chapter  3
The Marketing Environment for Venues Introduction The growth in the supply of conference venues The changing design of conference venues Conference venues’ use of technology Conference venues and the environment Summary Review and discussion questions Sources
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Summary of Chapter Contents This chapter looks at a number of key issues and current trends impacting the marketing of conference venues.

The chapter covers:

■ The growth in the supply of conference venues ■ The changing design of conference venues ■ Conference venues’ use of technology ■ Conference venues and the environment

It includes case studies on:

■ Gaylord Palms Resort and Convention Centre ■ The environmental management system of Tampere Hall

Learning Outcomes On completion of this chapter, you should be able to:

■ appreciate the reasons for the current increase in the supply of conference venues ■ discuss the contention that there is an over-supply of conference venues ■ understand the technological innovations that venues are using ■ understand the measures being taken by some venues to minimize their negative

impacts on the environment

Introduction Just as those responsible for marketing destinations must understand and respond to important changes in the marketing environment over which they have little or no control, so too must the marketing staff of individual conference venues be aware of the various opportunities and threats created by changes in the context within which they operate. Some of these changes are slow and gradual, reflecting subtle variations in society as a whole; others, such as new laws and technological innovations, are more rapid in their impacts. But the fact remains that businesses and organizations that are slow to respond to changed conditions can quickly lose their competitive advantage in the market.