RESEARCH 1

TO CRITICALLY ANALYZE THE COMPETITION POSITION OF SHANGHAI

MEETING AND BUSINESS TOURISM PROVISION WITH A VIEW FOR
HIGHLIGHTING AVENUES FOR FURTHER SUSTAINABILITY

By Students name:

A thesis submitted to
Institutions name:
For the degree of
Name of degree:
 RESEARCH 2

Abstract

The thesis focuses on critically analyzing the competitive position of Shanghai meeting and
business tourism provision with a view for highlighting avenues for further sustainable
business growth. The thesis will focus on the historic, cultural, and government policies that
have played a vital role in the growth of Shanghai. Also, the changes that have taken place in
Shanghai through the three major development eras are analyzed in the thesis to provide a
critical analysis of the growth. The growth and sustainability of Shanghai as a meeting and
business tourism center are analyzed using the theories of market analysis. The theories
incorporated in the thesis are the diamond theory, resource-based view, VRIO framework,
and diffusion of innovation theory. The theories will also expound on the structure of global
meetings and events management in the industry. Additionally, the thesis will focus on the
buyers, sellers, and intermediaries who have elevated Shanghai as a business meeting city.
Furthermore, the thesis will tackle the factors that have contributed to the growth of business
tourism in Shanghai. The research methodology concentrated on qualitative and quantitative
data to answer the research objectives. The thesis will conclude by providing findings and
recommendations on the business growth sustainability of Shanghai.

Keywords: Shanghai, sustainable, business growth, tourism, meeting, resource-based view,

VRIO framework, destination branding, image, MICE, diamond theory

 RESEARCH 3

CHAPTER 1: INTRODUCTION
1.1 Background

Shanghai is positioned in a strategic location that connects two main economic areas

in China this are the Yangtze River Valley and Eastern coast. The position provided Shanghai

a base that sparked its growth into a major financial and event center. The growth of

Shanghai is attached to three periods of urbanization that have transformed the city into not

only a meeting, but also a business tourism center. The three eras have unique features that

can be categorized into distinct groups which are; the industry, population, urban growth, and

influence in the national and financial systems (Sha et al., 2014).

According to Sha et al., (2014), the first period that shaped Shanghai is the 1843 to

1949 development of Shanghai from a small town into a metropolis. The second era is the

1949 to 1990 progress of Shanghai into a city that is focused on socialist industrial. This era

brought about the advancement of Shanghai into the New China a city that was founded in

culture and modernity. The last era is 1991 to 2010 change of Shanghai into a world-class

city. The periods played a vital role in the accommodation of pertinent changes while

incorporating westernization in the improvement of the city of Shanghai.

The evolution of Shanghai through the three eras is centered on the Urban marketing

scholars from the European school of thought. The grouping of the term city as a product

provides an opportunity for designing the cities to meet the developing needs of an urban

town. The urban needs include infrastructure, urban tourism, environment, industry, business

events among other factors. The most outstanding summarization of the term city marketing

is that is a definite planning activities, with a purpose to enhance the relative market position

that a city occupies in certain activities (Rong & Jing, 2010). In the paper the analysis is on

the market position of Shanghai as a meeting and business tourism center.

 RESEARCH 4

Based on Wu, (2008), the first era of development in Shanghai was marked by the

entrance of the British and the French in the era. The two colonial powers worked to develop

the city as a financial center for the Far East during the 1920s to 1930s. The period is referred

to as the Golden Era of modern Shanghai it provided the city a stepping stone to the city.

Shanghai developed at a time when various large urban cities in the West were developing.

The population and economic performance of the town simulated to those in the West but the

external forces of trade played a vital role in shaping the progression of the town.

The second era occurred with the development of New China in 1949. The city

managed to develop itself as a manufacturing and industrialization center. Shanghai transition

was from a consumer to a production system was done with well-structured urban planning

designs. The influx of people in the city resulted in overpopulation of the city which diluted

its position as an attraction center for the outside world. The city still had economic potential

but the large number of people became a problem. The city began experiencing challenges in

sanitation and better housing which resulted in Shanghai being ranked among the cities with

the worst living conditions in China (Zheng, 2011).

The situation affected the major players in the city marking the beginning of the third

era that resulted in the creation of a world class city. The Chinese open door policy of 1978

provided an opportunity for the development of Shanghai into the urban modern city. The

policy attracted local and foreign investors in injecting capital into the development of the

city (Sun, 2013). The architecture that was involved expanded the towns in the Yangtze River

and Shanghai Pudong to accommodate the development of the city. The infusion of

technology and financial resources resulted in the development of the area into modern

financial, trade and tourism centers. The part of Shanghai Pudong was launched in 1991 as an

economic hub (Du & Huang, 2014).

 RESEARCH 5

The development of the city was centered on two policies which will be discussed

intensively in the paper. As Shanghai grew there was a need to come up with a

comprehensive plan to ensure that the city will have a wholesome development. The

comprehensive plan of Shanghai of 1999-2020 was developed to guide the growth of the city.

The plan has been central in the development of Shanghai in to an international meeting and

tourism center (Morais, 2016).

The growth of Shanghai was centered on city marketing to accommodate the global

changes that were taking place. Economic progression in the world was as a result of free

flow of different production factors in the global arena, competition between cities for the

limited resources from a regional or international perspective. In the end of the 20th century

there was a decline in some of the major cities in the world as they entered periods of

recession (Rong, & Jing, 2010). The aspect provided a fertile ground for the development of

new cities with new historical and cultural attraction to draw in tourists and business people.

Moreover, the open policy marked the tourism development in China to be precise

international tourism since the 1980s. There is a lot of evidence that point to tourism sector

being a central contributor of the development of the economy of Shanghai and China in its

entirety. In the period between 1982and 2000 the international tourists increased to 14.75%

and the earnings grew by 18.72%. Shanghai being one of the cities that benefited from the

earnings (Chyi-lyi et al., 2003).

1.2 Statement of the problem

According to Xie et al., (2009), Shanghai has placed a lot of effort in the construction

of the convention and exhibition tourism. This is the reason the nation has managed to attract

a lot of global meetings to the nation. The event tourism is a booming business and is being

embraced in different parts of the world. The world is changing rapidly with the infusion of
 RESEARCH 6

technological and architectural inventions. The aspect does contribute to the evolution of the

different cities in the world with the injection of capital from the different business processes.

The knowledge of change sparks the interest in determining whether Shanghai has the

potential of continuing its competitive position as a meeting and business tourism destination.

Additionally, growth is pertinent to any city that wants to maintain its competitive position as

the destination for business tourism and meeting. The paper seeks to explore if the city of

Shanghai has the capacity to accommodate growth and evolution to enable it to maintain its

position as a competitive destination.

1.3 Purpose of the study

To critically analyze the competition position of Shanghai meeting and business

tourism provision with a view for highlight avenues for further sustainable business growth.

First, what has the historical perspective contributed to the development of Shanghai?

Second, what role has the government played in the positioning of the city in the global

arena? Thirdly, how the geographical and culture of Shanghai promote its position as a

meeting and tourism center? Lastly, what are the avenues for Shanghais business growth

sustainability?

1.4 Research Objectives

To determine the historical perspectives that contributed to the development of

Shanghai

To determine the role that the government played in the positioning of the city in the

global arena

To identify the avenues for Shanghais business and tourism growth sustainability

To evaluate the geographical and culture of Shanghai that promote it as a meeting and

tourism location
 RESEARCH 7

1.5 Theoretical Concern

The theoretical perspective is based on analyzing the theory of markets on the

concepts of sustainability and competitiveness. The theories discussed are diamond theory on

sustainable competitive advantage, resource-based view, VRIO framework, and diffusion

innovation theory. The theories focus on evaluating the competitive position of Shanghai

meeting and business tourism provision with a view for highlighting avenues for further

sustainability.

1.6 Distinction of the study

This study is different from other studies due to the following reasons: Firstly, it does

focus on the role of history and culture in shaping the modern Shanghai and enhancing its

attraction in the global arena. Secondly, the study seeks to explore the role of the government

in terms of policy change and event marketing of the town. The Open-Door policy sparked

the changes in Shanghai but the paper will focus on other governmental policies. The policy

will provide clarity on the manner in which Shanghai managed to open itself up to the world

as a meeting and tourism center.

Thirdly, the paper focuses on city and event marketing in promoting the competitive

position and enhancing the sustainability of Shanghai. Shanghai occupies a competitive

position that is enjoyed by Dubai and Istanbul as business and tourism regions. Moreover,

despite the fact that the previous studies have focused on this issues. This study combines all

the three aspects into one paper and evaluates the relative importance of each of the factors in

enhancing the competitive position of Shanghai as a meeting and tourism location.

 RESEARCH 8

1.7 Value of the study

The study will be of importance to tourist and business people selecting a suitable

place for meeting and leisure. Furthermore, the business people will have an opportunity to

identify the strategic places that they can invest in Shanghai. Researchers and academicians

will use the information as a basis for further interrogation of literature. Event organizers will

use the study for benchmarking when selecting strategic destinations Policy makers in

different countries will use the information for infrastructural and technology development to

enhance their cities. Additionally, the government and other policy stakeholders will utilize

the information for a basic legislation and regulatory framework.

1.8 Organization of the study

Apart from the chapter one introduction, the dissertation will have six more chapters.

Chapter two will focus on the theoretical frameworks that will support the research

objectives. Firstly, it introduces the theories that focus on the development of business

tourism and development of Shanghai as a city.

On the other hand, chapter three will focus on the research methodology. It will tackle

the research design and data collection methods that will be used in the study. The section

will also explain the data analysis process that will be used to ensure that the research

questions are fully satisfied. Contrariwise, chapter four will focus on the analysis of the

findings from the secondary data analyzed in chapter three. The findings and discussions will

focus on answering the research questions presented in the introduction section of the

dissertation. Finally, chapter five is the last chapter that focuses on the summary of the entire

dissertation. It also entails the recommendations and challenges encountered in conducting

 RESEARCH 9

CHAPTER 2: LITERATURE REVIEW

2.1 Theoretical Foundations of the study

The conceptual perspective of the study is based on the theories that will be discussed

below. The theories are based on different research conducted by various researches. They

expound on the aspect of market competitiveness and sustainability with respect to the case

of Shanghai.

2.2 MICE Events

The MICE events is an acronym for meetings, incentives, conventions, and

exhibitions. According to Jayswal (2008), the events play a vital role in the creation of the

image of the place as an attractive destination. Events in simple terms refers to the tangible

resources that are organized in an area. The events are the tools that are used to stimulate the

influx of visitors or investors to particular destinations. In the research study, the focus on

ensuring that Shanghai is able to competitively position itself as a tourism and business

avenue. The events in this case are the business and tourism. Proper organization of events

enhances the attractiveness of the area. Proper organization delves into the destination image,

branding, positioning, and the management of crowds. Crowd management elevates the allure

of an area as it reduces the strain on the infrastructure of the place (Candera, 2014).

2.3Destination positioning

Positioning of a destination focuses on the formulation and maintenance of distinctive

differences that elevate its level when compared to competitors. The positioning falls into two

categories which are comprehending the preferences of the selected market and the attributes

of products or services that competitors are providing the market (Teodrovic & Popesku,

2011).
 RESEARCH 10

In the article Positioning a Tourism Destination to Gain a Competitive Edge by

Harsha, (2005), indicates that there are four strategies that play a central role in positioning.

They include: market, objective, subjective, and psychological positioning. The strategies are

linked to positioning based on application, price, value, consumers, product, vis--vis

competitors. When it comes to positioning it is also important to factor in the target market

and the competitors. This helps to elevate the desirability of a destination as a tourist or

business center (Ashworth & Kavaratzis, 2010).

According to Lovelock (1991), developed a framework that dealt with positioning. He

stipulated that there are 3 strategies that elevate positioning. They are market, internal, and

competitor analysis. Positioning focuses on the development and communication of the main

attributes. The communication of the main attributes focuses on branding of a destination.

Branding is a marketing tool that is pertinent in the contemporary world. The tool enhances

the identity and image of an area which elevates the political and economy level. Destination

branding makes it easy to distinguish one area from another. It focuses on the resources that

bring awareness and identification to the customers or stakeholders (Morgan et al., 2004).

A number of researchers have tackled the issue of destination positioning with respect

to branding and provided varying perspective. Caldwell & Freire (2004), focused on Brand

Box model in tackling the destination context, brand loyalty (Oppermann, 2000), brand

equity from customer perspective (Konecnik & Gartner, 2007), brand communication (Pitt et

al., 2007), and finally brand personality scale (Ekinci & Hosany, 2006).

Brand identity creation is also central to destination positioning and is a long-term

factor (Morgan et al., 2002). When position an area the focus is on the central values that the

place provides to the target market (Williams et al., 2004). Moreover, Nadeau et al., (2008),

indicates that branding when it comes to a nations viewpoint it is based on the beliefs and
 RESEARCH 11

analysis of the place. In the positioning of a destination the culture and historical aspects need

to be incorporated (Koneznik & Go, 2008).

Additionally, positioning is intertwined with technology, architecture, business

prospective that an area has to offer to the target market (Knox & Bickerton, 2003).

Destination positioning also proposes inclusivity of complexity, formalization and

interconnectedness. In formalization, the organization calls to its members to adhere to rules

and procedures of existing systems. Interconnectedness is the degree to which units of a

social systems links to interpersonal networks. Baskerville et al., (2012), refers to information

technology as a social system that interconnects several people in communication.

Moreover, in the positioning of a destination there are four facets that have to be dealt

with respect to the target market. They are: exclusive, concentrated, uniform, and interrelated

positioning (Florek & Janiszweska, 2007). Exclusive positioning deals with coming with

differing positioning to meet the needs of different target markets. The exclusivity promotes

uniqueness based on the needs that the customer wants to satisfy when they visit a

destination. The exclusive positioning involves the application of varying branding to meet

the needs of different market segments (Janiszewska & Insch, 2012).

Contrariwise, interrelated positioning deals with the positioning for varying target

members that are centered on a central. The common factor is what promotes an avenue as

the suitable destination for different customers. It also introduces an element of consistency

in the branding and positioning of the destination (Gilmore, 2002). On the other hand,

uniform positioning deals with ensuring that all the different groups have a single positioning.

In order for the positioning to work there is a core brand that elevates the place and the

market. The difficulty in this type of positioning is having a branding and positioning strategy

that will meet the needs of all people (Gilmore, 2002).

 RESEARCH 12

Conversely, concentrated positioning is diverse as it deals with one or many selected

target members. It goes further to focus on the designed preferences that are centered on the

unique features of an existing place. The features are then designed and marketed in a matter

to attract all target market to the destination. Each of the needs of the target market is

concentrated within the area and this increases the accessibility and attractiveness of the

destination (Florek & Janiszweska, 2007).

2.3.1 The generic strategy

The generic strategy is focused on competitive positioning of an organization. It

enables the customers to select a firms product instead of their competitors. The pressure to

achieve competitive positioning arises either internally or externally and enforces a system to

unceasingly upgrade their source of advantage in a particular sector. The pressure to upgrade

is influenced by demand from different facets. Porter, focuses on the disparities rather than

the similarities in explaining the international competiveness that is present in countries. The

three main facets of generic strategy are differentiation strategy, cost-rule strategy, and focus

strategy (Porter, 1980).

The strategies are evaluated along the strategic scope and strength when it comes to

the positioning. The two fall into demand and supply dimensions respectively. Strategic

scope focuses on the size and composition of the targeted destination while the strategic

strength looks at main competence that promulgates an area above its competitors.

The two most significant competence are differentiation and cost leadership. The cost

leadership focuses on the anticipated market share and profitability. The firms that have high

market share pursued cost leadership strategy. Contrariwise, those with the least market share

focused on segmentation strategy to ensure their penetration in the market. On the other hand,

those with low market share pursued segmentation of their markets at a minimum capacity
 RESEARCH 13

combined with profitable market niche. The organizations in the middle attained less

visibility and profitability because they lacked a sustainable generic strategy.

Segmentation strategy
Narrow market scope

Differentiation
Cost Leadership
strategy

Broad market scope

Uniqueness competency Low cost competency

The cost leadership strategy concentrates on efficiency in a saturated market. It refers

to ensuring that the products offered by a particular firm are available at low-cost when

compared to their competitors. The sustainability of the strategy depends on ensuring that the

costs are often reduced with respect to the competitors. Additionally, it focuses on ensuring

that the there is an extensive application of distribution and promotional strategy to market

the products being offered.

On the other hand, the differentiation strategy focuses on emphasizing on the unique

qualities of the products or services that are being offered by a firm. The differentiation

strategy elevates the competitive position of the firm in the market. The unique aspect are

often linked to the brand image, design, features, networking opportunities and customer

service. The differentiation strategy provides firms not only with a strategic positioning in a

competitive market but also profits. The firms have the chance to charge a high cost for their

product but still manage to get an influx of customers. Brand loyalty among the customers

ensures that competitors are derailed from easily penetrating a market. The competitors have

to spend a lot of time creating a unique feature to attract customers to their products.
 RESEARCH 14

Finally, the segmentation strategy focuses on the identification of target markets to

focus a firms attention. The strategy is also referred to as niche strategy. The narrowing of

the target market enables a firm to ensure that their efforts are geared towards efficiently

employing marketing mix. Furthermore, this provides a firm with an opportunity to achieve a

competitive position and advantage in the market.

2.3.2 Diamond theory on sustainable competitive advantage

In modern world urban planning of cities focuses on two aspects. The first one is in

ensuring that it is sustainable to support the population and the series of activities taking

place. The second one is that the city is competitive when ranked against the other cities in

the world. In competitive advantage. The Diamond theory is a model that focuses on pressure

sparking an upgrade in a particular system. The pressure arises either internally or externally

and enforces a system to unceasingly upgrade their source of advantage in a particular sector.

The pressure to upgrade is influenced by demand from different facets (Porter, 1980). Porter,

focuses on the disparities rather than the similarities in explaining the international

competiveness that is present in countries. The model presents four regional advantages that

are central in competitiveness they are firm strategy and rivalry, demand conditions, related

and supporting industries, and factor input (Porter, 2003).

According to Porter (2004), the firm strategy deals with the competition that is present

in the home market that propels innovation and upgrades. The presence of a lot of

competition in the home market creates rivalry that leads to incessant improvements. The

improvements not only enhance the competitiveness, but also the sustainability.

2.4 Destination Internal Analysis

The internal environment evaluation pinpoints the factors that may directly impact

and influence the positioning of a destination in the market. The internal analysis focuses on
 RESEARCH 15

the evaluation of the resources and culture that promotes the success of a destination. The

destination being promoted falls into different categories which are business, tourism,

education among others (Formisano & Roger, 2003). The resource based theory plays a vital

role in the evaluation of the pull and push factors that elevate the position of a destination

with respect to its competitors.

2.4.1 The Resource-based Theory

In the analyzing the competitiveness and sustainability of a market. The theory of

Resource Based View (RBV) complements the competitive advantage theory. The theory of

competitive advantage was developed by Wernerfelt (1984) and it focused on utilization of

the resources that the firm gets to develop a product market strategy. According to the theory

the resources of a firm are vital when it comes to enabling an organization to develop

competitive advantages in actualizing their product market strategies (Barney, 2001).

The value creating strategy that is unique to an organization when compared to its

competitors provides it with an advantage in the market. The formulation of a value strategy

that is hard to duplicate places the organization at a competitive platform (Barney, 1991). The

resource based view was developed in the 1980s and 1990s and the supporters of the theory

suggest that an organization needs to focus on sources of competitive advantage internally

instead of the external environment. The RBV purports that it is beneficial for an

organization to exploit their external resources and opportunities in a new manner instead of

acquiring new opportunity.

The two major types of resources in the RBV model are intangible and tangible.

Tangible resources refer to the physical attributes that are present in the market and have

minimal advantage to the firm as the competitors can easily acquire them. Contrariwise,

intangible focus on all the other resources that are nonphysical. The reason that they are a

source of competitive advantage is because it is hard for firms to acquire them. The
 RESEARCH 16

assumptions that RBV holds is that the resources should be heterogeneous and immobile for

them to gain a competitive advantage in the market (Lin & Wu, 2014).

2.4.2 VRIO Framework

The heterogeneous resources that the company has acquired from RBV an

organization needs to maintain it. Based on Barney (1991), the VRIO framework deals with

valuable, rare, expensive to imitate and one that cannot be substituted. The capabilities

compounded with the resources that answer yes to the question are resources valuable, rare,

expensive to imitate and sustainable are an indication of sustainable competitive advantages.

In the destination analysis perspectives demarcates the tangible and intangible

resources into push and pull factors. The pull factors that attract customers into a destination

are culture, peace and stability, geographical closeness to the market, service availability,

affordability, markets accessibility, government policies and constructive market image

(Weaver & Lawton, 2002). On the other hand, the push factors are economic structure,

features of the environment, the social organization, capitalist policies among others.

2.5 Destination Image creation and building

The focus on the destination image notion began in the 1970s when a researcher Hunt

(1975) focused on the importance of image in the creation of a tourist destination. A number

of researchers have focused on the topic which has led to varied definition of the term. Based

on Crompton (1979), destination image refers to a concept that deals with ideas, beliefs, and

marks that a destination poses. On the other hand, Fridgen (1987), defined the term as a

mental perspective of a place that is intangible but attracts the customer.

Contrariwise, destination image is the viewpoint of product that is created through a

certain time by incorporating different facets of information and resources (Tasci & Gartner,

2007). A number of school of thoughts have been proposed to explain the destination image
 RESEARCH 17

categories they are receiver-image, transmitted image, focus of image, and construed image

(Balmer & Greyser 2003).

Moreover, the concept of destination image deals with cognitive and affective

dimensions. The cognitive aspect focuses on the knowledge and beliefs that are linked to the

physical characteristics of a place. Conversely, affective aspect deals with the assessment of

the emotions linked to the environment (Baloglu & McClearly, 1999). Image creation is

attributed to ensuring that all the resources required in the elevation of a destination are

factored in the marketing of the place. On the other hand, image building deals with the

promotional activities that ensure the competitiveness of a destination is achieved.

The destination image creation and building is also based on two perspectives which

are the demand and supply side viewpoints. The demand side is inclined to the image creation

while the supply side is the image building (Govers et al., 2007). The supply side deals with

ensuring that the destination has factors that will attract the customers to the selected

destination. It focuses on market promotional activities. The demand side attracts business

people, customers, tourists, investors, scholars among other people (Gartner & Ruzzier, 2011)

INDIVIDUAL DESTINATION INDUCEMENT

FACTORS IMAGE
FACTORS
Psychological Cognitive
Information
Social Affective
sources

Distribution

DEMAND
RECEIVERS
SUPPLY-ASPECT
Image creation
Image building
Perceived image
Desired image Induced image

Organic image
 RESEARCH 18

CHAPTER 3: RESEARCH METHODOLOGY

3.1 Introduction

The dissertation aims to critically analyze the competition position of shanghai

meeting and business tourism provision with a view for highlighting avenues for further

sustainable business growth. This chapter focuses on providing information on the research

design and data collection methods that will be used in the study. The section also explains

the data analysis process that will be used to ensure that the research questions are fully

satisfied.

3.3 Research Approach

On the other hand, the mixed methodology approach will complement the content

analysis. The data will be extracted from the survey questionnaires and will be analyzed

based on the research questions. Descriptive statistical technique will be used to tackle the

quantitative aspect of the research. The techniques include percentages, standard deviation,

and Chi-squares. The percentage method is used to indicate the varying responses provided

by respondents. Additionally, data can easily be presented in a graphical, tabular, and

pictorial manner (Hiew, 2015). This makes it easier for the people reading the analysis to be

able to make conclusive assessment of the competitiveness of Shanghai as a business and

tourism destination in the long term.

3.2 Secondary Research

In secondary research process, the data collection process is focused on the previously

conducted research. The research process focuses on the accuracy, date of publication,

number of reviews from other scholars among other factors to ensure that the data being used

in the research process is authentic. In the research process the data will be acquired from the
 RESEARCH 19

books and journal articles that are present on the online and physical libraries. The

information collected will be guided by the research questions and objectives.

Moreover, the journals are pertinent to the research study as they are considered more

credible. They have undergone a tougher analysis to ensure they are authentic before the

publication process. Books are also used because they have been compounded after an

intensive research by the authors on a particular field that is relevant to the research process.

Finally, the information from the websites will also be used to complement the research

process but credible website will be used. The criteria that will be used is that they have to be

company or government website dealing in the sector of business or tourism in Shanghai. The

end result is that the quality of the data will be enhanced resulting in authentic and reliable

findings.

3.2.1 Choice of research design

The research design that will be employed is the mixed research design. The reason

for selecting the design is because it employs the quantitative and qualitative techniques in

the analysis that ensures that conclusive information is provided. The quantitative research

will be used in the primary research design while the qualitative approach will mainly be

used in the secondary research process. Qualitative research technique is wholesome in its

approach which complements the quantitative research technique that often collects limited

information (Hair et al., 2011).

The use of both qualitative and quantitative method enhances the authenticity of the

data that has been collected. The quantitative technique enables the provision of the behavior,

preferences, attitudes of the people that visit Shanghai either as tourists or business people.

Moreover, the destination promotional activities will also be evaluated using the quantitative
 RESEARCH 20

technique. On the other hand, the qualitative technique will focus on the positioning and

branding of Shanghai as destination center in the research process.

3.2.2 Construction of research design

Content Analysis

Content analysis refers to the process of carrying out inferences through observations

of items, things, or objects with respect to the research process. According to Jennings,

(2010), the approach will ensure that the meaning is able to be conclusively interpreted based

on the context of the research. The approach also allows the establishment of an equilibrium

between the data interpretation and description in the findings.

Documentary Approach

The documentary approach will be used in evaluating the secondary data research.

The approach tackles the qualitative technique that will evaluate earlier research on the topic.

It entails the evaluation and review of documents. The approach is beneficial because it is

non-intrusive. Additionally, it provides a wider scope of analysis that ensures that all aspects

of the research are tackled. Lastly, the approach is affordable because most of the peer

reviewed and scholarly articles can be accessed in public domains (Bowen, 2009).

3.2.3 Sampling (Inclusion/Exclusion Criteria)

Inclusion Criteria

Inclusion criteria refers to a number of predetermined attributes that are used to stipulate the

subjects that are to be part of the research study. In addition, it focuses on scientific criteria

that the study is trying to achieve. The selection of a suitable inclusion criteria augments the

internal and external rationality o the study. Moreover, it makes sure that the feasibility of the

study, decreases the cost of the study, and reduces the ethical concerns. A stable inclusion
 RESEARCH 21

criterion makes sure that there is consistency in the population selected to take part of the

study, improves the likelihood of finding a justified linkage amid intervention and the

outcomes of the study. Moreover, it ensures objectivity, uniformity, reliability, and

consistency.

Exclusion Criteria

Exclusion criteria refer to a set of predetermined definitions that are used to control decide

the subjects that will be part of a research study or those that will be eliminated from the

research process. Moreover, it formulates the eligibility criteria that governs the process of

selection or omission. The eligibility criteria serve as the outcome parameter for the study

which sieves through the population for the research study.

3.2.4 Procedure

The strategy used deals with the increment in the likelihood of ensuring that all the

research objectives are fully satisfied. The secondary research will focus on ensuring that the

data collected is up to date and is associated with the objectives of the study to ensure

justified conclusion are achieved (Patton, 2015). Moreover, the findings of the research from

other researchers supplements the process of the consolidating and supplementing the

research study. Additionally, the findings of the research bias and interpretations are centered

on ensuring success (Quimby, 2012).

Moreover, inductive approach is used in generalizing the research findings. It deals

with the ability of the researcher to transition from the observation that they have made in the

process of data collection to widening the scope into the theories and research questions. The

induction is based on the data collected that is relevant to the research objectives. (Monette,

Sullivan & DeJong, 2013). The first process deals with the identification of patterns,

observation, and regularities that the researchers have compounded in their research. The
 RESEARCH 22

second one deals with the evaluation of the research questions and hypothesis that are

interlinked with the study.

The last one deals with the focus on the theories and their conclusions in supporting

the research that they have conducted. This research begins by observing the competitive

position of Shanghai meeting and business tourism provision with a view for highlighting

avenues for further sustainability. In addition, this is linked to the development of the

findings with respect to the research objectives. Finally, the research fosters theories and

conclusions as to ways in which sustainability is achieved with the business tourism and

meeting in Shanghai.

The advantages of data collection are that the data is easy to collect as it is available

and reduces the strenuous task of finding data to support the research objectives. The process

takes less time when compare to using the primary data collection process. Additionally, the

cost of collecting the data is lower when compared to the primary data. The reason being that

the information is available for free or at a lower cost on various online libraries. Moreover, it

provides diversity to the data that has been collected. Secondary research process ensures that

there is a large variety of data that is used to support the data. The research data is from

different periods and conducted from different perspectives. In addition, this makes

comparing secondary data to easy to supplement research objectives. Finally, the data is more

accurate as it has been acquired from a laborious research process where data was extracted

from government and non-governmental sources. Moreover, in a scenario where the data has

been verified it becomes an authentic support for the research process (Christopher et, al.,

2013).

The disadvantages are that the data may be outdated hence affecting the authenticity

of the findings that are derived from the research process. Moreover, it is difficult to verify
 RESEARCH 23

the collected data as it has been collected by another researcher. This may affect the

collaboration of the research study with the prevailing situation. As one is not certain whether

the findings were biased or subjective to the research process (Patton, 2015).

3.4 Primary Research

Primary data sources provide an authentic and objective perspective to the research

process when compared to the secondary data. The reason for this is that the information is

being collected first-hand by the researcher hence eliminating any hurdles that may present

themselves in the research process. Moreover, the researcher selects the process, tools and

techniques that will be used in the data analysis. This increases the reliability as the

researcher understands ways to use quality tools to improve the results that have been

collected in the research process. Additionally, primary research has more validity because it

is current and hence will justify the various objectives that are guiding the research process.

The questionnaires will be employed in the data collection process with respect to the

research objectives. The open and closed-ended questions will be incorporated in the

questionnaire and space created to allow the respondents to either select or input their

answers. Most of the questions that are furnished will be inform of multiple questions. The

questionnaire approach is used in ensuring that there is credibility and that bulky information

can easily be collected. The different data analysis tools will be used to break down the data

in different ways to satisfy the objectives of the research process.

In primary data research the use of the email or manual questionnaire presentations is

often used with a stipulated timeline for the respondents to return the questionnaires. In this

case the online surveys will be used where the respondents will fill the questionnaires within

3 weeks. The data is easy to extract, saves time and cost that would have been incurred if the
 RESEARCH 24

manual delivery approach was adopted. In addition, a higher response rate is expected from

the process as most of the respondents in todays generation have embraced the online survey

approach contrary to the mail approach.

The disadvantages of the primary research process are that subjectivity has a higher

probability of arising during the research process. This interferes with the objectivity of the

findings as the researcher manipulates the data to satisfy their research objectives. Moreover,

to ensure that the authenticity is presented a suitable sample is required. According to

researchers, the sample has to be large enough to accommodate the different attributes that

are relevant to the population. This is time consuming and costly process (Yin, 2013).

3.4.1 Research Paradigm

Research paradigm refers to the set of beliefs that directs the actions that are in

relation with a disciplined inquisition. According to Bhattacherjee, (2012), research design

and conduct is created through mental models that are inferred as paradigms. Observations

and analysis are organized around the models. The positivism and interpretive paradigm will

be employed in the research process. The positivism paradigm will be employed in tackling

the quantitative technique while the interpretive paradigm will be employed in qualitative

technique. The interpretive technique adopts the inductive approach in ensuring that the data

collected is analyzed conclusively.

3.4.2 Construction of the design

Based on the literature review there is a limitation in secondary research that has

focused on both perspective of competition position of Shanghai meeting and business

tourism provision. In addition, most of the secondary research has focused on one aspect

which is competition instead of both competition and sustainable business growth. Primary

data will focus on getting first-hand information that will support the secondary data using a
 RESEARCH 25

structured online survey questionnaire. The survey questionnaire will cover the qualitative

and quantitative research techniques of the study (Hair et al., 2011).

The questions will be divided into general and specific. The general questions focused

on gathering information on Shanghai meeting and business tourism centers. On the other

hand, the specific questions will focus on highlighting avenues for further sustainable

business growth. The questionnaires will have descriptive statements on the topic where the

Likert Scale will be used in scoring. The Likert Scale is important in evaluating the variables

that the respondents will have provided on the questionnaire (Render, Stair, & Hanna, 2009).

Triangulation

Triangulation approaches are also employed in the research process. It refers to the

use of multiple research techniques in a single study to make sure that the research questions

are tackled conclusively. Based on Jennings, (2010), triangulation will be employed in four

ways which are investigator, theory, data, and methodological. Moreover, triangulation is

employed to ensure that there is authenticity in the data that collected. It evaluates the object

of the study in two different positions which ensures that every aspect of the research is

covered conclusively.

3.4 Sample Plan

Random convenient sampling method will be used in the evaluation. The random

convenient sampling method is beneficial as it makes sure that there is objectivity in the

research process (Render et al., 2009). It will focus on an online tourist survey where the

people who have visited Shanghai will be invited to fill the questionnaires. The targeted

population consists of a total of 60 people who had visited Shanghai for business,

conventions and events, tour operators, and tourists. A set of four samples will be used in the
 RESEARCH 26

research study. They are retailers, end-users, host community, and National Tourists

Organizations.

3.4 Data Analysis

The data analysis process focuses on determining the findings of the research data from

evaluating the data that has been collected. The thematic analysis that focuses on the patterns

that present themselves in the questionnaire that is used in the collection of primary data

provides a varied perspective to the analysis process. Moreover, coding is used in segregating

the data into qualitative and quantitative data based on the research objectives and the themes

used in the data collection process. The most outstanding ones are selected for evaluation and

incorporation in the provision of findings with respect to the research objectives. Coding is

incorporated in the research study to ensure that the suitable patterns are used in the

qualitative evaluation of the secondary data. This makes the process of finding the conclusion

with respect to the research objective easier and faster process. The process of coding is

adopted because it takes into account the collection and evaluation of large information

effectively to meet or satisfy the objectives of a research study.

On the other hand, when it comes to primary data the quantitative data analysis will be

carried out by extracting data from the questionnaire. The analysis will make use of the

descriptive statistical analysis and the SPPSS version 17 analysis software. The descriptive

statistical analysis focuses on the standard deviation, percentages, and averages that are

incorporated in the study. The selection of the SPPS is done to make the data analysis process

effective and more error free. The software has accurate and advanced data analysis tools

once the correct data has been fed into it. The findings will also be presented in form of tables

and graphs. This is because they make the process of reporting and data interpretation easy to

the reader.
 RESEARCH 27

3.5 Ethical considerations

The research delves into ethics to ensures that the process of data analysis is credible with

respect to the research process. The ethical issues that will present themselves are:

Copyright use

The secondary data that will be used in the study has a copyright protection. This indicates

that the information is the property of the researchers that were involved in the research

process. In the research process to ensure any problems the research presented will

acknowledge the authors effort in contributing to the body of knowledge through in-text

citation and reference list. This actions will avoid instances of infringement on copyrights

that may interfere with the publication of the research study that has been conducted.

Permission for data use

In the data collection process using the primary research process, the respondents have to

provide their permission for the data to be used in the research process. The questionnaire in

the first section has an explanation of the reason the research is being conducted and the

manner in which the information will be used. This ensures that the research process will not

undermine their freedom and rights to privacy. The questionnaire will also be drafted in a

manner that private information will not be used. This will make it easy for the respondents

to give permission for their data to be used in the research process.

3.6 Limitation of the study

The time and resources required in the data collection and analysis was a limitation.

Moreover, the authenticity of the secondary data posed a challenge to the research process.

This was compounded by the fact that their conclusions could not be supported by evidence

of the questionnaires that were used in the data collection process when it comes to
 RESEARCH 28

researchers that engaged in primary research process. This is a limitation in the analysis

process which has the possibility of transcending to the findings that are derived from the

analysis process.

3.7 Summary of methodology

The chapter focuses on providing the method that will be used in the analysis of the

data collected in the research process. The discussion has been segregated into the primary

and secondary data research process. Each of the sections delves into the selection of the

research design, the construction of the design, the procedure and the data analysis. Other

factors that have been included are the research approach, research paradigm, ethical

considerations and the limitations that presented themselves during the data analysis and

collection process.
 RESEARCH 29

CHAPTER 4: ANALYSIS, FINDINGS AND DISCUSSIONS

4.1 Introduction to Analysis

In this section, the focus is on the analysis and discussion of the data that has been

collected from the secondary and primary research process. The chapter will provide a

conclusive and well organized evaluation of the secondary research analysis, primary

research analysis, conclusions and recommendations to support each sections, study

limitation and recommendation for future study.

The secondary research analysis section will focus on the data derived from the

literature review section. It will focus on the different researchers perspective, theories and

models that are relevant to the research objectives. On the other hand, the primary research

section will focus on the qualitative and quantitative aspects of the data in a summarized

manner to answer the research questions that guided the research study. The chapter will

conclude by providing the suitable recommendations for future studies that will support the

research topic.

4.2 Secondary Analysis

Based on the literature review, the city of Shanghai has gone through three major historical

evolutions that have placed it in a better position to promote tourism and thus economic

development. The first era took place between the year 1843 and the year 1949.During this

period, most British and French business people entered the city and they helped in providing

financial support. Financial support was very critical in ensuring that the city develops in

terms of expansion of various businesses and attraction of people from various parts of the

world.
 RESEARCH 30

The city had a large number of potential customers that attracted the businessmen from

the outside world. The economic state was also conducive and the political forces within the

city were favorable in promoting business. The result of this era was improved business

operations and the inclusion of people which has resulted in the promotion of tourism and

economic sustainability within the city of Shanghai (Sha et al., 2014).

The second era which took place in 1949 is considered as one of the major breakthroughs

that have enabled Shanghai to rely on itself and it has reduced external dependence thus

promotion of tourism. This historical evolution relates to manufacturing and industrialization

that was discussed in chapter one. The city took time to analyze the market and implement

various strategies that helped shape the city to transition from the consumer based business to

the producer based business.

The result of this was the creation of various employment opportunities for people,

increased investment from the external business people and thus general reliance on the

country operations. People were motivated to develop the country, and given the government

support that was offered, it placed the city in a better position to promote the current form of

sustainability which has been boosted by tourism (Watson et al., 2016).

The shift, therefore, can be considered as one of the best moves that created an

opportunity for Shanghai to develop. Despite the challenges that industrialization and

manufacturing brought about, people were committed to working together to grow the city.

Some aspects such as poor hygiene and high population rates came into place and this slowed

down economic development. Political tensions and shifts in China worsened the situation as

most foreign investors left the country. Furthermore, private business became state owned

which resulted in poor management and decline in finance. Additionally, as discussed in the

research section, international nations placed trade restrictions that hampered the economic
 RESEARCH 31

progression of China. This in the end affected Shanghai immensely as it declined from its

previous status of a global city (Tian et al., 2014).

The third era came into play in the year 1978.This was meant to modernize the city of

Shanghai. Major developments were made in terms of infrastructure. This attracted many

investors who invested capital within the city. There was a large expansion of businesses,

since the opportunities were available for both the locals and international investors. The

technology was also brought along whereby easier communication and performance of tasks

was improved for the workers. The result of this was the successful implementation of

various projects and thus promotion of businesses and tourism and thus economic

development (Taixin et al., 2017).

Tourism sites were opened up during the third era. This can be attributed to the

development of infrastructure that brought in external investments. The team in charge of

development played a great role in ensuring that tourism was boosted alongside other

business operations. Many resources were channeled towards the development of various

parks within the city and the surrounding areas of the city. The fact that Shanghai has various

attractions sites, made the process of implementing the strategies easier. The task was mainly

to develop the tourism sites already in existence. This resulted in the promotion of businesses

and tourism industry (Ju et al., 2014).

The three historical development evolutions, therefore, had positive impacts in the

promotion of tourism in Shanghai. They helped in shaping up a conducive environment that

could boost tourism. Continued developments even in the modern days help in adding up to

what was done during these eras. Improvements in infrastructure, marketing of tourism for

Shanghai and continued renovation of the sites can be said to be the major reasons for

development (Li et al., 2016).

 RESEARCH 32

4.3 Primary Research Analysis

In the primary research analysis, the findings are extracted from the data derived from the

questionnaire. The questionnaire provides both qualitative and quantitative analysis which

provides a more conclusive approach to the evaluation of the competitive position of

Shanghai meeting and business tourism provision with a view for highlighting avenues for

further sustainability.

1)What is the role of the government played in the positioning of the city in the global

arena?

The government has played a great role in promoting tourism in Shanghai. Through the

government support in terms of finances, various tourism sites have been developed and

renovated over time. This transforms them into good condition and thus an attraction to the

world outside. Channeling of resources has also been made to other business operations. This

comes in terms of subsidies and low government taxes. Provision of funds enables the people

meet the various requirements of undertaking business and channeling their own capital to

core business operations (Chiang,2014).

Secondly, the government keeps promoting positive communication with the outside

world. Peace and good understanding are the major drivers of economic development. There

are various trade agreements that have been signed by the government with various parties

outside Shanghai. This has created a positive and reliable environment whereby tourism and

other business activities can thrive (Gu et al,2015).

Thirdly, the government provides security to business people and the tourists as well as

the citizens within the country and to the city of Shanghai. Political stability is critical for

undertaking business operations. The fact that people have positive perspectives of the city

globally puts them in a better position to direct their investments to Shanghai. Continued
 RESEARCH 33

government support in terms of reliable security will expand the city globally and bring in

more economic development.

The government is also known for its commitment towards promotion and development

of infrastructures. Investors always look at the kind of infrastructure available that can

support business before making the bid decision of committing their resources. The

government in Shanghai works with various teams of people like technology experts to keep

up with the best infrastructure within the city. The city is termed as one of the best developed

in infrastructure due to the incorporation of technology in their processes. This places the city

at the top of the list in for having business friendly infrastructures (Huang et al,2013).

The government also understands the value of businesses to the country. Accessing

permits in Shanghai is easier and the process has been made simpler in the last few decades.

Compared to other cities in the world, the lenient provision of permits places the city in a

better competitive place and thus an attraction to investors who channel their resources into

Shanghai.

Promotion of partnerships has also been made possible globally through the government.

Easier communication with the use of current technology helps in speeding up

communication between the government and the citizens. People are able to air their views

and agendas to the government officials who in turn communicate with potential partners

outside Shanghai especially from the best countries in doing business. Creation of

partnerships is therefore made easier as people can interact with well-known business persons

and this allows for easier access to critical information that has helped Shanghai grow over

the years (Becken et al., 2016).

The government in Shanghai also works with various bodies to host internationally

recognized cultural festivals. The support helps in ensuring that, proper marketing is done to
 RESEARCH 34

the people on the outside. This attracts millions of people worldwide who visit the city from

time to time to experience the heritage of the place. Information sharing is critical for any

development to take place. The government has made it their mandate to share information

with various leaders in the world about the unique culture of the people and the stability of

the city thus attracting many people. This opens up opportunities for new business

development, promotion of culture through tourism and general economic development for

the people thus sustainability (Hubbert, 2017).

From the discussions, therefore, the government has taken various steps to ensure the city

is recognized even in remote areas of the world. Positive communication is quite critical in

promoting development especially by attracting tourists. Continued marketing through the

positive aspects of the government will help to attain the goals for the city of Shanghai in the

future.

2) What ways can one identify the avenues for Shanghais business and tourism growth

sustainability?

This report shows that Shanghai has various avenues that promote business and tourism.

The first aspect is the unique historical culture of the people. The People within the city has

unique forms of norms, beliefs, and way of life. The food, for instance, is unique to many

people in the world. This makes many people move from their places to go to Shanghai to

experience the unique culture. The dressing styles are also different and thus an attraction to

tourists and even business people who identify various businesses to undertake so as to

maintain the culture of the people (Woo et al., 2016).

The second aspect is quality infrastructure. Shanghai has one of the best roads in the

world, good electricity supply and availability of other amenities that promote business and

tourism. Business cannot run in places where the level of infrastructure is poor. The
 RESEARCH 35

availability of these components within Shanghai helps in growing the tourism industry since

people can enjoy their stay and go around the city without any major challenges.

The city of Shanghai has favorable environmental factors. The weather is great whereby it

keeps on changing depending on the season of the year. During winter, for instance, many

tourists visit the city so as to participate in skating sports and during summer, many people go

to Shanghai to shop and perform other tasks such as hiking and swimming. There are also many

beautiful types of scenery within and outside the city. Tourists get the opportunity of visiting

unique places and thus this has been the reason for economic sustainability. Additionally, the

weather allows for easier business operations since it can be predicted thus allow for any major

changes in the business undertakings (Guo et al., 2014).

Shanghai is known for the unique use of technology to promote art and other business

operations. Many business people move to the city to get to learn about how technology can be

applied in their businesses so as to run smoothly. Some technologies for instance advances in

machines and equipment have made many people develop the interest of staying within the city

to undertake business. Technology also promotes other aspects of art and thus a source of

tourist attraction.

The social economic factors are also efficient for the tourists and business people. The city

has various sources of accommodation. This helps in hosting thousands of visitors from across

the world. The fact that the city is also easily accessible, it has become a center of the country

where major developments take place. There are other services like provision of ancillary

services like banking and internet connection that help in promoting the tourism sector and

businesses in general (Congcong et al., 2014).

Shanghai hosts and performs various festivals throughout the year. Tourists get the

opportunity to learn and participate in such cultures. The business people also get the
 RESEARCH 36

opportunity of identifying what interests the locals and tourists and thus the implementation of

business. Festivals have been taking place since the development of the city started and it is

attributed as one of the factors that promoted economic development within Shanghai and the

surrounding parts of the city.

The religion of the people in Shanghai has been influential in promoting tourism. Aspects

such as the way of worship tend to attract many people since most of the beliefs go hand in

hand with those of the tourists. This opens up an opportunity for people to learn and appreciate

religion in different forms. The existence of religion can, therefore, be said to be another avenue

that promotes the culture of the people and thus it contributes to tourism (Guo et al., 2014).

Business cannot run without government support. As discussed early, the government

within Shanghai provides many resources and other amenities that help in promoting business.

Provision of subsidies, for instance, tends to attract many people to venture into the

manufacturing and production sectors. This is another avenue that promotes business and

tourism with the city of Shanghai (Taixin et al., 2016).

3)How to evaluate the geographical and culture of Shanghai that promote it as a

meeting and tourism location?

Shanghai is one of the major tourist cities in the world. The geographical location of the

city is quite convenient for the tourists who want to visit different parts of China. The city is

located in a place that is easily accessible from any part of China. Many tourists consider

staying within the city since it has various amenities surrounding it thus an opportunity to

easily operate and enjoy their visit (Dreyer et al., 2017).

Shanghai is located close to River Yangtze. This is one place that is serene and it has

various sites that people can visit. The river has some sand on the shore and various hills

surround the city. Tourists take the opportunity of the geographical location of the Shanghai
 RESEARCH 37

city to enjoy. There are also various natural resources within the city and the government has

taken the opportunity of developing and expanding them leading to a better attraction site.

Both domestic and wild animals reside within the city and they have designated places where

they are reared. This provides the tourists with the chance of visiting parks for instance that

are conveniently located and thus promotion of tourism within Shanghai.

Statistics indicates that the city is conveniently located for the purpose of tourism and

business operations. The people within China can access it easily and those from the outside

world can also access it with ease as well. The existence of various offshore highlands adds

to the advantage of the city since it opens up the opportunity of exploring various sites and

adventures (An et al., 2017).

In terms of culture, the people of Shanghai have a unique form of life. There are various

beliefs, norms, practices, religion and other aspects that are unique that tend to attract various

visitors. The traditions of Shanghai, for instance, entail beautiful works of art on buildings

and decoration of the theatres. This has been developed over time and it is modernized

currently. Art attracts many people from all over the world since this is a great opportunity

for people to look as beautiful works done from previous generations as well from the current

generations (Chen, 2016).

Many people argue that Shanghai city is a home where the East and Western culture

meet. The city has learned to embrace the culture of different people and thus making it a

unique place to learn different cultures. The existence of temples, for instance, offers the

tourists a taste of the Chinese culture and thus the desire to learn more about the lifestyle of

the people (Lin et al., 2017).

Shanghai is also well known for the provision of different varieties of food. Tourists, for

instance, say that the unique traditional tea house is one of the places that one has to visit to
 RESEARCH 38

taste the real Chinese tea and other drinks. The existence of many food products allows the

visitors to explore the various tastes of the people as well as learn the recipes thus promoting

the culture of the people. This is a great way of promoting tourism within Shanghai city.

The city is also common for its friendliness. The people within the city and even in China

are friendly and welcoming. This means that, aspects such as racism are low and thus it

attracts many people. Tourists are able to create connections easily. They can also get to learn

the culture of the people in terms of language since the Chinese people are open and willing

to share. This positive connection makes part of the culture of the people and thus promotion

of tourism in the city of Shanghai (OConnor et al., 2015).

Lastly, the culture of Shanghai people is characterized by constant use of technology and

innovation. The young generation is encouraged to embrace the use of technology and help in

promoting it. Technology plays a number of roles in promoting tourism. Communication and

marketing, for instance, are made unique and this makes the tourists want to visit the city

from time to time. These findings, therefore, indicate that Shanghai stands to have a

competitive advantage over other cities in the world. This helps in promoting tourism as well

as the development of businesses.

There is need to support the various avenues and opportunities that can grow the city even

in the future. Sustainability drives the city of Shanghai and the fact that this has become

global, there is the possibility of expanding the cities operations so as to promote the

creation of employment, promote economic and social development as well as contribute to

the world and the China country positively.

4.4 Summary of Analysis

The primary and secondary data findings have been consolidated this provides a wholesome

perspective when it comes to critically analyze the competition position of Shanghai meeting
 RESEARCH 39

and business tourism provision with a view for highlighting avenues for further sustainability.

Conclusions and recommendations in the next section are drawn from this chapter.
 RESEARCH 40

CHAPTER 5: CONCLUSION

5.1. Introduction to Conclusion

The growth of Shanghai has been classified into three eras and these have been

responsible for shaping the city to what it is now. Economic growth is Shanghais main aim

and this means focusing on its available resources to gain competitive advantage. With the

infusion of technology and financial resources, the area has developed into a modern

financial, trade and tourism center. This chapter provides a summary of findings,

sustainability, and development in Shanghai, impact of sustainability on competitive

advantage, challenges faced in tourism and economic development, conclusion,

recommendations, the implication of the study on policy, theory and practice, limitations of

the study and areas of further research.

5.2 Conclusions and Recommendations

Based on the findings, the three eras that Shanghai underwent over the past were

responsible for the positive development of the tourism sector in the area. The modern

developments in the city have however been responsible for adding up the developments that

were made during these eras. The findings of the research revealed that the reasons for

development in Shanghai are attributed to the improvements made on the infrastructure,

marketing of tourism for Shanghai and the continued renovation of sites.

The government has played an important role in the promotion of tourism and

economic development in Shanghai. This is mainly through the provision of financial

resources that have been used to develop this sector and the economy at large. Additionally,

the historical perspectives were also responsible for facilitating the development as the

country's evolved in three eras. All through these eras, the government has provided great
 RESEARCH 41

support for development of the countrys economy and this has been evidenced in different

forms.

There are several avenues that have been responsible for promoting business and

tourism growth in Shanghai. These include the unique historical culture of the people in the

country, quality of infrastructure, favorable economic factors, use of technology in the

promotion of arts and operations, efficient social economic factors, religion as well as various

festivals and events held in the country. Finally, the geographical location of the country has

also promoted its tourism development and made it a good meeting point for people. The

culture, legend, and landscapes of Shanghai are valuable, rare and expensive for other cities

to imitate and at the same time, they are not substitutable. These unique characteristics have

been the ones elevating Shanghai to be a good tourist attraction center.

Technology has played a great role in the development of Shanghai and the growth of

technology has mainly been attributed to investment in the city by multinationals.

Additionally, China has embraced technology in all its aspects and has manipulated it to their

own advantage. This presence of technology has been infused in the culture of the city and

has spearheaded various technological invention in various sectors precisely communication

(Wang et al., 2010, p.142). Technology has also been infused in urban planning and

architecture and this has been essential in providing the city with an opportunity to attract

event planners.

Conclusion: 1 What did the historical perspective contributed to the development of

Shanghai? What role has the government played in the positioning of the city in the

global arena? How the geographical and culture of Shanghai promote its position as a

meeting and tourism center?

 RESEARCH 42

The government has played an important role in positioning the city in the global

arena especially in the tourism sector. The government has done this through the provision of

financial resources, to develop and renovate tourist sites, promotion of positive

communication with the outside world and providing security to business people and tourists.

Other ways that the government has provided support is showing commitment towards

promotion and development of infrastructure, understanding the value of the business to the

government, promotion of partnerships and working with different bodies to host

internationally recognized cultural festivals.

There were different factors in the eras of development in Shanghai that facilitated the

development of the area. These eras were responsible for tourism and economic development

of Shanghai. During the first era, the factors attracting business were the large number of

customers that provided a wide customer base for businessmen, conducive economic state as

well as favorable political factors. During the second era, manufacturing and industrialization

developed in the region. During the third era, the government developed infrastructure and

this greatly attracted investors into the country.

The third era made the greatest impacts on the development of Shanghai. It was

during this era that several industries developed leading to the creation of an environment for

continued growth. These industries include:

Information, communication, and electronics industry

Iron and steel manufacturing

Automobile industry

Power equipment manufacturing industry

Biomedicine

Finance, real estate, and insurance industry

 RESEARCH 43

Tourism

The country has a unique historical culture that is characterized by unique forms of

norms, beliefs, and way of life. Additionally, their food and dressing are different and these

alone attract people from different parts of the world. The country also has good

infrastructure characterized by the best roads in the world, good electricity supply and

availability of other amenities such as hospitals.

The weather of Shanghai is favorable and keeps on changing during different seasons

of the year. This allows for tourists to be attracted to the city during these seasons. Tourists

go for skating sports during winter and swimming and hiking during summer.

The geography and the culture of Shanghai make it to be a good meeting point for

people and a good tourist location. This geographical location makes it easy to be accessed

from any part of China hence can be conveniently accessed by tourists. Shanghai is located

close to River Yangtze, which is a serene location with various sites that can be visited by

people such as the shore and hills surrounding the city. Additionally, there are different

natural resources within the city. The government has taken its time and resources to develop

and expand these natural resources making them a better attraction area. Shanghai is also a

home for domestic and wild animals and therefore tourists are able to visit parks conveniently

located in the region.

Recommendation 1: The government actively involvement in the positioning of

Shanghai. This should be integrated with the focus on the geographical and culture

attributes of Shanghai in promoting it as a meeting and tourism center?

Additionally, the city should use its resources from the thriving tourism industry so as

to develop the other sectors of the economy. This will give the city more competitive

advantage and sustainability which will, in the end, make the city to have a higher ranking in
 RESEARCH 44

terms of its economic development. Urbanization is one issue that is on the rise in the world

and cannot be avoided. The only way to ensure that this does not pose a challenge is to ensure

that there is better urban planning.

Organizations usually focus on their main source of competitive advantage in order to

become the best in the market and attract more customers. This also applies to cities and

countries as it is considered to have the characteristics of an organization. The country

recognized that it can maximize its economy by focusing on the one sector that it has more

control over. Many factors in Shanghai mainly favor tourist attraction and that is why the city

has chosen to focus on this as its main source of economic development. The Open door

policy that has been set by the Chinese government has made it easy for the tourist to

translate to investors.

Conclusion 2: What is the impact of sustainability on competitive advantage with

respect to Shanghai?

The development of these sectors led to the creation of more job opportunities,

increased investment from foreign investments and in the end leading to the development of

the country. The increase in tourism also leads to the creation of jobs hence individuals will

get a source of income. This means that their living standards will also improve and in the

end improving the quality of life of individuals and in the urban centers.

The technological development also helped to ease communication and at the same

time improve the performance of individual employees. In the end, there was the successful

implementation of different projects and this led to the promotion of business, tourism, and

economic development.

With better roads, there is ease of movement within the city and therefore business

people and customers are able to meet and exchange goods and services in an efficient and
 RESEARCH 45

effective manner. Tourists are also able to move around and tour places easily without worry.

Underground transportation networks exist in the city to ease congestion on the roads.

Enough ample parking spaces create spaces in the public for tourists who visit the city

enabling them to walk freely.

The city has been made green and this has given it a green outlook. The drainage,

environment, and outlook in the city were also changed and this changed factored in the long-

term effect for the residents in the city. The government also benefits from taxes from the

tourists. These taxes will be used for development of infrastructure. This enables the city to

develop more.

Recommendation 2: In the positioning of Shanghai, the urban planners should focus on

the sustainability and competitive advantage in the planning process.

Sustainability and competitive advantage are directly related to the economic growth

of a city or a country. Continued support from the government will strategically position the

government in such a way that it will ensure economic growth of the city. Adoption of

flexible policies through appropriate research will help to efficiently and effectively meet

diverse yet drastic economy. This will also help address the challenges of increasing dynamic

global environment. Shanghai should embrace both qualitative and quantitative aspects in

their decision making and more sustainable strategies in the city will yield synergies.

This sustainability has mainly been categorized into two categories which are social

responsibility and ecological concern. Researchers have conducted different studies to justify

the relationship between sustainability and business growth. They have found out that the

relation lies in three categories which are three sub-divisions which are social equity,

environment and economic growth (Adams, 2006; Todorov & Marinova, 2009).
 RESEARCH 46

5.2.3 What are the challenges faced in development of Shanghai as a business tourism
and meeting center with a view for highlighting avenues for sustainability?
Despite increased manufacturing and industrialization favoring development, there

were negative factors that undermined the development of Shanghai. These factors include

poor hygiene, high population rates, political tensions and shifts in China, strict international

trade policies.

With the increasing population, it means that the few resources that are available are being

strained so as to serve the ever-increasing population. This hinders development because it

will lead to lack of enough job opportunities. At the same time, it may lead to an increase in

crime rates especially among the jobless. Strict international trade makes it difficult for the

country to trade with other countries. This means that exportation and importation of goods

and services will be hindered and in the end hurting the flow of resources in and out of the

country. This lowers the level of economic development hence leading to slower growth.

Poor hygiene is also a factor that arises as a result of congestion that may be

experienced in the city as a result of the high population rate. This diverts the attention of the

government and instead of focusing on economic development; it will focus on trying to

eradicate diseases that result from poor hygiene. Financial resources that would have

otherwise been used in economic development become limited. Politics affects the manner in

which business is conducted in countries. In a city or a country where there is political

instability, businesses usually suffer. Investors also shy away from investing in the country.

The issue of political instability in China affected economic development as tourists as well

as investors were scared of entering the country.

Recommendations 3: The success in overcoming the challenges focuses on continuous

improvements in Shanghai and benchmarking against other nations.
Firms often need to have competitive resources that allow them to gain competitive

advantage and survive the ever-changing economic environment. The same case applies to
 RESEARCH 47

cities and countries throughout the world. In order to be ranked among the best, it needs to

have resources that are meant to enhance its value, rare, expensive to imitate and

organizational competitiveness. The literature review revealed that organization

competitiveness arises from policies and regulations that are set in place to govern the

exploitation of resources. The fact that Shanghai has well-established policies and regulations

governing its resources makes it have a competitive advantage of ensuring increased tourism

and finally economic development.

5.3 Conclusion

Based on the findings of the study, it is clear that the resources of the country are the

main factors that have facilitated its growth in the tourism sector and the overall economic

growth. The resources of a country can be compared to those of an organization and that

gives the country its competitive advantage.

From the study, we conclude that the resources possessed by a country and the manner in

which it uses these resources will build the country. Support from the government is therefore

important in ensuring that there is better economic development. This support is provided

through financial support, protection of the natural environment and resources of the country,

and ensuring there exists political stability.

5.6 Limitations of the study

The study was faced by several limitations. Secondary research was the main way of

obtaining data as it was based on past research. As a result, there was need to collect a lot of

information from previous researchers. This process was time-consuming because of the fact

that there was a need to select data that was relevant. If primary data had been used, it would

have been less time consuming because information given by respondents would only a need

to be analyzed.
 RESEARCH 48

The fact that the information was secondary means that the information has the tendency of

being biased. The past researchers may not have been objective in their analyses and this

means that the conclusions made were dependent on those made by others

5.7 Recommendations for further research

The study sought to explore the factors that lead to sustainability and tourism and

economic development of Shanghai in China. The study recommends that an in-depth

analysis should be accrued out on factors that influence the development of other sectors of

the economy in the country. The in-depth analysis should also compare the economic

development of other cities within China and explore the challenges that have been faced by

the entire region. The steps are taken to overcome the challenges and ensure the growth of the

economy should be surveyed.

Since the study mainly explored the factors that give a competitive advantage to

Shanghai to become a major tourist attraction center, the study recommends that: similar

studies should be done in other sectors of Shanghai economy for the purposes of making

comparisons and to allow for generalization of findings on the economic development in

China.
 RESEARCH 49

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Appendices: SAMPLE QUESTIONNAIRE

TO CRITICALLY ANALYZE THE COMPETITION POSITION OF SHANGHAI

MEETING AND BUSINESS TOURISM PROVISION WITH A VIEW FOR
HIGHLIGHTING AVENUES FOR FURTHER SUSTAINABILITY

I am a student from the {University} conducting a research on the competition position of

Shanghai meeting and business tourism provision with a view for highlighting avenues for

further sustainability. This research is in partial fulfillment for the award of {degree/master}.

All the information gathered during this research will be treated with confidentiality.

QUESTIONS

PART 1: PERSONAL INFORMATION

1)Gender

Female

Male

2)Age of the respondents

< 19 years

20-29 years

30-39 years

40-49 years

>50 years

3) Marital status

Married
 RESEARCH 59

Single

Others

4) Nationality (Please indicate)

5) Education level

Diploma

Degree

Masters

6) Current occupation

..

PART 2: EVALUATION OF SHANGHAI

Kindly select one option

1) What was the nature of the business in Shanghai?

a) Tourist

b) Wholesaler

c) Retailer

d) Investor

2) What reason will influence you to hold a business meeting in Shanghai?

a) Location

b) Safety and security of destination

c) Professionalism of the exhibition

d) Content of the event in terms of business and education

 RESEARCH 60

e) Opportunity to visit a new region, country or town

3) What the first impression of Shanghai?

a) Well-developed infrastructure and architecture

b) Cosmopolitan nature that is very active

c) Enriching arts and entertainment scene

d) A tourist attraction hub

e) Exemplary customer service

4) What are the characteristics that Shanghai has to position itself competitively and

sustainability?

a) Adequate infrastructure

b) High connectivity and unlimited space

c) Destination reputation and convention centers

d) Strong competition from the destination centers in the area at the same position

e) The positioning as international metropolis provides it with a strong image

5) What are the strengths of Shanghai as a MICE destination?

a) Politically stability

b) The sole East-meets-West culture

c) The convention centers and hotels are of high quality

d) The ease in acquiring permits and legal papers in the work environment

e) Well established communication and infrastructure system

6) What are the factors that are against Shanghai when it comes to positioning itself as MICE

destination?

a) Expensive and labor shortage

b) High levels of noise and air pollution

c) Lack of a suitable MICE strategic policy

 RESEARCH 61

d) Road and traffic congestion making it hard to navigate

e) Under-capacity lodging

7)Kindly indicate factors that may propel the position of Shanghai as successful destination?

....

..

....

PART C

Tick where appropriate based on the following guidelines:

1 Strongly agree

2 Agree

3 Neutral

4 Disagree

5 Strongly Disagree

Question 1 2 3 4 5

1)What factors do you think influence the positioning of Shanghai as a MICE destination?

Affordable cost
 RESEARCH 62

Lodging and MICE

facilities

Professional high

quality services

Leisure and

entertainment

centres

Infrastructure

Support from the

government

2) To what extent do you think that your objectivity for visiting Shanghai was achieved?

Getting new

products

Finding new

suppliers

Leisure and tourist

destination

Establishing new

business

connections

Investment

opportunities

3) What is the level of satisfaction did you get from visiting the exhibitions in the centre?

Quantity of

exhibitors
 RESEARCH 63

Product range

Product price

Quality of the

exhibition

Service of the

exhibition