Abstract
It is necessary to identify the factors that strengthen or weaken cooperation for effective collaboration at a destination. It is also crucial to recognize potential benefits that stakeholders could gain through cooperation to promote voluntary and proactive destination marketing activities. However, existing studies have only dealt with the necessity and importance of collaborative networks and their characteristics, and there has been little research on the way to strengthen collaboration within a destination. The purpose of this research is to discover the process of establishing MICE cooperative networks from the multi-stakeholder market orientation perspective. Qualitative research by applying grounded theory was carried out. In-depth interviews were conducted with 18 knowledgeable MICE experts. The concepts and categories from the statements were compared and analyzed to form the MICE multi-stakeholder market orientation structural paradigm model and the MICE destination value formation process. Based on the results, theoretical and practical implications are suggested. Furthermore, the results can be used as basic evidence to support policy for MICE destination competitiveness.
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