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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