Attracting Convention and Exhibition Attendance to Complex MICE Venues: Emerging Data from Macao

Abstract

This study presents an importance-performance analysis of multi-level attributes (event, facility and destination) evaluated by delegates attending an exhibition event in a 'complex meetings, incentive, convention or exhibition (MICE) venue' in greater China (mainland China, Hong Kong, Macao and Taiwan). The study's findings expound the relevance of various attributes in light of the emergence of complex MICE venues and destination resorts and, in particular, emphasizes the relative importance of destination -vis-à-vis facility -and core event-related attributes towards determining exhibition attendance.

Perceived Attributes of Event Sustainability in the MICE Industry in Thailand: A Viewpoint from Governmental, Academic, Venue and Practitioner

“…According to Whitfield et al [28], MICE related studies which employ the IPA technique analyze importance ratings combined with perceived performance responses to provide practical and evaluative insights regarding the strategic soundness of integrated venues as a path for sustainable event development.…”

An Assessment of the Human Resources Challenges of Macao's Meeting, Incentive, Convention, and Exhibition (MICE) Industry

“…MICE attendees have been found to spend three times more than an average leisure tourist (Campiranon & Arcodia, 2008). This in return generates foreign exchanges and additional business opportunities within related economic sectors, increases destination brand loyalty with repeat tourists and overall increases employment (Dwyer & Mistilis, 1999;Nadkarni & Leong, 2007;Whitfield et al, 2012). Based on this, the MICE industry has increasing importance to Macao creating value added across the destination from an additional tourism revenue stream to greater employment opportunities.…”

“…This is notwithstanding government venues such as the 62,000 square feet in the Macao Dome built for the 4th East Asian Games in 2007 left fairly unused since. There are also an array of historical sites, many of which do not promote MICE although it is now common for such venues to be part of MICE events and seen as an additional area of revenue growth and attraction (Whitfield, Dioko, Webber, & Zhang, 2012). On venue availability alone, Macao has great potential to become an attractive MICE destination.…”

How Does Meetings, Incentives, Conventions, and Exhibitions Industry Attract Exhibitors?

“…Chen and Mo (2012) proposed that exhibition attributes include content, booth management, access, registration, booth layout and function, and exhibition and booth attractiveness. Whitfield, Dioko, Webber, and Zhang (2014) argued that exhibition attributes include MICE facilities, accommodation, accessibility, recreational and professional opportunities, and destination attributes. According to the literature, exhibition attributes are divided into five dimensions: selling activities, information gathering, relationship building, exhibition image, and extension services.…”