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Abstract
Given that the COVID-19 pandemic brought an unprecedented crisis to the MICE industry, MICE organizers developed and implemented different management strategies by providing online or hybrid event programs, or both. Although event operations have been changed fundamentally during the pandemic, it is unknown how these changes influenced visitor experience and satisfaction. Thus, the purpose of this study is to adopt Lewin’s change management theory as a theoretical lens to investigate the changing MICE business environments. This study conducted in-depth interviews with 22 visitors who participated in MICE events, in the midst of the pandemic. The findings encourage understanding the impact of COVID-19 on visitor experience and providing managerial suggestions for the preparation of new normal in the MICE industry.
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