A Study on Satisfaction with the Success Factors of Gyeongju MICE Complex District: Comparison between MICE Participants and MICE Alliance

Abstract

Purpose - The purpose of this study is to compare and analyze satisfaction with the success factors of MICE complex district around Gyeongju Hwabaek International Convention Center towards MICE participants and alliance members in Gyeongju, and then derive implications for suggesting a Gyeongju-type MICE complex district. Design/Methodology/Approach - In this study, a total of 250 questionnaires were collected from 150 MICE participants participating in MICE held at the Gyeongju Hwabaek International Convention Center(HICO) in 2020 and 100 alliance members around HICO. Valid Data of 135 participants and 94 alliance members. IPA and T-test were utilized to compare satisfaction levels with the success factors of MICE complex district between the two groups. Findings - First, the factors with low satisfaction level in common with the two groups are ‘concert hall’, ‘entertainment facilities’, and ‘large shopping centers’. Second, there existed differences between the two groups in satisfaction with ‘exhibition and convention facilities’ , ‘large shopping centers’, ‘concert hall’, ‘transportation and information systems’, ‘entertainment facilities’, and ‘special local tour experiences’. Research Implications - Accordingly, while a successful Gyeongju-type MICE complex district should be supplemented with MICE infrastructures including exhibition and convention facilities, entertainment facilities, and large-scale stores around the center, such as shopping centers and outlets, quality of multiple convention services including performances in concert halls, transportation and information systems and special local tour experiences need to be improved.