bineprints.uthm.edu.my/7481/1/firdaus_ismail.pdf · delphi technique has been adopted and a total...
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THE CRITICAL SUCCESS FACTORS OF EVENT MANAGEMENT : A FOCUS ON MEETINGS, INCENTIVES, CONVENTIONS & EXHIBITIONS (MICE) IN
MALAYSIA
FTRDAUS BIN ISMAIL
A thesis submitted in fulfillment of the requirement for the award of the
Master of Science in Real Estate and Facilities Management by Research
Faculty of Technology Management and Business Universiti Tun Hussein Onn Malaysia
JULY 2014
ABSTRACT
Malaysia Convention & Exhibition Bureau (MyCEB) reported MICE or Meetings,
Incentives, Conventions and Exhibitions industry estimated to have economic impact
of RM17.6 billion to the country as well as providing a total of 8,036 job
opportunities for Malaysians. Currently, Malaysia has become one of the preferred
destinations for MICE events. Consequently there is a significant need for managing
and organizing MICE events so that they run smoothly and achieve the goals set.
Thus, it is crucial to identify the Critical Success Factors (CSF) in organizing a
MICE event. The study is primarily aimed at determining the Critical Success
Factors in MICE event management. The study was conducted using qualitative
approach and supported with quantitative approach. Through this approach, the
Delphi technique has been adopted and a total of two (2) rounds of data collection
was performed. Semi-structured interview technique was used in this study to get
feedback fkom 15 MICE event managers. The study had identified six (6) CSF for a
successful MICE event management, these factors are: clear objectives, location of
venue, financial resources, code of conduct, marketing & promotion and event
sponsorship. This study is expected to help the parties involved in event management
to focus and pay attention to the six (6) critical success factors mentioned above for a
successful MICE event management.
ABSTRAK
Malaysia Convention & Exhibition Bureau (MyCEB) melaporkan Industri Acara
MICE iaitu Mesyuarat, Insentif, Konvensyen dan Pameran dianggarkan telah
memberi impak ekonomi sebanyak RM17.6 billion kepada negara serta menyediakan
sebanyak 8,036 peluang pekerjaan kepada rakyat Malaysia. Ketika ini, Malaysia
telah menjadi salah satu destinasi popular untuk aktiviti acara MICE yang bertaraf
antarabangsa. Sehubungan itu wujudnya satu keperluan yang ketara dalam mengurus
dan menganjurkan acara MICE agar ianya berjalan lancer dan mencapai matlamat
yang ditetapkan. Dengan demikian, adalah penting untuk mengenal pasti Faktor
Kritikal Kejayaan (CSF) dalam menganjurkan sesuatu acara MICE. Objektif utama
kajian ini adalah untuk mengkaji serta mengenal pasti Faktor Kritikal Kejayaan
dalam menguruskan acara MICE. Kajian ini dijalankan dengan rnenggunakan
pendekatan kualitatif dan disokong dengan pendekatan kuantitatif. Melalui
pendekatan ini, teknik Delphi telah diguna pakai dan sebanyak dua (2) pusingan
pengutipan data telah dilaksanakan. Teknik temubual separa berstruktw turut
digunakan dalam kajian ini untuk mendapatkan maklumbalas responden yang terdiri
daripada 15 pengurus acara syarikat yang menguruskan acara MICE. Hasil kajian
mendapati enam (6) faktor kritikal kejayaan telah dikenal pasti dalarn menentukan
kejayaan bagi sesuatu aktiviti pengurusan acara MICE. Faktor kritikal kejayaan '
tersebut adalah: objekhf yang jelas dan nyata, ternpat atau lokasi acara yang
dilaksanakan, sumber kewangan yang mencukupi, tatacara kelakuan pasukan
pengurusan acara, pemasaran dan promosi serta penajaan acara. Kajian ini dijangka
dapat membantu pihak yang terlibat dalam pengurusan acara untuk memfokus dan
membai perhatian kepada enam (6) factor kejayaan kritikal yang dinyatakan di atas
bagi memastikan &viti pengurusan acara MICE mencapai kejayaan sebagaimana
diharapkan.
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