Abstract
This study aims to understand the development status of sustainable MICE business model and its outcomes in the era of post-COVID19 by investigating the current MICE industry trends and the impact of digitalization. To broaden previous unidirectional approaches on digitalization, this study conducted focus group interview and in-depth interviews with project members of Coxverse, COEX’s a new business model that strategically connects MICE professionals and online platforms. This study provides meaningful findings. First, the findings lead to the change of our thoughts on previous discourses on digitalization in the MICE industry. Second, this study showed the value of collaboration with new stakeholders. Third, this study illustrated the innovative way to create new customers by combining online and offline components. Fourth, the findings demonstrated the value of data archiving of diverse MICE contents, which used to be perished after offline MICE events. Fifth, this study proposed new sustainable MICE business model, which connect pre-existing online platforms and offline platforms. Follow-up longitudinal research directions are also suggested to track the long-term development of CoXverse and suggest diverse competitive business models in the future.
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