Taiwan's MICE visitors: business, leisure and education dimensions Academic Article uri icon

abstract

  • PurposeThis study seeks to examine the motivational and sociodemographic characteristics of meetings, incentives, conventions and exhibitions (MICE) visitors to Taiwan in order to identify salient market subgroups or segments. The aim is to establish results with relevance to Asian destinations and with some more general applicability.Design/methodology/approachBased on the literature and expert input a questionnaire was designed and pretested. Using convenience sampling, data were collected from MICE visitors to Taipei (Taiwan). Principal components, hierarchical cluster, Kmeans, chisquare and ANOVA analyses of the data provide information about MICE visitors and their segments.FindingsThree motivationbased MICE segments are identified. Variable values suggest the following segment names value seekers, novalue seekers, and education seekers. Significant sociodemographic differences are found between the segments. Results provide insight into MICE visitor decision making showing the role of business, education and leisurerelated motives. Discussion focuses attention on implications of the results for the development of tourism strategies.Originality/valueThe findings enhance understanding of the motivations of MICE visitors. The information adds to the knowledge that destination marketers can consider in developing a competitive edge. Since Taipei's MICE visitors should be similar to those of Asian competitors, results contribute to a better understanding of MICE business, education and leisurerelated motives and activities in Asia.

published proceedings

  • INTERNATIONAL JOURNAL OF CULTURE TOURISM AND HOSPITALITY RESEARCH

altmetric score

  • 0.5

author list (cited authors)

  • Chiang, C., King, B., & Thu-Huong, N.

citation count

  • 7

complete list of authors

  • Chiang, Che-Chao||King, Brian||Thu-Huong, Nguyen

editor list (cited editors)

  • O'Leary, J.

publication date

  • January 2012