INNOVATING THE MICE INDUSTRY THROUGH CREATIVE TOURISM: OPPORTUNITIES AND FUTURE DIRECTIONS
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Submitted
20 March 2024
Published
3 May 2024
Keywords:
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Creative Tourism, MICE tourism, Niche tourism
Abstract
Creative tourism and Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism are two independent sectors positioned for distinct markets, namely, the leisure and the business groups. However, the sweeping shifts in tourist motivation, behavior, and interest toward immersive, engaging, and sustainable activities may require an innovative strategy that can mutually benefit stakeholders across the value and supply chain. Thus, this paper seeks to present the possibility of a niche for both types of tourists. Anchored on grounded theory, the research argues for inclusion of unique activities curated by residents for a MICE itinerary. However, the strategy requires best new practices in the conceptualization, management, and evaluation of this new offer that will achieve profit objectives, ensure the well-being of the residents, safeguard traditions, and protect the communities, thus, resulting in a sustainable and regenerative tourism ecosystem.
References
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Fernandes, S., Vaz-Curado, L., & Mueller, A. (2019). The concept of entrepreneur of Schumpeter in comparison to Kirzner. MISES: Interdisciplinary Journal of Philosophy Law and Economics, 7 (3), 613-642. http://doi.10.30800/mises.2019.v7.1
Francisco, J. P., Olfindo, R., & Tiongson, R. (2017, February 13). Assessment of the meetings, incentives, conventions and exhibitions (MICE) industry in the Philippines. RSN-PCC Working Paper 17-003. https://doi.10.2139/ssrn.2916012
Galvagno M., & Giaccone, S. C. (2019). Mapping creative tourism research: Reviewing the field and outlining future directions. Journal of Hospitality & Tourism Research. 43(8):1256-1280. https://journals.sagepub.com/doi/abs/10.1177/1096348019862030
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InterGlobe Enterprises. (2022). Niche tourism: Unlocking new travel experiences. https://www.interglobe.com/niche-tourism-unlocking-new-travel-experiences
Keeley, L., Pikkel, R., Quinn, B., & Walters, H. (2013). Ten types of innovation: The discipline of building breakthroughs. John Wiley & Sons, Inc.
Kim, E.G. (2019, May). Co-created destination branding for creative MICE tourism: Building synergies with cultural heritage assets [Doctorate Disseration]. Arizona State University. https://keep.lib.asu.edu/items/157498
Kulendran, N. & Witt, S. (2003). Forecasting the demand for international business tourism. Journal of Travel Research, 41(3), 265 – 271. https://doi: 10.1177/0047287502239034
Lopez, A. M. (2022, May 10). Business tourism spending worldwide in 2019 and 2020, with a forecast until 2025. Statista. https://www.statista.com/statistics/1093324/business-travel-spending-worldwide-outlook/
Luka, M., & Luka, I. (2014, October 23-24). Developing creative tourism destinations in culture and growth: Magical companions or mutually exclusive counterparts [Conference presentation]. 8th Interdisciplinary Conference of the University Network of the European Capitals of Culture. Umeå University, Sweden. https://www.researchgate.net/publication /289672289_Riga_-_Developing_Creative_Tourism_Destinations
Nzioka, A. (2019, April 24-26). Tourism product innovation: Positioning meetings, incentives, conferences, and exhibitions, as a strategy for product diversification in beach hotels of Mombasa County [Conference presentation]. 2nd Annual International Conference, Machakos University, Kenya.
Organization for Economic Cooperation and Development (2014). Tourism and the creative economy: OECD Studies on tourism. https://www.oecd.org/publications/tourism-and-the-creative-economy-9789264207875-en.htm
Ohridska-Olson, R., & Ivanov, S. (2010). Creative tourism business model and its application in Bulgaria [Conference presentation] Black Sea Tourism Forum: Future of Bulgaria. https://www.researchgate.net/publication/228257477_Creative_Tourism_Busines s_Model_and_its_Application_in_Bulgaria
Onwuegbuzie, A. J., Leech, N. L., & Collins, K. M. T. (2012). Qualitative analysis techniques for the review of the literature. The Qualitative Report, 17(56),1-28. http://www.nova.edu/ssss/QR/QR17/onwuegbuzie.pdf
Poon, A. (1993). Tourism, technology, and competitive strategies. CABI.
Ratajczak-Mrozek, M. (2014, January). Cooperation, innovations, and knowledge in MICE tourist product perception [Conference presentation]. 5th EMAC Regional Conference Marketing Theory Challenges in Emerging Markets. https://doi.10.13140/2.1.3031.1685
Richards, G. (2021). Business models for creative tourism. Journal of Hospitality & Tourism, 19(1). https://www.researchgate.net/publication/355105480_Business_Models_for_Creative_Tourism/references
Richards, G. (2011). Creativity and tourism: The state of the art. Annals of Tourism Research, 38(4), 1225-1253. https://doi.org/10.1016/j.annals.2011.07.008
Richards, G. (2011). Rethinking niche tourism in the network society [Conference presentation]. ATLAS Annual Conference in Cyprus. https://www.academia.edu/186891/Rethinking_ niche_tourism _in_the_network_society
Richards, G. & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture? Tourism Management, 27, 1209-1233. https://doi.org/10.1016/j.tourman.2005.06.002
Robinson, M. (2005). Niche tourism: an introduction. https://doi.10.1016/B978-0-7506-6133-1.50007-X.
Russo, P. (2002): The vicious circle of tourism development in heritage cities. Annals of Tourism Research, 29 (1), 165–182. https://doi.10.1016/S0160-7383(01)00029-9
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015
Statista. (2024). Forecasted expenditure of business tourists worldwide from 2023 to 2027. https://www.statista.com/statistics/1093324/business-travel-spending-worldwide-outlook/
Tan, M. I. (2019, November 8). Creative cities. Inquirer.net. https://opinion.inquirer.net/125092/creative-cities
Thailand Convention and Exhibition Bureau. (2020). Idea for creative MICE journeys: 7 MICE magnificent themes 2020. https://elibrary.tceb.or.th/getattachment/0571358c-6094-4e5e-a252-ce00da29d8aa/6191.aspx
United Nations Educational, Scientific, and Cultural Organization. (2006). What are creative clusters? The global alliance for cultural diversity. http://www.google.bg/search?q=UNESCO+Creative+clusters&ie=utf-8&oe=utf
United Nations, United Nations Development Programme & United Nations Educational, Scientific and Cultural Organization. (2013). Creative economy report: Widening local development pathways. http://www.unesco.org/culture/pdf/creative-economy-report-2013.pdf
Virginija, J. (2016). Interaction between cultural/creative tourism and tourism/cultural heritage industries. In L. Butowski (Ed.) Tourism - From empirical research towards practical application. http://dx.doi.org/10.5772/62661
Vindrola-Padros, C., & Johnson, G. A. (2020). Rapid techniques in qualitative research: A critical review of the literature. Qualitative Health Research, 1596-1604. https://doi.10.1177/1049732320921835
World Travel and Tourism Council. (2020, September 27). To recovery and beyond: The future of travel and tourism in the wake of COVID-19. https://wttc.org/Research/To-Recovery-Beyond
World Travel and Tourism Council, (2021). Travel & tourism as a catalyst for social Impact. https://www.humanrights-in-tourism.net/publication/travel-tourism-catalyst-social-impact
Zadel, Z., Rudan, E. (2019). In the search for new experiences – The way to creative tourism development. https://emuni.si/wp-content/uploads/2020/01/IJEMS-2-2019_3-20.pdf
Asian Development Bank & World Tourism Organization. (2022, March). Covid-19 and the future of tourism in Asia and the Pacific. https://www.adb.org/publications/covid-19-future-tourism-asia-pacific
Bunghez, C. L. (2021). The emerging trend of niche tourism: Impact analysis. Journal of Marketing Research and Case Studies, 21. https://doi.10.5171/2021.13471
Carvalho, R., Ferreira, A. M., & Figueira, L.M. (2016). Cultural and creative tourism in Portugal. PASOS. Revista de Turismo y Patrimonio Cultural, 14(5), 1075-1082.
Carvalho, P., Márquez, M. A., & Díaz, M. (2016). International business tourism: A growth rate model. International Journal of Research in Tourism and Hospitality, 2(2) 20 29. https://www.academia.edu/25911974/
Chayamarit. K. (2023, November 14). Fostering creative cities in South-East Asia: prioritizing creativity over tourism. https://www.unesco.org/en/articles/fostering-creative-cities-south-east-asia-prioritizing-creativity-over-tourism
Dupeyras, A., & MacCallum, N. (2013). Indicators for measuring competitiveness in tourism: A guidance document. OECD Tourism Papers, 2013/02, OECD Publishing. http://dx.doi.org/10.1787/5k47t9q2t923-en
Duxbury, N., Albino, S., & Pato de Carvalho, C. (Eds.). (2021). Creative Tourism: Activating Cultural Resources and Engaging Creative Travellers. CAB International.
Duxbury, N. Bakas, F. E., De Castro, T.V., & Silva, S. (2021). Creative tourism development models towards sustainable and regenerative tourism. Sustainability, 13(1). https://doi.org/10.3390/su13010002
Dwyer, L. (2021). Planning for Sustainable Development. [Webinar]. Managing Across Continents Congress. https://www.youtube.com/watch?v=qbumWArASUM&t=468s
Fernandes, C. (2011), Cultural planning and creative tourism in an emerging tourist destination. International Journal of Management Cases, 13 (3). https://doi.10.5848/APBJ.2011.00100
Fernandes, S., Vaz-Curado, L., & Mueller, A. (2019). The concept of entrepreneur of Schumpeter in comparison to Kirzner. MISES: Interdisciplinary Journal of Philosophy Law and Economics, 7 (3), 613-642. http://doi.10.30800/mises.2019.v7.1
Francisco, J. P., Olfindo, R., & Tiongson, R. (2017, February 13). Assessment of the meetings, incentives, conventions and exhibitions (MICE) industry in the Philippines. RSN-PCC Working Paper 17-003. https://doi.10.2139/ssrn.2916012
Galvagno M., & Giaccone, S. C. (2019). Mapping creative tourism research: Reviewing the field and outlining future directions. Journal of Hospitality & Tourism Research. 43(8):1256-1280. https://journals.sagepub.com/doi/abs/10.1177/1096348019862030
Global Business Travel Association (August 15, 2022). Global business travel spending is coming back, but recent headwinds push anticipated full recovery into 2025 and 2026. https://www.gbta.org/global-business-travel-spending-is-coming-back-but-recent-headwinds-push-anticipated-full-recovery-into-2025-and-2026/
Global Business Travel Association (2021, November 17). From setback to surge: business travel expected to fully recover by 2024. https://www.gbta.org/from-setback-to-surge-business-travel-expected-to-fully-recover-by-2024/
Global Sustainable Tourism Council. (2024, February 29). GSTC MICE criteria version 1.0 with performance indicators and SDGs for venues, event organizers, and events and exhibitions. https://www.gstcouncil.org/wp-content/uploads/GSTC-MICE-Criteria-2024-2.pdf
Grand View Research. (2024). Bleisure Travel Market Size and Trends. https://www.grandviewresearch.com/industry-analysis/bleisure-travel-market-report
Hassan, M. (2024, January 5). Exploratory research – types, methods, and examples.
https://researchmethod.net/exploratory-research/
InterGlobe Enterprises. (2022). Niche tourism: Unlocking new travel experiences. https://www.interglobe.com/niche-tourism-unlocking-new-travel-experiences
Keeley, L., Pikkel, R., Quinn, B., & Walters, H. (2013). Ten types of innovation: The discipline of building breakthroughs. John Wiley & Sons, Inc.
Kim, E.G. (2019, May). Co-created destination branding for creative MICE tourism: Building synergies with cultural heritage assets [Doctorate Disseration]. Arizona State University. https://keep.lib.asu.edu/items/157498
Kulendran, N. & Witt, S. (2003). Forecasting the demand for international business tourism. Journal of Travel Research, 41(3), 265 – 271. https://doi: 10.1177/0047287502239034
Lopez, A. M. (2022, May 10). Business tourism spending worldwide in 2019 and 2020, with a forecast until 2025. Statista. https://www.statista.com/statistics/1093324/business-travel-spending-worldwide-outlook/
Luka, M., & Luka, I. (2014, October 23-24). Developing creative tourism destinations in culture and growth: Magical companions or mutually exclusive counterparts [Conference presentation]. 8th Interdisciplinary Conference of the University Network of the European Capitals of Culture. Umeå University, Sweden. https://www.researchgate.net/publication /289672289_Riga_-_Developing_Creative_Tourism_Destinations
Nzioka, A. (2019, April 24-26). Tourism product innovation: Positioning meetings, incentives, conferences, and exhibitions, as a strategy for product diversification in beach hotels of Mombasa County [Conference presentation]. 2nd Annual International Conference, Machakos University, Kenya.
Organization for Economic Cooperation and Development (2014). Tourism and the creative economy: OECD Studies on tourism. https://www.oecd.org/publications/tourism-and-the-creative-economy-9789264207875-en.htm
Ohridska-Olson, R., & Ivanov, S. (2010). Creative tourism business model and its application in Bulgaria [Conference presentation] Black Sea Tourism Forum: Future of Bulgaria. https://www.researchgate.net/publication/228257477_Creative_Tourism_Busines s_Model_and_its_Application_in_Bulgaria
Onwuegbuzie, A. J., Leech, N. L., & Collins, K. M. T. (2012). Qualitative analysis techniques for the review of the literature. The Qualitative Report, 17(56),1-28. http://www.nova.edu/ssss/QR/QR17/onwuegbuzie.pdf
Poon, A. (1993). Tourism, technology, and competitive strategies. CABI.
Ratajczak-Mrozek, M. (2014, January). Cooperation, innovations, and knowledge in MICE tourist product perception [Conference presentation]. 5th EMAC Regional Conference Marketing Theory Challenges in Emerging Markets. https://doi.10.13140/2.1.3031.1685
Richards, G. (2021). Business models for creative tourism. Journal of Hospitality & Tourism, 19(1). https://www.researchgate.net/publication/355105480_Business_Models_for_Creative_Tourism/references
Richards, G. (2011). Creativity and tourism: The state of the art. Annals of Tourism Research, 38(4), 1225-1253. https://doi.org/10.1016/j.annals.2011.07.008
Richards, G. (2011). Rethinking niche tourism in the network society [Conference presentation]. ATLAS Annual Conference in Cyprus. https://www.academia.edu/186891/Rethinking_ niche_tourism _in_the_network_society
Richards, G. & Wilson, J. (2006). Developing creativity in tourist experiences: A solution to the serial reproduction of culture? Tourism Management, 27, 1209-1233. https://doi.org/10.1016/j.tourman.2005.06.002
Robinson, M. (2005). Niche tourism: an introduction. https://doi.10.1016/B978-0-7506-6133-1.50007-X.
Russo, P. (2002): The vicious circle of tourism development in heritage cities. Annals of Tourism Research, 29 (1), 165–182. https://doi.10.1016/S0160-7383(01)00029-9
Sigala, M. (2020). Tourism and COVID-19: Impacts and implications for advancing and resetting industry and research. Journal of Business Research, 117, 312-321. https://doi.org/10.1016/j.jbusres.2020.06.015
Statista. (2024). Forecasted expenditure of business tourists worldwide from 2023 to 2027. https://www.statista.com/statistics/1093324/business-travel-spending-worldwide-outlook/
Tan, M. I. (2019, November 8). Creative cities. Inquirer.net. https://opinion.inquirer.net/125092/creative-cities
Thailand Convention and Exhibition Bureau. (2020). Idea for creative MICE journeys: 7 MICE magnificent themes 2020. https://elibrary.tceb.or.th/getattachment/0571358c-6094-4e5e-a252-ce00da29d8aa/6191.aspx
United Nations Educational, Scientific, and Cultural Organization. (2006). What are creative clusters? The global alliance for cultural diversity. http://www.google.bg/search?q=UNESCO+Creative+clusters&ie=utf-8&oe=utf
United Nations, United Nations Development Programme & United Nations Educational, Scientific and Cultural Organization. (2013). Creative economy report: Widening local development pathways. http://www.unesco.org/culture/pdf/creative-economy-report-2013.pdf
Virginija, J. (2016). Interaction between cultural/creative tourism and tourism/cultural heritage industries. In L. Butowski (Ed.) Tourism - From empirical research towards practical application. http://dx.doi.org/10.5772/62661
Vindrola-Padros, C., & Johnson, G. A. (2020). Rapid techniques in qualitative research: A critical review of the literature. Qualitative Health Research, 1596-1604. https://doi.10.1177/1049732320921835
World Travel and Tourism Council. (2020, September 27). To recovery and beyond: The future of travel and tourism in the wake of COVID-19. https://wttc.org/Research/To-Recovery-Beyond
World Travel and Tourism Council, (2021). Travel & tourism as a catalyst for social Impact. https://www.humanrights-in-tourism.net/publication/travel-tourism-catalyst-social-impact
Zadel, Z., Rudan, E. (2019). In the search for new experiences – The way to creative tourism development. https://emuni.si/wp-content/uploads/2020/01/IJEMS-2-2019_3-20.pdf
Authors
Disimulacion, M. A. F. (2024). INNOVATING THE MICE INDUSTRY THROUGH CREATIVE TOURISM: OPPORTUNITIES AND FUTURE DIRECTIONS. International Journal of Sustainable Competitiveness on Tourism, 3(01), 54–62. https://doi.org/10.34013/ijscot.v3i01.1485
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