MEMBERS IMAGE OF CONVENTION BUREAUS A STUDY OF GÖTEBORG CONVENTION BUREAU

Abstract

The main aim of this study was to explore the image of a convention bureau in order to find out the differences of images among its members. This study is focused on Göteborg Convention Bureau and is characterized as a case study.

A convention bureau can be seen as an organization that works on levels that represent all factors in terms of hotels, restaurants, convention facilities, tour operators, attractions, transport, retail and commercial attractions, all of great importance to visitors in a city. Convention bureaus are dependent on financial resources in order to persue their business operations. Members will not support convention bureaus with funding unless they get something in return, therfore it is vital for convention bureaus to have a succesful image.

An explanation of image is how society percieves an organization to be. When the image is the outside view of the organization; the identity is the organization’s view of themselves. A mis-match between identity and image can harm the “health” of the convention bureau, which can create a “schizophrenic” organization where inner and outer images are in conflict. A strategy commonly used among many convention bureaus worldwide is the use of the largest convention halls and the largest hotels in a city. Furthermore, the attractiveness of a potential meeting city can be measured in number of establishments, for example hotel rooms and restaurants, which are within walking distance. Can these factors of size and location lead to differences in members image?

This thesis has investigated what image the members of a convention bureau have. Furthermore, the relation between the image and identity of a convention bureau has been studied. Finally, differences in members image has been interpreted. The results show, that the members’ image of a convention bureau is overall positive and the match between the image and the identity is almost perfect, in relation to the case study of Göteborg Convention Bureau. The discrepancy between the image and identity in Göteborg Convention Bureau’s case was that they viewed themselves as neutral, but the members perceived them as more partial. Furthermore, the results showed a difference in members image related to size and location of members’ establishments. The large establishments and those located in the city centre had a more positive image than the small establishments and those located outside the city centre respectively.