Events are becoming more and more important to the tourism industry (Hafley, 2013). As a consequence the MICE industry is one of the fastest growing industries in the world (Ladkin, 2008). Therefore, the importance of focusing on the MICE industry is getting more important for the hospitality industry. Within the hospitality industry not only the MICE industry needs to be taken into consideration but as well the environmental issues.
When looking at Europe and its MICE industry, Schiphol Airport has a good location to be a MICE location. Schiphol Airport is becoming a destination instead of a location itself (Wijk, 2014). It is easy accessible by train, plane and by car. There is a lot of parking space and it is central located. One of the …show more content…
According to Nisha Verma, MICE tourism is a new created term to overcome various business groups and individual travelers (Verma, 2013) The MICE industry stand for “Meetings, Incentives, Conventions and Exhibitions” (Brotherton, 2008). The reason for choosing MICE is to convert regular meetings and multiple day conferences into events to attract and make it enjoyable for delegates (Verma, 2013). The MICE industry is affected by multiple events occurring in the external environment. A few examples of these external threats are: wars, environmental disasters, oil prices, economics, politics and terrorism (Brotherton, 2008). MICE is an umbrella term for many events, such as corporate events, leisure activities, there are no limitations to this term (Kitchin, 2012). The MICE industry is divided into 4 sub categories. The first and third categories are Meetings and Conferences. Nowadays these categories are becoming more and more important. For every group there is an internal and external audience. Secondly, there is the category: Incentive travel. Incentive travel consists of guests where all travel expenses are paid by companies. This depends on performance and motivation. The last category is the exhibitions. A few examples of exhibitions are trade shows or consumer shows. The main purpose of exhibitions is to increase the sale of certain products and create awareness of this specific product (Kitchin, 2012). Furthermore according to Dwyer, International MICE visitors spend 3 times more than domestic MICE visitors (Dwyer,
When looking at Europe and its MICE industry, Schiphol Airport has a good location to be a MICE location. Schiphol Airport is becoming a destination instead of a location itself (Wijk, 2014). It is easy accessible by train, plane and by car. There is a lot of parking space and it is central located. One of the …show more content…
According to Nisha Verma, MICE tourism is a new created term to overcome various business groups and individual travelers (Verma, 2013) The MICE industry stand for “Meetings, Incentives, Conventions and Exhibitions” (Brotherton, 2008). The reason for choosing MICE is to convert regular meetings and multiple day conferences into events to attract and make it enjoyable for delegates (Verma, 2013). The MICE industry is affected by multiple events occurring in the external environment. A few examples of these external threats are: wars, environmental disasters, oil prices, economics, politics and terrorism (Brotherton, 2008). MICE is an umbrella term for many events, such as corporate events, leisure activities, there are no limitations to this term (Kitchin, 2012). The MICE industry is divided into 4 sub categories. The first and third categories are Meetings and Conferences. Nowadays these categories are becoming more and more important. For every group there is an internal and external audience. Secondly, there is the category: Incentive travel. Incentive travel consists of guests where all travel expenses are paid by companies. This depends on performance and motivation. The last category is the exhibitions. A few examples of exhibitions are trade shows or consumer shows. The main purpose of exhibitions is to increase the sale of certain products and create awareness of this specific product (Kitchin, 2012). Furthermore according to Dwyer, International MICE visitors spend 3 times more than domestic MICE visitors (Dwyer,