Taiwan's MICE visitors: business, leisure and education dimensions

Abstract

PurposeThis study seeks to examine the motivational and socio‐demographic characteristics of meetings, incentives, conventions and exhibitions (MICE) visitors to Taiwan in order to identify salient market subgroups or segments. The aim is to establish results with relevance to Asian destinations and with some more general applicability.Design/methodology/approachBased on the literature and expert input a questionnaire was designed and pretested. Using convenience sampling, data were collected from MICE visitors to Taipei (Taiwan). Principal components, hierarchical cluster, K‐means, chi‐square and ANOVA analyses of the data provide information about MICE visitors and their segments.FindingsThree motivation‐based MICE segments are identified. Variable values suggest the following segment names – value seekers, no‐value seekers, and education seekers. Significant socio‐demographic differences are found between the segments. Results provide insight into MICE visitor decision making showing the role of business, education and leisure‐related motives. Discussion focuses attention on implications of the results for the development of tourism strategies.Originality/valueThe findings enhance understanding of the motivations of MICE visitors. The information adds to the knowledge that destination marketers can consider in developing a competitive edge. Since Taipei's MICE visitors should be similar to those of Asian competitors, results contribute to a better understanding of MICE business, education and leisure‐related motives and activities in Asia.