The ideal MICE destination characteristics: A perspective from Istanbul

Abstract

Meetings, Incentives, Conventions, and Exhibitions (MICE) is a lucrative tourism segment, offering higher per capita spending and larger returns on investment than other tourism types. However, what makes a successful MICE destination from a multi-stakeholder perspective is overlooked in the literature. Therefore, the main objective of this paper is to explore the features of ideal MICE destinations based on the perspectives of different stakeholders in the MICE market, including supply (e.g., C.V.B.s, lodging) and demand (e.g., Travel agencies, incentive houses). In-depth semi-structured interviews were conducted with 30 experts. The results of the thematic analysis revealed seven overarching themes, which are classified under the characteristics of a MICE destination were grouped under internal (infrastructure, superstructure, service quality) and external (cultural, natural, economic, and political) factors. To confirm the validity and reliability of the findings, the results of semi-structured interviews were further evaluated by conducting focus groups with seven MICE experts. This study extends current literature by identifying destination selection factors with a more holistic approach, which reflects the perspectives of different stakeholders. The findings also provide a foundation for developing marketing strategies and allocating resources to better position the destination.