Postgraduate Researchers

PhD Research Student - School of Tourism and Hospitality Management

Project Title: "Provision of a quality, value driven, experiential product to the Association Conference market sector." 

Project Abstract:  

This research will provide an analysis of the current Business Tourism product which is offered in Ireland and in particular, the Association Conference product. The selling of the business tourism product is intricate and needs to encompass many component parts, both tangible and intangible. One of the key contributing factors in successfully selling to this market segment is the destination itself. Alongside this, many other factors will be considered in the creation of this experiential product. The Experience Economy, identified by Pine & Gilmore initially in 1999, will be evaluated in relation to the current product offering in this sector with a view to developing a true quality, value-driven experiential product for the Association Conference sector which will include important elements of technological development while also taking into consideration the European Sustainable Development Goals (SDG’s). Exploration and evaluation of current literature and theory in this area will lead the author to evaluate and design the essential elements that are key to the provision of a true experiential, authentic and unique product for this lucrative market segment.   

This mixed methods study will comprise firstly of a review of current, existing literature in the area of tourism services marketing, destination marketing and branding, business tourism and association conferences. This will include reviewing both published books, relevant book chapters and a review of relevant published academic journal articles. The sample for the primary research will consist of Destination Management Organisations (DMO’s) and Professional Conference Organisers (PCO’s) in Ireland and also Failte Ireland and Meet in Ireland to investigate their role in the attraction of business tourism to Ireland.  Primary information will also be gathered from clients who have previously held an Association Conference in Ireland. The findings of this research will aim to bridge a gap in theoretical knowledge and literature relating to the provision of true value and experience in the Association Conference sector.  It will also provide clear empirical information to suppliers of the Association Conference product and to government bodies responsible for the attraction of this segment to Ireland, to enable them to compete at a higher level for business in the international marketplace.  

Supervisors: Dr. Ruth Craggs, Dr. Gerard Dunne