Proposal of International Conference Promotion: Destination Branding and Risk Management by a Network of Conference Centres

  • Mayumi J. Hikita
  • Hiroshi G. Okuno


International conferences promotion is critical towards a tourism nation because of positive economic effects. This chapter advocates that Japanese destination branding should rely on ‘safe and secure country’. This idea has become more important recently for risk management against event cancellation and general liability and B2B aspect of conference promotion. The proposed strategy is twofold. International conference centres instead of conference organisers should take out insurance as risk management and form a two-layered network, regional and national, to avoid event cancellation. Destination branding is further enhanced by specialising conferences in a particular domain like a successful case of Kobe City.


Conference destination branding Conference insurance International conference promotion Risk management Strategy of specialisation Two-layered network of conference centres 



The authors acknowledge Prof. Katsuji Ishihara and Dr. Satoko Suzuki of the Graduate School of Management, Kyoto University, for helpful comments on earlier draft and for valuable comments and suggestions to destination branding, respectively.


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Copyright information

© Springer Japan 2014

Authors and Affiliations

  1. 1.Graduate School of ManagementKyoto UniversityKyotoJapan
  2. 2.Graduate School of InformaticsKyoto UniversityKyotoJapan

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