A Study on the Factors Affecting Intention to Engage in Sustainable MICE: Applying Grounded Theory

Abstract

A major part of sustainable MICE and environmental, social, and governance criteria has been driven by the response to climate change, and other social and economic components have also been gaining prominence during the Covid-19 era. However, there is a tendency to dismiss sustainability only as an environmental factor in the domestic MICE industry. Therefore, this paper examines the definition of sustainable MICE and explores the drivers and barriers that affect the process and behavior toward sustainable MICE behavior. In-depth interviews were conducted with nine MICE specialists working in convention bureaus, convention centers, associations, local governments, and etc. The findings were derived from 13 categories and 38 sub-categories and the paradigm model was named as ‘MICE stakeholder’s consensus building and practice on sustainable MICE recognition’. Furthermore, policies and practical implications for strengthening recognition and attitude on sustainable MICE were discussed.