MICE stands for Meetings, Incentives, Conferences and Exhibitions and it represents a lucrative part of the tourism mix across the globe. MICE can also be referred to as Business Tourism or Business Events. While primarily rooted in leisure, Incentives often involve business group tourism, including accommodation, transportation, company dining opportunities, and excursions, as part of the complete incentive package. Several elements contribute to the success factors of the MICE industry. For the current study, areas identified were the business travelers, motivation, perception, satisfaction, marketing strategy, key performance indicator, technology trends, and challenges towards MICE industry.
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