A case study of factors affecting MICE event attendees’ intention to visit : Resorts World Sentosa.

Abstract

With an influx of business travellers in recent years, there has been an increasing focus on the Meetings, Incentives, Conventions, Exhibitions (MICE) sector in Singapore. As one of the premier MICE venues within the country, Resorts World Sentosa (RWS) aims to have a more in-depth understanding of MICE attendees in order to satisfy their needs, thus strengthening their position as a leading MICE venue.

Thus, this study investigated the relationship between venue attractiveness and personal motivation of MICE attendees on the intention to visit a particular MICE venue.

A total of 123 person-administered questionnaires were used for the analysis and results showed that MICE attendees found these areas, MICE facilities, dining, reputation and nightlife, to be of significant importance to their intention to visit.

These findings are valuable to venue management as well as MICE event planners in maximizing attendance of MICE events through better resource allocation and improved MICE venue selection respectively. Thus, RWS, as well as other MICE venues, will be able to leverage on these findings to sustain and enhance their current offerings to attract even more MICE attendees in the long term.