COMPETITIVENESS OF SINGAPORE INTERNATIONAL CONVENTION & EXHIBITION CENTRE (SICEC) IN THE ASIAN CONVENTION & EXHIBITION INDUSTRY - A STUDY OF CLIENT'S PREFERENCE

Abstract

Asia is becoming a popular venue for international conventions and exhibitions. Singapore has been known to be the best meeting destination in the region but other Asian countries are fast catching up. Economic progress, improved facilities and strong government support have greatly enhanced the competence of many developing countries as hosts of international events. This study examines the qualities of a good convention/exhibition centre by using a case study of the Singapore International Convention and Exhibition Centre (SICEC). The findings indicated that a centre's ability to understand clients' needs and whether it surpasses its competitors in addressing these needs help determine its competitive edge. Maintaining its competitive edge and developing new market niches will ensure a centre's stronghold in the industry. Clients' selection criteria was ascertained by conducting a survey on local conventioneers, exhibitors and event planners. The analysis of SICEC and other major convention/exhibition centres in Asia has shown the former's advantages and strengths over its regional counterparts. SICEC suitably addressees the primary concerns of clients' such as proximity to hotels, location near the Central Business District, good quality floor space, as well as availability of restaurants, shopping amenities and entertainment.