06 Carter (2014) Establishing the Suitability of Limerick City (Ireland) as a Conference Destination...

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International Hospitality and Tourism Student Journal 6 (1) 2014 59-70

Establishing the Suitability of Limerick City (Ireland) as a Conference

Destination Host

Neasa Carter

June OByrne-Prior

Nolle OConner*

Limerick Institute of Technology, Ireland*Corresponding author: Dr Nolle OConnor, Email: [email protected]

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Abstract

The Irish conference industry has witnessed phenomenal growth throughout the decades. The industry has continued to grow and f lourishdespite the universal recession of recent years. The Irish conference industry continues to contribute millions of euro to the Irish economyevery year. It has been forecasted the popularity of Ireland as a conference destination will continue to grow. The following research paper willattempt to distinguish the current standing of Limerick city as a conference host city. As future growth is predicted in the Irish conferenceindustry the research paper will attempt to extricate how Limerick city (Ireland) may increase its conference rate. Relevant Literature wasexamined in order to provide a background to the conference industry as a whole. The primary research conducted throughout the paper is acontribution of those native to Ireland and Europe. The primary research was collected through a combination of questionnaires and industryinterviews on a global, national and regional scale. The research paper will conclude with a number of recommendations regarding Limerick as aconference destination host. A number of suggestions will be made as to how Limerick city may be able to attain a percentage of the predictedinflux of conferences to be hosted in Ireland.

Keywords: M.I.C.E Industry; Conference Industry; Conference Destination; Destination Attributes; Limerick City; Ireland

2013 International Hospitality Research Centre. All rights reserved.

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1. Introduction

The popularity of Ireland as a conference destination hassignificantly grown over the past decade. A total of 230conferences were held in Ireland in 2012, generating !151million euro (Filte Ireland 2013). Furthermore there isevidence of continuous growth in the Irish conferenceindustry. Filte Ireland has reported a potential of 400conferences to be held in Ireland, contributing !386 millionto the Irish Economy (Filte Ireland 2013). The researchtopic was undertaken as it was clear that the Irish conferenceindustry deserved further research. An in-depth investigation

was deemed necessary to establish how Limerick city mayobtain a higher level of the predicted conference growth.Hence, the paper aims to identify Limericks current positionin the Irish conference industry and how this share can beincreased. The six objectives of the paper are to first,establish the attraction of Ireland as a conference destination,assess the Capital as the first choice as a conferencedestination, empirically explore the current relationship

between Limerick and the conference industry identify themain stakeholders involved in conference industry of

Limerick and lastly, analyse the means in which Limerick citymay possibly attract a higher number of conferences in thefuture.

The aforementioned objectives will be accomplishedthrough the identification of existing literature andconduction of primary and secondary research. The researchundertaken will include a combination of journals, scholarlybooks, industry reports, industry surveys and interviews.Identified information gaps associated with secondaryresearch will be filled through the conduction of primaryresearch. The collation of primary and secondary research

will expectantly fulfil the objectives outlined.

2. Literature review

2.1. A Conference Industry Background

The conference industry identified at this present time hasa strong influence which can be contributed to conventionsand trade associations meetings in the United States of

America during the 19th Century (Rogers 1998). Accordingto Rogers (1998) industry definitions were not distinguishable

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until mid to late 20th century (Rogers 1998). Defining anddistinguishing terminology is difficult (Ladkin 2002). TheEuropean Conference and Meetings Market attribute fordifficulty in distinguishing the market is due to thesegmentations of the markets (Rocket & Smillie 1994, Rogers1998). When exploring the information base of theconference sector it was found that the immaturity of the

conference division has led to difficulty in maintainingstructure (Rogers, 1998). The conference industry isconsidered immature in comparison to other industries, as itis as young as fifty years in Europe (Rogers 1998).

2.2. Defining Conferences

Conferences are defined by the Convention IndustryCommittee (CIC) as a participatory meeting designed fordiscussion, fact finding, problem solving and consultation.

The CIC (2003) outlines the definition of conferences as anevent used to assemble and exchange opinions. Conferences

are typically of a short duration (Bowdin et al 2006). TheBritish Association of Conference Destination distinguishes aconference as an out-of-office meeting of at least fourhours. A Conference is a form of business event, asbusiness events are a combination of conferences,exhibitions, incentives travel and corporate events (Bowdin etal 2006). A conference is also commonly referred to as aconvention, congress and meeting (Seekings & Farrer 1999).

The British Tourism Partnership have expressed that theconference industry accounts for 28% oversee visitors to theUnited Kingdom (Bowdin et al 2006). The tourism andconference industry are deeply entwined (Rogers 1998). A

conference can be classified as a form of business tourismaccording to Davidson & Rogers (1994). Business tourism inclassified as the main reason for a person to travel as work(Davidson & Rogers 1994). As the conference industry hassufficiently been defined its complex nature will now bediscussed.

2.3. Complexity of the Conference Industry

Rogers (1998) describes the nature of conference industryas complex The conference industry is highly complex,comprising a multiplicity of buyer and supplier organisationsand business. The buyers and suppliers referred to by Rogers

(1998) can also be referred to as stakeholders according toFreeman (2010). Stakeholders as is defined by Freeman(2010) are any group or individual who can affect, or isaffected by the achievement of a corporations purpose. Getz(2007) describes stakeholders as those who benefit from theoccurrence of an event. The main stakeholders are the buyersand suppliers, these buyers include what are referred to as thecorporate buyer, the association buyer and the Governmentbuyer. Suppliers include venues and destinations (Damster &

Tassiopoulos 2000, Rogers 1998). Buyers and suppliers are tobe expanded upon in sections five and six of the literaturereview. Morla & Ladkin (2007) divide the stakeholders into

two sectors; private and public sector. Baum (2009) stressesthe importance of the relationship as suppliers create a

partnership between the private and public sector in order tosatisfy conference delegates. The relationship between thepublic and private sector is of a symbiotic nature as illustratedby Baum (2009). Baum (2009) states The complex nature ofthe conference industry means that is it unlikely that theprivate sector will satisfy the industry needs on its own, forexample by providing adequate infrastructure for the

conference industry.

2.4. Conference Buyers

Damster (2000) describes the three main buyers of theconference industry as the corporate, association andgovernment buyers. Delegates are also an addition to thebuyers of the conference industry (Davidson & Rogers2006). Rogers (1998) defines a corporate buyer as aconference organiser who works for corporate organisations

with the ultimate result providing financial gain. The mostprominent sectors of the corporate conference business

include pharmaceutical, telecommunication, travel andtransport (Rogers 1998). Corporate buyers are difficult toidentify due to the varying level of staffing and size of theorganisation (Rogers 1998). The association buyers (Rogers1998) are also referred to as the SMERF market (Shock &Stefanelli 1992) an acronym for social, military, education,religious and fraternal markets. Such buyers are involved inevents which are political and charitable (Damster 2000).

Association events are not considered lucrative and do notaim to obtain as high a return investment as those of thecorporate buyer events. Due to the stability of the sector,these events are used to fill off-peak seasons (Rogers 1998,

Damster 2000).Government and public sector buyers have the tendencyto be high profile in comparison to association and corporateorganised conferences. These may include local authoritiesand the health service (Davidson & Rogers 2006, Rogers1998). This high profile perception encourages the need forhigher standard facilities including venue and accommodationfacilities (Rogers 1998). Delegates are widely considered themore important of the buyers of the conference product.(Davidson & Rogers 2006). Customers who purchase theconference product and avail of the conference as a service.

Without the participation of the delegates the industry wouldnot survive (Davidson & Rogers 2006, Bowdin et al 2006).

Stakeholders, initiators and intermediaries of the event have alarge influence on the experience of an attendee. Initiatorsand intermediaries include corporate organiser buyers,association buyers, and Government buyers (Davidson &Rogers 2006).

2.5. Conference Suppliers

Suppliers can be defined as those who supply facilities andservices which are necessary for operation of a conference(Davidson & Rogers 2006). Suppliers of the conferenceindustry are plentiful and diverse. The services which are

provided are similar to those offered to the events industry asa whole. There are few services which are exclusive to the

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conference Industry (Rogers 1998). Subject to the extremegrowth of the events industry experienced in the recentdecades the network of suppliers have an integral part of theindustry, and their increasing specialisation and expertiseassist the production of professional and high-calibre events.In order for a conference to be successful the several varioussuppliers must be used in order to complete the end product

(Rogers 1998). Venues providers can be considered one ofthe largest conference service suppliers. The conferenceindustry is varied and is lacking in structure and definition,the venues used are diverse and many. The main conferenceused venues are city centre hotels, country house hotelsincluding manors, purpose built venues, academic venues,civic venues and unusual venues (Rogers 1998).

Hotels are the most popular particularly those adjacent tonational and international communications infrastructuresuch as ports, motorways and airports. Hotels, unlike purposebuilt venues are limited in the amount of participants whomthey may hold (Rogers 1998) a publishing from the

International Association Meetings Market showed that 44%of meetings were held in hotels (ICCA, 2010). According toShalcross (1998) it was forecasted that many hotels havecome to depend on the conference industry for survival(Davidson & Cope 2002). Chetwynd (1998) suggests thatdelegates often prefer hotels as a conference venue, due to afriendly atmosphere provided (Davidson & Cope 2002). Thereport published by the ICCA displays that conference andexhibition centres are second in popularity as a conference

venue with a 26.6% (ICCA 2010). Academic facilities aretypically only available outside of class term and areconsidered attractive as the majority of these venues are

accompanied by sleeping accommodation (Law 2002).Unusual venues or miscellaneous venues are also a popularoption. The incorporation of conference facilities in venuessuch as football clubs generates income from unusedresources. Attendees and participants enjoy these venuesbecause of the unusual nature, providing attendees with asense of excitement (Rogers 1998, Law 2002). The purposebuilt conference venue is becoming more popular among thepublic and private sector as Rutherford (1990) found that95% of purpose built centres were publicly owned. Petersen(1989) contributed that it was in his opinion that mostpurpose built convention centres were built in the hope ofigniting some sort of economic renewal and to stimulate the

construction of accommodation bureaus (Law 2002).Accommodation providers are major supplier to theconference industry. According to Shone (2012)accommodation providers benefit directly and indirectly.

Accommodation providers benefit through the conferencesheld in house but also providing accommodation to delegatesattending a conference in a nearby venue (Shone 2012).Other suppliers include a large range of service providers,these service providers range from audio-visual contractors,telecommunications companies, floral contractors andexhibition contractors (Rogers 1998).

2.6. Agencies and Intermediaries

Agencies are a generic term used to describe a range ofdifferent organisations which are both suppliers and buyers.

Agencies undertake the task of buying and or discoveringsuppliers on behalf of a client and occasionally act asintermediaries (Damster 2000). The more prominent agenciesin the conference industry include professional conferenceorganiser (PCO), exhibition organisers and venue finding

agencies (Rogers 1998). The combination of buyers andsuppliers to agencies provides an all-round service andobtaining a competitive rate. The use of intermediaries is not

without disadvantages (Damster 2000). According toDamster (2000) if it were to occur that a client approached asupplier and discovered that the intermediary were obtaininga discount in their favour and failing to pass this discount on.

The agency and supplier would experience a difficult position(Damster 2000). Agencies and intermediaries chargedifferent rates dependant on the service provided. A PCO,according to Mackenzie (2011) service charge variousdepending on the services required. It is common for a PCO

to offer certain services free if charge such as social and tourprogramming as (Mackenzie 2011) states administrationcosts are covered either in commission revenue or built intothe ticket price being sold to the delegate. A case studyconducted by Shone & Parry (2004) on United Kingdom

venue service provider Inntel expressed that the agencyreceives a commission from the selected venue (Shone &Parry 2004). Rogers (2003) conveys with regards to exhibitionservice provider the general payment process is based on thesize of the exhibition. The size of exhibition is determinedbased upon the square meters area used (Rogers 2003).

2.7. Conference Trends

Conferences through the early to late nineties witnessed ashift in the increased level of consumer participation (Rogers1998). This is demonstrated in publishing released by TheInternational Congress and Convention Association (IACC)

which provided rankings of countries and cities in terms ofmarket share (Rogers 1998, IACC 2010). The IACC annualpublication in 1996 showed 8991 conference related events

worldwide. Europe held 5146 of 8991 conference relatedevents leaving the European share of world market as 57.9%(Union of International Associations, 1997).). In statementreleased by WTO News (2010) there was a further prediction

of growth of the tourism industry will be unstoppable in thetwenty-first century, soaring to 01.6 billion internationalarrivals annually by the year 2020. In contrast Munro (1994)predicted a demise of the conference industry within fiftyyears. It was the belief of Munro that human interaction inthe conference industry could be replaced with videoconferencing as a substitute for company communications.With little imagination, the whole conference interaction canbe handled without leaving home (Rogers 1998). Weber andLadkin (2004) predicted that the conference industry wouldcontinue to grow mirroring general tourism trends. TheIACC saw a steady increase in conferences over the past

decade from 2001-2009 (IACC 2010). According to theWorld Travel and Tourism Council (2011) business travel has

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grown between 2000 and 2007, the sector has created anexcess of 40 million jobs through increases in trade andproductivity representing 20% of the growth in globalemployment over the same period.

2.8. Conference Findings: Ireland 1996-2012

In 1996 Dublin ranked 15 on a list published by the ICCAhaving hosted 24 events. (International Congress andConvention Association 1997). A survey conducted the

Association Meetings Market place conducted by the ICCAranked Ireland as number thirty-five. During the years of2000 and 2008 Ireland experienced an increase in the amountof conferences held. Following 2008, 2009 saw a significantdecrease as in illustrated in figure one.

Figure 1:Number of Conferences: Ireland 2000-2009

Dublin ranked number 33 of city rankings with thenumber of events from 2000 to 2006. Limerick was rankednumber 288 in the survey conducted by the ICCA. Limerickexperiencing a fluctuation in the number of meetings hostedbetween the years of 2000 and 2009 as in demonstrated infigure two.

Figure 2:Number of Conferences: Limerick 200-2009

The city rankings are substantial due to their size and sizeof the host Country (ICCA, 2010). These rankings show anincrease in not only the European market share but also thatIreland ranked in the top forty with two cities in the top threehundred worldwide. The Association of Irish professionalConference Organisers which will be from here after referred

to as APICO conducted the first annual survey of the IrishAssociation Market. This is as in-depth a survey as is availablein Ireland (APICO 2012). The survey concentrated on theeight core Irish situated conference providers. The Irishconference Industry has already witnessed a 75% increase onperformances since 2011, with a 25% increase in attendeessince 2011. Venue hire costs have decreased 37.5%. In 2012

the core providers expressed that suppliers are successfulreacting to market pressures by 75%. Staffing levels also sawan increase 37.5% in 2011 with an estimated 37.5% need foran increase in staffing sought in 2012(AIPCO Survey 2012).

2.9. The Economic Impacts

It is difficult to measure the economic impacts of aconference on the local host community and findingsestimates at best. The conference, business tourism andleisure tourism are deeply entwined as they share a similarneed for suitable infrastructure and support services (Rogers

1998). The business tourism associated with the operation ofa conference provides high an economical contribution forthe host community (Rogers 1998). According to Davidson(1994) the experience of conference delegates can involve anelement of leisure such as frequenting restaurants and part-taking in tourist tours. Such activities are frequently includedin the conference programme as method of relaxation for thedelegates (Davidson 1994). The economic benefits may bedifficult to measure it is still highly recognised for its valuableeconomic contributions to tourism destinations (Dywer 2002,Chon & Chung 2003). This sector of the industry is non-seasonal allowing host destinations to benefit from the influx

of visitors, all year round. This year round provision allowsfor the creation of employment opportunities. Thesustenance of permanent jobs leading to careers opposed toseasonal jobs. It is also an opportunity for business tourist torevisit the destination in a leisurely capacity. Davidson (1994)maintains that a pleased conference delegate can become themost influential advertisement for a destination. Itcontributes the dispersal of a positive reputation. Thegrowth of this industry is placing an increased demand onlabour markets for event mangers (Arcodia & Reid 2004).

According to Filte Ireland (2013) the Irish Conferenceindustry contributed !151 million to the Irish economy in2012. Getz (2005) offers that recurring events are exploited in

order to in influence the appeal and profitability of adestination. Turco (1995) contributes that all levels ofgovernment benefit from business tourism, including fromthe conference industry. Economic benefits are vast whenhosting a conference yet however it must be noted that therenegative impacts also. Copper et al (1993) states the negativeimpacts of conferences as opportunity costs anddisplacement effects. Opportunity costs are considered theuse of labour resources (Rogers, 1998). Displacement Effectsrelate to the use of resources of an industry at the expenseof another (Copper et al, 1993).

2.10. Conference destinations

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Rogers (1998) believes that the destination when choosingconference destination location is a highly important factor.

There is a substantial amount of pressure on conferencedestinations to not only develop interest and growth but alsomaintain previous business. (Morla & Ladkin 2007). Newerdestinations are constantly challenging older destinations inthe development and maintenance of competitive advantage

(Weber & Ladkin 2004). There are many attributes that leadto the success of a destination such as location, attractivenessand the relationship between the organisers and thedestination venues (Morla & Ladkin 2007). Rogers (2003),Morla & Ladkin (2007) offer that the success of a conferencedestination is attributed to infrastructure, transport,accessibility, human resources, stakeholder interactions andmarketing and promotion (Rogers 2003, Morla & Ladkin2007). Weber & Chong (2002) suggested that the main issuesbeing the presence of conference and exhibition centres(Weber & Chong 2002, Morla & Ladkin 2007). The recurringinfluence of stakeholders is once more exhibited. Morla and

Ladkin (2007) suggest that the perceptions and collaborationof stakeholders highly determines the success of adestination. Stakeholders have the vast experiences,knowledge and resources available to predict the success ofan event (Morla & Ladkin 2007). The location of adestination can be a prime consideration when choosing aconference destination (Jang & Woods 2000). Oppermann(1998) considers that the destination must be equallyattractive to both conference organisers and attendees (Morla& Ladkin 2007). It is important that destinations becomealike much else in the industry (Vilaseca 2000). McCabe et al(2000) stresses adequate transport and sufficient accessibility

as important in the site selection of a destination. Theincreased accessibility to low cost carriers will influence thegrowth of potential destinations (Fernndez 2000). Theconference industry has seen a growth in the construction ofpurpose built conference and exhibition centres. Such centrescontain state of the art technological services and trainedconference staff. Which raiser the subject if a destinationmust contain a purpose built facility in order to compete(Davidson & Cope 2003, Laslo & Judd 2004, Roberts 2002).

3. Methodology

3.1. Primary Data & Secondary Data

Salkind (2010) provides an explanation of primary andsecondary data. According to Salkind (2010) primary researchis collected by a person as means of contributing to apersonally posed research question. Secondary research isinformation collected by someone else for another researchquestion (Salkind 2010). According to Mooi & Sarstedt(2011) secondary data is cost effective to obtain, sample sizestend to larger, more accurate and possess authenticity.However it may be outdated, contain errors unknown to thereader, contain only factual data and may not be fullyavailable to the researchers (Mooi & Sarstedt 2011).

Furthermore Salkind (2010) maintains that the largestdisadvantage of secondary data us that it may not be of

relevance to the research question. The use of academicbooks and journals will be the most prominent source ofsecondary data as the information provided have gonethrough rigorous verification and review. The use of officialpublications will benefit the researchers. These publicationsare up to date statistics compiled by governmentaldepartments both in Ireland and abroad. Trade association

data similar to official publication can provide in-depthspecific economic data. When availing of the copiousamounts of information available from internet sources onemust be aware that access to genuine data may have time andcost implications (Sharp et al 1998).

Primary data is a more personal approach to be taken bythe researchers. Primary data is recent, specific to the researchtopic. Although primary data is more personal, collectiontime is longer and can also be finically expensive. Theresearchers may also be met with a time constraint whichdisallows the opportunity to fully commit as much time andresources which is necessary (Mooi & Sarstedt 2011). The

primary research method which the author is to undertakewill consist of prominently of (Sharp et al 1998) industryinterviews and questionnaires.

3.2. Qualitative & Quantitative Research

Prior to deciding which primary research approach theauthor chooses to undertake, the author must competentlyunderstand the various approaches. The author will explore,evaluate the various research approaches prior to choosingthe most effective approach. Qualitative research consideredsubjective, this research method emphasises experiences and

is descriptive (Corbin & Strauss 2008). The use of qualitativeresearch offers the researchers a view of current culture andan ability to discover rather than test a variable, commonlyperceived as the only form of conclusive research (Corbin &Strauss 2008). Sharp et al describes qualitative research as richand can lead to a greater understanding of the subject (Sharpet al, 2002). Corbin & Strauss describes qualitative research asA process of examining and interpreting data in order toelicit meaning, gain understanding and develop empiricalknowledge.Qualitative research can be classified under twocategories exploratory and attitudinal according to authorNaoum (1998). Exploratory research is necessary when alimited amount of in depth research is available. Exploratory

research will be used by the author as a method of diagnosingand assessing potential alternatives that may arise (Naoum1998). Attitudinal research is used to evaluate opinions andperceptions from research participants subjectively towards aparticular object (Naoum 1998). Attitudinal research will beused by the researchers to understand as much as possiblefollowing retrieval of questionnaires and conduction ofinterviews.

Quantitative Research, according to Aligia & Gunderson(2000) can best be described as collecting data andconducting an analysis through numerical means (Muijis2010). In order to gather quantitative data efficiently the

correct tools must be used in the correct manner. Newman(1998) adopted a step by step approach when discussing

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quantitative research. The author believes that this step bystep approach is highly applicable and necessary whendesigning and understanding proposed data collection tools.

The aforementioned steps, which the author shall beimplement will commence with the creation of a theory. Thistheory has been established and is the research topicEstablishing the suitability of Limerick City as Conference

Destination host. Previous research is reviewed, fromtheoretical frame work, a hypothesis is generated, data is thencollected and tested and hypothesis proven or disproven(Newman et al 1998). This step is influenced by the previousresearch conducted in section two. Naoum describes thenature of the data collected as hard and reliable. Theresearchers will utilise a combination of quantitative andqualitative methods. The author has chosen theaforementioned methods of research as the author hassufficient access to such methods. The methods selected aretime and resource efficient.

3.3. Tools and instruments

Various forms of research tools and instruments arewidely available. According to Sharp (1998) when referring tovarious primary research methods it is necessary to it isnecessary to break them down into a number of categories,namely: laboratory measurements; field observation;archives/collection; questionnaires; and interviews. Theresearchers has decided that the use of questionnaires andpersonal interviews are best suited to the research topic beingundertaken. This decision was based upon the access whichthe author has to those participating in interviews and

questionnaires. The uses of questionnaires are consideredthe most widely used data collection technique.Questionnaires can be designed to find out facts and opinionsdepending on the design (Naoum 1998). Questionnaires canbe distributed in various forms as previously stated by post,email and by conducting a web survey. The researchers mustallow for time period for the possibility of late returns.Questioners administered by email and post also allows forthe respondents time to gather any information which maynot be to hand (Naoum 1998). In featuring the questionnairein a web survey format, allows for anonymity of therespondents and eliminates any influence which may occurfrom the researchers. When completing the online survey

participants may become distracted and fill out the surveymultiple times and in turn jeopardise the validity of findings.

To counteract this possibility the online survey may only filledout once from a single IP address.

The researchers will distribute the questionnaires throughemail and an online survey provider. The distributionmethods for the survey are most resource effective mannerof distributing the surveys. Interviews are yet anotherpopular tool when collecting primary data. Interviews cantake place face to face by phone and email. The conductionof interviews face to face and or over the telephone allowsfor maximum interaction between the researchers and the

interviewee. This allows the researchers to ask in depthquestions which can be clarified if misunderstood or

misinterpreted. This form data collection may also allow forthe interviewer to gain information had not been previouslyconsidered. There are disadvantages when conductinginterviews in person or by telephone. The interviewee may beinfluenced by the researchers through tone of voice and facialexpressions. The interviewee may feel desire to the impressthe interviewer which may lead to unbiased interview answers

(Mitchell 2012). The interviews which are to be conducted bythe researchers will be combination of email and face to faceinterviews. The interviewer will ensure that facial expressionsand tone of voice do not influence participant. This will beaccomplished through practice.

The author has chosen to des ign two types ofquestionnaires. Questionnaire one will be distributed toindustry participants, those who attend conferences inIreland. Questionnaire two will be distributed to industrysuppliers. Interviews will be conducted with three industryprofessionals. Interviews will gain insight from a Europeanaspect, national aspect and finally a regional aspect.

3.4. Structure and Content of Questionnaires

Prior to the creation of a questionnaire the researchersmust consider as to what is the desired result. This can bedone by evaluated earlier aims and objectives of the paper(Maoum 1998).When designing questionnaires it is importantthat the researchers use simple language and create a format

which the participant will follow easily. Terminology whichmay not be familiar to the interviewee must be defined.Questions featured on questionnaires a generally two types,open ended questions and closed ended questions (Maoum,

1998). There are various types of questionnaire questions.The questions which the researchers has chosen to feature arefactual questions and opinion questions. Factual questions areused to obtain objective data. These types of questions areused to gain an insight to the background of the participantor organisation. It is necessary in order to support the posedresearch topic and support existing literature. There any manymethods opinion questions may be asked (Maoum 1998). heauthor has chosen to use a combination of following types ofquestions, checklist, rating scales, numerical rating scale andranking. A checklist question is a straightforward questionand the respondent is asked to tick the option which is mostrelevant and aimed individuals who are able to answer with

certainty. Rating scales are designed to gain an opinion andview from the respondent. The numerical rating scale is usedto gain the opinion of the respondent on particularstatement. Ranking is used as the participant ranks as to whatif felt to be the most important priority and preferences(Naoum 1998).

3.5. Pilot Testing

Pilot testing is necessary in order to allow the researchersthe opportunity to establish whether or not thequestionnaires design is suitable to be sent to the whole

sample. A pilot study will establish if the questionnaire can becompleted in a timely fashion, if the questions asked are clear

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to understand and if there is any irrelevant informationrequested (Naoum 1998). A pilot questionnaire will beadministered to a total of five individual, these individuals

will and will not possess industry experience. In having thiscombination the questionnaires format will truly beevaluated.

3.6. Structure and Content of Interviews

The interviews which are to be undertaken by theresearchers as previously mentioned are personal interviewsand email interviews. The interview questions are designed inorder to correspond with the research topic. The interview isinfluenced by the nature of the questions asked and thesequence asked (Naoum 1998).The personal interviewsconducted are going to be of a semi-structured nature. It willcontain number topics and contain a number of open andclosed questions. Allowing the researchers to gather as muchinformation as possible in the time frame provided (Naoum

1998). This will permit the researchers to fully take advantageof the interview opportunity. To successful complete saidinterviews the researchers will take into consideration theguidelines offered by Merton and Kendal (1946). Theguidelines state that the interview should be conducted with aperson of experience in the field of the research topic(Naoum 1998). The semi-structured interviews willcommence asking a general question, this will build arelationship between the interviewer and the interviewee(Naoum 1998). The interviews demonstrate the range ofquestions which will issued during the interviews. Building arepertoire between the researchers and the interviewee will

encourage detailed and unbiased answers.

3.7. Ethical Considerations

A researchers may be unaware that there is to beconsideration given to ethical issues prior to embarking onthe research journey. Miller et al (2012) states that ethicalchoices arise during the entire research process including datacollection and analysis. Ethical considerations are not only theresponsibility of the researchers regarding their own research.Consideration should be given if the researchers feelsinformation they wish to use as be obtained unethically (Hart2005). The researchers will adhere to the ethical guidelines

issued by the Limerick Institute of Technology ethics boardin conjunction with personal ethical considerations. Theadherences to ethical guidelines will not hinder the paper, it

will add to the validity (LIT Student Charter 2010).

3.8. Limitations

While conducting primary and secondary it is inevitablethat the researchers be met with a number of limitations. Noresearch project is limitation free and for the research projectto be as genuine as possible these limitations must beidentified and discussed. Marshall & Rossman (2010) states A

discussion of the studys limitations demonstrates that theresearchers understands the reality. Limitations which the

author encountered throughout the research design andimplementation included time restraints and the number ofindividuals who responded to the questionnaires. In order forthe researchers to overcome the time restrictionsencountered, a time management plan for the conduction ofinterviews, distribution and collection of questionnaires wasimplemented. The time restraint was encountered not only by

the researchers but also the individuals from whom theresearchers was seeking input. To fully avail of the time

volunteered by interviewees the researchers conducted theinterviews, following sufficient time given and during a period

which best suited the interviewee.

4. Findings and Data Analysis

4.1. Findings

In order to utilise data collected the researchers will dividethe primary research results into sections. The following

sections which will be used are conference attendees,suppliers and interviews with industry experts. Similarfindings identified in each of the sections will then bediscussed making reference to the literature featured insection two in order to support the primary findings. Sectionone will analyse the findings gathered from questionnaires

which we re dist ributed to conf erenc e atten dee s.Questionnaires were distributed by email and through the useof an online questionnaire provider.

4.2. Conference Attendees

Of the individuals contacted by the researchers 60% ofthose contacted responded. The level of response waspredicted. To prevent the researchers encountering such asissue a higher amount of questionnaires were distributed toconference attendees. Registration fee proved to be the mostimportant factor to attendees when choosing to attend aconference. Of the questionnaire participants 45% ratedregistration as the most influencing factor when choosing toattend a conference. Of those questioned 30% ofrespondents were of the opinion that conference content wasthe highest influence as depicted in figure three. Seasonalitydid not have an influence on the conference attendees.Geographical location was of influence to 25% of those

queried.Of conference attendees queried 50% volunteered that

attendance is not sponsored with 35% of attendeesattendance financially sponsored. The remaining participantstotalling 15% have their attendance sponsored sometimes;this can be attributed to place of employment, educationalsituation and conference content. Of those surveyed themajority of participants are residing in the region of Leinster

with 40%. Munster held 35% of the respondents while norespondents of the questionnaires were located in Ulster and25% of respondents are currently residing in Connacht. Ageographical breakdown of participants residence can be

viewed in figure four.Figure 3:Important Factor When Attending a Conference

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Figure 4:Residences of Conference Attendees

Questionnaire respondents were asked as to where inIreland would they perceive to be the most popularconference destination. Dublin was rated the most popular

with an astounding 100% of participants choosing the capitalcity. It can be argued that that such a high response manycorrespond with the fact that Leinster occupied the majorityin terms of attendee residence. Discussed by the researchers

were the most notable findings of the questionnairesdistributed to conference attendees.

4.3. Conference Service Providers

Section two provides analyses of the findings gatheredfollowing the distribution of questionnaires to conferenceproviders. Those identified as service providers include venueproviders, exhibition service providers and those in thehospitality industry.

Of those contacted the highest numbers of respondentsof 35% were in the hospitality industry. These individualsinclude accommodation providers, cafes and restaurants. Ofthe amount respondents queried venue services andconference service providers each had 30% while exhibition

respondents totalled 5%. These findings are represented infigure five.

Figure 5:Conference Service Providers

When questioned as to what was felt to be the mostimportant aspect when selecting or promoting a conference

venue, location was deemed the most important. Locationwas rated the most important by 40% of respondents. Whileprevious experience was deemed the least important receiving50%. Full results of this query can be located below in figuresix.

Figure 6:Selecting or Promotion of a Venue

It is also important to note that alike the conferenceattendees surveyed 100% of conference service providersbelieved Dublin to be the most popular conferencedestination. This is despite the fact that the majority of

respondents of this questionnaire were located in theMunster region of 53%. Of those whom participated in thequestionnaire 78% of service providers were under theimpression that if a conference is not based in the region ofthe organisation of a conference is affected. The prominentreason for this belief there will be a lack of knowledge of thelocal area. When questioned what is the most attractiveattribute of a potential conference destination 40% ofconference service providers believed location. Accessibility

was believed to an attractive attribute by 25% of respondentsalongside previous experience which was deemed attractiveby 25% of respondents. Facilities were deemed attractive by

15% of the respondents. These finding are represent belowin figure seven.

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Figure 7:Attractive Venue Attributes

4.4. Interviews Findings

The author believed conducting interviews with industryexperts would give the research topic validly. Theinterviewees each represented a different perspective, global,national and regional. The interviews conducted will eithersupport or contrast the findings identified through thedistribution of questionnaire.

4.4.1. Interview One

The interview with Interviewee 1 represents a globalperspective of the current Irish conference market. Theinterview covered a range of topics including the comparisonof the Irish conference market and the European market and

her role as chairperson of AIPCO. The researchers hasselected some key points from this interview which will be.

The researchers posed the question of how the Irishconference market compares to other European markets. Theresponse offered by Interviewee 1was positive and in favourof the Irish market and that Ireland as conference destinationis stronger than the nation believes. Interviewee 1alsoexpressed a belief that the Irish conference industry hasgrown in recent year with the addition of the CCD(Convention Centre Dublin).

As a conference destination Ireland is very very strongbut despite our strengths we underestimate how strong we

are and can be.The researchers also felt it necessary to ascertain what wasperception foreign clients and attendees of Ireland as acountry. The researchers felt this necessary in order toidentify the attributes potential visitors may identify.Interviewee 1contributed the opinion of foreign clients andattendees was that of a positive nature, although in someinstances stereotypical. Interviewee 1expressed that in herexperience a number of foreign clients and attendees wouldin fact think of Ireland as Green, goats and sheep. Not allattendees or clients whom have not visited have Ireland havethis perception, according to Interviewee 1it is dependanthow far afield one was to go.

People think of fun loving, hospitable, friendly peopleand I think that its a good perception and its correct. I think

with the proper gate that we are on the right path.It is evident following the information gathered and

identifies in section two that Dublin is the most populardestination in Ireland and held the highest market share. Theresearchers felt it important to identify if there was an

opportunity for Limerick to gain a percentage of the marketshare. Interviewee 1did express that there is potential foranother county to gain a percentage of this market share,however doing so would be difficult. Dublin is the mostfavoured destination city in Ireland as it is the capital, but alsothe accessibility of the city to those visiting from abroadaccording to Jean. Interviewee 1then continued to express asto why other counties find great difficulty in gaining thispercentage share and what actions must these countiesundertake. It became apparent the opinion of Interviewee1was that counties hoping to gain this market share must

work together and support the appointed ambassadors. In

order to provide as much clarity as possible the researchersmust make clear what an ambassador programme is.

According to Rogers (1998) an ambassador programme is theidentification and recruitment of an individual in the localcommunity. The conference ambassador receives support andtraining from the regions conference providers. Theambassador is used in order to gain support from the localcommunity (Rogers 1998).

The counties have and in particular the regions need todo a lot of work in particular the ways in which the countiesare going to win, is identifying the conference ambassador,motivating them to put their names in for bidding for

conferences and making them happen by virtual link theirlocal link that is what will be pivotal in terms of the regionalsuccess.

Following the interview with Interviewee 1 it becameapparent that the Irish conference industry is continuing togrow. The perception is shared on a global scale and the Irishconference industry is viewed in a positive manner. It is alsoimportant that Irish PCOs (professional conferenceorganisers) continue to enable growth and that conferenceambassadors continue to apply for bids. Irish PCOs it shouldtry to gain an AIPCO quality mark in order for to providepotential clients with a sense of security. Irelands mainunique selling points are the infrastructure and vat reclaim,

showing continued support from the government andsupporting bodies. The vat reclaim enables conferenceorganisers and those established abroad to reclaim vat onconference accommodation, if the criteria is met (Revnue.ie2013).

4.4.2. Interview Two

The discussion with Interviewee 2represents theperspective of the conference industry in Ireland on anational level. The interview covered a range of topics fromthe number of international and national conferences

organised in Ireland and the number of conferences arelocated outside of Dublin. The researchers believed it

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necessary to ascertain how amount of the conferences theorganisations are approached to organiser are national andinternational. This question was used in order to provideperspective of t the level of international conferences held inIreland. Interviewee 2expressed that majority of conferencesMCI are approached to organise are international.Interviewee 2also provided reasoning that the majority of

Irish conferences are do not require to be organised by aPCO (Professional Conference Organiser) The researchersproceeded to question as to how many of the conferenceorganised by the organisation are done so outside of Dublin.Interviewee 2established that 80% are Dublin of theconferences organised my MCI are held in the capital.Interviewee 2justified the figure stating access but was astrong reason for this also that the conference ambassadorsmaintain a level of influence. Ambassadors often have links

with universities in the capital and this would tend to beutilised. The introduction of the CCD (Convention CentreDublin) is also an impacting influence.

They say access most commonly, but we do challengethem on that. Most conference ambassadors have a link witha university, and if that university is in Dublin, then the eventis more likely to be hosted at that university,

To ensure and questions may have been overlooked theresearchers provided the opportunity or Interviewee 2tocontribute any information which may have been overlooked.Interviewee 2concluded the interview by stressing the needfor regional cities to actively engage in the process ofacquiring as much business as possible. To endeavour togather business which is not of such a scale which wouldrequire a PCO but there is still an event to organise.

Just that all regional cities need to reach out more to localassociations and bodies directly to pick up the business thatdoes not have a budget to engage a PCO

Subsequent to the interview with Interviewee 2it becameapparent that many of the viewpoints expressed wheresimilar to those expressed by Jean. Interviewee 2alsoemphasised the need for the identified ambassadors tocontinue to aid in the bidding process for conferences in theirrespective regions and cities. It was also that evident thatLimerick city is a destination identified in current industry

with MCI pitching University of Limerick as venue 20% ofthe time.

4.4.3. Interview Three

The final interview was to provide the researchers with aregional viewpoint which is central to the research topicEstablishing the Suitability of Limerick City as a ConferenceDestination Host. In order to assess the current relationshipLimerick city as with the conference industry the author felt itappropriate to gather an informed estimate of the number ifinternational and national conference held in Limerick. Dueto the venue being a university the conference departmentoperates solely during the summer months (June, July and

August). According to Interviewee 3the conference

department would experience an equal split betweeninternational and national conferences. The researchers also

questioned as to whether or not there is a difficultly inattracting conference to the city. Interviewee 3stated thatLimerick isnt well known international and when a websearch is conducted and findings are unflattering. Despitethis, once individuals visit and experience the city, conversiontends to be high. When asked in the opinion of Interviewee3how Limerick can overcome the stigma surrounding the city

Interviewee 3believes it is possible. To overcome the stigma isbuilding relationships built on professionalism and providingthe correct information.

Yes and no I would say Limerick isnt well knowninternationally. and what is known of it if you Google it isntalways positive it tends to be the negative but once people, wetend to spend a lot of our marketing budget on invitingpeople here on site visits and once we get them here andonce we get them here we tend to convert them ourconversion rate is very high.

The researchers questioned for an estimate of how muchrevenue the Limerick conference industry roughly contributes

to the city annually. The University of Limericks contributesroughly four or five million Euros to the city each year. Thiscontribution takes into account the use of accommodationand hospitality services. The prominent issues distinguishedduring the interview with Interviewee 3were that Limerickcurrently contributes a substantial amount to the Limerickeconomy. Despite the controversy surrounding the city, thereis that this perception can be overcome. The Limerickconference industry will continue to contribute a substantialamount to the citys economy.

4.5. Crucial Findings: Questionnaires and Interviews

The researchers identified the main points gathered fromthe primary research:

Access is crucial to the success of a conferencelocation

Cities utilise appointed conference an ambassadors Limerick city is an established conference service

providerIt was identified that access is key to the success of a

conference location. Interviewee 1and Interviewee2collectively stated the view that the successful attainment ofa conference can be attributed to location. This can also besupported through results gathered from the questionnaires,

with conference service providers and attendees both ratinglocation as an influence. Literature identified in section twoalso provides support to this. Rogers (1998) states whenchoosing a conference venue location is the most importantconsideration (Rogers 1998). Cities must utilise the appointedconference ambassadors which has been appointed.Conference ambassadors promote and increase the awarenessof the city and the services. It gains and utilises support fromthe local community (Rogers 1998). Interviewee 3stressedthat the University of Limerick did actively support theappointed ambassador for Limerick. Interviewee 1andInterviewee 2united encouraged the involvement of an

appointed ambassador as much as possible.

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Limerick city has an existing conference position. Thisidentification is based upon the contribution of University ofLimerick to the region on an annual basis of an estimate offour or five million Euros according to Yvonne. This is alsosupported by Interviewee 2who claims that of the salespitches conducted by Interviewee 220% these pitches areaimed at University of Limerick. Findings identified in

section two and shown in figure one and figure two showthat of the 77 conferences held in Ireland in 2009, Limerickheld six of these were held in Limerick (ICCA 2010).

Although this finding is supported through the informationgathered in section two, the findings gathered from thequestionnaires corroborate. Dublin was rated by attendeesand service providers as the most perceived conferencedestination.

Through primary research the researchers has attemptedto fill information gaps identified in section two. Theresearchers used a number of primary research collectiontechniques. The researchers focused upon the use if

questionnaires and interviews. Questionnaires weredistributed to conference attendees and conference serviceproviders. The distribution of questionnaires to both groupsallowed the researchers to gather opinions from the twoprimary stakeholders in the conference industry. Theresearchers also conducted number interviews with industryprofessional. The interviews conducted provided theresearchers a regional, national and international perspective.

The combination of literature gathered in section two andprimary research will enable the researchers enforce theresearch topic of Establishing the Suitability of LimerickCity as A Conference Destination.

5. Conclusion and recommendations

5.1. Accomplishment of Objectives

The primary objective was to establish the attraction ofIreland as a conference destination host. Ireland is a popularconference destination due to the infrastructure, accessibilityand human resources available. All of which are impendinginfluence of the success of a conference destinationaccording to Rogers (1998).According to an interviewconducted with Interviewee 1 it was also established thatIrelands popularity as a conference destination can be

contributed to the friendly nature projected by the country. Itis also influenced upon the unique selling points attributed

with the country which include the vat reclaim offered.Ireland has a high level of educated work staff all which inconjunction with that stated by Rogers (1998). Ireland alsohas a total of five international airports with over six millionindividuals visiting Ireland in 2011(Filte Ireland, 2012). In2012, the country held a total of 230 conferences (FilteIreland, 2013). The subsequent objective was to assess thecapital city as being the first choice conference host inIreland. According to a survey conducted by the IACC (2010)Dublin currently ranks number 33 in a list of popular

conference destination cities. Through an interviewconducted with Interviewee 1 it was stated that Dublin is the

first choice conference destination due to the fact that it isthe capital of Ireland but that it also the second tier city inEurope. The capital is also home to a number of purposebuilt venues including the Convention Centre Dublin whichare state of the art. The interview conducted withInterviewee 2concluded that the capital is also popular dueappointed ambassadors having established connections with

the capitals universities. The capital was deemed most popularamong the conference attendees and suppliers questionedprimarily based upon accessibility and location.

Assess the current relationship between Limerick and theconference industry was the next objective. Limerick rankednumber 288 in a survey conducted by ICCA (2010), of acounty of similar size and infrastructure Cork was ranked260. Each county have an international airport and haveuniversities which influence heavily to the countiesconference contribution. Following the interview conducted

with Interviewee 2it became evident as Limerick has industryrecognition. Interviewee 2would pitch the University of

Limerick approximately 20% of the time to clients. Aninterview with Interviewee 3established that the Limerickconference industry contributes a substantial amount to theLimerick economy. The University of Limerick contributesapproximately four/five million euros per annum. Thiscontribution is a combination of accommodation and the usehospitality services. The University of Limerick conferencedepartment state the conferences hosted are an even one toone ratio of international and national conferences.

The main stakeholders of the Limerick conferenceindustry are any organisation which benefit from the hostingof conferences in Limerick (Freeman 1984). According to

Interviewee 3Keane the University of Limerick contributes asubstantial amount to the Limerick economy. It was stated bythe university event manager that said amount is spent onaccommodation, bars, restaurants, tourist tours. Thestakeholders would therefore be considered theaccommodations providers, bars, restaurants and touristtours. Through primary research of the main conferenceservice providers as conference services, venue services,hospital services and exhibition services in the region are alsoconsidered a primary stakeholder (Damster & Tassiopoulos,2000). Additional stakeholders typically associated with aconference destination host include conference attendees(Rogers, 1998) as identified through the questionnaires

distributed to conference attendees.Limerick city can attract a higher number of conferences

in the future through a number of means. The strategic useof identified conference ambassadors as the connections ofthe ambassadors can strengthen the cities connections.Limerick can attract more conference to the city throughpositive marketing and building existing relationships. Thecity must continue to bid for conferences which are too smallfor a PCO so but too big to be organised in-house. Such issupported through published literature from Rogers (1998),interview participants Interviewee 2Butcher, Interviewee 1and Interviewee 3Clarke.

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5.2. Recommendations

Limerick city and region must continue to supportthe identified conference ambassadors as they are integralpart winning conference bids (Roger, 1998). This is alsosupported by Interviewee 1, chairperson of the Associationof Irish Profession Conference Organisers (APICO) and

Interviewee 2Manager of Associations Relations at MCIDublin.

It is also recommended following an interview withInterviewee 1Evan, conference service providers should aimto achieve an APICO quality mark. An APICO quality markprovides the service provider and potential client withreassurance of service excellence

It is suggested that stakeholders of the conferenceIndustry of Limerick continue to strive to extinguish theunfavourable stigma surrounding the city. Following aninterview with Interviewee 3Clarke, event manager of theUniversity of Limerick the most effective actions is positive

marketing and continued professionalism.The paper which has been undertaken by the author has

used a range of existing literature regarding the conferenceindustry. Primary research was conducted and combined withthe literature to fulfil any information gaps. Derived from theprimary and secondary research collected the author was ableto accomplish the objectives set in section one. Consequentto the accomplishment of the objectives the author was thenable to conclude the research paper with a number ofrecommendations.

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