Pelaksanaan Bauran Pemasaran Meeting Incentive Conference Exhibition Di Bali Nusa Dua Convention Center

Abstract

Nowadays travel is not only for leisure time but it is also for business purposes, such as Meetings, Incentives, Conventions and Exhibitions (MICE) activity. The MICE activity is a form of tourism travel in which groups of people, usually plan well in advance for a particular purpose. The industry of MICE is growing rapidly and this results in an intensified competition among the event venues that are keen to attract more meetings and conventions. Challenges and trends of convention centers are faced by the Bali Nusa Dua Convention Centre (BNDCC). It is because of an increased number of venues and meeting space. This research uses descriptive qualitative analysis. Data were collected through interviews, observation, and documentation of the product, price, place, promotion, process, people and physical evidence as 7P marketing mix of BNDCC. The collected data were then analyzed and evaluated according to the 7P marketing mix and select the improvements which can be done. The conclusion of this research is the 7P marketing mix used in the events section of BNDCC is good. There is one element, people, as part of the marketing mix, which is limited. Improvements can be done by improving sales team performance. The team is important to communicate the product and meet the individual needs of the person experiencing it. Keywords: MICE Industry, Marketing Mix, Event Venue, Convention Center