An Investigation on two Strategic Alliances in the Business and Convention Industry: BCGA and FCCI
An Investigation on two Strategic Alliances in the Business and Convention Industry: BCGA and FCCI

Summary/Abstract: Alliances in the convention industry are created in order to benefit its group members. Knowing the goals of the alliance are ‘in sync’ with the individual member’s expectations is fruitful for an effective partnership. This research investigated two alliances, Best Cities Global Alliance (BCGA), an older and more established alliance, and Future Convention Cities Initiative (FCCI), a newly established alliance, to determine how their members’ goals compare to the alliances’ stated goals. Four areas investigated were: research aim, customer attendance, membership concern, and local area benefit. All fifteen city representatives in the two alliances, as well as the two executive directors, were surveyed. Wang and Xiang’s (2007) theoretical framework on Collaborative Destination Marketing is used as a guide. FCCI, being in the beginning stage of this theoretical framework, showed highest frequency in ‘local area benefits’; BCGA, in the evaluation stage of the framework, had highest frequency for ‘customer attendance.

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