A Framework for Conducting a Situational Analysis of the Meetings, Incentives, Conventions, and Exhibitions Sector

Abstract

This article reviews the key literature that is currently available regarding the meetings, incentives, conventions, and exhibitions sector, its composition, and current trends and issues that are occurring within the sector and the tourism industry generally, and more specifically, within the Auckland region. The meetings, incentives, conventions, and exhibitions sector is a vital component of the tourism industry within the Auckland region. The sector can assist the region in achieving the objectives of both the Auckland Regional Economic Development Strategy and the New Zealand Tourism Strategy 2015. At this time, very little is known about the structure of the sector, visitorship for meetings, incentives, conventions, and exhibitions purposes, or issues and trends of the Auckland region. Similarly, there has been no formal strategic planning undertaken for the sector. Without informed forward planning, it is unlikely that the sector will meet its full potential. The article reviews the current literature regarding meetings, incentives, conventions, and exhibitions and strategic planning. From this literature, a framework has been developed for collecting the data required to conduct a comprehensive situational analysis of the Auckland meetings, incentives, conventions, and exhibitions sector. This framework and the process by which it is currently being utilized within the Auckland region is outlined.