Image of the Destination for Mice Tourism

Proceedings of ‏The 2nd International Conference on Research in Management

Year: 2021


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Image of the Destination for Mice Tourism

Assoc. Prof. Dr. Mariana Ianeva, Ph. D. student Ralitsa Georgieva



The researched issue concerns building of an attractive image of the MICE tourism destinations. The attractiveness can be assessed by different factors, such as location, cultural and historical heritage, climatic conditions, health and safety policies, suitable transportation and other characteristics. Along with the above, the opportunities for experiences and emotions in the destination, that motivate the potential participants to travel, are essential for creating an image as an attractive destination for MICE tourism. The present study examines criteria for forming the attractiveness of destinations for events from the MICE complex. Presented are good practices of leading business tourism destinations, from which can be derived the necessary elements to create a competitive advantage, attract bigger tourist segments, and in particular – more business travelers.

Keywords: destination, image, MICE, attractiveness, location.