MICE Tourism

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This paper contributes to the tourism literature by providing enhanced insights on MICE tourists, particularly in the Middle East hub for the MICE sector. Insights into travel behaviors and information searching before and during travel planning, based on target markets, are provided by this research paper. The concept of differences in culture as a significant factor for understanding MICE travelers’ behavior of information acquisition and travel in Doha was investigated in this paper. The identification of important differences in the travel behaviors and information searching of the three groups of survey participants was aided by Chi-square tests. Distinguished differences were identified in the information searching behavior, travel and accommodation arrangements, involvement in tourism activities at the destination, duration of stay, and travel compositions. Furthermore, significant differences were found among the three groups of respondents regarding the factors that affect their decision-making and selection process to visit a certain destination. These included overall trip satisfaction, future retention, and trip cost. The study concluded that when choosing and moving forward with MICE-associated travel, various cultural groups collect different information on their desired destination. This finding implies that it is important for employees in destination marketing to recognize the characteristics and interests of the three groups in the survey. This is particularly important for Doha becoming not only a regional hub but also a global hub for MICE tourism.

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