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01Jan '10

Developing a Convention and Event Management Curriculum in Asia: Using Blue Ocean Strategy and Co-Creation…

Journal of Convention & Event Tourism

Theme: Ex-ante application of blue ocean strategy for developing a degree program in convention and event management in Asia that stands apart from parallel curricula in the West. In so doing, external stakeholders were involved in the blue ocean strategic process to engender buy-in, following the logic of co-creation.

Summary: This paper discusses how the concept of blue ocean strategy was employed in designing the curriculum for a graduate degree program in convention and event management at the School of Hotel and Tourism Management in Hong Kong. The blue ocean strategic process was specifically instituted to address the need for developing a new program curriculum from scratch for Asia, rather than mirroring one of many established degree programs or majors in the West. In doing so, co-creation logic was employed to engender solid buy-in by involving major industry stakeholders, including representatives from corporate meetings, exhibition organizers, service contractors, tourism commission and bureau officials, convention venue operators, hotel sales, and related media. By applying blue ocean strategy in co-creation sessions, academic participants collaborated and shared knowledge with market participants, thereby building strong industry support into the new program. The authors suggest the involvement of the major stakeholders increases the likelihood of success of the program, as it connects customers (hospitality employers) to the program’s ultimate product – its graduates.

Reference: Jones, David L. “Developing a Convention and Event Management Curriculum in Asia: Using Blue Ocean Strategy and Co-Creation with Industry.” Journal of Convention & Event Tourism 11 (2010): 154-158.
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