earticle

영어

The main subject of this paper is to research the activation strategy of convention center through merger of entertainment factors. The convention center is part of a complex which includes a hotel, casino and shops; a multi-function entertainment. The convention center provides guests with the choice of meeting rooms and exhibition space. Due to its lure of being a high-yield tourism sector, MICE (meetings, incentives, conventions, exhibitions) tourism has been increasingly introduced at destinations, including gaming jurisdictions such as Las Vegas. The MICE sector has therefore become an increasingly important focus and direction of resources for the convention center. This article examines strategic planning and management considerations for conventin center as it attempts to reposition itself to develop the MICE industry. Highlighted are the challenges in re-branding and repositioning convention center, economic justification, and tourism policy considerations on issues such as infrastructure development to support this vision of the convention center and those of the newly integrated entertainment places emerging on convention center.