Competitive Relationship Analysis among MICE Cities using Convention and Meeting Data: An Application of the Theory of Niche

LEE， JIWON; Eunjoo Yoon

This study explores the competitive relationship among nine MICE cities in Korea and to find out the strategic niche of the future-oriented MICE industry using niche theory. Convention and meeting data from 2009 to 2011 hosted in nine convention centers are classified into the type of organizers, the size of the meeting and convention and the industrial field of association meetings as a niche dimension to analyze the niche breadth and niche overlap. This study concludes that firstly Jeju Island has the lowest niche breadth and the highest niche overlap when analyzing by the type of organizer, resulting in it being a specialized associate meeting and convention. On the other hand, Incheon city, uses a generalist strategy, and has the highest niche breadth. Second, when analyzing niche by the size of meeting and convention, most cities have focused on the small meetings of under 300 participants and are in competition. Specially, Gwangju city weights toward small sized meetings. Lastly, in terms of analyse by the industrial field of association meeting and convention, Daejeon city comparatively has the lowest niche breadth (9.092) by specially focusing on the science field, whereas Kyunggi province shows the highest niche breadth by accommodating various industrial fields of meeting and convention. This study suggests that MICE cities should find their own unique niche market and develop a differentiated convention market in order to survive competition.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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