korea mice tourism baojian case · 2019. 9. 17. · i. baojian case production effect 51.6 bil won...
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Korea MICE Tourism
Baojian Case
- Republic of Korea -
Ⅰ
I. Baojian Case
I. Baojian Case
Baojian - Incentive Tour Group
China’s first direct sales (Multi Level Marketing, MLM)
Deals with everyday necessities, healthcare and beauty products
No. of Participants: 10,595 persons -Divided into 8 tour groups
Visited Seoul and Jeju Island -5 days and 6 nights, Sep 13-28, 2011
I. Baojian Case
Background
Enhance awareness as a travel destination by attracting incentive group and providing systematic support
Encourage re-visit of the incentive group through high satisfaction level and support
Expand support on large-scale MICE events
I. Baojian Case
Initial Challenges & Solutions
Less known to Baojian - Korea as a travel destination
Solution ⇒ Provide support to key decision makers
Limited accommodations
Solution ⇒ Divide 10,595 participants into 8 tour groups
I. Baojian Case
2009. 3
Obtain information
from Beijing Office
Intent to Bid is sent
in the name of KTO’s
CEO
Japan is chosen
as the final
destination
Receive letter from
Baojian’s CEO
on hopes to host
event during CEO’s
Presidential term
KTO’s CEO visits
China and meets with
CEO of Baojian
2009. 11 2010. 3 2010. 3 2010. 5
I. Baojian Case
KTO’s CEO
Invites
Baojian’s CEO
Baojian’s CEO
accepts KTO
CEO’s invitation
Baojian group
cancels event
in Japan
Hallyu star’s
welcome
message delivered
KTO’s CEO
invitation letter
delivered
2010. 8 2010. 9 2010. 9 2010. 10 2010. 10
I. Baojian Case
2nd Bidding of
Agency
Successful bidding
Baojian sends
written confirmation
2010. 11 2010. 12
1st pre-visit
by Baojian
(Japan’s radiation
danger dispelled)
Support event
celebrating 15th
anniversary of
Baojian
2nd pre-visit
by Baojian
(Sign agreement)
2011. 4 2011. 5 2011. 5
I. Baojian Case
Strategies
Active efforts of KTO’s CEO and local government chiefs
Message delivery to host Baojian incentive tour group
Amicable and lasting relations among KTO’s CEO, local government chiefs and Baojian
Joint charity project -Invited Chinese children of low income families
Invited Baojian CEO’s couple
I. Baojian Case
Strategies
Cooperation with relevant domestic governing bodies
Welcoming messages by Hallyu (Korean Wave) Stars to key decision makers (2010)
Hospitality
Promotion of Korea as a tourist destination (2011)
Simplification of visa procedures
I. Baojian Case
Visa Application Simplified
Simplified visa application process for Baojian tourists
Provided independent visa application qualification to the Korean Embassy in China
I. Baojian Case
Baojian’s 1st Site Inspection
April 13-18, 2011 in Jeju Island, Seoul
Participants: 5 from Baojian (incl. CEO of Baojian), 4 from CITS MICE
Support: -Provided tour program information -Partial support for accommodation -MOU signed for Jeju Island as New7Wonders of Nature -Visit Ministry of Culture, Sports, and Tourism's Minister -Visit CEO of KTO
I. Baojian Case
Support 15th Anniversary of Baojian
Support: -Remembrance of 15 years of Baojian -Acknowledgement by Baojian's CEO -Performances and collaborative programs of students and employees -Future strategy of Baojian and 2011 incentive tour introduction -Fundraised donation delivery presentation -VIP, Jeju government and KTO's CEO’s welcome video message
I. Baojian Case
Baojian’s 2nd Site Inspection
May 25-31, 2011
Participants: 4 people from Baojian, 2 People from CITS, 4 from land operator
Support: -Partial support of accommodations -No shopping commission, guide fee -Selection of one representative by sector from 4 travel agencies -Selection of media representatives for smooth promotion -Signed MOU of Baojian, CITS, 4 Land Operators
I. Baojian Case
Day Itinerary Activities
1 China Korea Airport welcome event
-Special/Airport/VIP welcome
2 Kimchi & Hanbok experience Baojian General Meeting
Support Baojian’s General Meeting (8 times) -Welcome message by CEO, vice president, auditor, MICE Bureau’s executive director
3 Jeju Island tour Baojian St. unveiling ceremony
-Welcome speech by KTO’s CEO
4 Duty-free shopping, Everland tour Monitoring & Press coverage support
(during entire tour period)
5 Seoul tour Shopping (Duty-free,
Dongdaemoon, etc) Welcome banner on KTO HQ building
6 China Korea Perform survey (1,412 persons)
I. Baojian Case
Special Airport Welcome
Welcome message and performance
Souvenir (200 roses) provided
Official event (Welcome message, flower leis)
'Chuseok' Performance (Rice cake provided)
Large back wall and welcome sign
Greeting from KTO’s CEO and personnel with Korean traditional outfit, Hanbok
I. Baojian Case
Airport Welcome Event
Baggage claim multi cube advertisement
Large welcome sign
Hanbok help and group picture
Bouquet of flowers to group representatives
I. Baojian Case
VIP Special Airport Greeting
Location: Incheon International Airport, Gimpo International Airport, Jeju International Airport
27 VIP guests from Sep 13-17, 19-20, 22-23
Special gate and guide (Premium Pass)
Souvenir (Samsung Digital Camera)
Welcome Letter
I. Baojian Case
Baojian General Meeting
I. Baojian Case
Factors Baojian
(A)
China
(B)
Difference
(A)-(B)
Overall satisfaction on visit to Korea 4.59 4.00 0.59 15%
Immigration procedure 4.80 4.10 0.70 17%
Accommodations 4.74 3.97 0.77 19%
Food 4.54 3.88 0.66 17%
Shopping 4.47 4.06 0.41 10%
Attractiveness of tourist attractions 4.58 3.82 0.76 20%
* (12% of total participants, 1,412 persons)
Satisfaction increased 15 %
I. Baojian Case
Production Effect 51.6 bil won
Direct Expenditure 28.6 bil won
Published Articles 127 articles
Baojian
Satisfaction 4.59 / 5.0
Korea Tourism
Development
As a Catalyst
Awareness of incentive travel’s economic effect provided to Korean public
“One person purchases suits worth 300 million, clean sweeps Rolex watches” (Dong-A Ilbo, Aug. 19) National consensus is formed regarding the need to improve Korea’s preparation to receive foreign tourists “Chinese tourists are coming, time to revamp the software” (JoonAng Ilbo, Sept. 15)
I. Baojian Case
Role of Korea’s tourism development as a catalyst
Provide national awareness regarding the economic effects of incentive tourists
Form national consensus regarding the need to improve the Korea’s preparation to receive foreign tourists
The most important element is the cooperation among relevant bodies, industries, and industry professionals as well as networking and exchange of information
II
II. Upcoming Incentive Tour Groups
Baojian 2013 (Re-visit)
Re-visit from Baojian Group confirmed for 2013
No. of Participants: 15,000
Destination: Busan (First visit was Jeju)
II. Upcoming Incentive Tour Groups
Amway China & Taiwan
Amway China & Taiwan’s joint incentive group tour confirmed for 2014
No. of Participants: 25,000
Destination: Jeju
II. Upcoming Incentive Tour Groups
City of Busan & Jeju on Incentive Tours
Enhanced awareness on significance of attracting mega-size incentive tour groups and its economic ripple effect
More active participation from the city of Busan and Jeju in attracting future incentive tour groups
Korea MICE Bureau
Your Inspiring Partner