UTAR Faculty of Business and Finance (FBF) Department of Marketing organised a field trip to the Penang Convention and Exhibition Bureau (PCEB) on 11 July 2023. Initiated by Dr Anthony Tee Mooi Kwong from FBF, the field trip was organised for students of Bachelor of Business Administration (Honours) Tourism Destination Marketing.

The objective of the field visit was to offer students practical industry knowledge and firsthand experience in event tourism management and marketing. It also aimed to provide experiential learning opportunities for students to gain a comprehensive understanding of the event management industry, appreciate the community’s significance, and gain insights into their own skills, interests, passions, and values. Additionally, the field visit created avenues for students to collaborate with diverse organisations and individuals, fostering valuable partnerships in the field.

During the field trip, students had the opportunity to attend a talk conducted by Siti Sarah Ismail, the head of Sales and Marketing at PCEB, with assistance from her colleagues, namely Grace Ng and Carenne Loh. The talk covered PCEB’s roles and responsibilities, focusing on the process of bringing major events to Penang and Malaysia as a whole. The presentation included topics such as bidding planning, event collaboration, market intelligence, competitor analysis, and stakeholder coordination.

Students actively participated in the session, introducing themselves, engaging in a Q&A session, and mingling with the presenters during a tea break. The presenters also provided their personal contact information, encouraging students to reach out to them. In addition, students had the opportunity to meet Ashwin Gunasekeran, the CEO of PCEB, and Terry Teoh, the Marketing and Communication manager, further enhancing their networking experience.

Dr Tee explained, “Field trips offer valuable opportunities to integrate real-world experiences into academic courses, whether through visits to relevant locations or project-based fieldwork. These experiences not only bridge the gap between academia, industry, and the community but also foster student bonding and enhance their level of engagement and interaction within the course.” He added, “By providing opportunities for students to apply and reflect upon theoretical concepts, field trips encourage active participation and exploration of course material. In the field of tourism, incorporating site visits and fieldwork components into the course is particularly beneficial, as it promotes experiential learning, interdisciplinary engagement, and knowledge exchange with the industry and local community.

Through experiential learning, students gained valuable industry knowledge and practical skills in event tourism management and marketing. They have developed a broader perspective of the event management world, as well as an appreciation for the community and the tourism industry as a whole. This hands-on experience has provided insights into their own skills, interests, passions, and values, while also offering opportunities to collaborate with diverse organisations and individuals in tourism destination marketing. The field visit to George Town, a UNESCO World Heritage site, has allowed students to witness firsthand how various elements of tourism operate in a real-life setting, complementing their classroom learning. Furthermore, students have discovered a wide range of career paths in the business and event tourism sectors, with ample internship opportunities available through PCEB upon request.

The field trip, in the opinion of every student, was extremely relevant to the course. The presentation given by PCEB was assessed as excellent, with 60% of the attendees describing it as insightful and the remaining 40% describing it as thoughtful and informative. All of the students who took part in this field trip felt that it was crucial to promote experiential learning by having them interact with professionals in the tourist industry. They also wished to see more trips that promote experiential learning organised.

In addition, the students wanted to attend the training that PCEB planned on event business management.  In order to be proficient in commercial event management, 60% of the students who took part in the field trip expressed an interest in earning professional certification in event management from professional organisations.

Moving forward, PCEB plans to invite UTAR students to participate in Business Event workshops, providing them with further opportunities to enhance their knowledge and skills in the field. There is also potential for research collaboration in the areas of business and event tourism. Additionally, PCEB can accommodate more experiential learning trips to facilitate hands-on learning experiences for students. Furthermore, there is an opportunity to develop certification programmes in partnership with Professional Event Organisations and Professional Conference Organisations. As part of their commitment to supporting students, PCEB offers internship opportunities with a monthly allowance, providing practical exposure and valuable industry experience.

Established in 2016, PCEB is dedicated to developing the Business Events and MICE industry in Penang. PCEB strives to position Penang as the preferred destination for Business Events in the region. With its UNESCO heritage, diverse multicultural society, modern facilities, and captivating natural attractions, Penang offers a unique tropical experience. PCEB acts as the central hub for coordinating all Business Events activities in Penang, providing expert assistance to organisations and event planners throughout the planning process. Collaborating with industry professionals, hotels, convention centres, and distinctive venues, PCEB ensures the seamless execution and success of each event. By enhancing the experience of Business Events clients and boosting the local Meeting Incentive Convention & Exhibition (MICE) economy, PCEB aims to maximise the positive economic impact in Penang.

The MICE industry in Malaysia plays a crucial role in the hospitality and tourism sector, encompassing professional events such as meetings, incentives, conferences, and exhibitions. The government, associations, and industry players in Malaysia are collaborating to support the recovery and long-term goals of international organisers and planners. This includes incentive support, safety certifications, enhanced accessibility, and sustainability programmes.