A STUDY ON MICE VENUE FACILITIES AND THEIR CORE ATTRIBUTES

Abstract

The Meeting, Incentive, Convention and Exhibition (MICE) industry is one of the leading contributors to the global economy under the Travel and Tourism sector. This has prompted many countries to invest in this industry with the evidence of new emerging amount of MICE venues across the globe. It led to stiff competition among MICE venues to be the choice of site. Past studies had identified facilities as an important attribute in the selection of MICE venues for both event organizers and delegates but the in-depth analysis of facilities are still lacking. The aim of this paper is to study on the core attributes of facilities in conjunction with the deliverables within MICE venues. This paper investigates on the importance of facilities within MICE venues and study on the attributes of facilities for two type of events, exhibition and, meeting and convention. Qualitative analysis is adopted through conducting semi-structure interviews with four existing MICE event organizers in Singapore to gain insightful information and opinions on the MICE venues and facilities within. Ultimately, a list of core attributes of facilities and deliverables essential in MICE venues is formed. Correlated relationship is established between hardware and software attributes of facilities. In addition, the identified core attributes of facilities are able to produce deliverables beneficial to MICE venues. The intent of this paper is to provide a one-stop source for MICE venue owners and organizers to gain further knowledge on the attributes of facilities and place higher emphasis on them to promote growth within a competitive market.