Optimizing the Synergy Between Hotel and Event Organizer to Enhance Palembang City's Appeal as a Mice and Event Destination
Article Sidebar
Main Article Content
Abstract
This study aims to examine the optimization of synergy between hotels and event organizers in enhancing the appeal of Palembang City as a Meeting, Incentive, Convention, and Exhibition (MICE) destination. Using a mixed-methods approach, qualitative data were analyzed thematically using NVivo software, while quantitative data were analyzed using descriptive and inferential statistics. Thematic findings reveal that intensive collaboration among stakeholders is the key to successful synergy, but there are still limitations in terms of international standard facilities and human resource competencies. Digital technology, particularly for hybrid events and marketing management, is also an important requirement. Quantitative analysis shows that the quality of facilities and the effectiveness of communication significantly influence participant satisfaction and the enhancement of destination appeal. The systematically built synergy has a tangible positive impact on MICE development in Palembang. Therefore, synergy must be accompanied by concrete investment in facilities and technology as the foundation for sustainable and competitive MICE destination development. This study contributes to the development of MICE tourism industry strategies in emerging destinations through a collaborative, integrative, and adaptive approach to global trends.
Keywords: Synergy, Hotel, Event Organizer, MICE Destination, Palembang, Collaboration, Digital Transformation, Tourism Development.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License by SA that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
References
Humphries, A. (2024). Emerging Trends in Hybrid MICE Events: Sustainability and Inclusivity Perspectives. International Journal of Event Management, 29(2), 112-130.
Hussain, A., Lois, P., Liu, L., Ejaz, M. B., & Umer, A. (2023). How Important is Stakeholder Collaboration in the MICE Industry. Sustainability, 15(20), 14966. https://doi.org/10.3390/su152014966
Journal of Sustainability Science and Management. (2025). Collaborative Ecosystems in MICE: Social and Economic Impacts. 20(4), 676-689.
Le, D. T., Hoang, N. M., Vu, Q. T., & Hoang, T. N. (2023). MICE tourism: Everything you need to know. Phong Nha Info, 17(1), 100–119.
Lee, D., & Hwang, S. (2023). MICE city ecosystems: Building collaboration through information systems. Cogent Business & Management, 10(1), 2460627. https://doi.org/10.1080/23311975.2023.2460627
MEA (Meetings and Events Authority). (2024). The Impact of Hybrid Events on Inclusion and Sustainability in MICE. Annual Report on Hybrid Events, 15-30.
Puccinelli, P., et al. (2022). Hybrid Events as a Tool for Sustainable Development in the MICE Industry. Journal of Sustainable Tourism, 30(9), 1683-1700.
Quiroz Villa, A. V. (2025). The key players of the global MICE industry – Part 2: DMOs, event agencies, venues, hotels, AV tech providers, airlines, and more. Events Journal, 12(2), 210–223.
Rumerung, J., Mundung, D., Manopo, M., & Rumimper, G. (2024). Optimizing the potential of meeting, incentive, conference, and exhibition destinations through a creative economic development model: A local government study. Journal of Governance & Regulation, 13(4), 155–166. https://doi.org/10.22495/jgrv13i4art15
Science Direct. (2022). Technology Innovation in MICE Events: From Big Data to AR Applications. Event Management Journal, 44(3), 210-225.
Setyowati, N. (2024). Analysis of MICE (Meeting, Incentive, Convention, and Exhibition) development as an effort to increase Grand Rohan Jogja Hotel revenue. STRUKTURAL (Seminar on Translation, Applied Linguistics, Literature, and Cultural Studies), 2(01), 520–525. http://publikasi.dinus.ac.id/index.php/struktural/article/view/12736/5249
United Nations. (2024). Sustainable Development Goals and the Transformation of the Meetings Industry. UN Report on SDGs, 18-27.
Wahab, S., Omar, S. I., & Mohamed, B. (2021). Assessing the determinants of MICE tourism performance: The roles of facilities, service quality, and collaboration. Tourism Management Perspectives, 37, 100763. https://doi.org/10.1016/j.tmp.2020.100763
Wittwer, L., & Bofinger, H. C. (2025). The role and impact of MICE (Meetings, Incentives, Conferences, and Exhibitions) industry. World Journal of Advanced Research and Reviews, 18(4), 234–240.
The Importance of Sport Event on Hotel Performance for Restarting Tourism After COVID-19 Dušan Borovčanin, Ivan Cuk, Miha Lesjak, Emil Juvan Societies 2020. https://doi.org/10.3390/soc10040090