompassing acronym people can understand that it is only one activity. The reality is far
more different because it encompasses four separate and distinct activities.
As a conclusion, as explained in this part the MICE industry is plagued by varying
definitions. Thus, the lack of an appropriate and standardized terminology all around the
world makes the comparison of data very difficult. For instance, some events would be
classified as a meeting in one company due to its size and in others it would be too small to
be considered as a meeting. Hence, this limitation will be carefully taken into account while
conducting this research.
2.3 Related Model in an analysis:
Besides the analysis of the MICE industry in terms of sectors presented above, it can
also be subdivided in terms of stakeholders (Swarbrooke and Horner, 2007).
Indeed, the MICE industry is characterized by its high complexity and high
fragmentation where lots of buyers, supplier organisations and businesses are involved
(Swarbrooke and Horner, 2007). Rutherford (1990 cited in McCabe et al., 2000) describes the
process of planning and developing an event like the design of a wheel. The event is the
centre of the wheel and the different spokes represent all the suppliers involved in a business
event and they act as intermediaries between the centre and the edge of the wheel, where the
participants are. All the components of the wheel are interdependent and must be coordinated
so as to have a successful event (Page, 2003).
In the Figure 1, the structure of business travel and tourism is represented and it also
shows that all the stakeholders are interdependent.

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2.4 General Information:
The tourism industry in the world appear along with the development of the handicraft
industry, trade and religious activities in the world. But tourism is only beginning orientation
and planning at the end of the nineteenth century. So far, the tourism industry has indeed
been clearly defined classification of the types of tourism with the aim of serving the tourists,
or more precisely the different markets such as tourist resorts, sports tourism, eco-tourism, ,
and type that this paper would like to discuss is one type of MICE-tourism conferences and
seminars.
MICE- abbreviation of Meetings (Meetings), Incentives (Commendation),
Conventions (conference, workshop) and Exhibitions (Exhibition), this is the type of tourism
synthesis MICE delegations usually large (up to several hundred guests) and particularly high
levels of spending than the normal tour (as calculated by the travel companies, tourism is
worth 3-6 times higher than normal travel).
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MICE tourism is bringing huge revenues for the tourism industry in many countries
around the world. Meetings (meeting) whether in the field of Economics, Sports, Culture,
Politics can bring value to a regional tourism. For example, the Olympic Festival, the event
Seagames meetings, provides business opportunities for the tourism industry, and of course
many other industries. The event attracted many domestic and international visitors to
participate and cheer. Reward (incentive) as well as meeting nature, but these gatherings are
often due to a company or a body of people organized to reward employees. And to reward
customers or dealers, the company will organize conferences, seminars (convention or
conference). Besides, conferences and seminars are also international fora, where the
participants are the objects of tourism. Meanwhile, the exhibition (Exhibition) is related to
the fairs or international exhibition, which is part of the group or individual enterprises and
individual businesses to attract a lot of media and media other information, it is also the

prospect of the travel company.
Statistics from the World Tourism Organization showed that the values obtained from
the MICE market worldwide is about 300 billion dollars annually and its relationship with
other economic sectors generate value close 5490 billion, accounting for over 10% of world
GDP. There are many countries understand and grasp the opportunities of MICE as America,
France, Germany, Spain, Austria or separate Asia Hong Kong, Thailand, China Hong
Kong Convention Centre restaurant year attracting over 4.5 million visitors attended MICE
events. Thailand is currently the world's major destinations for MICE, the estimated annual
MICE accounts for about 15% of the total number of international tourists to travel to
Thailand. In Vietnam, the tourism and business in the new aviation since 2002, according to
information from Saigontourist, at the international conference on recent MICE, Ho Chi
Minh City and Hanoi are the business MICE is evaluating two potential new destinations.
MICE clients have grown tired of the old familiar places in Asia, such as Bangkok, Bali,
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Manila, Kuala Lumpur plus the fear of terrorism, to Hanoi and Ho Chi Minh City if timely
motion, can grasp this opportunity.
MICE Tourism brings
2.4.1 What are the benefits?
So far, there are also various types of tourism products combine nature, such as
combined medical tourism, tourism combines religious study culture, tourist resorts But
the kind of this single human nature, not a focus on developing strong due to the amount
requested, much less than the volume of customers served once great yet. Particularly MICE
tourism has been the organizer of the tour of the world special interest because it provides a
huge source of profit, and create a lot of jobs and create a cultural exchange to keep the
national
According to survey data of associations, conferences world (ICCA) is:
-Average expenditure in international meetings and 343 USD / day / person.
- Average spending in a year of international meetings, large companies in the world is $ 3
billion.

- Spend a total of meetings, travel rewards (domestic and international) to reach $ 280 billion.
You can list the following 5 major benefits:
- The profit is higher than other forms of travel. The business travel, the hotel will have more
high-value contracts, the number of tourists through seminars, conferences
- Focus on the investment in infrastructure, technical infrastructure of local government as
well as private entities to serve the MICE tourists.
- Click for the development, research, search, exploit new tourist destinations and tourism
products will increasingly diverse, rich, higher quality customer service MICE- object object
discerning guest requires quality and superior service.
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- Create motivation, raise the level of professional service, foreign language proficiency,
skilled workforce in the tourism industry.
- Enhance the value of a country's image in general, and of a city, in particular areas of the
world.
2.4.2 General characteristics of MICE tourism:
2.4.2.1 Products MICE:
MICE is a range of tourism products and services especially because this product has
brought the distinctive characteristics of services in general, it has many differences
compared to pure tourism products.
 The influencing factors:
As a tourism product, of course, also influenced MICE by objective factors such as
time and location. Often purely for tourism, tourist season is a clear distinction in the peak
season and in low season. But for MICE tourism is affected by the level is not much time for
this product is dominated by elements of work, not merely a tourist element, for example,
demonstrates this is: a firm fixed-time board member meeting at the beginning of the fourth
quarter, then of course their annual conference will combine rest of the members in about
October. Location where the conference may be familiar locations, famous for organizing
conference events, or possibly even the new places bring different guests, or is which has
important implications for upcoming events, eg ASEAN summit held in one of the countries

in the Asean region.
 Market:
Domestic MICE: MICE need not be held overseas. Domestic MICE market will be
that where the request originated from the company, based in the region (limited by the scope
of water) takes place MICE and implementation from the form and nature of the event, as
well as payment of the whole event is the company, which is based in the country.
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Participants in this event are mostly local people. This category also saving costs for both
organizations to help develop domestic tourism.
MICE international MICE market comes as international companies based in foreign
countries, all the requirements and decide on the form of service, quality and price, payments
are made by the public foreign company and make decisions. Majority of the audience are
foreigners. However, based on the above criteria to divide this market currently no longer
accurate. In fact, it is sometimes difficult to distinguish between these two markets where the
trend of globalization, multinational corporations have branches in many countries around the
world. Maybe MICE contract is a foreign company, but the object is directly serving
customers in water. For example: the LG Group of South Korea if the workshop in Korea
where the participants are subsidiaries of LG Electronics will have the group Korea, Vietnam,
China the more it creates for this type of rich colors.
2.4.2.2 Objects MICE tourists:
 On the number:
MICE tourists usually agencies, corporations, associations or organizations. The
conference and exhibition are often gathered large numbers in a certain area, maybe from
around the world, such as date of 18/9, Travel Expo 2009 world tour opened in the capital
Japan's Tokyo with the participation of the travel agency, tour operators, hotels and airlines
from some 150 countries and territories around the world, has attracted countless tourists
choose this place is the gathering place for. So, should you sign a contract as well as MICE
then signed hundreds of other single contract.
Moreover, the tourists in the same union with a common purpose, and common use of

the same kind of similar services, which helps service providers will bring more uniformity,
expertise turned higher, and the service itself will also have the opportunity to grow bigger
than the size.
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 In using the service:
Especially MICE spending is much higher than the normal hotel tour, organized by
the Conference Board of always booking for hotels in the 4-5 star hotels, high service
Compared with single travelers, group travelers, the hotel's MICE tourism is considered high-
end customers, mostly traders, politicians, VIPs so they are very demanding and fussy. 100
to 100 guests can shuttle. They can take the foot shuttle flight, the procedures in hotel rooms
while I was in the meeting room. The organizers need to understand the preferences of each
customer to arrange the daily diet, so do not be arranged between two adjacent seats guests
who do not agree with one another workshop This was not the desire of the
improvisational nature this guests: outdoor cocktail party, dinner parties unannounced
immediately after the conclusion of the meeting
 Aims requirements:
MICE visitors are mostly character performance, position in the organization. They
can be the director, general manager, the clientele, the key partners, officers, employees have
the best performance so they are the interested organizations in a cycle originality. MICE
requirements are varied but not out 2 main purposes: to achieve the economic benefits of the
organization and enjoy personal interests.
Requirements of economic benefits is required after the trip, the organization must
achieve economic purpose of the trip. Such as Hennessy Festival 2009 held in Shanghai
brings together renowned artists from around the world, attracting thousands of other guests
in the world of business, the arts not for purposes other than promotion of the floating
image turn, brand, Hennessy Group class.
From the above common features, review individual tourism conference, we can list
the elements to ensure the success of tourism conferences as follows:
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- Ease of access: the location (city) organizes conferences and seminars to be close to
the international airport, many flights to other countries in the world.
- Professionalism: meetings, conferences and seminars must be guaranteed in terms of
professionalism held at the time of registration, check-in time, material, opening ceremony,
introduction, light , sounds, cuisine, closing ceremony.
- Equipment: Where should the conference be brightly decorated, comfortable and
fully equipped with projector, microphone, interpreting, video cameras, background music,
the secretary
- Hotel: The hotel was chosen as close as possible meeting locations. In addition,
guests subjects attended by entrepreneurs, high-level visitors so the 3 to 5 star hotels,
rooms quality is always the first choice.
- Level of confidence: it is important for the organizers of the conference venue
selection. Therefore, the favorable policies to promote, improve the environment for
international travel from macro management of the new government can guarantee this.
- Diversity: Conference host countries have beautiful landscapes, diverse culture and
unique, many amusement parks, commercial centers.
2.5 OVERVIEW OF HO CHI MINH CITY
As a center of economic and cultural-scientific and technological hub with the
transportation system as an important international airport of Tan Son Nhat, Saigon Port ,
industrial parks located in the city perimeter, natural resource diversity, abundance and
spread out over many different terrains, many tourist attractions; the Ho Chi Minh City is
quite sensitive, open-minded, enthusiastic, fast adaptation to integration; Ho Chi Minh City
has great potential in the approach, exploiting and developing MICE tourism (focus on
tourism conference) - a tendency to travel the world.
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As a young city with 300 years of history, but Ho Chi Minh City has built many buildings
and owns a diverse culture. The tourist attraction of the city is relatively diverse. With 11
museums system, mainly on historical themes, Ho Chi Minh City Vietnam ranked first in the

number of museums. Museum of the largest and oldest city is Vietnam History Museum with
30 thousand objects. While most visitors to the War Remnants Museum is a foreigner, the
museum attracts many domestic tourists especially Ho Chi Minh Museum. Ho Chi Minh City
is a metropolis on religious diversity.
Currently in Ho Chi Minh City has 765 hotels with 23,541 rooms from 1 to 5 stars.
The luxury 3-5 star hotels are mainly concentrated in District 1 Due to the development of
tourism, luxury rooms in the city is severely lacking. Although many investors intending to
build luxury hotels in Ho Chi Minh City, but they have difficulty in finding locations. It is
expected that by 2020, 10 cities will have more room 4 or 5 thousand stars.
Ho Chi Minh City is also a center for shopping and entertainment. Besides music tea rooms,
bars, discos, theater, the city has many amusement parks such as Dam Sen Park, Suoi Tien,
Zoo. The shopping area, such as Ben Thanh Market, Diamond Plaza system restaurants,
cafes as well as a tourism strengths of the city.
2.6 STATUS OF MICE TOURISM IN HO CHI MINH:
2.6.1 Status of business networks serving tourists conference in Ho Chi Minh City
today:
Advantages:
Currently, compared with cities of other countries in the region such as Bangkok,
Singapore, Kuala Lumpur the Ho Chi Minh City is quite new destination for international
visitors make up the attraction for visitors wishing to explore the domain new land.
In terms of countries, the Ho Chi Minh City is the number one choice for serving conditional
basis tourists relatively complete.
20

Assessing the potential for MICE, WTO expert team has said that there is huge
potential VN and outside of Hanoi, Ho Chi Minh City is where most tourists arrive first
(because the City international gateway to the country's largest), if the city has the ability to
link with sites of the region (the provinces of the Mekong Delta) and the provinces in the
country, the city took control completely in the development of tourism programs,
conferences, as well as to estimate the number of guests.

• Culinary Tourism services:
Ho Chi Minh City, where good land birds, the land of all ethnic groups in all regions
of the country, so that luck crystallization characteristics of the 3 North, Central, South, turn
List the city and cultural center of the country's cuisine. Currently, the 3-5 star hotels have
on-site catering with high-level menu, varied and plentiful at the request of the customer, and
satisfies part needs to learn the culinary culture of guests. Standardized system restaurants,
luxury development is very strong. You can list some typical address is generally chosen to
entertain tourists as senior Ngoc Suong seafood restaurant, Indochina, Vietnam Phan,
Delicious and some quality restaurants serving specialties pure Vietnam like pancakes
Eating is addicted, Pho 24 In addition, visitors also have the opportunity to entertain in the
culinary program characterized by the Department of Culture, Sports and Tourism, Ho Chi
Minh City in conjunction with a number of units held annually such as gastronomic
delicacies Festival of water, Southern Fruit Festival
• Services in amusement, recreation, visit:
In recent years, the city has gradually established a system amusement parks superior
luxury and high-income earners such as golf courses, high-end business center, high-quality
cinema partially meet the needs of the MICE.
• procurement of goods and services, souvenirs:
21

Subjects MICE tourists luxury, spending levels are much higher than the general
public, expenditures for their shopping is not small. So, if you know how to market this
object will bring enormous source of foreign currency for the city.
Ho Chi Minh City has a system of shopping centers, supermarkets. Ben Thanh Market
icon on the exchange of trade from the ancient city, remains today an important role. The
recent decades, many modern commercial center appears as Parkson, Diamond Plaza
Consumption of Ho Chi Minh City is much higher than other provinces of Vietnam and 1.5
times higher Hanoi.
• The development of tourist accommodation establishments:
The development of tourist accommodation establishments to 2010:

Since the City Event Tourism Year Ho Chi Minh in 1990, along with the rise of
tourism, domestic tourists and international cities and more, mechanical systems tourist
accommodation establishments (abbreviated as CSLTDL) of the city was growing rapidly in
both quantity and quality, to contribute actively to meet the diverse needs of tourists not only
to stay, but also about dining-hall, as well as health services, recreation, entertainment,
Especially the development of high-end hotel system has met the requirements of
international visitors has high solvency, MICE tourists (tourism traders, conferences,
seminars, fairs, promotion bonus) also contributed to better serve the political events, culture,
sports big city such as the Ministerial Conference Commerce Secretary APEC 2006 SEA
GAMES 2003 This is also an opportunity, the best conditions to promote the city attracts
tourists traders, MICE tourism development and continues to host major international events
over again in Vietnam in general and Ho Chi Minh City in particular.
1995 only 426 tourism accommodation facilities in city with 11 820 rooms are to
11/2009, the whole city has 1,671 tourist accommodation establishments with a total of 34
931 rooms, up 326 basis with 3962 rooms over the same period in 2008 end 08/2010 month,
22

has 1,446 tourist accommodation establishments with 33 702 rooms have been categorized,
ranked according to Decree 92 / CP, including:
- Hotel 765 - 23,541 rooms are ranked from 1 to 5 stars, including 65 hotels - room
8980 block of 3-5 stars.
- 679 tourist accommodation establishments - room 9771 recognized standards of
tourist accommodation business.
TABLE 1 TOURISM ACCOMODATION FACILITIES
IN HO CHI MINH CITY 2013
Accommodation
NO. HOTELS
NO.ROOMS
5
14

4.587
4
16
2.298
3
68
5.122
2
204
6.815
1
1.009
16.691
1 – 5 Stars
1.311
35.513
Standard hotels
563
7.520
Luxury apartments
1
240 aparts
5 star hospital
1
150 aparts
Total
1.876
43.423
(Source: Hotel management Division- Department of Cultures, Sports and Tourism HCMC)
In terms of quality, CSLTDL system of the city has witnessed rapid development.

Along with Hanoi, Ho Chi Minh City hotel system into several categories and the best in the
country, the ability to compete with other cities in the region are constantly improving.
International competition and domestic competition is a positive factor promoting CSLTDL
constantly diversifying and improving the quality of hotel services through investment,
23

upgrading technical infrastructure, innovative equipment equipment as well as fostering
professional qualifications, language of the management team and staff. In recent years, most
high-end hotels, particularly hotels 4-5 stars are more interested in the services for MICE
tourism, contributing to the formation and development of niche tourism this luxury Ho Chi
Minh City as well as for the country.
Difficulties:
• Tourism in Ho Chi Minh City on the night:
According to travel agents, with 80% of foreign tourists to Ho Chi Minh City wants to
visit " Saigon by night" (Saigon at night) but most do not know where to go. And people want
to Saigon evening entertainment, fun and just hanging around karaoke, pubs, coffee "box"
stifling. While most tourists prefer the cultural performances in depth and is characterized
Vietnam. We did not have the performance center features such as martial arts, art, drama
centers have formal presentations, system, taking, or in-depth overview of the history and
culture of Vietnam.
• Services in amusement, recreation, visit:
Is a dynamic city and the country's development, Ho Chi Minh City led the country in
both the number and quality of the play area, entertainment tours, but also monotonous and
highly copied from the type available form, not according to a master plan, and we could very
easily be boring for the audience to ask high and MICE. Currently, amusement parks,
sightseeing can be divided into 2 groups: group 1 associated with the exploitation of natural
conditions, and 2 associated with the exploitation of man-made facilities. Weak point of this
type of service is often slow investment, patchwork, lack of planning, it is difficult to retain
customers. Specifically, two major theme parks currently Dam Sen and Suoi Tien, but there
is a huge investment for building and lack of professionalism in sewing class held serve to

24

sometimes focus on Construction of the new items that are less focused cultivate those old
items that the overall park becomes cluttered, aesthetic
• Procurement of goods and services, souvenirs:
Almost everywhere in the city, tourists can find yourself a favorite item. But the
important thing here is to create the impression of goods for tourists. Requirements of MICE
tourists usually very high and subtle, but present, souvenir products in Ho Chi Minh City has
something special rare sexism Saigon Ho Chi Minh City, the majority only new focal
collection of souvenir shops, traditional handicrafts from different regions only.
• The development of tourist accommodation establishments:
Besides the positive side, the system of city CSLTDL also limited, as indicated in the
following major aspects:
 First, the financial crisis - banking on a global scale since late 2008 and Influenza A
/ H1N1 since mid-2009 has been affect business travel - Vietnam hotel general and HCM
City in particular, make use of block occupancy 3-5 star hotels was estimated to reach 58%
(down 10.3% compared to 2008).
 Second, the hotel 3-5 star accounts for the low rate of only 65 hotels with 8,980
rooms accounted for 23.8% of the total number of rooms. The rest are mostly small hotels,
small rooms, little service, design, decorative yet professional, the rate of trained laborers
hotel operations and low use of foreign languages, so that service quality not high, does not
meet the requirements of international delegations, tourists traders, there is the group
solvency but require high quality and professional service style high.
Status of international visitors to Ho Chi Minh City:
Ho Chi Minh City attracted the largest number of tourists Vietnam. By 2009, although
affected by the economic crisis in 2008 caused tourists to the city has decreased, but their
own international visitors to Ho Chi Minh City still accounts for 66.40% of the whole
25

country. In the meantime, for business purposes (business travelers) increased by 92.9%

compared with 2000.
According to figures from the General Statistics Office, in the first four months of
2010 the country has welcomed nearly 1.8 million international passengers, including
business travelers increased to 60.4% compared to the same period last year. Department of
Culture, Sports and Tourism estimates, in quarter 1/2010, international visitors to the city by
air will reach about 637 900 increased by approximately 12% compared to the same period
last year.
Table 2- GROWTH OF INTERNATION ARRIVALS, BUSINESSMEN TO HO CHI MINH
CITY FROM 2000 - 2009

Năm
Thành phố Hồ Chí Minh (1)
Việt Nam (2)
TP.HCM so
với Việt Nam
(%)
Lượng khách
quốc tế đến
TP.HCM
Trong đó
khách thương
nhân
Mức tăng
của khách
thương nhân
(%)
Lượng khách
quốc tế đến
Việt Nam
Trong đó

khách thương
nhân
1
2
3
4
5
6=2/5
2000
1.100.000
220.000

2.140.100
419.600
52,43
2001
1.226.400
245.280
111,50
2.330.800
401.100
61,15
2002
1.433.000
286.600
116,80
2.628.200
445.900
64,27
2003

1.302.000
260.400
90,85
2.429.600
468.400
55,59
2004
1.580.000
316.000
121,40
2.927.876
521.666
60,58
2005
2.000.000
296.247
126,60
3.467.757
493.335
60,05
2006
2.350.000
345.775
117,50
3.583.486
575.812
60,05
2007
2.700.000
386.488

114,90
4.171.564
643.611
60,05
2008
2.800.000
560.000
103,70
4.253.740
844.777
66,29
2009
2.600.000
520.000
92,90
3.772.359
783.139
66,40






60,69%
(1)Source: Department of Culture, Sports and Tourism HCMC