MICE tourism product value chain

Abstract

MICE tourism is a segment of the tourism industry that, due to its singularity, requires specific attention. Today, the number of players involved in creating a MICE tourism product is quite large. They are both main and secondary participants in the process. The purpose of this research is to study the influence of the number of intermediaries (Convention Bureaus, DMOs, PCOs) in the chain of creating a MICE tourism product that affects the level of development of MICE tourism as a whole. This study used one-way analysis of variance (ANOVA) through SPSS. The study sample includes 50 respondents directly related to the development of MICE tourism in Astana. The results of this analysis indicate that the number of intermediaries (Convention Bureaus, DMOs, PCOs) in the chain of creating a MICE tourism product affects the level of development of MICE tourism as a whole, while Levene’s test of homogeneity of variances with a significance of 0.000, and p-value 0.010 < 0 .05. Also to achieve our goal in this study, we used research methods - literature analysis, study of scientific publications, scientific research, and also used the construction of tables and diagrams of interaction between the main stakeholders of MICE tourism. When analyzing materials and writing this article, the following methods were also used: general scientific methods of cognition (analysis, synthesis), system content analysis. The article also demonstrates evidence of a slow but steady process of partial disintermediation, in which intermediaries are bypassed in order to reduce costs. However, the results of the study lead to the conclusion that a complete disintermediation is not possible, including due to the high standards of service quality that the MICE market requires.