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Lecturer: Le Dang Thuy Linh (Soline) ID numbers: s3748148 Campus: RMIT Saigon South Date of submission: 1 December 2020 Student name: Nguyen Bao Ngoc Words count: 2122 Lecturer: Le Dang Thuy Linh (Soline)

ID numbers: s3748148 Campus: RMIT Saigon South Date of submission: 1 December 2020 Student name: Nguyen Bao Ngoc Words count: 2122 Lecturer: Le Dang Thuy Linh (Soline) ID numbers: s3748148

Campus: RMIT Saigon South Date of submission: 1 December 2020 Student name: Nguyen Bao Ngoc Words count: 2122 Subject Code:

BUSM4571

Subject Name:

Event Management

Location:

Hanoi

Title of Assignment:

Investigate

Student name:

Pham Minh Luong

Student Number:

S3789655

Teachers’ Name:

Vu Thi Kim Oanh

Word Count:

2190

Introduction The idea of "events" was created as a marketing tool to allow for face-to-face discussions in order to generate a strong brand image and expand networks with other sector firms (Schreiber and Lenson 1994). It allows for a far more personal and intimate interaction between potential consumers and suppliers, which will help the firm boost revenue in the long run through greater

interaction (Hay 2019). It is obvious that the event industry has changed over the years and now plays a critical role in delivering and rising the need for conducting meetings, gatherings, conferences, and related parties for efficient community involvement (Morgan 2018). The MICE sector is a part of the hospitality industry that specializes in booking, planning, managing, and delivering meetings, conferences, exhibits, and other business-related events. The MICE business, which stands for Meetings, Incentives, Conventions, and Exhibitions (Jamgade 2018), is a distinctive hospitality market that brings together groups of people to a certain area to discuss various topics. MICE event tourism is a combination of travel, transportation, exchanging and finance that has recently become a primary focus for many governments as it encourages in the development of their countries' national economies. As a result, they have begun to devote more resources to developing these fields in order to impress more potential travelers to their country (Lew & Chang 1999). In 2017, the worldwide MICE sector had a value of $805 billion, and it is expected to rise to $1,439.3 billion by 2025 ( Kiran Sable, Abhishek Roy & Roshan Deshmukh 2021). At the same time, The MICE industry in Asia-Pacific generates a net profit of $229 billion and is expected to increase at an annual rate of 8.6% to $441.1 billion by 2025. (Kiran Sable 2021). This increase would benefit Vietnam, as it has already hosted a number of major events, including the APEC 2017, the ASEAN Summit in 2010, the ASEAN Tourism Forum-ATD in 2009, and the 18th Global Women’s Summit ( JK Hobson 2021). Vietnam is now one of the ideal destinations for MICE industry events in the future, as the country is one of the safest place in this Covid 19 pandemic in the world. Additionally, Vietnam's stable political structure makes it a suitable location for hosting big MICE events ( JK Hobson 2021). As a result, the economy of Vietnam will be benefited in the long run as the percentage of MICE visitors, both domestic and foreign, will account for costs and enable the economy to grow by about $26,400 USD in overall spending (VNAT 2018). This report will provide a wider insight of event management in various aspects such as risk management, event marketing, and the EMBOK model, followed by analysis and commentaries about an example of an event proposal. This study will also include future demand and recommendations for the event as well as the MICE sector in Vietnam. Secondary Research 

Event management, types of events and MICE

An event is a short and planned meeting of people that occurs when individuals intend to remember a remarkable and valuable experience (Bladen et al 2017). According to Weidenfeld and Leask 2013, the complexity, scale and scope of the event is growing. According to Bowdin et al 2010, events are classified depending on their size and scale, which is directly connected to the tourism sector since it is regarded as one of the most significant components of enabling locations in attracting both domestic and international tourists, as well as boosting the event industry's job potential (Getz 2008). MICE (Meetings, Incentive, Conferences, and Exhibitions) a kind of tourism that includes the above four elements, generally applied and organized for big groups with a shared goal and large spending power ( Mpinane Sekhane 2021). 

Event Logistic and event planning cycle

Throughout the planning and setup of an event, the logistics department manages the event's resources such as service, engineering and transportation. This is considered as a key solution for managing the flow of people during the event in order to save costs and time (Anna Tomakh 2019). Furthermore, event logistics employees must be skilled and flexible in dealing with issues before, during, and after the program. Before, during, and after are the three phases of logistic event planning, according to Eventbrite. A program's success depends on its promotion before the event, which increases sales and reputation. The management during and after the event ensures that everything goes exactly as schedule.

Figure 1: Reproduced from Eventbrite 2021 

Risk management

Every part of the tourist business relies on risk management. This technique is used by professional event planners for cost effectiveness, which involves planning and control before dealing with the problem (Tarlow and PE, 2002). Facilities, physical, emotional, fiscal, reputation and legal risks are specifically categorised to assist organizers in developing their entire plans, and all of them must be carefully balanced and controlled to prevent unforeseen problems. Lack of resources, information, experience, and accountability for dealing with internal and external risks are all major difficulties to risk planning (Hystad, Perry W, and Peter C Keller 2008). 

Marketing for Events

Many significant problems involving market research, preparation, operation, and control systems must be addressed in order to accomplish successful and effective event marketing (Bladen et al. 2017, p.159). When event managers and marketers get a deeper knowledge of their participants' personalities, they are better able to plan and create events that match those demands (Bowdin et al 2010). The majority of event organizers utilize the 7P model to advertise their event since it is extremely effective. In reality, the number of individuals who use social media is growing, and the expansion of social media is becoming increasingly popular. Companies and brands are now using social media to boost sales and broaden their brand image. 

EMBOK model

EMBOK is a three-dimensional framework of the abilities and knowledge necessary to design, organize, and perform an event (Silver and Nelson 2009). The EMBOK's goal is to provide a model of activities and knowledge utilized in event management that may be designed to fit diverse demands. In addition, EMBOK may also be utilized to connect current event management requirements with global event management criteria as well as deliver a rational and systematic risk management process for events of all kinds and sizes Silver 2005. The awareness of the role of risk management in this framework has been one of EMBOK's distinguishing aspects. Event Management Proposal The VTV Awards is a series of awards awarded by Vietnam Television (VTV) to recognize outstanding television programs that broadcast on its network and gained a lot of viewers. It was initially hosted in 2014 and is now held in early September every year. The VTV Awards are divided into two rounds. In both rounds, viewers can vote through SMS or on the awards' official website. The awards now provide prizes in ten different categories. According to the EMBOK Model, five important areas will be examined for VTV Awards events in order to determine which contributed the most to the event's success. With more data, the VTV Awards will be able to enhance their next events in Vietnam. 

Administration

A big-scale event like the VTV Awards requires substantial financial resources to execute and pay for its expenditures. Payments should be made for the venue's food and beverage, security and performers as well as sound and staging systems according to a detailed budget. Investors, sponsors, and ticket sales income would be the major sources of financial support. Invitation tickets and normal tickets have different sales strategies. This would be a limited-edition present from actors, artists, TV presenter to their fans, in order to raise recognition about the event through their social media platforms. The ticket sales approach is divided into two types: invitation tickets and normal tickets. The invitation ticket would be a limited-edition present from youtubers to their followers, distributed via social media to raise event awareness. Regular tickets, on the other hand, are offered through TicketBox - a Vietnamese online ticketing and event management platform. Another component of administration that is critical to the success of this event is their human resource function. There would be a need for volunteers to help with check-in, meet-and-greets, and aiding backstage. Event organizers will offer security services,

but other human resource responsibilities must be coordinated and prepared with event partners, such as sponsors. 

Design

Despite the fact that VTV Awards don't have a set theme for each of their events, utilizing this point would provide producers the option to freely decide how they want to present the event. This event will take place indoors, therefore lighting is crucial. Since this event will be filmed or photographed and published online, it must be well-decorated to be attractive. 

Marketing

The VTV' s fanpage on Fb or the actors, MC or artists ‘ fanpage were utilized to advertise this event, and they played a major part in encouraging fans to attend the event by offering them the opportunity to purchase tickets on TicketBox or to play the idols' games to obtain invitation tickets. VTV also wouldn't have to spend to advertise for their event, instead, firms would approach them to sponsor the event or even pay them to advertise their goods at their venue booth because VTV has such a strong reputation for trustworthiness.  Operations The indoor area is part of the event infrastructure, and the representative must walk across the site with an overview map to identify certain locations before hosting the event. The timetable would be made available online so that participants could schedule their time properly before the session. Suppliers must make preparations prior to the event to prepare the stage and equipments in order for the event to go successfully. Furthermore, practices are required to guarantee that technological or communication difficulties do not happen during the event, and any errors should be solved prior to the event. Detail preparation and practices might help avoid making mistakes. In terms of the event's attendance, there should be organizers and volunteers separated into particular groups to support and be accountable for each duty they are given so that there are no misunderstandings. Additionally, performers must have specific spaces where they may prepare and rest before performing on stage. The logistical component of providing the performers what equipment they need and being prepared in advance is part of what makes an event successful since it contributes to the event's smooth transition. Furthermore, because this event will have a high number of people, crowd control will be required to maintain the event's overall safety. As a result, efficient communication between participants and security staff positioned in the event area is required to guarantee. 

Risk

Prior to purchasing the tickets, participants must read the terms and conditions attentively and agree to them. To ensure that participants are aware of the rules, instructions will be posted on the TicketBox and social media, as well as on a large banner at the event's entrance. These are essential as precautionary steps in the event of an emergency, and the decision would be made exclusively for security considerations rather than personal benefit. Future Demand

In recent years, there has been an increase in the number of events held in Vietnam due to the ease of travel and affordable prices while maintaining high standard of quality. Because Vietnam was able to properly handle Covid-19, allowing its people to develop real events rather than online events, there would be a rise in conducting events in Vietnam. Furthermore, technological advancements provide prospective chances for the MICE business in Vietnam to expand even further, which would assist to improve Vietnam's GDP via increased tourism travel and money spending. By continuing to build infrastructure, creating a strong GDP, developing and enhancing connectivity and accessibility, the tourist sector in general, and the MICE business in particular, are expected to witness significant development and a bright future for Vietnam tourism and hospitality. With huge potentials for the MICE sector in Vietnam, the country is promoting itself as a rising MICE destination in Asia in order to engage global event organizers. Tourists visiting Vietnam can take advantage of professional MICE events and facilities provided by hospitality industry in general and travel firms in particular. Conclusions and Recommendations There are some recommendations that can be applied in order to sustain enhancing the situation and attracting even more visitors to Vietnam in terms of tourism and MICE industry. Firstly, simplifying and boosting approval phase for key industries like airline, airports. Secondly, supporting local governments of major attractions to achieve the highest quality services . Thirdly, concentrating on improving infrastructure, which is related directly to road, sanitation. To summarize, the event sector in Vietnam is new, energetic, and full of promise for growth, driving the tourist and hospitality industries to higher profitability and expanding chances for Vietnam to connect with the rest of the world, particularly through the MICE industry. The MICE business in Vietnam has bright and flaming possibilities in the future, thanks to government support.

References: Schreiber, A L & Lenson, B 1994, Lifestyle and event marketing: Building the new customer partnership, New York: McGraw-Hill

Hay, B 2019, ‘Events Management: An International Approach’, Journal of Tourism Futures, vol. 5.1, pp. 104-05 Morgan, C 2018, Events Management Industry Trends and Evolution, Urban Event, 17 September, viewed 29 July 2021, < https://urbanevent.wordpress.com/2018/09/17/eventsmanagement-industry-trends-and-evolution/ > Jamgade, S 2018, ‘Scope of MICE Tourism as an Emerging Hospitality Industry’, Faculty of Hospitality Management and Catering Technology, Vol 04, Issue 02 Lew, A. A., & Chang, T. (1999), “Where the world meets: Regionalism and globalization in Singapore; convention industry”, Journal of Convention & Exhibition Management, 1(4), 17–36, viewed on 26th November 2020 Kiran Sable 2021, Asia-Pacific MICE industry by Event Type, Allied Market Research, report, January 2019, viewed 29 July 2021, . < https://www.alliedmarketresearch.com/asia-pacific-MICE-industry-market > Sable, K, Roy, A, Deshmukh, R 2019, ‘MICE Industry by Event Type (Meetings, Incentives, Conventions and Exhibitions): Global Opportunity Analysis and Industry Forecast, 2018 - 2025, pp. 1- 186. JK Hobson 2021, Rise in MICE Tourism in Vietnam, City pass guide, viewed 29 July 2021,

Vietnam National Administration of Tourism - VNAT 2018, The future of Vietnam’s Luxury MICE Industry, Vietnam National Administration of Tourism, viewed 29 July 2021, . Bladen, C, Kennell, J, Abson, E & Wilde, N 2017, Events management: An introduction, Taylor & Francis Group, Florence Weidenfeld, A, Leask, A 2013, ‘Exploring the relationship between visitor attractions and events: definitions and management factors’, Current Issues in Tourism, vol.16, no.6, pp. 552-569, Bowdin, G, Allen, J, Harris, R, McDonnell, I, & O'Toole, W 2010, Events management, Taylor & Francis Group, Oxford. Getz, D 2008, "Event tourism: Definition, evolution, and research", Tourism Management, vol 29, no 3, pp. 403-428 Mpinane Senkhane 2018, MICE Definitions - What is MICE?, The planner.guru, viewed 29 July 2021, < https://theplanner.guru/2018/04/17/mice-definitions-what-is-mice/> Anna Tomakh 2021, Event Logistics Plan, GEVEME, viewed 30 July 2021, < https://www.gevme.com/en/blog/event-logistics-plan/>

EventBrite 2021, How to Plan an Event – Free Template, Eventbrite, viewed 30 July 2021, < https://www.eventbrite.co.uk/blog/academy/event-plan-and-templateds00/> Tarlow, PE 2002, Event Risk Management and Safety, John Wiley & Sons, Incorporated, New York. Available from: ProQuest Ebook Central. Hystad, Perry W, and Peter C Keller. “Towards a Destination Tourism Disaster Management Framework: Long-Term Lessons from a Forest Fire Disaster.” Tourism management (1982) 29.1 (2008): 151–162. Web. Silver, J & Nelson, K 2009, ‘An application illustration of the Event Management Body of Knowledge (EMBOK) as a framework for analysis using the design of the 2006 Winter Olympics Opening Ceremonies’, Event Management, vol. 13, no. 2, pp. 117-131. Silvers, J 2005, ‘The Potential of the EMBOK as a Risk Management Framework for Events’, Best Paper Award at the 2005 Las Vegas International Hospitality and Convention Summit, pp. 1-3....