M.I.C.E.Tourism

Abstract

This dissertation looks at what factors affect the growth and lasting nature of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. It particularly examines how different views and experiences of stakeholders impact the planning and management of MICE destinations. Using a mixed-methods strategy, the study combines qualitative information from detailed interviews with stakeholders and quantitative information from thorough industry surveys. Important findings show that different attitudes of stakeholders play a big role in shaping how MICE events are run and marketed, especially with a focus on public health and safety measures after the pandemic. These findings highlight the need to align what stakeholders want with their expectations to increase the success of MICE tourism, especially in healthcare, where conferences and events are key for sharing knowledge and networking in medicine. The results of this research go beyond MICE tourism, suggesting that understanding stakeholder dynamics can help inform broader strategies in the healthcare sector, supporting resilience and flexibility as public health issues become more important in event planning. By showing the links between stakeholder views and the sustainability of MICE tourism, this research aims to provide a better understanding of the challenges and opportunities in combining healthcare with event tourism, pushing towards a more responsible and sustainable MICE environment.