CONTENT

CHAPTER PAGE
1 INTRODUCTION 1
1.1.1. Definition of Tourism 4
1.1.2 INDIAN OUTBOUND TOURISM 5
1.1.3. Indian Outbound Tourism 9
1.1.4. Travel Statistics and Trend Watch 11
1.1.5. REASONS FOR VISITING THE 14
COUNTRIES
1.1.6. Indian Outbound Travel Potential 17
1.2. Need for the study 20
1.3 Scope of the study 20
1.4. Limitations of the Study 20
1.5 Research Methodology 21
1.6 Data Collection and Methodology 21
1.7 Sample Technique 24
2 REVIEW OF LITERATURE 12
2.1.1 Evolution of Package tours 13
2 13
2.3 BANGALORE’ AS A MICE 14
DESTINATION

CHAPTER PAGE
2.4 DESTINATION BRANDING 14
APPROACH THROUGH MICE
PERCEPTION

1
 2.5. CORPORATE APPROACH INTO MICE 14
DESTINATION BRANDING

2.6 CHALLENGES FACED BY EVENT 16

ORGANIZERS

3 COMPANY PROFILE 19
3.1 ZENITH AT A GLANCE 20
3.2 VISION AND MISSION
3.3 DEPARTMENTS OF ZENITH 21
HOLIDYS
3.3.1 ZENITH MICE 21
3.3.2 ZENITH LIVE 22
3.3.3 ZENITH ADVENT 23
3.3.4 ZENITH ASTHA 24
3.3.5 ZENITH NEXT 24
3.3.6 ZENITH HOLIDAYS 24
3.3.7 SERVICE PROVIDED BY ZENITH 24
3.3 LEARNING EXPERIENCE 25
4 DATA ANALYSIS AND 26
INTERPRETATION
5 FINDINGS, SUGGESTION & 51
CONCLUSION

6 APPENDIX 58

2
 CHAPTER- 1
INTRODUCTION

3
Tourism involves the movement of people to, and stay at various destinations. This involves journey
and services like transport, accommodation, catering and viewing etc. the journey to and stay at a site is
outside the normal place of work and residence for a short period. This is clear intention when ‘going
away’ to ‘return home’, we must remember that tourism sites are not connected with paid work and they
preferably offer some contrast with sites where a person’s work and residence are located.
Tourism is concerned with pleasure, holidays, travel and going or visiting some place. There are
motivations that make people leave their ‘normal’ place of work and residence for short-term temporary
visits to other places. According to the WTO, tourism is the movement of people away from their normal
place of residence and work for a period of not less than 24 hours and not more than 1 year. Tourism in
fact is a leisure activity because it coexists with its opposite, that is regulated and organized work. This
shows us that in modern societies work and leisure are organized as separate and regulated areas of
social practice. They are located in specific places and periods of time.
Tourism is travel for recreational, leisure or business purposes. The World Tourism Organization
defines tourists as people who "travel to and stay in places outside their usual environment for more
than twenty-four hours and not more than one consecutive year for leisure, business and other purposes
not related to the exercise of an activity remunerated from within the place visited". Tourism has become
a popular global leisure activity.

Tourism has become a popular global leisure activity. Tourism can be domestic or international,
and international tourism has both incoming and outgoing implications on a country's balance of
payments. Today, tourism is major source of income for many countries, and affects the economy of
both the source and host countries, in some cases it is of vital importance.

Tourism suffered as a result of a strong economic slowdown of the recession, between the second
half of 2008 and the end of 2009, and the outbreak of the H1N1 influenza virus. It then slowly recovered,
with international tourist arrivals surpassed the milestone 1 billion tourists globally for first time in
history in 2012. International tourism receipts (the travel item of the balance of payments) grew
toUS$1.03 trillion (€740 billion) in 2011, corresponding to an increase in real terms of 3.8% from
2010. In 2012, China became the largest spender in international tourism globally with US$102 billion,
surpassing Germany and United States. China and emerging markets significantly increase their
spending over the past decade, with Russia and Brazil as noteworthy examples.
Tourism is vital for many countries, such as the U.A.E, Egypt, Greece and Thailand, and many
island nations, such as The Bahamas, Fiji, Maldives and the Seychelles, due to the large intake of money
for businesses with their goods and services and the opportunity for employment in the service industries
associated with tourism. These service industries include transportation services, such as airlines, cruise
4
ships and taxis, hospitality services, such as accommodations, including hotels and resorts, and
entertainment venues, such as amusement parks, casinos, shopping malls, various music venues and the
theatre.

1.1 A PROFILE OF MICE TOURISM

MICE tourism usually consists of a well-planned agenda centred on a particular theme, such as a hobby,
a profession, or an educational topic. The term "MICE" in the context of travel is an acronym for
Meetings, Incentives, Conferences and Exhibitions. Sometimes referred to as the meetings or events
industry, MICE travel involves a number of components. They include corporate meeting planners;
meetings and convention departments of hotels, conference centres or cruise ships; food and beverage
managers; logistics firms; private tour operators and transfer companies; incentive houses; professional
trade organizations; tourism boards, tourism trade associations and travel-selling professionals. MICE
tourism is known for its flawless planning and demanding clientele.

MEETINGS:
In general terms, meeting is a gathering or coming together of a number of people in one place, to confer
or carry out a particular activity .Some of the events that would comply with the World Trade
Organization’s definition of meeting include product launches, cocktail functions, breakfast, lunch and
dinner meetings and special occasions such as weddings.

INCENTIVE:
Incentive is payment or concession to stimulate greater output or investment. It can be also said the thing
that motivates or encourages one to do something. Mostly consumer goods, automobile and electronics
companies use incentive travel, i.e. vacations with the family, to reward dealers and drive dealer sales.

CONFERENCE:
Participatory meeting designed for discussion, fact-finding, problem solving and consultation. As
compared with a congress, a conference is normally smaller in scale and more select in character -
features which tend to facilitate the exchange of information. The term "conference" carries no special
connotation as to frequency. 8 Though not inherently limited in time, conferences are usually of limited
duration with specific objectives. The difference between meetings and conferences lies in both the
number of people attending and the duration of the event

5
EXHIBITIONS/ EVENTS:
Exhibitions involve the drawing together of corporate leaders and business-minded people for the
purposes of viewing products and services of different enterprises and business groups. The E in MICE
is sometimes also applied to Events. In such cases it covers corporate events or it could even be sporting
events. Recently, there has been an industry driven initiative to not use the "MICE Market" label and
instead say "The Meetings Industry" which encompasses all the above.

1.1.1 CORPORATE AND MICE

The customers of MICE are essentially corporate and associations, and can also be individuals. So, now
let us first describe MICE and look at the various kinds of events or activities that it covers.
MICE mean Meetings, Incentives, Conferences or Conventions, and Exhibitions or Events. Meetings
could be corporate or association meetings and these generally would be large scale meetings. For
corporate these could be sales meet or suppliers meet and meetings like those. For associations it could
be meeting of the regional chapters. Most common are the annual meetings for corporate and
associations. Incentives or incentive travel generally known as. This type of travel is generally the
company paid vacation and travel given to employees as an incentive e.g. for good performance. It could
be given to the associates, suppliers and dealers & distributors of a company. Very common type of
incentive travel is given by insurance companies to its best performing agents. Conferences or
conventions are again forms of meetings as these are also large gatherings. However, these are focused
towards one or specific topics or subjects. These are specifically focused on a particular industry or
profession. Conferences generally also have a list of subjects or issues within an industry which are
addressed or talked upon by some experts or speakers.And lastly the Events or Exhibitions. These also
include trade fairs or trade shows. These are huge gatherings of corporate and executives. As the name
suggests, it is an exhibition or a show where companies exhibit their products, services, technologies.
These are exhibitors. The other side of it is comprised of visitors who visit these exhibitions to see, know
about and may be buy the available or displayed products, services, technologies. These also include
meetings with prospective clients, suppliers, buyers.
So, with corporate and associations as key customers and about all events being part of regular business
of a corporate or an association, it comes out that MICE travel is very purpose and business oriented

1.1.2. MICE IN BANGALORE

Bangalore is not only the ‘SiliconValley’of India but also the fastest growing Business Travel Markets
in the Country. With the emergence of a high technology and a highly paid workforce Bangalore has

6
one of the highest spenders on leisure and corporate travel. With the improved air connectivity to and
around the world and in addition of new airport at Bangalore, it is important for Business Travel and
MICE Industry to aim at a higher growth levels in the times to come. Karnataka as a ‘knowledge Hub’
of India has high potential to be the one of the top convention destination in India for scientific, technical,
medical and corporate conferences, exhibitions and events. For many years, Bangalore was known
throughout India as the greenest, liberal and forward-thinking city. In recent years, these attributes have
propelled Bangalore to the 9 forefront of the high-tech industry boom in India, and it currently ranks as
India's most developed city and one of the world's fastest growing urban areas. It has headquarters of
several large Indian corporate houses, hosting your corporate event in the city could help save travel
expenses for a large number of employees and partners alike. Bangalore has several options for
mainstream entertainment with malls, multiplexes, restaurants and hotels at nearly every major
commercial district resulting in providing an exciting backdrop to many corporate events like
conferences in Bangalore, meetings in Bangalore and MICE in Bangalore.

1.1.3. DESTINATION BRAND IMAGE

The concept of “image” that has been studied for several decades in such disciplines as social and
environmental psychology, marketing, and consumer behavior, was introduced into tourism studies in
the early 1970s by Hunt, Mayo, and Gunn and has since become one of the most researched topics in
the field.
Brand image has been considered as the reasoned or emotional perceptions consumers attach to specific
brands. Destination image is defined as an individual's overall perception or the total set of impressions
of a place. It is regarded as the mental portrayal of a destination. A destination's image can be developed
based on the estimation or understanding of a region's characteristics. Destination image in tourism
research is an overall representation of beliefs, ideas, and impressions of a travel destination. Destination
image can be defined as the expression of all knowledge, impressions, prejudices and emotional thoughts
an individual or group has of a particular object or place. Destination image is associated with a
subjective interpretation of tourists' feelings and beliefs toward a specific destination. Destination image
is a key determinant influencing tourists' attitudes toward the destination.

1.2 NEED OF STUDY:

The need of the study is to identifying the potentials of CORPORATE in the growth of Bangalore’s
brand image in the context of MICE destination

7
1.3 OBJECTIVES OF THE STUDY:
 To examine the features linked to corporate events which enhance the brand image of
Bangalore.
 To bring to light the uniqueness of Bangalore as a potential MICE tourism destination.
 To find out the challenges found by even organizers Bangalore.
 To study the positive and negative impact of corporate events on the image of Bangalore as a
MICE destination.

1.4 HYPOTHESIS
A supposition or explanation (theory) that is provisionally accepted in order to interpret certain events
or phenomena, and to provide guidance for further investigation. A hypothesis may be proven correct
or wrong, and must be capable of refutation. If it remains unrefuted by facts, it is said to be verified or
corroborated.

There are THREE hypothesis for this study

Hypothesis 1 There is significant association between MICE organizer’s years of experience and
corporate events in rising destination brand image.

Hypothesis 2 There is significant difference about MICE events in developing destination on potential
of CORPORATE to develop Bangalore’s brand image.

Hypothesis 3 There is significance difference between MICE destination development perspective and
CORPORATE’s purpose of using MICE.

1.5 LIMITATIONS OF THE STUDY

 Time span of the project is limited to 45 days.
 Sample size is limited to 80 MICE planners.
 The lack of the respondents’ interest while filling out questionnaires. Being part of a fast paced
society, getting people to answer questionnaires posed challenges.

1.6 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. It may be understood as a
science of studying how research is done scientifically. In it we study the various steps that are generally
8
adopted by a researcher in studying his research problem along with the logic behind them. It is
necessary for the researcher to know not only the research methods/techniques but also the methodology.
Researchers not only need to know how to develop certain indices or tests, how to calculate the mean,
the mode, the median or the standard deviation or chi-square, how to apply particular research
techniques, but they also need to know which of these methods or techniques, are relevant and which
are not, and what would they mean and indicate and why. Researchers also need to understand the
assumptions underlying various techniques and they need to know the criteria by which they can decide
that certain techniques and procedures will be applicable to certain problems and others will not. All
this means that it is necessary for the researcher to design his methodology for his problem as the same
may differ from problem to problem.
Thus, when we talk of research methodology we not only talk of the research methods but also
consider the logic behind the methods we use in the context of our research study and explain why we
are using a particular method or technique so that research results are capable of being evaluated either
by the researcher himself or by others. Why a research study has been undertaken, how the research
problem has been defined, in what way and why the hypothesis has been formulated, what data have
been collected and what particular method has been adopted, why particular technique of analyzing data
has been used and a host of similar other questions are usually answered when we talk of research
methodology concerning a research problem or study.

1.6.1. TYPES OF RESEARCH

This research is a quantitative study on the role of corporate in developing brand image through MICE
with special reference to ZENITH HOLIDAYS, Bangalore.

1.6.2. RESEARCH PROBLEM

The research problem of this study is to identify the corporate role in developing the destination brand
image of Bangalore.

1.6.3. SOURCE OF DATA

Data is the basic input to any decision – making process in a business or research. The processing of
data, gives appropriate statistics which are the most important component of the research. Both primary
and secondary data were collected for this study. The primary data collected by STRUCTURED
QUESTIONNAIRE from Staffs in the organization.

9
Primary data: A brief simple questionnaire has been prepared about the topic “A study on the role of
corporate in developing destination brand image through MICE- With special reference to Zenith
Leisure Holidays Ltd. Bangalore” Structured Questionnaires were given to the staffs of the company.
Secondary data: The secondary sources include information from various books, articles, journals,
booklets, brochures and Bangalore office of Zenith Leisure Holidays Ltd. On the available information
and data, the study was analyzed and interpreted.

1.6.4. SAMPLING TECHNIQUE

The study has been conducted in a short span of 45 days. Sampling method has been adopted for
collecting primary data. The sampling method that has been adopted is “Convenience sampling”. The
convenience sampling method has been used here because for the inputs in the study, the opinion has
been collected from the staffs.
Samples
The respondents and sample for this study is the employees of Zenith Leisure Holidays Ltd and MICE
operators in Bangalore, from whom the responses were collected through questionnaires.
Sample size
The sample size of this study comprised of 80 respondents.

Data collection tools

Quantitative data collection method was adopted for conducting the study. The data collection tools
include questionnaires, for the employees of Zenith Leisure Holidays Ltd and other MICE organizers in
Bangalore.
Questionnaire: This questionnaire was prepared to know about the corporate’s role on developing the
image of Bangalore as a MICE destination through the employees of the organizations which does MICE
events.

1.6.5. Data analysis

The collected data has been analyzed by using SPSS software. The statistical method used for the
analysis and interpretation is Percentage Analysis, Chi-Square test and Anova test is also been
performed.
The collected data will be shown in the forms of pie charts in the following pages. By using the above
formula interpretation of data will be done which will leads towards meeting of various objectives as

10
mentioned “Chapter 1”. Some of the analysis will be made under various headings and sub headings as
per the requirements.

1.7 CHAPTERIZATION
My project titled “Role of corporate in developing destination brand image through MICE” is divided
into five chapters. The 1st chapter is the Introduction which contains importance of the study, its
objectives, need, and scope. It also contains methodology and limitations. Chapter II consist of
secondary data, previous reviews and articles. Chapter III includes the company profile and various
departments and services of organization. Chapter IV consist of various data analysis and its
interpretations. Chapter V consist of Findings, conclusions and Suggestions followed by Reference and
Annexures.

11
 CHAPTER-2

LITERATURE REVIEW

12
 A literature review is a text written by someone to consider the critical points of current
knowledge including substantive findings as well as theoretical and methodological contributions to a
particular topic. Literature reviews are secondary sources, and as such, do not report any new or original
experimental work. Also, a literature review can be interpreted as a review of an abstract
accomplishment. Most often associated with academic-oriented literature, such as a thesis, a literature
review usually precedes a research proposal and results section. Its main goals are to situate the current
study within the body of literature and to provide context for particular reader.

A literature review is a text of a scholarly paper, which includes the current knowledge including
substantive findings, as well as theoretical and methodological contributions to a particular topic.
Literature reviews use secondary sources, and do not report new or original experimental work.

2.1 IMPACTS OF MICE INDUSTRY:

As an emerging industry, the development trend of the MICE industry is faster and faster in recent years,
and it occupies a pivotal role in the national economy. Therefore, the development of the MICE industry
should take into account both the MICE economy and MICE environment.
Positive feedback:
MICE industry development →MICE industry output → GDP → fiscal expenditure →urban
infrastructure →environmental conditions →MICE industry concentration degree → MICE industry
development. It explains that government spending increases in fixed asset investment for infrastructure
construction to improve the environment, so that the city MICE industry can develop better by the
concentration of the MICE industry.
NEGATIVE FEEDBACK:
Economic benefit → benefit and cost ratio → lower cost requirements → ecological strategies
→ecological measures →ecological level of the MICE equipment →total ecological benefits →
economic benefits. Description: When developing to a certain extent, the MICE industry may meet
bottleneck: the benefit reduces and results in benefit-cost ratio decreasing. If so, there is a need to
promote cost reduction measure to reduce the ecological costs to increase economic efficiency (Li et al.,
2013)

2.2 POTENTIALS OF MICE TOURISM IN INDIA:

India has the potential to deliver to this segment of tourist. The needs is to gear up and develop the
necessary infrastructure, the manpower and the services needed to make it an enduring and lasting
experience for the tourist. This shall give India a repeat visit from the visitor and they will be our
13
goodwill ambassador. Developing MICE tourism should be done with focus and care. For attracting
clients it is essential to have in place a proper team with relevant airline, hotels, transport companies,
cultural origination, boutiques and the travel agents. India is one of the fastest growing destinations for
MICE Tourism. We have the modern advantage of advance technology and facilities clubbed with
natural beauty, rich cultural heritage and warm hospitality. It offers exotic holidays combined with
unique conference destination with international business. Key players to ensure effective operation
within the MICE industry are, Tour operators: The operators should be influential in associating hotels,
13 transport companies and other suppliers to organize and arrange tours without hindrance. Hotels: Top
class accommodation to be provided to the participants and also supplement with meeting and
convention facilities on a smaller scale (MajidAnsari et al.,2015).

2.3. BANGALORE’S STRENGTH AS A MICE DESTINATION:

.For many years, Bangalore was known throughout India as the greenest, liberal and forward-
thinking city. In recent years, these attributes have propelled Bangalore to the forefront of the high-tech
industry boom in India, and it currently ranks as India's most developed city and one of the world's
fastest growing urban areas. It has headquarters of several large Indian corporate houses, hosting your
corporate event in the city could help save travel expenses for a large number of employees and partners
alike. Bangalore has several options for mainstream entertainment with malls, multiplexes, restaurants
and hotels at nearly every major commercial district resulting in providing an exciting backdrop to many
corporate events like conferences in Bangalore, meetings in Bangalore and MICE in Bangalore. The
city represents the proud face of modern India, increasingly becoming a destination in its own right,
with MICE leading the way. The 21st century, with gleaming new high-rises and a booming IT industry
that earned it its reputation as India’s Silicon Valley. Against this modernity, “Bengaluru” harks back
to the rustic past. It means “town of boiled beans”. For now, many local companies and tourism
organizations retain the better-known name — most notably, the Bangalore International Exhibition
Centre, India’s premier conference and exhibition venue. Within easy access, it has facilities that
enhance the convenience of business travelers, such as airport, hotels with the boardroom and
banqueting facilities as well as The Dome, a theater-style venue with seating for up to 370 delegates and
are well-equipped, though WiFi access comes with a fee (Solnechnaja 2015).

2.4. DESTINATION BRANDING APPROACH THROUGH MICE PERCEPTION:

The Prime Minister's Department of Malaysia reported that MICE sector has been identified as the
potential sector for the growth of Malaysia’s economy. This is supported by Department of Statistic,

14
Malaysia, which has declared that in 2008, RM 383 million incomes were derived from this sector. It is
also reported that for the next 10 years, there would be an additional of 8,000 job opportunities from
MICE sector. . The growth of this sector also creates demand in providing good infrastructure such as
hotels, public places and other attractions. It is reported that the total expenditure from MICE in 2008
was RM 327.8 million. This is because this sector demands better facilities, thus attracts more tourists
to Malaysia. The role of MICE in generating income for a country must not affect the environment.
Concerning this issue, it is important to consider the social, economic and environmental impacts when
organizing an event. Thus, considering sustainability development elements such as society, economy
and environment in event management operation is important to ensure the sustainability of this sector.
Evaluating environmental impacts from both positive and negative perspectives generates better
understanding on the proper usage of natural resources. The study on environmental impacts in event
leads to discussion on greening issues. Greening an event involves conceptualizing an event towards
becoming more environmental friendly and implementing process that reduces energy. It seems that
MICE industry will be concentrating on sustainability aspect in the coming future (Zamzuri et al.,2011).
Destination image is a critical factor in travel decisions; hence it is necessary to create a better destination
image in order to compete with the other destination competitors. Destination attributes are critical for
event planners in order to plan an event in a particular destination. In order to promote MICE tourism
the ability of the host destination to provide overall quality to MICE tourism participants in terms of 14
customs, telecommunications, health care, and qualified employees. Attractions; refers to the ability of
the host destination to provide meeting attendees with attractions and places of interest. And activities;
refers to recreational activities before, during and after the meeting event according to (Khong et
al.,2012).
In relation to Bali as a MICE destination, within a period of 6 years from 2008-2013. MICE industry
capable as economic contributors to the destination image is both regionally and nationally. Due to the
various initiatives and development of new projects in regards to the MICE facilities. Promotion
provides positive, significant and dominant to image. Bali is again crowned as the best tourist destination
(Island Destination of the Year) in the event China Travel & Meeting Industry Awards 2013. With
various unique cultural attractions plus the nature which is still beautiful and the service provided, Bali
is able to attract tourists to visit apart from MICE activities. This article suggests that involvement of
such type of tourism will have a positive impact towards the development of the destination image and
more chances are there to get world class infrastructure and facilities in a destination in a way by which
the tourism is grown at a greater extent. MICE travelers in Bali are still small compared with the
dominance of travelers with a vacation purpose (leisure tourists). And it is clear that MICE destination

15
has to fulfil the leisure tourism aspect also in order to retain its image according to (EkaMahadewi et
al.,2014). The tourism industry has an important role in the development efforts and the development
of an area. Even in some areas indicate that the tourism industry was able to boost the area of
underdevelopment and make it as a main source of income. In developing the tourism industry in the
region, the government through the Ministry of Tourism and Creative Economy has encouraged the
development of the MICE industry. Recognizing the importance of the tourism sector for the
development and welfare of the community, positioning Bandung City tourism sector as a driving force
to improve the economic welfare of the community. MICE activities in Bandung have increased and the
activity generally organized and facilitated by government agencies and corporations. These large
meetings packed into a trip in which there are trips to tourist destinations. From these needs living and
growing MICE tourism tourist types, although this is less popular in the community. Meanwhile, MICE
activities can be profitable three times greater than the mass tourism according to (Sukmadi et al., 2014).

2.5. CORPORATE PERCEPTION ON MICE DESTINATION BRANDING:

Mice destination branding approach is quite similar and its process of establishing a brand. The shape
Mice destination brand is similar to corporate brand or an umbrella rather a product or service brand
(Gnoth, 2007). The corporate approach for Mice destination branding, like corporate it successes also
depend on stakeholders participants. In Mice context, stakeholders are meeting planners, government,
residents, hotels, airport authorities, transport providers, professionals and local host. Relationship and
networking is important for developing a good destination brand image.
The perception of cognitive image of brand reflects in consumers, this reflection comes from brand
image. Mice destination brand also needs position, reputation, presentation (image), vision and culture.
These attributes effect meeting planners mind, and attracts them to a particular destination for arranging
conference and meeting. The brand image of a destination reflects in the mind of the business tourist’s
memory according to (Mohammad Enamul, 2015).

2.6. CHALLENGES FACED BY EVENT ORGANIZERS:

Event planning was listed as the fifth most stressful job. Meeting planners today are being asked to do
more, and often with the same staff, or in some cases, less. Always need to keep their finger on the pulse
with the constant changes in technology and the impact of the economic and business environment.
Planners also act as the consultant and resource for their organization and have to produce exceptional
meetings/events with a high return on investment, all while staying within the budget (Ms McLeod,2015)

16
HOTEL CONTRACTS:
“Most venues are very good to work with, however, there is anecdotal evidence that some are trying to
enforce `small print’ clauses that were not understood at the time of signing. It may come as no surprise
that big corporate clients do not bother with venue contracts, the venues sign theirs. PCOs should have
some standard clauses they get the hotel to agree to before they confirm the business. A typical one
would relate to the venue not advertising cheaper rooms than the contracted block, over the same dates,
without extending the lower rate to the block. The minimum number confirmation is another challenge.
The client is often unaware of the financial pressures it places on itself by confirming the number of
final attendees as at the last event rather than building in contingencies. It’s in the client’s interest to add
numbers to final event orders than pay deposit schedules based on highest numbers to the event. For
those new to the industry, build relationships with key hotel sales staff that you can leverage on behalf
of your clients. Even with the high turnover of staff, they often move to competing properties and this
relationship can be carried
Step-by-step strategy should be undertaken to manage accommodation contracts. These include:
 Thoroughly read and understand the terms to ensure you know your exact financial and room
night commitments to the hotel/venue. Work out your minimum room nights based on the
allowable release (attrition percentage).
 Be sensible with your expected numbers as over-inflation of numbers is not helpful to anyone!
Make sure you don’t underestimate either as you could get stuck with trying to source additional
spaces elsewhere.
 Room rate protection/parity is included to ensure you have competitive room rates.
 Be very clear on financial liabilities with hotels for rooms and have this written into the contract
especially if your delegates are paying their own account.
 Adhere to the timelines in the contract for release dates and final numbers (and set your
conference due dates for registrations and bookings accordingly).
 Most importantly communicate with the venues/hotels regularly, provide updates and never
hesitate to pick up the phone to have a chat!

UNDERCUTTING:
As tertiary institutions continue to spit out new event managers who have big dreams of starting their
own businesses, and as clients show little loyalty with companies and people they have used for running
events in the past, it appears as if there will continue to be a scramble for new business. A consequence
of this is that some companies will reduce their fees to get the business, with the hope that any additional

17
business that comes their way will reduce any losses from the first gig. An event manager needs to be
far more than a good organiser with a little black book full of contacts. In fact, I believe the title ‘event
manager’ is no longer an adequate description of what we do. Sure, we may have to book venues,
negotiate on behalf of our clients, know about the latest entertainment options and prepare a
comprehensive run schedule. But that’s a ‘ticket to entry’ to the business. And, increasingly, clients are
taking these functions in-house.
Compounding the problem is the rise of globalization – in such a consumer-driven world, everything is
becoming so much more accessible, and purchasing stock cheaply from overseas can be done with the
click of a button! For many, the lure of this can be all too enticing, and for new start-ups so too is the
idea of discounting to secure a client’s initial business.

LEAD TIMES:
By definition, the profession is all about finding effective solutions to our clients’ requirements. Fast
turnaround and flexibility should be one of the hallmarks of an effective event agency. That doesn’t
mean that when the urgent project lands on our desks that they aren’t a significant challenge. From a
practical perspective, finding suitable venues and available suppliers to deliver to the high standards we
all expect can be difficult. Budgets are also much harder to contain when there is a short lead time. There
is often less room to negotiate, when the person you are dealing with knows you are ‘between a rock
and a hard place’.
The path of least resistance is often not the path to an effective event outcome! Naturally, the more time
we have to develop an event campaign strategy, the better. But sometimes that’s just not how it works.
Our job is to take the burden away from our clients, allowing them to focus on their roles and applying
our creativity and communication skills to deliver business-changing results.

EVENT CANCELLATION:
Event cancellation is common in the context of event industry, the assurance is given through events
insurance and policies. Which safeguard the planners and organizers from event cancellation issues
(Norstand, 2014).

18
 CHAPTER-3

COMPANY PROFILE

See the world with us

19
3.1 ZENITH HOLIDAYS AT A GLANCE
Zenith Holidays, is one of India’s fastest growing Travel, Rewards, Incentives& Event Management
Company since 1997. It has been setting new standards in the Hospitality Industry. It was established
by two professionals Mr. Manoj Mishra & Mr. Amitava Biswas from hotel, travel and hospitality
industry. The leadership skills of the founders have assisted the organization to evolve over these years.
The main objective of “Zenith” is to reiterate the fact that “Journey is more important than the
destination”.
Zenith Holidays is a registered company and it holds the certification of TAFI, IATA, TAAI, and IATO.
Zenith holidays is specialized in conducting,
 Corporate Meetings, Travel Incentives, Conferences and Exhibitions.
 International & Domestic Holidays, Air Reservation and Hotel Bookings.
 Events & Promotions.
 Reward & Recognition Programs.
 Training Workshops, Offsite Tours, Day trips for Corporate, School & Colleges.
In less than a decade, Zenith has been recognized as a leading MICE Operator. It offers exemplary
service to the Corporate Clients. It organizes various forms of Business Meetings, International
Conferences and Conventions, Events, Exhibition, Incentive Tours, Corporate Tours, Award Nights,
Business Travel and Holiday Packages in India and Abroad. It also provides Air Tickets, Instant Hotel
Booking Worldwide, Visa facilitation, Foreign Exchange and Travel Insurance. Zenith has every
solution all under one roof. It has developed a vast network of clientele comprising of Corporate Houses,
Corporate Executives, Families, Senior Citizens, 24 Member of Various Clubs, Associations and
renowned Schools and Colleges. Zenith always promises to give more than what the client/customer
expect all the way.
Zenith Team is an amalgamation of budding travel enthusiasts & professionals who have a common
goal of creating wonderful memories through your holiday experience. With the help of a talented bunch
of people, we plan and organize tours all over India and the world. With a mission to bring ourselves
out as a top-notch destination management company, we have set sail with a dedicated team of
professionals, some of the best in the industry.
Each team member has been handpicked best suited for the profile of work he or she takes up. We follow
professional and a rigorous process of recruitment and select those who have the best knowledge, skill,
experience and undying talent in this segment. Our team members work in close affinity with our clients
to satisfy all their needs. We take care to plan and execute all the tours be it a corporate trip or leisure

20
holiday with your family. We believe that one happy guest is worth a 100 more and live with the promise
of bringing that level of happiness so you come back for more!

3.2 VISION& MISSION OF ZENITH

 To retain existing talent and attract new talents.
 To reach out to customers more aggressively in all the verticals we operate.
 To be more disciplined in improving our internal cost saving and negotiation capabilities,
thereby improving our business value and profit margins.
 To strike a balance between credit facility offered by our vendors and credit extended to our
clients.
 “Customer Is King‟. Hence to deliver high quality services with a differential advantage thus
maximizing customer satisfaction.
 Keep the “Commitment‟ that has been “Committed‟.
 Set „High Standards‟ of business ethics and vendor management.
 Recognize and encourage “Women Power‟. 25 Present ourselves as “Responsible Corporate
Citizens‟ with CSR activities.

3.3 DEPARTMENTS IN ZENITH HOLIDAYS

3.3.1 Zenith MICE

Zenith MICE understand the mechanics and purpose behind Meetings, Incentives, Programs,
Conference & Exhibition and endeavour to deliver the best with the help of professionals in the pre-
conference support team. It is an expert facilitator to the conference proceedings. The team provides in
conference services and also conducts post conference tours when the event is finally completed.
Pre-Conference:
 Understand the requirement, research on the and suggest the appropriate venue for the
conference.
 Research on the travel requirement and the modes.
 Blocking for the accommodation and the conference hall.
 International and domestic travel bookings and assistance.
 Insurance in case of International Travel.
 Trainer sourcing.
 Back drop designing & conceptualizing

21
 On-Site:
 Reception and transfer on arrival.
 Signage: Backdrop, Indication Signs, Placards, Registration Assistance Counters.
 Audio-Visual Requirement.
 Local transport to co-ordination.
 24 hrs. Hospitality desk at the hotel.
 Hotel co-ordination.
 Manage on site changes & client requirement.
 Menu planning.
 Conference hall management.
 Evening entertainment/cultural shows.
 Theme Dinners & Gala dinners.
 Sightseeing and Shopping tours.
 Reconciling of Daily Bills. Post Conference
Post conference tours:
 Co-ordinate for the departures & transfers.
 Winding up.
 Final Bill conciliation & billing.
 Presentation of consolidated bills to the client .
 Review program with the client.

3.3.2 ZENITH LIVE

Zenith Live put the audience on the edge of the seat and make them to feel the drumbeats and electrify
the air around them. It is an expert in organizing Corporate Award Nights, Product Launches, Celebrity
functions, Theme Parties and BTL activities. Events are organized in both foreign and domestic
locations. It offers client personalized services starting from concept and ideation to Event Production,
Execution, Management, and Result Analysis.
Traits of Zenith Live
 Have wide experience across Industries and Brands.
 Have Experienced Manpower in event production, sound and light engineering, artist
management, media and brand management.

22
  Creative & Communication cell with a team of graphic designers, multi media experts,
architects, concept developers & copy writers is an added advantage to it.
 Technology edge: The best and the latest in sound, light and stage design is one of the best parts
in it.
 Artist Alliances: Have a network of artists and talents from Operas to Illusionists, Bollywood
to Fusion for the best in entertainment at the best prices.

3.3.3 ZENITH ADVENT

Zenith Advent’s positions the brand in the front row. It organizes Reward 27 &Recognition programs.
It provides different incentives schemes and offers like Candlelight Dinner,
 Movie Tickets, Personalized Gifts, Shopping Voucher, Air Ticket and Domestic or International
Holidays at unbelievable prices.
It offers the following type’s services to the travelers:
 Award Night – It create the positive culture of appreciation with unique employee appreciation
gifts, award trophies, award certificates. It also conceive ideas about award presentation with
help of award night, celebrity night, annual function complete with state of the art light, sound,
stage & theme.
 Holiday Voucher – Zenith plans the perfect holiday for the performers. The holiday vouchers
help you in selecting the best vacation across 32 locations in India and 15 destinations abroad.
 Movie Tickets – Gifting movie tickets is not a bad idea. Zenith steps up on the Movie watching
experience for your special hardworking employee. Gift movie tickets topped with snack
coupons and the limousine car to make your employee feel like Royalty.
 Meal Voucher – The pre-paid dinner vouchers provide a romantic candlelight dinner or a family
outing meal at a class restaurant or a five star hotel certainly a big motivator for the deserving
employee.
 Shopping Voucher – Zenith offers shopping vouchers tailored to your specifications to
guarantee the best shopping experience for your employee. Vouchers are redeemable at top
retail outlets spread nationwide and this is one of the splendid ways to forge a relationship of
trust and loyalty between the employee & the company.
 Consumer Durable, Gifts & Accessories – It allows you to gift your employees utility based
items like TV, Refrigerators, Washing Machine, Air 28 Conditioners, Cars, Two Wheelers, etc.
It schemes at highly discounted price, available with door step delivery.

23
3.3.4. ZENITH ASTHA
Zenith Aastha cater to the needs of the holiday makers in organizing trips to various Domestic and
International exotic locations with Mobile Kitchen. It provides services to Family Holiday’s, Corporate
with focus on rural India, Education, Religious & Social bodies. It is also conducting LTC group tours
for various Government Organizations. It customizes the tours as per client’s requirements. Zenith
Aastha makes the client “to believe in the BEST”.

3.3.5 ZENITH NEXT

Zen Next is servicing the Next Generation. It is a latest concept of Zenith providing personalize services
to Schools and Colleges for Educational Tours focusing on culture & history, Adventure Programs
including camping, rating, rock climbing & Trekking, Weekend Camps in nearby location and
Excursion Tours in India & Abroad.

3.3.6 ZENITH HOLIDAYS

Zenith Holidays provide memories for a lifetime. It helps the client/customer “To Explore the
Unexplored areas in and around the World”. Zenith Holidays is expertise in organized tours or
customized itineraries all over Asia, Europe, America, Africa and South Pacific. It offers you an
authentic experience with World class customer service and a network of over 3000 worldwide hotels.
It offers,
 International Holidays.
 Discover India Holidays.
 Worldwide Instant Hotel Reservation.
 Air Ticketing & Visa Facilitation.
 Cruise, Euro rail & Other Luxury Coaches.
 Honeymoon & Family Holidays.
 Weekend Gateways.
 Group Tours.

3.3.7. SERVICES PROVIDED BY ZENITH:

 Leisure Travel
i. Group Escorted Tours India & Overseas
ii. International Holidays iii. Honeymoon and Family holidays
iv. Worldwide Instant Hotel reservations

24
 v. Cruise holidays, International Rail Packages
vi. Weekend Getaways

 MICE
i. Meetings, Incentive groups, Conferences, Events
ii. R & R - Rewards & Recognitions
iii. Award Nights

 CMM Solutions (Zenith Corporate Meetings Management Solutions)

 Ticketing
 Visa Facilitation
 Travel Insurance
 Foreign Exchange
 Counselling on the Most Economical Routing
 Computerized Ticketing Facilities.
 Inbound Travel Services.
 Conference Kit
 Transport Service.

3.5. LEARNING EXPERIENCE

It was a 45 days internship training in which I understand about tourism industry and allied sectors
especially I learned how event management and conferences organized by Zenith Holidays.
I understand the organizational and work culture. The internship at Zenith Holidays has been a very
knowledgeable experience. The training was very educational and gave me an in-depth understanding
of the functioning of Event business.
I got knowledge about both Mice and Pharma sector during this internship training that what are their
requirements and how we organize their various event.
I learned banquets and conference hall bookings in hotels also I learned what are the technical support
required for conducting events and conferences.

25
 CHAPTER-4

DATA ANALYSIS AND

INTERPRETATION

26
In this chapter Data which was collected through questionnaire from employees of Zenith Holidays and
MICE operators in Bangalore has been analyzed and interpreted through SPSS software by applying
percentage analysis, Anova test & chi-square test method.

4.1 DEMOGRAPHIC PROFILE

Table 4.1 Year of experience (staffs)
YEAR OF EXPERIENCE
Frequency Percent Valid Percent Cumulative %
LESSTHAN2 15 18.8 18.8 18.8

2-4 27 33.8 33.8 52.5

Valid
5-7 38 47.5 47.5 100.0
Total 80 100.0 100.0
Fig.4.1

Interpretation: From the above chart, we can conclude that the majority of the staff’s year of experience
is around 5-7 year, followed by 2-4 years and less than 2 years.

27
Table 4.2. MAJOR CUSTOMERS OF MICE.
MAJOR CUTOMERS MICE
Frequency Percent Valid Percent Cumulative
Percent
CORPORATE
63 78.8 78.8 78.8
COMPANIES

PHARMACEUTICAL 4 5.0 5.0 83.8

Valid
FMCG 8 10.0 10.0 93.8
OTHERS 5 6.3 6.3 100.0
Total 80 100.0 100.0

Fig. 4.2

Interpretation: From the above chart, we can interpret that a majority of the Mice customers are from
Corporates followed by others and FMCG

28
Table 4.3. FIRM’S CORPORATE EVENTS IN A MONTH.
CORPORATE EVENTS YOUR FIRM DOES IN A MONTH
Frequenc Percent Valid Cumulative Percent
y Percent

50-70 14 17.5 17.5 17.5

70-100 53 66.3 66.3 83.8

Valid
100
13 16.3 16.3 100.0
ABOVE

Total 80 100.0 100.0

Fig. 4.3

Interpretation: From the above chart, we can conclude that majority of the Mice operators’ does 70-
100 events in a month, followed by 70-100 and 100 above.

29
Table 4.4. CORPORATE REQUIRES FROM TRAVEL OPERATORES
CORPORATE REQUIRES FROM TRAVEL OPERATORES
Frequenc Percent Valid Cumulative
y Percent Percent
CAR 11 13.8 13.8 13.8
VENUE 8 10.0 10.0 23.8
AUDIO 2 2.5 2.5 26.3
Valid
FOOD 24 30.0 30.0 56.3
ALOFTHE ABOVE 35 43.8 43.8 100.0
Total 80 100.0 100.0

Fig.4.4

Interpretation: From the above chart, majority of the respondent have given all of the above, (i.e)
corporates need Mice for requirements such as car, venue, audio, food.

30
Table 4.5. PURPOSE CORPORATE USE MICE
PURPOSE CORPORATE USE MICE
Frequency Percent Valid Percent Cumulative Percent
PRODUCT
2 2.5 2.5 2.5
LAUNCH
SALES GROWTH 11 13.8 13.8 16.3
Valid
BRAND IMAGE 13 16.3 16.3 32.5
ALLOFTHEABOV 54 67.5 67.5 100.0
Total 80 100.0 100.0

Fig .4.5

Interpretation: From the above chart, it is clear that majority of the corporates use mice for all purpose
rather than specific; product launch, sales growth and brand image.
31
Table 4.6. CORPORATE HAVE VALUE FOR MICE DESTINATION DEVELOPMENT
CORPORATE HAVE VALUE FROM A MICE DESTINATION
DEVELOPMENT PERSPECTIVE
Frequency Percent Valid Percent Cumulative %

YES 62 77.5 77.5 77.5

NO 1 1.3 1.3 78.8

Valid
MAYBE 17 21.3 21.3 100.0

Total 80 100.0 100.0

Fig 4.6

Interpretation: From the above chart, we can conclude that corporates does have value in the context
of Mice destination development..

32
Table 4.7 IMAPCT OF CORPORATE IN RISING DESTINATION BRAND IMAGE
IMPACT OF CORPORATE EVENTS IN RISING DESTINATION BRAND
IMAGE
Frequency Percent Valid Percent Cumulative %

POSITIVE 70 87.5 87.5 87.5

BOTH 9 11.3 11.3 98.8

Valid
NEGATIVE 1 1.3 1.3 100.0

Total 80 100.0 100.0

Fig 4.7.

Interpretation: From the above chart, majority of the employees responded that corporate have a
positive impact in rising destination brand image.

33
Table 4.8. KIND OF POSITIVE IMAPCT DO MICE HAVE ON A DESTINATION
KIND OF POSITIVE IMPACT CAN MICE HAVE ON A DESTINATION
Frequenc Percent Valid Cumulative
y Percent Percent
ECONOMIC 35 43.8 46.8 43.8
ENVIRONMENTA
8 10.0 10.0 53.8
L
Valid
ALL OF THE
37 46.3 40.3 100.0
ABOVE
Total 80 100.0 100.0

Fig 4.8

Interpretation: From the above chart, the kind of positive impact that mice have on a destination is
mostly of economic, followed by environmental and socio cultural.

34
Table 4.9. CORPORATE EVENTS HELP IN DEVELOPING DESTINATION
CORPORATE EVENTS HELP IN DEVELOPING DESTINATION
Frequency Percent Valid Percent Cumulative
Percent
INFRASTRUCTURAL
18 22.5 22.5 22.5
DEVELOPMENT
EMPLOYMENT
Valid 10 12.5 12.5 35.0
GENERATION

AOTA 52 65.0 65.0 100.0

Total 80 100.0 100.0

Fig 4.9

Interpretation: From the above chart, we can conclude that MICE consumer and customer are different.
It is difficult for the travel agents to explain the various uses, norms and do’s and don’ts of the MICE to
the middlemen. Miscommunication on the part of the middlemen, may lead to unnecessary creation of
negative impacts.
35
TABLE 4.10. BANGALORE’S STRENGTH AS MICE DESTINATION

WHAT IS BANGALORE STRENGTH AS A MICE DESTINATION

Frequency Percent Valid Percent Cumulative %
HIGH QUALITY
CONVENTION
51 63.8 63.8 63.8
CENTERS AND
HOTELS
POLITICALLY STABLE
1 1.3 1.3 65.0
AND SAFE CITY
Valid
SUFFICIENT
INFRASTRUCTURE (
FACILITIEES, VENUES 28 35.0 35.0 100.0
AND
TRANSPORTATION
Total 80 100.0 100.0
Fig 4.10

36
Interpretation: From the above chart, it is clear the high quality convention centers and hotels is the
major reason for choosing Mice activities in Bangalore. The next option is the infrastructure.\

TABLE 4.11 DISADVANTAGE FOR BANGALORE’S QUEST FOR POSITION ITESLF AS A

MICE DESTINATION

DISADVANTAGES FOR BANGALORE TO POSITION AS A MICE DESTINATION

Frequency Percent Valid Percent Cumulative %

HIGH COST 59 73.8 73.8 73.8
OVER CROWDED 20 25.0 25.0 98.8
Valid
LACKOF EFFECTIVE 1 1.3 1.3 100.0
Total 80 100.0 100.0

Fig 4.11

Interpretation: Cost factor is the major issue the destination faces in order to promote or develop Mice.
Then comes the over crowed roads and traffic congestion followed by lack of effective Mice facilities.
37
TABLE 4.12 WHAT SHOULD BE DONE TO IMPROVE BANGALORE DESTINATION BRAND
IMAGE THROUGH MICE EVENTS

WHAT SHOULD BE DONE TO IMPROVE BANGALORE DESTINATION BRAND IMAGE

THROUGHY MICE EVENTS
Frequency Percent Valid Percent Cumulativ
e Percent
ATTRACT MORE MICE
SERVICE PROVIDERS IN
64 80.0 80.0 80.0
PROMOTING BANGALORE
AS MICE DESTINATION
ALL THE SERVICES
PROVIDERS SHOULD
FORM A MICE
CONSORTIUM FOR 14 17.5 17.5 97.5
Valid PROMOTING INDIA CITIES

WHICH INCLUDES
BANGALORE
SINGLE WINDOW
CLEARANCE FOE MICE
2 2.5 2.5 100.0
EVENTS SHOULD BE
THERE

Total 80 100.0 100.0

38
FIG 4.12

Interpretation: From the above chart, in order to improve brand image through Mice, majority asked
more Mice providers in order to increase the productivity. Then it would form a Mice consortium for all
service providers.

39
TABLE 4.13. THE MOST COMMON PROBLEM THAT THE MICE OPERATORS FACE
WHLE WORKING WITH THE CORPORATES
THE MOST COMMON PROBLEM THAT THE MICE OPERATORES FACE WHILE
WORKING WITH COPORATES
Frequency Percent Valid Percent Cumulative %

V
EVENT CANCELLATION 60 75.0 75.0 75.0
aOFF SE3ASON 20 25.0 25.0 100.0
l
i
Total 80 100.0 100.0
d

FIG 4.13

Interpretation: From the above chart, it is clear that most common problem that Mice operators face
while working corporate is event cancellation.

40
TABLE 4.14 STAKEHOLDERS CO-OPERATION IS CRUCIAL IN THE CONTEXT OF
DESTINATION BRAND IMAGE
STAKEHOLDER'S CO-OPERAUTION IS CRUCIAL IN THE CONTEXT OF
DESTINATION BRAND IMAGE
Frequency Percent Valid Percent Cumulative
Percent
YES 63 78.8 79.7 79.7

Valid NO 16 20.0 20.3 100.0

Total 79 98.8 100.0

FIG 4.14

Interpretation: From the above chart, it is clear that without the stakeholder’s co-operation can cannot
rise destination brand image effectively.

41
TABLE 4.15. LEVEL OF PROMOTION DOES THE DESTINATION ACQUIRE THROUGH
CORPORATE EVENTS
LEVEL OF PROMOTION
Frequency Percent Valid Percent Cumulative
Percent
MARKETING STRATEGY 2 2.5 2.5 2.5
V
DEMANDING POSITION 17 21.3 21.3 23.8
ali
BOTH 61 76.3 76.3 100.0
d
Total 80 100.0 100.0

FIG 4.15

Interpretation: From the above chart, we can conclude that the level of promotion does the destination
acquire through corporate events is both the Marketing strategy and demanding position.

42
TABLE 4.16. RATE BANGALORE AS A CONFERENCE DESTINAION RATE ON THE
FOLLOWING ASPECTS AS COMPARED TO EXPERIENCE OTHER STATES
RATE BANGALORE AS A CONFERENCE DESTINATION
Frequency Percent Valid Percent Cumulativ
NEED IMPROVEMENTS 17 21.3 21.3 21.3
SATISFACTORY 15 18.8 18.8 40.0
Valid EXCELLENT 48 60.0 60.0 100.0

Total 80 100.0 100.0

FIG 4.16

Interpretation: From the above chat, it is clear that Bangalore excellent in terms of conference
destination, followed by satisfactory and needs improvement.

43
TABLE 4.17. CORPORATE EVENTS HAVE POTENTILS TO DEVELOP BANGALORE
DESTINATION BRAND IMAGE
CORPORATE EVENTS HAVE POTENTIALS TO DEVELOPE BANGALORE'S BRAND IMAGE

Frequency Percent Valid Percent Cumulative

Percent
YES 66 82.5 82.5 82.5
Valid MAYBE 14 17.5 17.5 100.0
Total 80 100.0 100.0

FIG 4.17

Interpretation: From the above chart, according to the staffs it is clear that corporate have value from
destination development perspective.

44
TABLE 4.18.MOST IMPORTANT FACTOR IN CHOOSING THE VENUE FOR THE
DESTINATION
MOST IMPORTANT FACTOR IN CHOOSING THE VENUE FOR THE EVENTS
Frequency Percent Valid Percent Cumulative %
BUSINESS
5 6.3 6.3 6.3
NETWORKING
TOTAL COST 7 8.8 8.8 15.0
CONFERENCE
Valid
CONNECTIVITY 59 73.8 73.8 88.8
ACCOMMODATION
TOURISM 9 11.3 11.3 100.0
Total 80 100.0 100.0

Fig 4.18

Interpretation: From the above chart, Majority of the respondent stated that conference and
connectivity are the key factors that considered in choosing a venue for Mice, followed by business
networking and cost affordability.
45
TABLE 4.19 CONSIDERING MICE FACILITIES AND LODGING BANGALORE BEING A
MICE DESTINATION, RATE THE SATISFACTORY LEVEL OF PERFORMANCE

MICE FACILITIES AND LODGING

Frequency Percent Valid Percent Cumulative
Percent
STRONGLY DISAGREE 1 1.3 1.3 1.3

NEUTRAL 5 6.3 6.3 7.5

Valid AGREE 18 22.5 22.5 30.0

STRONGLY AGREE 56 70.0 70.0 100.0

Total 80 100.0 100.0

FIG 4.19

INTERPRETATION:

From the above chart, it is clear that the level of satisfaction level considering mice facilities and lodging
in Bangalore being a mice destination is strongly agreeable.

46
TABLE 4.20 CONSIDERING COST AFFORDABILITY BANGALORE BEING A MICE
DESTINATION, RATE THE SATISFACTORY LEVEL OF PERFORMANCE

COST AFFORDABILITY
Frequency Percent Valid Percent Cumulative Percent

STRONGLY DISAG 1 1.3 1.3 1.3

DISAGREE 40 50.0 50.0 51.3

NEUTRAL 23 28.8 28.8 80.0
Valid
AGREE 12 15.0 15.0 95.0
STRONGLY AGREE 4 5.0 5.0 100.0
Total 80 100.0 100.0

Fig 4.20

INTERPRETATION:

From the above chart, it is clear that cost affordability, majority consider it disagree because of high
expense the city incurs. The city needs to reduce its cost factor in order to promote Mice in the mere
future.

47
TABLE 4.21 CONSIDERING SERVICE QUALITY PROFESSIONALISM BANGALORE
BEING A MICE DESTINATION, RATE THE SATISFACTORY LEVEL OF PERFORMANCE

SERVICE QUALITY PROFESSIONALISIM

Frequency Percent Valid Percent Cumulative

Percent
STRONGLY DISAGREE 2 2.5 2.5 2.5
NEUTRAL 14 17.5 17.5 20.0

Valid AGREE 48 60.0 60.0 80.0

STRONGLY AGREE 16 20.0 20.0 100.0

Total 80 100.0 100.0

FIG.4.21

INTERPREATATION:

From the above chart, based on the service quality professionalism many have selected good category
followed by moderate and strongly agreed.

48
 TABLE 4.22 CONSIDERING BANGALORE BEING A MICE DESTINATION, RATE THE
SATISFACTORY LEVEL OF PERFORMANCE

INFRASTRUCTURAL ACCESSIBILITY
Frequency Percent Valid Percent Cumulative
Percent
STRONGLY DISAGREE 1 1.3 1.3 1.3
NEUTRAL 5 6.3 6.3 7.5
Valid AGREE 16 20.0 20.0 27.5
STRONGLY AGREE 58 72.5 72.5 100.0
Total 80 100.0 100.0
Fig 4.23

INTERPRETATION

The advantage that the destination holds for conducting MICE (i.e) infrastructure accessibility is
considered to be good and moderate , and very few case selected disagree

49
4.1. Hypothesis testing

Null Hypothesis Ho- There is no significant association between MICE organizer’s years of experience
and corporate events in rising destination brand image.

To analyze the significance Chi-square test is used and the values are given below
YEAR OF EXPERIENCE * IMPACT OF CORPORATE EVENTS IN RISING DESTINATION
BRAND IMAGE
Cross tabulation

IMPACT OF CORPORATE EVENTS IN Total

RISING DESTINATION BRAND IMAGE
POSITIVED BOTH 4

LESSTHAN 2 13 2 0 15
YEAROFEXPERIENC 2-4 25 1 1 27
5-7 32 6 0 38
Total 70 9 1 80

Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Pearson Chi-Square 4.212a 4 .378
Likelihood Ratio 4.825 4 .306
Linear-by-Linear
.166 1 .684
Association
N of Valid Cases 80

INTERPRETATION:
The value 0.378 > 0.05. HENCE NULL HYPOTHESIS can be accepted and there is no significant
between YEAR OF EXPERIENCE and IMPACT OF CORPORATE EVENTS IN RISING
DESTINATION BRAND IMA

50
 CHAPTER- 5

FINDINGS, SUGGESTION
& CONCLUSION

51
The present study on “THE ROLE OF CORPORATE IN DEVELOPING DESTINATION
BRAND IMAGE THROUGH MICE, WITH SPECIAL REFERENCE TO ZENITH HILODAYS
LTD. BANGALORE” has brought several issues as findings. The study was conducted during summer
for 45 days. A questionnaire was used for this study and analysis was done in the previous Chapter.
From the earlier Chapter the following findings were drawn.

5.1 Objective one –

TO EXAMINE THE FEATURES LINKED TO CORPORATE EVENTS WHICH ENHANCE
THE BRAND IMAGE OF BANGALORE
The researcher intended to collect information about the features that are linked to corporate events which
enhance the brand image of Bangalore. A destination or a product cannot acquires a unique brand image
without a specific feature that position itself in the mind of the customer. In MICE context, the customers
were the B2B clients, who chose MICE for their business convenience. The destination which holds the
unique feature that strikes the perceptional level of the client is the brand image of that destination. Hence
this objective is to find the feature that is enhancing the brand image of Bangalore.
5.1.1 Findings from Questionnaire:
 Majority of the customers in Mice including Zenith holidays and others Mice tour operators of
Bangalore were Corporates.
 The corporate companies use Mice for purposes such Product launch, Sales growth, Band image,
Incentives etc.
 By the questionnaire it is clear that the corporate use mice mostly for their Branding, The
corporates chooses a destination to place their branding.
 The procedure happens only when the destination has a popular brand image.
 With the destination brand perception the corporate make business with Mice, this in turn
develops the brand image of Bangalore to a demanding position.
 Through the majority of corporate events both the infrastructural development and employment
generation get developed
 Based on the employees opinion it is clear that corporate have value for Mice destination
development

52
5.2 Objective two –
TO BRING TO LIGHT THE UNIQUNESS OF BANGALORE AS A POTENTIAL MICE
DESTINATION.
The researcher intended to collect information about the uniqueness of Bangalore as a potential Mice
destination. Bangalore is not only the ‘Silicon Valley’ of India but also the fastest growing Business Travel
Markets in the Country. With the emergence of a high technology and a highly paid workforce Bangalore
has one of the highest spenders on leisure and corporate travel. With the improved air connectivity to and
around the world and in addition of new airport at Bangalore, it is important for Business Travel and MICE
Industry to aim at a higher growth levels in the times to come.
5.2.1 Findings from Questionnaire
 As per the opinion of the employees, Bangalore’s strength as a Mice destination is high quality
convention centers, connectivity, conference facility, accommodation and business networking.
 Most of the employees rated strongly agreed for Bangalore’s Mice facilities and lodging
satisfactory level of performance
 Majority of employees rated neutral for Bangalore’s cost affordability satisfactory level of
performance,
 Majority of employees rated agreed for Bangalore’s service quality performance satisfactory level
of performance.
 Most of the employees rated agreed for Bangalore’s leisure and entertainment facilities
satisfactory level of performance
 Most of the employees rated strongly agreed for Bangalore’s infrastructure accessibility
satisfactory level of performance.
 As overall observation, Bangalore is in middle of north and south of India, so the clients who
prefer Bangalore can have identity in both north and south states. The reach will be greater due
the multilingualism.

5.3 Objective three –

TO FIND OUT THE CHALLENGES FOUND BY CORPORATE EVENT ORGANIZERS IN
BANGALORE.
The researcher intended to collect information about the challenges faced by the corporate event organizers
in Bangalore.

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5.3.1 Findings from Questionnaire
 The most frequent problem that the event planners faced is the Event Cancellation. Event
cancellation is a big issues when it comes to events, because it impacts on the organizations profit
and reputation.

5.4 Objective four –

TO STUDY BOTH THE POSITIVE AND NEGATIVE IMPACT OF CORPORATE EVENTS ON
THE IMAGE OF BANGALOER AS A MICE DESTINATION.
5.4.1 Findings from Questionnaire
 Most of the employees rated strongly agreed for Bangalore’s Mice facilities and lodging
satisfactory level of performance
 Majority of employees rated neutral for Bangalore’s cost affordability satisfactory level of
performance,
 Majority of employees rated agreed for Bangalore’s service quality performance satisfactory level
of performance.
 Most of the employees rated agreed for Bangalore’s leisure and entertainment facilities
satisfactory level of performance
 Most of the employees rated strongly agreed for Bangalore’s infrastructure accessibility
satisfactory level of performance

5.5: BASED ON INTERNSHIP FINDINGS AND SUGGESTIONS

FINDINGS
 Zenith Bengaluru was well appreciated for the effective and smooth MICE operations when compared
to other Zenith branches all over the country.
 People who visit Bengaluru branch are for business purpose and very few step in for leisure tourism.
 The Package Rates and Quality Service of Zenith, helps them to be a tough competitor for the other
travel agencies.
 An average of 250 meetings are organized in a month, which includes both hospital and hotel meetings.
 The future of MICE tourism is secure and expected to grow more in the near future.
 While planning an event, the most difficult part for a client is making his hall arrangements and getting
the things done right. After that, comes audio visual. Depending on the number of people attending the
event the audio visuals will also vary and needs to be arranged accordingly.
 Services offered by the travel agencies plays a key a role in the selection of a travel agency.
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 It seems operations have to carry out majority of works manually in order to arrange for a meeting.
 They also change according to the new trends in market with regards to MICE tourism e.g. Concept
of virtual meetings.
 The concept of daily report help the manager to track the activities that employee has carried out during
his absence in his branch and also helps in assessment.
 Internet and the web portals are giving stiff competition to the conventional travel agency.
 The process of organizing the meeting is through phone or emails which may look simple, in order to
achieve success, a lot of efforts is needed.
 The total money spent on MICE tourism is thrice more when compared to total money spent on leisure
tourism.
 People from different educational qualifications can do MICE based work, since it requires only
communication skills & basic computer knowledge and does not require any technical knowledge.
 There is an increase in number of Business tourists visiting Bengaluru

5.2 SUGGESTIONS:
 The internal software tool has to be upgraded and user friendly. So that any new changes can be carried
out easily.
 The company should make an agreement with their vendors in such a way that bills will receive on
time, since it has Bill to Company policy in organizing meetings.
 Increasing the number of operation Staff will help in fast and smooth completion of queries since there
are lots of queries.
 Company has to get better communication link with all its vendors.
 The employees must be rewarded for their work, thereby motivating them to do their best for the
company and maintain its glory.
 More awareness programs about MICE have to be initiated in Domestic sector.
 Involvement of local community people have to be carried out in MICE sector.
 Website also needs proper maintenance and changes that are to be carried out.
 Organization need to find new vendor once in a year or every 6 months, so that customers can find it
more interesting and may not feel bored.
 Special idea has to be identified in order to turn their business customers into Leisure customers.
 Should be capable of distinguishing themselves from the competitors through innovation and creativity
in order to survive in the market.

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 Effective advertisement through Media should be done to attract much more customers apart from
their regular customers.
 Government has to take initiatives in order to promote MICE tourism in Bengaluru and should
encourage people involved in promoting it. More infrastructural changes and new convention centers
and arenas have to be build.
The company is one of the prominent event organizer and its business is growing rapidly so they can
hire more employee in event department.
It’s one of the marketing strategies is to sell their event packages at most competitive rate, they can also
promote it by providing excellent services. They are doing well in Domestic Pharma events. They have
the great potential expand their business to Global level. They can also make company’s website more
attractive.

5.6 CONCLUSION
Zenith Holidays, is one of India’s fastest growing Travel, Rewards, Incentives & Event
Management Company since 1997. It has been setting new standards in the Hospitality Industry.The
leadership skills of the founders have assisted the organization to evolve over these years. The main
objective of “Zenith” is to reiterate the fact that “Journey is more important than the destination”.
To conclude, it could be said that the internship worked like a feast for a fresher who is preparing
to get into a professional field.In Zenith Hospitality, during the training period the interaction with the
clients provided a deep understanding of Pharma sector in service industry its fineness fragile aspects.
The company can freeze its feet in Indian market as a large number of Pharma companies are
coming for their events accordingly they are trying to reach most of the potential event organizers across
India by using online as well as offline technology to enhance its business and taking advice from experts
to stay into the market.
Their one of the marketing strategies is, providing event products at most competitive rates. Till
the last date of my training for 45 days, they are doing approximately 180 events per month. They are
very cooperative to one another and they also guided me at every step wherever I needed their help to
complete my training and project.
As per my topic, A study on-‘‘The role corporate in developing destination brand image
through MICE, with special reference to Zenith Holidays ltd, Bangalore.’’ It can be strongly stated
the Bangalore has high potential as a MICE destination and Mice also has a positive impact in terms of
economy.

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5.7. REFERENCE

BIBLIOGRAPHY
Buhus, A.A. (2012). Destination Branding for Business Tourism Market – A case study of Domaine de
Miravel. Master's Thesis for Aalborg University.
Aaker, J. L. (2007), “Dimensions of brand personality,” Journal of Marketing Research, 34, 347-356
Lodge, Creenagh (2002), “Success and Failure: The Brand Stories of Two Countries,” Brand
Management, 9 (April)
Saranien, S& Anonen, M (2008), “Destination branding from corporate branding perspective.
The Relationships between Destination Brand Image, Destination Brand Loyalty and Word of Mouth
Behaviour Ph.D. Candidate Çiğdem Unurlu (Trakya University, Turkey)
14
The role of destination branding in the tourism stakeholders system. The Campi Flegrei case 1 Marcello
Risitano Business Studies PhD Research Fellow at Marketing Laboratory Department of Business
Management Faculty of Economics - University of Naples Federico II Via Cinthia – Campus of Monte
MAGAZINES
 Tourist destination brand image development—an analysis based on stakeholders’ perception
 A case study from Southland, New Zealand, Ann Suwaree Ashton, Published February 3, 2014
 S. Angelo, MICE Bangalore 2014, December 2014, Editorial, Issues,
 Anholt, S. (2009). “Handbook on Tourism Destination Branding”. Madrid, Spain: World
Tourism Organization and the European Travel Commission.
 C. Blain, S. Levy, J. RitchieDestination branding: Insights and practicesfrom destination
management organizations
WEBSITES:
https://planify.io/mice-companies-corporate
http://www.market-width.com/MICE_Tourism_Events_and_Travelers.htm
http://www.mice.net.au/article/5-big-issues-facing-the-events-industry/
http://www.zwoor.com/2014/an-insider-view-on-the-biggest-challenges-facing-meeting-planners
http://www.indiandestination.com/mice-in-bangalore.html
https://www.socialtables.com/blog/event-planning/challenges-facing-event-planners/

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 CHAPTER-6
APPENDIX
QUESTIONNAIRE:
A STUDY ON THE ROLE OF COPORATE IN DEVELOPING DESTINATION BRAND
IMAGE THROUGH MICE, WITH SPECIAL REFERENCE TO ZENITH HOLIDAYS,
BANGALORE.
Dear respondents,

I SHANMATHI @ SURIYA, a student of MBA (Tourism) in Pondicherry Central University and

presently a trainee at Zenith Leisure Holidays Ltd. BANGALORE. This Questionnaire is meant for
conducting a study on the above mentioned topic as part of my internship training. Kindly give details
which would help me to fulfill the study and can help you to give more efficient services. The identity of
the respondents would not be divulged at any point of time and the outcome of the research would be
strictly used for academic purpose.

1.) NAME:
EDUCATIONAL QUALIFICATION:
DESIGNATION:
COMPANY NAME:
YEARS OF EXPERIENCE:
a) Less than 2
b) 2-4
c) 5-7
d) 7-10
e) More than 10
2.) Who are the major customers of MICE
a) Corporate Companies b) Pharmaceutical C) FMGC d) Others
3.) Do your firm does more corporate events when compared to other events?
a) Yes b) No c) Maybe
4.) For what purpose CORPORATE use M.I.C.E?
a.) Product Launch b) Sales Growth c) Brand Image
5.) Impact of CORPORATE events in rising destination brand image
a) Positive b) Negative c) Both
58
6.) What kind of positive impact do MICE have on a destination?
a) Economic b) Socio-cultural
c) Environmental d) All of the above
7.) How does MICE events help in developing destination?
a) Infrastructure Development.
b) Employment Generation
8.) Do you think local people get benefited through conducting EVENTS?
a) Yes c) No d) Maybe
9.) What is the most important factor in choosing the venue for the EVENTS?
a) Business Networking b) Total Cost c) Conference Facilities
c) Connectivity e) Accommodation f) Tourism
10.) What is Bangalore strength as a MICE destination?
a) High quality convention centers and hotels
b) Politically stable and safe city
c) Sufficient infrastructure (facilities, venues and transportation
d) Other, Specify:
11.) Considering Bangalore being a MICE destination, kindly rate the satisfaction level of
performance

*(1-strongly disagree, 2-disagree, 3-neither agree nor disagree, 4-agree, 5-strongly agree)

5 4 3 2 1

MICE facilities and lodging

Cost affordability

Service quality professionalism

Leisure and entertainment facilities

Infrastructure accessibility

12.) What should be done to improve Bangalore destination brand image through MICE events?
a.) Attract more MICE service providers in promoting Bengaluru as MICE destination.

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 b.) All the service providers should form a MICE consortium for promoting Indian cities which
includes Bengaluru.
c.) Single window clearance for MICE events should be there
13.) State the disadvantages for Bangalore’s quest to position itself as a MICE destination.
a.) Expensive: High cost in doing meeting or exhibition
b.) Overcrowded road and traffic congestion
c.) Lack of effective MICE facilities and a range of tourism strategy policy.

14.) Do you think Corporate have value from a MICE destination development?
a) Yes b) No c) Maybe
15.) What help does Corporate require for MICE from Travel agencies?
a) Car b) Venue c) Audio d) Food d) All of the above
16.) What is the most common problem that the travel agency faces while working with corporate
in MICE?
a) Event cancellation b) Off season c) Insufficient resource d) Capacity
17.) How many corporate events happen in Bangalore in a month period?
a) 30-50 b) 50-70 c) 70-100 d) 100-above
18.) Do you think such events have potentials to develop Bangalore destination brand image?
a) Yes b) No c) Maybe
19.) How would you rate INDIA as a conference destination rate on the following aspects as
compared to experience aboard?
a) Poor b) Needs improvement c) Satisfactory d) Excellent
20.) In your opinion, what are the impacts of such corporate branding through MICE tourism in
Bangalore?

Positive Impacts Negative Impacts

1.) 1.)
2.) 2.)
3.) 3.)

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