Philippine MICE Tourism Post-Covid 19: An Overview of Challenges and Opportunities
Abstract
The unprecedented impact of the novel corona-virus (COVID-19) adversely affected the Philippine Meetings, Incentives, Conventions and Exhibitions (MICE) industry. Optimistic forecasts and expected increases in arrivals and investments in infrastructure were stifled by travel restrictions, involuntary quarantine, and social distancing bringing the industry to a standstill. However, the pandemic offers a unique opportunity to rethink and innovate strategies to transform MICE tourism. Anchored on the value-chain and stakeholder theories, this paper argues that recommendations from stakeholders are critical as the industry pivots into the new normal. Using primary and secondary data, the study reveals that the barriers include limited MICE infrastructure, intermittent internet connectivity, and non-targeted marketing campaigns. On the other hand, the study shows that the Philippines can leverage on its human resources, authentic tourism products, and opportunities for strong collaboration. Although the respondents were limited to a panel of industry experts, the results of this exploratory research resonate with similar studies. Further empirical studies may reveal its feasibility for sustained growth and development in a post-COVID-19 MICE tourism landscape. Moreover, the pandemic may provide the impetus to further strengthen the collaboration and partnership between stakeholders across the MICE value chain.References
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Seraphin, H. (2020). COVID-19: An opportunity to review existing grounded theories in event studies. Journal of Convention & Event Tourism. https://doi.org.10.1080/ 15470148.2020.1776657
Roxas, F. M., Rivera, J.P. & Gutierrez, E. L. (2020). Framework for creating sustainable tourism using systems thinking, Current Issues in Tourism, 23 (3), 280-296. https://doi.org.1080.13683500.2018.153405
Morla, D. & Ladkin, A. (2006). The convention industry in Galicia and Santiago de Compostela: Stakeholder perceptions of its success and potential for growth. Event Management, 10, 241-251. https://doi.org.10.3727/152599507783948639
Kit L., Sou S. & McCartney, G. (2015). An assessment of the human resources challenges of Macao's meeting, incentive, convention, and exhibition (MICE) industry. Journal of Human Resources in Hospitality & Tourism, 14(3), 244-266. https://doi.10.1080/15332845. 2015.1002067
Sylla, ChruÅ›ciÅ„ski, DrużyÅ„ska, Płóciennik, and Osak, W. (2015). Opportunities and limitations for MICE tourism development in Ã…Âódź. Turyzm /Tourism, Sciendo, 25(2), 17-124. https://doi.org/10.1515/tour-2015-0011
Sangpikul, A. & Kim, S. (2009). An overview and identification of barriers affecting the meeting and convention industry in Thailand. Journal of Convention & Event Tourism, 10 (3), 185-210. https://doi.org/10.1080/ 15470140903131822
Jurakanit, K. & Taweepornpatomkul, S. (2018). Potential Development of the MICE industry in Hat Yai District, Songkhla Province. E-Review of Tourism Research, 16 (1). https://journals.tdl.org/ertr/index.php/ertr/article/view/294
Kotler, P., Haider, D. & Rein, I. (1993). Marketing Places. Attracting investment, industry and tourism to cities, states, and nations. Maxwell Macmillan International.
Hoque, M. E. (2016). Mice destinations branding from corporate branding perspective. Procedia-Social Behavioral Sciences 219, 307-315. https://doi.org/10.1016/j.sbspro.2016.04.035
De Lara, R., & Har, C. (2008). Reassessing the need for the development of regional standards for the MICE sector for the ASEAN and Asia Pacific Region. Journal of Convention & Event Tourism, 9(3). https://doi/abs/10.1080/15470140802341761
Singapore Convention & Exhibition Bureau. (2020). Why Singapore. https://www.visitsingapore.com/ mice/en/plan-your-event/
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Tinnish, S., & Mangal, S. (2012). Sustainable event marketing in the MICE industry: A theoretical framework. Journal of Convention and Event Tourism, 13(4), 227-249. https://doi.org/ 10.1080/ 15470148.2012.731850
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Ex-Links Events (2021, February 2). The future of events management in the Philippines after pandemic. https://www.exlinkeventsblog.com/ 2021/02/Future-Events-Management-Philippines-After-Pandemic.html
Campos, A.C., Mendes, J., Oom do Valle, P., & Scott, N. (2015). Co-creation of tourist experiences: a literature review, Current Issues in Tourism. http://dx.doi.org/10.1080/13683500.2015.1081158
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Expedia. (2018). A survey of 2,551 bleisure travelers. https://info.advertising. xpedia.com/hubfs/Content
Thompson, A.A., Strickland, A. J., Gamble, J. E. (2010). Crafting and executing strategy: The quest for competitive advantage: Concepts and cases. McGraw-Hill/Irwin.
Francisco, J. P., Olfindo, R., & Tiongson, R. (2017, February 13). Assessment of the meetings, incentives, conventions and exhibitions (MICE) industry in the Philippines. RSN-PCC Working Paper 17-003.https://doi.10.2139/ssrn.2916012
Mistilis, N., & Dwyer, L. (1999). Information technology and service standards in MICE tourism. Journal of Convention & Exhibition Management, 55-65. https://doi.org/ 10.1300/J143v02n01_04
Ealdama, Y. (2012, November). Bayanihan: The indigenous Filipino strengths perspective [Paper Presentation]. International Conference on Strengths Based Practice in Social Work and Human Services, Kathmandu, Nepal. https://www.researchgate.net/publication/297551533
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International Congress and Convention Association (2019). ICCA statistics report country & city rankings: Public abstract. https://www.iccaworld. org/dcps/doc.cfm?docid=2396
UFI-The Global Association of the Exhibition Industry. (2019). The global exhibition industry is of major economic importance 2019. https://www.ufi.org/industry-resources/ global-exhibitions-day/exhibitions-are-a-large-global-industry/
PWC Philippines. (2020, July). Impact of COVID-19 outbreak on the Philippine Tourism industry. https://www.pwc.com/ph/en/publications/touri sm-pwc-philippines/tourism-covid-19
Manila Bulletin. (2018, January 20). DOT targets to make PH top int’l convention destination.
https://news.mb.com.ph/2018/01/20/dot-targets-to-make-ph-top-intl-convention- destination/
International Congress and Convention Association. (2018). 2018 ICCA Statistics report country & city rankings: Public abstract. http://www.iccaworld.org/dcps/doc.cfm?docid=2321
International Congress and Convention Association. (2017). 2017 ICCA Statistics report country & city rankings: Public abstract. https://www.iccaworld.org/dcps/doc.cfm?docid=2241
International Congress and Convention Association. (2016). 2016 ICCA Statistics report country & city rankings: Public abstract. https://www.iccaworld.org/dcps/doc.cfm?docid=2082
International Congress and Convention Association. (2015). 2015 ICCA Statistics report country & city rankings: Public abstract. https://www.iccaworld.org/aeps/aeitem.cfm?aeid=27
Philippine Association of Convention/Exhibition Organizers and Suppliers Inc. (2020, September 4). 3rd International Conference on ASEAN MRA-TP [Webinar]. Department of Tourism.
Rwigema, P. C. & Celestin, R. P. (2020). Impact of Covid-19 pandemic to meetings, incentives, conferences and exhibitions (Mice) tourism in Rwanda. The Strategic Journal of Business and Change Management, 7(3), 395 - 409
Buhalis, D. (2019). Technology in tourism-from information communication technologies to eTourism and smart tourism towards ambient intelligence tourism: A perspective article. Tourism Review, 75 (1) 267-272. https://doi.org/10.1108/TR-06-2019-0258
Kokkomäki, J., Laukkanen, T., & Komppula, R. (2010). Determinants affecting the use of an intermediary when buying meeting services. Tourism Review, 65(2), 21–27. https://doi:10. 1108/16605371011061598
Jungyoung, T. S., Jeong, M., Oh, H., & Tierney, E. (2017). Exploring determinants of meeting planners’ commitment to the business relationships with destination management. Journal of Convention & Event Tourism, 18(2), 135–158. https://doi:10.1080/ 15470148.2016.1237317
Rittichainuwata,B., Lawsb, E. , Maunchonthama, R., Rattanaphinanchaia, S. Muttamaraa, S., Moutona, K., Lina, Y., & Suksaia, C. (2020). Resilience to crises of Thai MICE stakeholders: A longitudinal study of the destination image of Thailand as a MICE destination. Tourism Management Perspectives, 35, 1-15. https://doi.org/ 10.1016/j.tmp.2020.100704
Sangpikul, A., & Kim, S. (2009). An overview and identification of barriers affecting the meeting and convention industry in Thailand. Journal of Convention & Event Tourism, 10(3), 185-210. https://doi.org/10.1080/ 15470140903131822
Bueno, A. R., Urbistondo, P. A., & Martinez, B. (2020). The MICE tourism value chain. Proposal of a conceptual framework and analysis of disintermediation, Journal of Convention & Event Tourism. https://doi.org.10.1080/15470148.2020.1740851
Soteriades, M., & Dimou, I. (2011). Special events: A framework for efficient management. Journal of Hospitality Marketing & Management, 20, 329-346. https://doi.org/10.1080/19368623. 011.562418.
Brouder, P. (2020) Reset redux: Possible evolutionary pathways towards the transformation of tourism in a COVID-19 world. Tourism Geographies, 22(3), 484-490. https://doi.org/10.1080/14616688.2020.1760928
Neergaard, M.A., Olesen, F., Andersen, R.S. & Sondergaard, J. (2009). Qualitative description: the poor cousin of health research? BMC Med Res Methodology, 9(52). https://doi.org/10.1186/1471-2288-9-52
Sullivan-Bolyai, S., Bova, C., & Harper, D. (2005). Developing and refining interventions in persons with health disparities: The use of qualitative description. Nursing Outlook, 53(3), 127-133. https://doi.org/10.1016 j.outlook.2005.03.005
CNN Philippines. (2020, March 12). Metro Manila to be placed on 'lockdown' due to COVID-19. https://cnnphilippines.com/news/2020/3/12/COVID-19-Metro-Manila-restrictions-Philippines.html?
Baloglu, S., & Love, C. (2005). Assessment of convention city attributes scale. in Gursoy, D., Uysal, M., Sirayaka-Turk, E., Ekinco, Y., & Baloglu, S. (Eds). Handbook of Scales in Tourism and Hospitality Research (pp. 379-380). CABI.
Department of Tourism, Board of Investments and Department of Trade and Indutry (2018). MICE roadmap 2030: Executive summary. http://www.ptaa.org.ph/circular/executive-summary-of-the-philippine-mice-roadmap/
Seraphin, H. (2020). COVID-19: An opportunity to review existing grounded theories in event studies. Journal of Convention & Event Tourism. https://doi.org.10.1080/ 15470148.2020.1776657
Roxas, F. M., Rivera, J.P. & Gutierrez, E. L. (2020). Framework for creating sustainable tourism using systems thinking, Current Issues in Tourism, 23 (3), 280-296. https://doi.org.1080.13683500.2018.153405
Morla, D. & Ladkin, A. (2006). The convention industry in Galicia and Santiago de Compostela: Stakeholder perceptions of its success and potential for growth. Event Management, 10, 241-251. https://doi.org.10.3727/152599507783948639
Kit L., Sou S. & McCartney, G. (2015). An assessment of the human resources challenges of Macao's meeting, incentive, convention, and exhibition (MICE) industry. Journal of Human Resources in Hospitality & Tourism, 14(3), 244-266. https://doi.10.1080/15332845. 2015.1002067
Sylla, ChruÅ›ciÅ„ski, DrużyÅ„ska, Płóciennik, and Osak, W. (2015). Opportunities and limitations for MICE tourism development in Ã…Âódź. Turyzm /Tourism, Sciendo, 25(2), 17-124. https://doi.org/10.1515/tour-2015-0011
Sangpikul, A. & Kim, S. (2009). An overview and identification of barriers affecting the meeting and convention industry in Thailand. Journal of Convention & Event Tourism, 10 (3), 185-210. https://doi.org/10.1080/ 15470140903131822
Jurakanit, K. & Taweepornpatomkul, S. (2018). Potential Development of the MICE industry in Hat Yai District, Songkhla Province. E-Review of Tourism Research, 16 (1). https://journals.tdl.org/ertr/index.php/ertr/article/view/294
Kotler, P., Haider, D. & Rein, I. (1993). Marketing Places. Attracting investment, industry and tourism to cities, states, and nations. Maxwell Macmillan International.
Hoque, M. E. (2016). Mice destinations branding from corporate branding perspective. Procedia-Social Behavioral Sciences 219, 307-315. https://doi.org/10.1016/j.sbspro.2016.04.035
De Lara, R., & Har, C. (2008). Reassessing the need for the development of regional standards for the MICE sector for the ASEAN and Asia Pacific Region. Journal of Convention & Event Tourism, 9(3). https://doi/abs/10.1080/15470140802341761
Singapore Convention & Exhibition Bureau. (2020). Why Singapore. https://www.visitsingapore.com/ mice/en/plan-your-event/
Thailand Convention & Exhibition Bureau. (2020). Why Thailand. https://www.businesseventsthailand. com
Temporal, P. (2000). Branding in Asia: The creation, development, and management of Asian brands for the global market. Wiley.
Tinnish, S., & Mangal, S. (2012). Sustainable event marketing in the MICE industry: A theoretical framework. Journal of Convention and Event Tourism, 13(4), 227-249. https://doi.org/ 10.1080/ 15470148.2012.731850
Hall, C. M. (1992). Hallmark events: Impacts, management and planning. Bellhaven Press.
United Nations World Tourism Organization. (2020a). Digital transformation. https://www.unwto.org/ digital-transformation
Business Travel Association and Amadeus. (2021). Future of business travel in 2021 and beyond. https://amadeus.com/en/insights/white- paper/future-of-business-travel-and-beyond
Sigala, M. (2021, February 26). New Tourism and Hospitality Environment for research [Webinar]. Joint International Tourism and Hospitality Annual Research Convention and the International Annual Tourism and Hospitality Student Research Conference. https://www.facebook.com/parthresearchers/
Ex-Links Events (2021, February 2). The future of events management in the Philippines after pandemic. https://www.exlinkeventsblog.com/ 2021/02/Future-Events-Management-Philippines-After-Pandemic.html
Campos, A.C., Mendes, J., Oom do Valle, P., & Scott, N. (2015). Co-creation of tourist experiences: a literature review, Current Issues in Tourism. http://dx.doi.org/10.1080/13683500.2015.1081158
Arena, L. (2020, September-October). Survival mode: How Covid-19 transformed my business. M&C/Asia. https://online.fliphtml5. com/ cbpnn/mqko/#p=18
Kraaijenbrink, J. (2020, Sept 4). Using Covid-19 as catalyst for lifelong e-learning
https://www.forbes.com/sites/jeroenkraaijenbrink/2020/09/04/using-covid-19-as-catalyst-for-lifelong-e-learning/
Department of Tourism. (2016). National Tourism Development Plan 2016 – 2022. http://www.tourism.gov.ph/NTDP.aspx
Expedia. (2018). A survey of 2,551 bleisure travelers. https://info.advertising. xpedia.com/hubfs/Content
Thompson, A.A., Strickland, A. J., Gamble, J. E. (2010). Crafting and executing strategy: The quest for competitive advantage: Concepts and cases. McGraw-Hill/Irwin.
Francisco, J. P., Olfindo, R., & Tiongson, R. (2017, February 13). Assessment of the meetings, incentives, conventions and exhibitions (MICE) industry in the Philippines. RSN-PCC Working Paper 17-003.https://doi.10.2139/ssrn.2916012
Mistilis, N., & Dwyer, L. (1999). Information technology and service standards in MICE tourism. Journal of Convention & Exhibition Management, 55-65. https://doi.org/ 10.1300/J143v02n01_04
Ealdama, Y. (2012, November). Bayanihan: The indigenous Filipino strengths perspective [Paper Presentation]. International Conference on Strengths Based Practice in Social Work and Human Services, Kathmandu, Nepal. https://www.researchgate.net/publication/297551533
McKinsey & Company. (2020, August). Reimagining the $9 trillion tourism economyâ€â€what will it take? https://www.mckinsey.com/ ~/media/McKinsey/Industries/Travel%20Transport%20and%20Logistics/Our%20Insights/Reimagining.pdf
United Nations World Tourism Organization. (2020). Secretary-General’s policy brief on tourism and Covid-19: Tourism and Covid-19: Unprecedented economic impacts. https://www.unwto.org/news/un-policy-brief-on-tourism-and-covid-19
United Nations World Tourism Organization. (2020a). Digital transformation. https://www.unwto.org/digital-transformation
World Travel and Tourism Council (2020, September 27). To recovery and beyond: The future of travel and tourism in the wake of COVID-19. https://wttc.org/Research/To-Recovery-Beyond
Hootsuite & We Are Social. (October 2020). Digital 2020 global digital overview. https://hootsuite.com/resources/social-media-trends-2020-report
Hootsuite & We Are Social. (January 2021). Digital 2021: The latest insights into the ‘state of digital. https://wearesocial.com/blog/ 2021/01/digital-2021-the-latest-insights- into-the-state-of- digital
Warschauser, M. (2004). Technology and social inclusion. Rethinking the digital divide. MIT Press.
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