BENEFITS OF ONLINE GAMES AS ENTERTAINMENT

IN THE HOSPITALITY INDUSTRY: THE MICE INDUSTRY

Undergraduate Thesis
Submitted to the Faculty of the
Department of Management Studies
Cavite State University
City of Bacoor, Campus

In partial fulfillment
Of the requirements for the degree
Bachelor of Science in Hospitality Management

Presented by:
Escario, Gabriel R.
Latosa, Janine B.
Marcelo, John Patrick
 Benefits of Online Games as Entertainment
In the Hospitality Industry: The MICE Industry

Escario, Gabriel R.
Latosa, Janine B.
Marcelo, John Patrick

An undergraduate thesis manuscript submitted to the faculty of the Department

of Management Studies, Cavite State University – Bacoor City Campus, City of
Bacoor, Cavite in partial fulfilment of the requirements for the degree of Bachelor
of Science in Hospitality Management with Contribution No.__________.
Prepared under the supervision of Mr. Brian E. Orias.

INTRODUCTION

Hospitality means the friendly and generous reception and entertainment of

guests, visitors or strangers. It is the relationship between the guest and a host wherein

the host receives the guest with goodwill. They make sure that they are comfortable by

providing help, attention and personalized service to let them enjoy their stay. This

industry is now called the Hospitality Industry.

MICE stands for Meetings, Incentives, Conference and Exhibitions and it is also

called the Mice Industry today and its purpose is to plan and invite large groups of

people by bringing them together in an event as a means of welcome gesture for the

guest.
 Online gaming is from online games that are made of computer-generated

programs where people play within the rules and are able to entertain themselves. It is

known as the Gaming Industry where it provides enjoyment and entertainment.

The three industries namely the Hospitality industry, the MICE industry and the

Gaming industry collaborate with one another for a common purpose to bring people

together for fun and create income. The MICE Industry plans the event to invite people.

The hospitality industry now serves the basic needs of the guest when they come to the

event like accommodation, food and entertainment for work and recreation. The online

gaming industry increases sales and creates revenues when they play online games.

The purpose of this research is to know more about how the mice industry

improves relationship and teamwork and ultimately for productivity as they come up with

an event to showcase the talents and knowledge, creating sales and leisure.

The purpose of this research would further show how large-scale gatherings

usually centered on a specific theme can be a venue for exchange of learning and trade

related events and to see the benefits on the regional and national economic conditions.

The purpose of this research also aims to increase the popularity of online

gaming as we adapt to the changing of times as we face the pandemic. To present the

response of the industry on how they become flexible and stronger to bring talents

together in a safe environment through the use of online networking opportunities.

Statement of the problem

 This study aims to find out how the gaming industry can benefit the MICE

Industry, given its rapid development alongside the advancement of technologies.

Specifically, the study aims to answer the following questions:

1. What is the demographic profile of the respondents?

1.1 Age

1.2 Gender

2. How can the gaming industry contribute to the MICE industry?

3. Can the Gaming Industry and the MICE industry work together?

4. What are the famous games that have been part or already interacted with the MICE

Industry?

Objectives of the Study

The study aims to know the benefits of online games to the hospitality industry:

MICE Industry in order to know how the two can synchronize smoothly. It is also to be

able to see the benefits that can rise within it.

Specifically, the study aims to:

1. Know what are the benefits of online games to the MICE industry.

2. Learn if the Gaming Industry and MICE industry can work together.

3. Identify what type of online games that can benefit the MICE industry.
Significance of the Study

The study aims to inform people about the benefits of online gaming in the

hospitality industry. The study is aiming particularly to:

● Instructors – This study can be used to make a new learning material for their

students. When it comes to teaching about the MICE industry and also used as

the main example to gather the attention of their students since online games are

now part of the daily life of almost all the students nowadays.

● Students – This study will serve as a new foundation to the students that the

gaming industry can contribute also to the hospitality Industry.

● Future researchers – This study will serve as a source of information if they will

conduct a related study about the benefits of online games in the hospitality

industry.

● Establishments – The study can open opportunities and ideas where they can

learn about applying the gaming industry to their Establishments, and also to

know how it can benefit them.

Time and Place of the Study

 The study will be conducted in September 2021 - December 2021. This is for

people who attended an online game event that happened in SMX Convention Center

Manila from the previous years, via a home-based method, due to strict health protocols

and for the safety of the researchers and respondents.

Scope and Limitation

This study was conducted in September 2021. This will only include the

Millennials and Generation Z people who are 18 years old and above that enjoys and

love to play online games. The study will only include and tackle all the possible benefits

of online games into the Mice Industry. and there will be no further after that.
Definition of terms

The following terms are defined conceptually and others with operationally

explanation for better understanding:

● Computer - Generated Programs - programs that are produced or made by

computer technology.

● Economy – Nation’s wealth in terms of money. Sales and Revenue that has

been gathered.

● Generation Z - People who are born between 1997 up to 2012. The

first generation of people in the 21st century.

● Generous Reception - A warm welcome to guests, visitors and strangers.

● Internet - It is the one who connects all the computers all over the world.

● MICE Industry - An Industry part of the Hospitality Industry which involves

Events.

● Millennials - People who are born from 1981 up to 1996.

Conceptual Framework

The following serves as an outline of how the researchers plan to conduct the
research of this study. And this illustrates the expectation of the researchers to find

through this study.

INPUT PROCESS OUTPUT

Informative
Benefits of online understanding about
games to hospitality how MICE industry
industry. benefits to online
gaming.
Synchronization of Surveys conducted
gaming and hospitality through Google Form Possible Factors that
industry. and Messenger. benefit both variables.

Relations between Factual information

gaming and hospitality regarding the
connection of gaming
industry.
and hospitality
industry, and how the
two can synchronize

Figure 1. The illustration shows the problem statement or the questions needed to be

answered, the researchers will conduct an interview, after the investigation, it will be

measured through the result of the interview and distributed survey questionnaires, and

the gathered data will be interpreted as a comprehensive idea.

REVIEW OF RELATED LITERATURE AND STUDIES

(FOREIGN AND LOCAL)

 This chapter provides a review of related studies, as well as an analysis and

synthesis of the literature. The review of related literature includes a study of the

benefits of online games in the hospitality industry and their correlation with the MICE

Industry. The related literature serves as a foundation for the discussions and

considerations that led to the current study.

Related Literature (Foreign)

Overview of Gaming

According to (Tseng et al, 2015), Home video games began to develop in the

1970s. The most common of these was the invention of Pong and the use of a wired

control to move two small paddles on screen in an attempt to bounce a ball back and

forth. For many individuals, this was their first experience with a video game they did not

have to travel to an arcade for, but it did not possess any attributes they made it

relatively addicting or enticing for more than a few hours. Video games that started to

persuade individuals to spend hours upon hours within the gameplay did not develop

into the early 1990s.

(Jo et al., 2020), Stated that versions of these video games were released in the

late 1980s, but research suggests that they did not become popular until the 1990s.

This was due to an influx in adults born in the 1970s having children and expressing

their own interest in the video games and passing that interest down to their children.

These games were highly challenging and required individuals to spend multiple hours

a day playing them. This might be when the first signs of video game addiction began to

develop.
 According to (Kaptein et al, 2015), Online gameplay allowed for online gaming

communities to begin to develop. Online gaming communities allowed individuals to

connect with people from all over the world. These communities gained popularity

among individuals who felt they lacked the necessary social skills to meet individuals

during their real-life situations. Research suggests that these communities began just as

addicting as the games themselves. Within these communities, individuals could

connect with people who had similar interests and help each other within the game

when one was faced with a challenge.

Overview of Hospitality Industry

According to (Shark Themes, 2018), The hospitality industry is one of the most

diverse and varied industries in the world, employing millions of people and accounting

for trillions of dollars in revenue every year. Not only is it a great career choice for many,

but it also revolves around many sectors we engage with on a daily basis.

(Shark Themes, 2018). “According to the Bureau of Labor Statistics, the

hospitality industry is part of the larger service-providing industry. It is massively based

on meeting the needs and desires of both individuals and families, typically more in a

leisure capacity than a formal, business one.”

Online game: Esports

(J. Wilson & J. Minor, 2021), According to them Esports is the gaming industry's

competitive gaming, It gathers all ages from kids to adults as audience, and has an

incredible amount of cash rewards. All the players that are known for being an expert or
pro in an online game can gain sponsorships for those companies or investors who

want to build a team in order to participate in Esports competition. Once an expert

player accepts the terms and conditions of the sponsorship it will change their lives

because of the amount of money that is involved in their contract.

According to (Liquipedia, 2015), The first CS:GO or Counter strike: Global

Offensive Major championship happened in Jönköping, one of the oldest stage centers

in Sweden.

According to (B. McCauley, 2020), He stated that the reason why Jönköping is

now being famous worldwide is because events came from online game tournaments

that become a part of the cultural heritage of all the gamers and companies related to

online games.

(J. Wilson & J. Minor, 2021) According to them Defense of the Ancient or

known as Dota is one of the oldest MOBA or multiplayer online battle arena that started

and is considered as one of the oldest games that still exist until now.

Age Generations

According to (M. Dimock, 2019), He stated that "Generations provide the

opportunity to look at Americans both by their place in the life cycle – whether a young

adult, a middle-aged parent or a retiree – and by their membership in a cohort of

individuals who were born at a similar time".

 According to (M. Dimock, 2019), The uniqueness of Generation Z is everything

that is now new and the modernity of virtual society is now part of their lives which led

them to become the Generation who become knowledgeable in terms of technologies

compared to Generation where just the innovation of those are still in the process.

According to (Kasasa, 2021), They stated that the term “Millennial” has become

the popular way to reference both segments of Gen Y.

Review of Related Studies (Foreign)

Benefits of Online Gaming

(BDO USA, 2021) According to their report, "because of the constant shift in

online games, certain online gaming platforms are now embracing cryptocurrency,

allowing users to deposit, withdraw, and play with bitcoin and other digital currencies."

According to (BDO USA, 2021) "Daily fantasy sports, online sports betting,

esports, virtual reality experiences, and traditional online gambling (e.g., blackjack and

slots) will continue to acquire market share in 2021, according to their forecast."

According to study of (Brand et al., 2017 as cited by Front liners, 2021).

"According to a 2017 study of 1,234 Australian households (3,135 people), 67 percent

of those surveyed frequently played video games on computers, tablets, mobile phones,

handheld devices, and gaming consoles, with 92 percent of those playing online with

others."
 According to their study (W. H. Lo, K.L.B. Cheng, 2020) An experimental study

was conducted to test the mediating effect of presence on the consumer response to

tourism promotion using virtual reality (VR) technology. The results supported the

hypothesis that presence plays a major role in the relationship between the use of VR in

tourism advertising and consumer response. The findings reveal how VR technology

can be used to promote a hotel by generating a sense of presence.

According to the study of (M. Boley, 2020) "There is an informal survey held

during April's Global Meeting Industry Day, 62% of event planners said their events will

be a hybrid-style moving forward, while 18% said there will be a greater demand for

virtual-only events".

According to the study of (Chamberlin public relations, 2018) Studies shown

"Through the use of Virtual Reality, Best Western Hotels & Resorts were able to virtually

tour their guests to the area in a complete 360-degree view along with an interactive

interface. Before making their reservations, potential guests can examine everything

from the rooms to the types of chairs they will be sitting in."

According to the study of (BDO USA, 2021) They’ve recently witnessed a lot of

M&A activity involving some of the world's biggest gaming companies. MGM

International made an unsolicited $11 billion offer to buy Entain, an Isle of Man-based

sports betting and gaming corporation, in early 2021."

(BDO USA, 2021) "The primary benefit of cryptocurrencies to the online gaming

community is enhanced security and anonymity, lowering the danger of hacking and

identity theft," according to the statement. This may also allow the gaming industry to
cater to and sell to younger, more tech-savvy gamblers who do not require a traditional

banking service in order to play.".

(BDO USA, 2021) Their research found that "Sports betting has increased

considerably in states that have legalized it, such as New Jersey. In November 2020,

the Garden State had a sports betting handle of $931.6 million, generating $30.6 million

in gaming taxes for the state. Online wagering generated $872.1 million (93.6 percent)

of the total handle. Meanwhile, traditional gaming income fell $146.6 million ($34.6 p.a.)

in November "(recent)"

(S. Murphy, 2020) According to the study, "More than 2.5 billion gamers across

the world spent more than $152.1 billion (US) on games in 2019 alone; an increase of

+9.6% year on year".

(M. Rowh, 2016) According to the study, "The online statistics portal Statista, the

gaming industry makes a direct contribution of more than $100 billion annually to the

U.S. economy and employs more than 700,000 people".

Overview in MICE Industry

According to (Buathong, 2017), The environmental consequences of the

meetings, incentives, conventions, and exhibitions (MICE, Event) industries are as far-

reaching as their economic consequences. Event attendees support a wide range of

businesses, including airlines, car rental agencies, hotels, restaurants, performance

venues, and tour operators. Lodging, food and beverage, catering, convention services,

convention facility rentals, transportation, tourism, retail, and entertainment are all part
of the hospitality industry. MICE industries and hospitality service sectors share several

characteristics, including the inseparability of production and consumption, perishability,

and seasonality. As more countries began to emphasize the economic benefits of MICE

activities, they quickly drew commercial attention—particularly in Asia, where economic

and trade activities are growing at a rapid pace. MICE industries are vital to Thailand's

tourism industry.

In addition to (Lao, 2018) In China's MICE industry, there is a general career

path; there are three main types of career paths and two different types of promotion

mechanisms, which vary depending on the type of ownership, scale, or other

characteristics of companies; and a feedback mechanism, which links social-world

events and social community characteristics, affects individual employees and their

career paths in the MICE industry, leading to promotion in or retreat from the industry.

The mechanism typically fits higher-level employees better than freshmen, resulting in

high turnover in the MICE labor market.

Review of Related Literature (Local)

Impacts of Gaming in the Philippines

(TJD, GMA News, 2014) "The Game Development Industry in the Philippines is

Growing Nowadays," he said. It has a lot of promise in terms of creating jobs, but we

only have a few specialists in the gaming and hotel industries right now.
 In addition to (City of Dreams, 2018), Through your computer, tablet, or mobile

device, Live Shots offers gamers an online gaming experience with real monetary risks

in online Table Games and Slots.

MICE Industry in the Philippines

(MICECON,2020). The Philippine M.I.C.E. Conference (MICECON) is M.I.C.E. It

is the largest gathering of MICE professionals. Since its first edition in 2010, it has been

a long-awaited educational event for travel, tourism and M.I.C.E. Practical with a range

of topics, high quality speakers, and thematic events. MICECON is a platform that

draws inspiration and energy from messages for MICE stakeholders to learn new

trends, approaches, methods and insights from global experts and reach new heights

in the Philippine MICE and tourism industry.

(MICECON,2020). As MICECON strengthens MICE, the industry has expanded

to a two-year program that includes a comprehensive education program for local

stakeholders in the first year and a buyer invitation and business exchange program

(MICECONnect) the following year.

Impact of online gaming in the MICE Industry

TTG Asia Media Pte Ltd, (2021). This is not a futuristic idea of what technology

can do for industry. The Singapore Board is already using cloud technology to integrate

and analyze gaming data such as visitor spending and gaming patterns to help the

MICE industry evolve and stay ahead of changing consumer demand increase.
 TTG Asia Media Pte Ltd, (2021). As a global leader in cloud and data

intelligence, Alibaba Cloud understands the inherent value of technology. The use of

technology and its effective use will be key to the country's ability to stay ahead of

MICE in a wide range of hospitality and eSport competitions. After all, technology is a

great pioneer in enabling us to stay connected and relevant to the global economy. The

same achievements Singapore has achieved with technology will help make a preferred

destination for both leisure and business companies.

Review of Related Studies (Local)

Rise of Gaming in the Philippines

(Philippines Star, 2019) “In the last decade or so, being a gamer (someone who

plays video games) has transitioned from being nerdy, into cool, to now being normal.

This trend is very parallel to how computer technology was perceived — from

something very niche and expensive, to something everyone wants to have, to

something everyone now has.”

(Philippines Star, 2019) Computer shops in the Philippines provided a new form

of entertainment, which has a cheap cost. That is something new, where gamers aren’t

playing against computers or Ai, thus they are competing with real people.

(Philippines Star, 2019) Home Internet or Wi-Fi became reliable, and it made a

way for the people to get attracted to new kinds of games and be attracted to a new set
of players as well. If playing at home wasn’t that convenient, therefore through the use

of cheap data connection, online gaming can be possible anywhere.

(Philippines Star, 2019) The young demography of the Philippines consists of

avid internet users. The connectivity paves the way to one of the cheaper forms of

entertainment, and the youth leads the way in the usage rate. This translates to a bigger

market for gaming, which then converts to a broader audience and player base.

(Philippines Star, 2019) Aside from that, there is a relevance in amateur and

grass roots events. This is because the entry barrier is very low, and that solves a lot of

facilities, awareness, and education problems of other sports. The internet also works

as the great equalizer against our geography because players can compete against

anyone instead of just playing someone within their locale.

Study Area

Image 1.1: The Image shows the SMX Convention Center Manila
 Image 1.2: The Image shows the actual map location of SMX Convention Center

METHODOLOGY

This chapter discusses the research design, the respondents of the study, the

determination of the sample size and sampling design, the research instruments and its

validation, the data gathering and lastly, the statistical treatment of the paper. This

research study looked over the benefits of online games in the hospitality Industry: the

MICE industry, and conducted online surveys.

Research Design

The researchers used a quantitative design method and descriptive method as

an approach since the study aims to determine the benefits of online games in the

hospitality Industry: the MICE industry. The assessment evaluation studies determine

the benefits of effectiveness of online games when it’s applied in the hospitality industry:

the MICE industry.

Research and Instrument

 The researchers conducted a survey questionnaire through google forms and

messenger to gather data from their respondents.

Sources of Data

The researchers will be using as a primary source of collecting data will be the

Online Survey Questionnaires. As for the researchers, secondary sources of data will

come from the internet, online articles, journals and periodicals that have a relativity to

the study that the researcher is conducting.

Participants of the Study

The main participants of the study were Millennials up to generation Z that are 18

years old and above to be able to conduct properly and answer the researchers survey

questionnaires. The researchers chose 50-100 respondents to answer the survey

questionnaire.

Sampling Technique

The researchers used the quota sampling method for the survey to be conducted

quickly and fast. Quota sampling method is a technique where the researchers select

and ask a group of respondents who have the same common interest in online games.
Data Gathering Procedure

The researcher looked for necessary resources related to their study that could

help them in order to make the study. The researchers read from the internet for more

information such as articles, journals, research papers and asked opinions from the

online gamers to gain more insight in the study. For this they were able to construct

ideas for their answers.

Statistical Treatment of Data

The statistical treatment of data will be used to determine the numerical and

statistical computation of desired percentage formula and weighted mean. The

researchers will be using the percentage formula in some parts of the survey

questionnaire.

The formulas are the following:

Percentage was used to measure the average of the demographic profile of the

respondents and their performance in online blended learning education.

P= ( FN ) 100 %
Where:

P = percentage

F = frequency of numbers

N = population
Weighted Mean

Weighted Mean formula was used to determine by multiplying the weight with the

quantitative outcome associated with it and then adding all the products together.

Formula

£wx

w.m. =

Where:

Wm= weighted mean

x= frequency

w= rating of the respondents

n= total number of respondents

Likert scale

The Likert scale is used to determine the minimum and maximum length from choices 4

- 1-point Likert type scale.

Table 1 shows the four- point Likert scale will be used by the researcher.

Rate Equivalent Verbal Interpretation

4 3.26 - 4.00 Strongly Agree (SA)

3 2.51 - 3.25 Agree (A)

2 1.76 -2.50 Disagree (D)

1 1.00 - 1.75 Strongly Disagree (SD)