Live Streaming + MICE: A Study on Its Influence in the New Media Age

Abstract

In the era of new media, all industries are going digital. It is inevitable for the exhibition industry to conduct digital transformation. After the coronavirus pandemic in 2020, MICE (Meetings, Incentives, Conferencing, Exhibitions) saw a better industrial structure. Many online conferences and exhibitions have increased around the world. Live streaming, as an effective approach to new media communication, has dramatically driven online produc-tion. It has also helped the exhibition industry gather information and interact with peers in this era. In addition, it has promoted the economic benefits of the MICE industry. By adopting the interview method, 12 people in the MICE industry have been covered. The main purpose is to know how live streaming is utilized in the MICE industry. The paper summarized the model of "live streaming + MICE" and found many advantages of the model. Also, it introduced the limitations of live streaming employed in the MICE indus-try. The interviewer put forward some suggestions for the operation and live streaming of MICE companies in the hope of helping the MICE industry accelerate the digital transfor-mation and improve the economic benefits of the industry.