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Case Studies

Aurance Incentive Tour

above)Aurance Incentive Chimaek Party / below)Aurance Incentive General Assembly in Songdo Convensia

Date : March 27- April 2, 2016
Venue : Seoul and Incheon
Organizer : Aurance (China)
Attendance : 5,295 People

Chinese Cosmetic Group Company, Aurance, made Korea their ultimate party destination and rewarded their employees with a chicken and beer feast in Wolmido Island, Incheon. After a successful hosting of their annual convention at Songdo ConvensiA, the group began their tour in Seoul and Incheon. The Aurance employees visited Incheon University and Wolmido Island, and replenished with delicious meals at China Town. The group also made sure to visit some of Korea’s iconic landmarks including Gwanghwamun, Changdeokgung palace, Cheongyecheon stream, 63 building, and more. The tour would not be complete without a trip to Myeondong and HDC Shilla Duty Free Shop for some Korean shopping experience.

Amway China Incentive Tour 2014

Visit the Amway People's Republic of China Group in South Korea, Yeosu Expo Digital Gallery caliber appearance.

Date : May 23-June 14, 2014
Venue : Jeju Seongsan Ilchulbong, Busan Cinema Center, Yeosu Expo Digital Gallery
Organizer :Amway China
Attendance :17,556 participants

Historically, Amway China Incentive group has been the largest scale group to visit Korea ever since when Baojian incentive group's visiting in 2011. They visited Korea 6 separate times by cruise, stopping by Jeju, Busan, and Yeosu in order and they traveled unique venue such as Seongsan Ilchulbong and Yeosu Expo Digital Gallery so that fully satisfied. Especially, 2nd group members who are composed of young adults, future of Amway China held unique a K-pop theme party in Busan Cinema Center.

Footprints of the Bid for the Amway China Incentive Group

  1. KTO has been supporting Amway China incentive group tour since 2007. Eventually, Busan selected as an incentive tour destination in 2009 but it was miscarried because Taiwan Government attracted Amway to vitist Taiwan and they accepted it to improve relations between two countries. Having inviting decision-makers and making numerous sales call since the end of 2010, KTO persistently attracted visitors so that Korea-Japan was decided to be an incentive tour destination at 2014. Later on, under the influence of territorial dispute between China and Japan it almost fail to host the tour. KTO, however, successfully changed crisis to an opportunity to change the hosting country only to Korea.

Result

  1. 1. Historically, KTO supported the largest incentive tour group to visit Korea

    2. KTO improved much more satisfaction than any other incentive tour participants

    - supporting previous exploration travel expenses to Amway manager

    - offering customized service

    3. KTO built private-Government cooperative network

    - cooperative marketing between KTO and local government

    - strengthening the competition of Travel Agency

    - expanding participation of communities and related institutions

    4. KTO contributed to revival local economy

    - using regional facilities and environment as an unique venue

    - recruiting small merchants and local university students

    - maximizing the promotional effects of regional tourist attractions

Baojian Incentive 2011

Picture people sitting in the conference by taking part in Baojian Incentive 2011

Date : Sep 13-26, 2011
Venue : Jeju Island & ICC(International Convention Center) JEJU
Organizer : Baojian
Attendance :11,200 Participants

Korea saw its largest tourist group in its history in 2011, with nearly 11,000 Chinese visitors traveling to the Seoul and Jeju Island in September. The record-setting tour group was made up of employees of Baojian, a Chinese direct sales company for health care products, after the firm signed an agreement with Korea in June. The 10,789 Baojian employees who recorded excellent sales in 2010 were divided into eight tour groups and rewarded with Korea tour over the September Baojian has been sending its employees on reward trips since 2005, including 9,800 tourists to Taiwan in 2009. Winning the bid for the Baojian incentive group was the result of years of systemic collaboration of related organization and groups both domestic and overseas since 2009 and it was especially meaning as the Chinese tourism market is one of Korea's top segments.

Footprints of the Bid for the Baojian incentive group

  1. 2009
    1. March: LOI to host Baojian incentive travel was sent and confirmed
    2. August 26: Beijing Office worked with CITS MICE on proposal to Baojian
    3. September: Baojian's CEO accepted invitation by KTO to Korea
    4. September 27: Beijing Office and CITS MICE appointed Korea as the 2011 incentive destination for Baojian
    5. October 1: 7 Personnels from Baojian visited Korea
  2. 2010
    1. March: LOI to host Baojian incentive travel was sent and confirmed
    2. August 26: Beijing Office worked with CITS MICE on proposal to Baojian
    3. September: Baojian's CEO accepted invitation by KTO to Korea
    4. September 27: Beijing Office and CITS MICE appointed Korea as the 2011 incentive destination for Baojian
    5. October 1: 7 Personnels from Baojian visited Korea
  3. 2011
    1. February : Visa application simplified
    2. April : Baojian's 1st Site Inspection
    3. May : Baojian 2nd Site Inspection
  4. Result
    1. Outcome – Increase in Satisfaction, Lasting Impression

      A Satisfaction Measure Survey was conducted amongst Baojian incentive tour participants regarding their visit including immigration process, accommodation, food, shopping and the attractiveness of Korea as a tourist destination and it was found that these participants had 15% higher satisfaction rate than those of regular Chinese Tourists. Furthermore, there was a notable economic impact and promotion benefit through such tours. Korea will further its efforts to attract large incentive tours with the best, customized service and support.

Herbalife University in 2011

Picture people sitting in the conference by taking part in Herbalife University in 2011

Date : September 16-18, 2011
Venue : KINTEX, Gyeonggi-do
Organizer : Herbalife
Attendance : 15,000 (8,000 foreigners)

This tour by Herbalife University in 2011 helped to put Gyeonggi on the map as a top convention destination Approximately 15,000 people participated in the 2011 Herbal Life University meeting which included 8,000 foreign nationals. It led to an economic impact of direct consumption expenditure of about 22.9 billion KRW (participants of the international conference spent about 2,488 USD per person), production inducement of 41.2 billion KRW (applying U$19,904,000)x1.8021(Production inducement multiplier), resulting in sum of 64.1 billion KRW proving its large scale in numbers. (Calculated based on: International Conference on the Study of Economic Impact Analysis, 2008). The success of the event allowed Gyeonggi-province to position itself as an ideal MICE destination.