A Critical Investigation into Bournemouth’s Conference Market. The Views of Delegates, Organisations and Venues

Bachelor Thesis from the year 2007 in the subject Tourism, grade: 1,3, Bournemouth University, 86 entries in the bibliography, language: English, abstract: The focus of this dissertation is on the perceptions of conferences organisers, venue organisers and delegates of Bournemouth. These groups were investigated through primary research. Consumer decisions of choosing an appropriate venue are exploited. Bournemouth is used as a case study. The primary goal of conferences in Bournemouth is to contribute to large parts of the economy of the seaside destination. This can be strengthened through emphasising its facilities, reacting to demand of conference organisers and considering needs of delegates. With the help of this work Bournemouth can create a marketing plan adjusted to its conference sector. Furthermore, the findings can be applied by venues, to effectively align their product to the market and by conference organisers to create a successful conference for their attendees. In general venues are emphasising their physical factors, rather than soft issues and therefore meeting the demand of conference organisers. Those are aware of delegates’ needs, but nevertheless chose a venue with size and facilities as the major considerations. Bournemouth’s reputation is strongly influenced by its entertainment possibilities also portraying a negative image due to its ‘drinking culture.’ The infrastructure is well established and provides the basic requirements for delegates’ needs to come to the venues, experience the conference and return. The recommendation for the town’s marketing plan is a focus on delegate’s needs reachable through the common communication channels together with a niche market orientation. This gives it a competitive advantage to differentiate it from its rivals.