MICE destination success factors and image attributes : identifying the success factors and image attributes of MICE destinations : in the country brand and destination image formation context

Abstract

There is still little research undertaken to explore and explain aspects of the MICE industry (Meetings, Incentive, Conferences, Events and Exhibition), as one of the main types in tourism and potentially the most lucrative asset for destinations and countries. There is hardly any research that looks into the factors and image attributes that make a destination suitable and successful within the MICE industry. In the discussion of country and destination branding and examination of destination image formation in particular, MICE tourism is mostly understudied. Therefore the research set out to identify the success factors and image attributes of MICE destinations; put into direct context with country brand and destination image formation concepts. In particular, is the MICE destination image is examined in with relation to the different country brand elements and the distinction between organic and induced images. The destination selection and decision- making process are taken into account, looking into the key factors and attributes of a MICE destination. Based on the current industry reports and FutureBrand's CBI (Country Brand Index), the competitive set of MICE destinations is explored with relation to overall country brand and image. The findings of an online survey among international MICE organizers and planners showed that the functionality of a destination with relation to accessibility, accommodation and meeting facilities is highly important for MICE destinations and basic criteria, especially for meetings and conferences. The unique attributes of a destination are the basis for competitive advantage. Country brand strength also appears as an important foundation for a successful MICE destination, particularly in terms of political and economic stability as well as general attractiveness and capability as a tourism destination. The so-called 'personal factor' in the image held and decisionmaking by MICE organizers and planners, was found to exert high influence on destination selection. In particular previous experience and visitation plays a major role iv in the destinations selection, as well as in the image held about a destination in terms of MICE. This finding reflects on the known pattern of mostly regional MICE travel. It could be concluded that the MICE industry and competitive set of MICE destinations is mostly rigid and based on long- established countries with a strong overall brand. Therefore success within the MICE industry is related to the underlying brand strength and image as well as meeting the functionality requirements and offering a unique appeal. This means that it is extremely difficult for a country to establish itself in the MICE market when it is lacking the strong support of the underlying country brand. This also poses a possible threat to countries with declining country brand strength, which may lose their foothold in the market.