mice tourism case study

Paths and strategies to drive MICE into tourism based on gravity model and Wilson model: a case study of Jiangxi Province in China

Published: 17 November 2020
Volume 13 , article number 1233 , ( 2020 )

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Dian Zhang 2 ,
Ligang Zhang 3 ,
Huiting Ji 1 &
Junshi Xiao 1

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MICE (meeting, incentive, conference, and exhibition) industry shows a great potential in the demand side and interacts with the supply side of tourism industry. The optimization of driving MICE into tourism strategy is an important issue in Chinese tourism industry development, which is an effective choice to stimulate tourism industry innovation. This paper aims to explore an effective integration of driving MICE into tourism industry in Jiangxi province in China, based on Gravity model and Wilson model to calculate radiation radius of MICE industry in Jiangxi. According to the calculation result, this paper proposes three integration model of driving MICE into tourism industry, namely, urban MICE-driven model, tourism-driven model, and featured integration model. Five strategies are also proposed, including government leadership, establishment of service platform, rational planning and positioning, demonstration of cultural values, and financial support.

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School of Economics and Management, East China Jiaotong University, Nanchang, 330013, China

Kui Yi, Huiting Ji & Junshi Xiao

School of Business Administration, Jiangxi College of Foreign Studies, Nanchang, 330099, China

School of literature and law, East China University of Technology, Nanchang, 330013, China

Ligang Zhang

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Yi, K., Zhang, D., Zhang, L. et al. Paths and strategies to drive MICE into tourism based on gravity model and Wilson model: a case study of Jiangxi Province in China. Arab J Geosci 13 , 1233 (2020). https://doi.org/10.1007/s12517-020-06215-8

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Received : 17 September 2020

Accepted : 01 November 2020

Published : 17 November 2020

DOI : https://doi.org/10.1007/s12517-020-06215-8

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Towards a creative mice tourism destination branding model: integrating heritage tourism in new orleans, usa.

1. Introduction

2. literature review, 2.1. destination branding for mice tourism with cultural heritage institutions, 2.2. frameworks for destination branding, 2.3. proposed model of creative mice tourism destination branding, 4. findings, 5. discussion, 6. conclusions and implications, author contributions, institutional review board statement, informed consent statement, data availability statement, conflicts of interest.

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Click here to enlarge figure

Stakeholder Categories	Stakeholder Roles within Categories
Organizing	DMOs, CVBs
Operating	Meeting planners
Facilitating	Convention center and venues
Participating	Associations
Attending	MICE travelers, MICE event attendees
Supporting	Heritage institution and host community
Sponsoring	Government, civic organizations, funders and sponsors

Variable	n	%
Gender (n = 509)
Female	220	43.2%
Male	289	56.8%
Age (n = 513)
18–29	63	12.3%
30–39	124	24.2%
40–49	148	28.8%
50–59	114	22.2%
60–69	58	11.3%
70 and over	6	1.2%
Education (n = 513)
Some high school	0	0%
High school graduate	7	1.4%
Some college	49	9.6%
Technical school or associate’s degree	14	2.7%
Bachelor’s degree	244	47.6%
Master’s degree	172	33.5%
Doctorate or equivalent	27	5.3%
Income (n = 511)
Under $24,999	12	2.3%
$25,000–49,999	64	12.5%
$50,000–74,999	83	16.2%
$75,000–99,999	95	18.6%
$100,000–149,999	142	27.8%
$150,000 and over	115	22.5%
Employment (n = 512)
Employed	468	91.9%
Unemployed	2	0.4%
Retired	17	3.3%
Student	13	2.6%
Full-time homemaker	2	0.4%
Others	7	1.4%

Item	Mean	Std. Deviation	Cronbach’s Alpha
The Brand
The Brand, appealing	3.33	1.046	0.958
The Brand, attractive	3.28	1.034
The Brand, interesting	3.36	1.089
Brand Awareness
Awareness, my mind	3.20	1.112	0.913
Awareness, recognize	3.38	1.111
Awareness, identify	3.31	1.132
Brand Experience
Sensory experience: visual	3.44	0.969	0.922
Sensory experience: aural	3.46	1.043
Sensory experience: olfactory	2.81	1.063
Sensory experience: gustatory	3.59	1.069
Sensory experience: tactile	3.01	0.944
Affective experience: feeling	3.69	0.982
Affective experience: sentiment/emotion	3.62	0.967
Behavioral experience	3.39	0.950
Intellectual experience	3.43	0.952
Brand Personality
Personality, credible	3.23	1.005	0.936
Personality, reliable	3.18	0.991
Personality, pleasant sensations	3.36	1.038
Personality, good value	2.99	1.030
Personality, reasons to experience	3.21	1.051
Brand Equity
Equity, encourage	3.38	1.133	0.936
Equity, better quality	3.22	1.057
Equity, satisfied	3.58	1.061
Equity, experience again	3.61	1.123
Equity, recommend	3.68	1.113

Item	Factor Loading	S.E.	Est./S.E.	Construct Reliability (CR)	Average Variance Extracted (AVE)
The Brand
The Brand, appealing	0.954 ***	0.006	162.005	0.954	0.873
The Brand, attractive	0.952 ***	0.006	158.290
The Brand, interesting	0.918 ***	0.008	112.303
Brand Awareness
Awareness, my mind	0.843 ***	0.015	55.261	0.895	0.739
Awareness, recognize	0.900 ***	0.012	77.781
Awareness, identify	0.903 ***	0.011	79.018
Brand Experience
Sensory experience: visual	0.801 ***	0.017	45.951	0.924	0.578
Sensory experience: aural	0.782 ***	0.019	41.688
Sensory experience: olfactory	0.551 ***	0.032	17.187
Sensory experience: gustatory	0.773 ***	0.019	39.875
Sensory experience: tactile	0.707 ***	0.023	30.084
Affective experience: feeling	0.837 ***	0.015	55.894
Affective experience: sentiment/emotion	0.815 ***	0.017	49.206
Behavioral experience	0.776 ***	0.019	40.817
Intellectual experience	0.755 ***	0.020	36.894
Brand Personality
Personality, credible	0.918 ***	0.009	102.540	0.934	0.740
Personality, reliable	0.906 ***	0.010	91.753
Personality, pleasant sensations	0.882 ***	0.011	78.799
Personality, good value	0.774 ***	0.019	40.832
Personality, reasons to experience	0.841 ***	0.015	57.801
Brand Equity
Equity, encourage	0.842 ***	0.015	57.591	0.925	0.725
Equity, better quality	0.849 ***	0.014	60.364
Equity, satisfied	0.868 ***	0.012	69.468
Equity, experience again	0.873 ***	0.012	70.530
Equity, recommend	0.891 ***	0.011	80.011

Indicator	Statistic Value	Threshold Value
Normed chi-square (χ /df)	3.624 ***	<5
Root Mean Square Error of Approximation (RMSEA)	0.071	<0.08
Standardized Root Mean Square Residual (SRMR)	0.035	<0.05
Comparative Fit Index (CFI)	0.943	>0.90
Tucker–Lewis Index (TLI)	0.936	>0.90
Incremental Fit Index (IFI)	0.944	>0.90
Normed Fit Index (NFI)	0.924	>0.90

Hypothesis	Variable	Path Coefficient	t Value
H1	Brand > Brand Awareness	0.605	15.854 ***
H1a	Brand > Brand Experience	0.274	5.293 ***
H1b	Brand > Brand Personality	0.144	2.997 ***
H2	Brand Awareness > Brand Experience	0.563	12.427 ***
H2a	Brand Awareness > Brand Personality	0.111	2.129 **
H3	Brand Experience > Brand Personality	0.676	13.503 ***
H3a	Brand Experience > Brand Equity	0.347	4.854 ***
H4	Brand Personality > Brand Equity	0.560	7.914 ***

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Kim, E.G.; Chhabra, D.; Timothy, D.J. Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA. Sustainability 2022 , 14 , 16411. https://doi.org/10.3390/su142416411

Kim EG, Chhabra D, Timothy DJ. Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA. Sustainability . 2022; 14(24):16411. https://doi.org/10.3390/su142416411

Kim, Eunhye Grace, Deepak Chhabra, and Dallen J. Timothy. 2022. "Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA" Sustainability 14, no. 24: 16411. https://doi.org/10.3390/su142416411

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The Challenges and Prospects of Mice Industry: The Case of Balkan Countries

10 Pages Posted: 30 May 2019

Technical University of Sofia

Venelin Terziev

Georgi Rakovski Military Academy, Sofia, Bulgaria

Date Written: December 31, 2018

The MICE sector, which accounts for about 35 percent of tourism revenues, has gained momentum in recent years and has become an industry by itself as an area of tourism. The importance of the MICE sector is clearer because it is thought that most organizations do not have enough time, labor and resources. Higher profit margins in the sector, quality delegate profiles and creative business sectors have led MICE to increase interest. Despite intense interest in the MICE sector over the world, it is estimated that academic studies related to the sector are needed. Research has been done on the most appropriate components of existing MICE industry applications and strategies In this study, it is aimed to contribute the literature to the MICE industry by examining the situation in the Balkan Countries.

Keywords: The MICE Industry, Economic effects, Economic Growth

JEL Classification: P00, P10

Suggested Citation: Suggested Citation

Technical University of Sofia ( email )

8 Kl. Ochridski bul. Sofia, 1000 Bulgaria

Venelin Terziev (Contact Author)

Georgi rakovski military academy, sofia, bulgaria ( email ).

Sofia, 1000 Bulgaria

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Please note you do not have access to teaching notes, analysis of the competitiveness factors for mice tourism: the case of mazatlan, sinaloa.

International Journal of Tourism Cities

ISSN : 2056-5607

Article publication date: 13 September 2023

Issue publication date: 30 May 2024

Meetings, incentives, conferences and exhibitions (MICE) tourism has established as a tourism segment that is growing in popularity. It is less seasonality dependent, promotes the offer of services and contributes to the development of the sector. Therefore, this study aims to analyze the competitiveness factors for the improvement of MICE tourism in the city of Mazatlan.

Design/methodology/approach

It was developed with a mixed approach, using quantitative and qualitative data collection techniques, such as interviews with experts, surveys of stakeholders in the tourism sector and documentary analysis. Based on the theoretical review, the following four competitiveness factors were defined for MICE tourism: 1) resource factors, 2) destination management factors, 3) conditioning factors of the environment and 4) conditioning factors of the demand, applying and importance-performance analysis.

The results indicate that the factors of competitiveness in the case of the study that had greater importance and better performance are the conditioning factors of the demand and resource factors. However, the development and implementation of comprehensive destination management strategies are required to improve this segment, as well as giving due importance to taking into account the important conditioning factors of the environment.

Originality/value

This study makes a theoretical contribution to the literature on the competitiveness of tourist destinations in the MICE segment by identifying the factors for its development, as well as the practical implications for the specific case study. In addition to this, it was identified that there are few empirical studies that analyze the factors that contribute to improving the competitiveness of this segment.

MICE tourism
Competitiveness factors
Urban tourism

Zazueta-Hernández, M.G. and Velarde-Valdez, M. (2024), "Analysis of the competitiveness factors for MICE tourism: the case of Mazatlan, Sinaloa", International Journal of Tourism Cities , Vol. 10 No. 2, pp. 701-717. https://doi.org/10.1108/IJTC-11-2022-0248

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Analysis: All requisites in place, did G20 build a strong case for MICE tourism in India?

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Updated On Sep 9, 2023 at 08:44 AM IST

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Ministry of Tourism launches G20 Tourism & SDG Dashboard in association with UNWTO

The G20 Tourism and SDG Dashboard is a comprehensive online public platform, consolidating the collective knowledge of the G20 Tourism Working Group. It includes the GOA Roadmap, survey results, case studies, and best practices from G20 countries. The dashboard offers insights into sustainable tourism practices and provides a platform for knowledge exchange, collaboration, and growth.

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Opinion: Tourism and hospitality beyond G20

Logically the benefits of G20 could flow only in the long term. The great challenge in the post G20 period will be to sustain these initiatives. Naturally the states will have to play the key role, providing a suitable policy framework, putting together an atmosphere where doing business is easy and creating a suitable climate for constructive partnership with the private sector.

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