Abstract
This study was conceived from the fact that the Expo and the MICE industry are closely related. In particular, there will be many events in Busan during the intensive period for preparation and even after the Expo is held. This affects the quantitative performance of Busan, such as the ranking of world MICE host cities. By hosting the 2030 World Expo, one can expect qualitative results to secure the identity of Busan as a host city for MICE and to host large-scale international events in the future more easily. In a way, the 2030 World Expo is an opportunity to create significant transformation and innovation, along with changes in Busan’s MICE ecosystem. Nevertheless, the expectations of Busan’s tourism MICE workers for the 2030 World Expo and their attitude toward innovation and change in the tourism MICE ecosystem, composed of companies, universities, local governments, and citizens through the 2030 World Expo, are worth examining.
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