Кросс - культурный менеджмент в деловом туризме на примере Франции и ОАЭ
Аннотация
In the modern globalized world, the importance of intercultural cooperation at all levels is increasing significantly. Therefore, issues of cross-cultural communication have recently become more and more important and have reasonably attracted growing research interest.
The business tourism, for its part, acts as one of essential tools of cross-cultural communication. Developing within a framework of particular cultures, it simultaneously embraces features of nations’ culture, their traditions, historical way of life, as well as those universal, globalist trends and traits that exist in the modern world. The combination of international and national origins, their interaction is one of the socio-cultural features of business tourism.
In general, business tourism is a natural evolution of a growing global economy and a necessity for international cooperation. As the number of business trips has increased significantly in recent years, it was necessary to call this travel phenomenon and classify it as a type of tourism. Generally speaking, travel for meetings, trade fairs, incentive trips, attendance of conferences abroad create a business tourism concept, and the first letters of these four words - meetings, incentives, conferences and exhibitions make the acronym MICE popularly used for business tourism.
The MICE industry is one of the most promising and fastest growing segments of the global tourism market, generating millions in revenues for cities and countries. However, despite the importance of the industry, a range of scientific knowledge on this topic is quite limited. To a lesser extent, scientific studies reflect questions related to patterns of development of this tourism segment, and factors of competitiveness as well as conditions of MICE tourism development at the macro- and mesoregion level are poorly researched. The designation of MICE tourism as an international tourism industry is descriptive rather than scientific and analytical in the literature. The relevance of this topic and the lack of its development both in theoretical and methodological aspects served as the basis for choosing the topic of the thesis and defined its purpose and objectives.
The main purpose of this study is to examine the specifics of MICE tourism development and its significance in the world, especially in France and UAE. On the basis of the chosen topic, the following tasks were defined:
to examine main features of MICE tourism;
to define the impact that MICE tourism has on the world;
to determine current trends in MICE tourism;
to analyze the competitiveness of France and the United Arab Emirates in terms of operating in the MICE tourism sector;
to define perspectives and make recommendations for the development of MICE tourism in the above-mentioned countries.
The object of this study is MICE tourism in France and the UAE, while the subject is a development of cross - cultural management in MICE tourism in France and the UAE.
This research uses methodological toolkit as a qualitative method because it was necessary to qualitatively measure different degrees of decision-making parameters among the participants, especially with respect to their cultural differences. In addition, marketing tools such as PESTEL analysis, competitiveness polygon and Hofstede's cultural analysis were applied in the final qualification work.
The scientific and practical significance of this graduation thesis lies in the fact that its main provisions can be used as a tool for further theoretical and practical research of this issue. The graduate qualification work has a certain theoretical significance due to the generalization and systematization of a large volume of material on the topic under study and practical importance, as MICE industry is considered as a factor of tourism development in countries, the author has prepared a set of recommendations for the development of MICE industry in the France and the United Arab Emirates.
The statistical part of the thesis was collected from articles and official online sources. In order to identify regional differences in MICE tourism conditions and to assess the competitiveness of countries such as France and the UAE in the MICE tourism segment I used data from the Travel and Tourism Competitiveness Index produced by the World Economic Forum in a global analysis of industry competitiveness.
MICE tourism is a relatively new industry that is already gaining a leading position in terms of growth. It is one of the most profitable and promising types of tourism characterized by stable growth and resilience to various factors. However, this sector is considered as one of the most vulnerable and affected during the period of Covid-19 in 2020, as restrictions were in place not only due to the cancellation of air links between countries and cities, but also prohibitions on holding mass events.
The sector occupies a leading place in government programs for economic development in most countries and is part of a comprehensive socio-economic development plan. The MICE tourism is being a tool of activating trade and economic relations and instrument of development and involvement into external economic relations. Also, it helps people to exchange knowledge and increasing of cooperation at the global level which makes the result of growth of foreign investment. In addition to that, MICE tourism acts as one of essential tools of cross-cultural communication. Developing within a framework of particular cultures, MICE tourism simultaneously embraces features of nations’ culture, their traditions, historical way of life, as well as those universal, globalist trends and traits that exist in the modern world. However, to devise suitable policies and strategies, it is necessary to understand how tourists, especially those who attend MICE events, make their destination choices.
The results of the analysis of the data collected for this study provided useful insights about the demographic profile of the MICE tourist. Both strengths and weaknesses of the countries have been identified and some recommendations to promote MICE tourism have been provided. No study is without limitations. This study was done only on participants attending ITB Berlin, the world's leading travel trade show.
The conducted competitiveness analysis of countries in terms of operating in the MICE sector and their cultural specificities provides stakeholders with an understanding of the gaps and opportunities not only to improve competitiveness, but also to ensure the right policies, infrastructure, and management systems to meet the MICE tourism demand that activates such competitiveness, while preserving the tourism assets, both cultural and natural, on which the industry depends.
In order to position yourself as a destination for meetings and to compete at international level with other destinations, it is essential to have an action plan, create good infrastructures in travel connections as well as being able to provide other necessary services. Based on the analysis, it has been found that France is the most competitive country in terms of operating in the MICE sector. However, the UAE has a great potential to realize thanks to its specific advantages and intention to become the world's number one destination for business and MICE travel. In addition to that, the UAE’s society has been proved to be more Masculine than France. It means that the society is driven by competition, performance and success, where success is determined by being the best in the area.
The business tourism, for its part, acts as one of essential tools of cross-cultural communication. Developing within a framework of particular cultures, it simultaneously embraces features of nations’ culture, their traditions, historical way of life, as well as those universal, globalist trends and traits that exist in the modern world. The combination of international and national origins, their interaction is one of the socio-cultural features of business tourism.
In general, business tourism is a natural evolution of a growing global economy and a necessity for international cooperation. As the number of business trips has increased significantly in recent years, it was necessary to call this travel phenomenon and classify it as a type of tourism. Generally speaking, travel for meetings, trade fairs, incentive trips, attendance of conferences abroad create a business tourism concept, and the first letters of these four words - meetings, incentives, conferences and exhibitions make the acronym MICE popularly used for business tourism.
The MICE industry is one of the most promising and fastest growing segments of the global tourism market, generating millions in revenues for cities and countries. However, despite the importance of the industry, a range of scientific knowledge on this topic is quite limited. To a lesser extent, scientific studies reflect questions related to patterns of development of this tourism segment, and factors of competitiveness as well as conditions of MICE tourism development at the macro- and mesoregion level are poorly researched. The designation of MICE tourism as an international tourism industry is descriptive rather than scientific and analytical in the literature. The relevance of this topic and the lack of its development both in theoretical and methodological aspects served as the basis for choosing the topic of the thesis and defined its purpose and objectives.
The main purpose of this study is to examine the specifics of MICE tourism development and its significance in the world, especially in France and UAE. On the basis of the chosen topic, the following tasks were defined:
to examine main features of MICE tourism;
to define the impact that MICE tourism has on the world;
to determine current trends in MICE tourism;
to analyze the competitiveness of France and the United Arab Emirates in terms of operating in the MICE tourism sector;
to define perspectives and make recommendations for the development of MICE tourism in the above-mentioned countries.
The object of this study is MICE tourism in France and the UAE, while the subject is a development of cross - cultural management in MICE tourism in France and the UAE.
This research uses methodological toolkit as a qualitative method because it was necessary to qualitatively measure different degrees of decision-making parameters among the participants, especially with respect to their cultural differences. In addition, marketing tools such as PESTEL analysis, competitiveness polygon and Hofstede's cultural analysis were applied in the final qualification work.
The scientific and practical significance of this graduation thesis lies in the fact that its main provisions can be used as a tool for further theoretical and practical research of this issue. The graduate qualification work has a certain theoretical significance due to the generalization and systematization of a large volume of material on the topic under study and practical importance, as MICE industry is considered as a factor of tourism development in countries, the author has prepared a set of recommendations for the development of MICE industry in the France and the United Arab Emirates.
The statistical part of the thesis was collected from articles and official online sources. In order to identify regional differences in MICE tourism conditions and to assess the competitiveness of countries such as France and the UAE in the MICE tourism segment I used data from the Travel and Tourism Competitiveness Index produced by the World Economic Forum in a global analysis of industry competitiveness.
MICE tourism is a relatively new industry that is already gaining a leading position in terms of growth. It is one of the most profitable and promising types of tourism characterized by stable growth and resilience to various factors. However, this sector is considered as one of the most vulnerable and affected during the period of Covid-19 in 2020, as restrictions were in place not only due to the cancellation of air links between countries and cities, but also prohibitions on holding mass events.
The sector occupies a leading place in government programs for economic development in most countries and is part of a comprehensive socio-economic development plan. The MICE tourism is being a tool of activating trade and economic relations and instrument of development and involvement into external economic relations. Also, it helps people to exchange knowledge and increasing of cooperation at the global level which makes the result of growth of foreign investment. In addition to that, MICE tourism acts as one of essential tools of cross-cultural communication. Developing within a framework of particular cultures, MICE tourism simultaneously embraces features of nations’ culture, their traditions, historical way of life, as well as those universal, globalist trends and traits that exist in the modern world. However, to devise suitable policies and strategies, it is necessary to understand how tourists, especially those who attend MICE events, make their destination choices.
The results of the analysis of the data collected for this study provided useful insights about the demographic profile of the MICE tourist. Both strengths and weaknesses of the countries have been identified and some recommendations to promote MICE tourism have been provided. No study is without limitations. This study was done only on participants attending ITB Berlin, the world's leading travel trade show.
The conducted competitiveness analysis of countries in terms of operating in the MICE sector and their cultural specificities provides stakeholders with an understanding of the gaps and opportunities not only to improve competitiveness, but also to ensure the right policies, infrastructure, and management systems to meet the MICE tourism demand that activates such competitiveness, while preserving the tourism assets, both cultural and natural, on which the industry depends.
In order to position yourself as a destination for meetings and to compete at international level with other destinations, it is essential to have an action plan, create good infrastructures in travel connections as well as being able to provide other necessary services. Based on the analysis, it has been found that France is the most competitive country in terms of operating in the MICE sector. However, the UAE has a great potential to realize thanks to its specific advantages and intention to become the world's number one destination for business and MICE travel. In addition to that, the UAE’s society has been proved to be more Masculine than France. It means that the society is driven by competition, performance and success, where success is determined by being the best in the area.