Comparative analysis of the MICE tourism competitiveness
Galicia, Catalonia and Madrid
DOI:
https://doi.org/10.11606/issn.1984-4867.v30i2p307-326Keywords:
Congress tourism, Business Tourism, Competitive Analysis, Tourism StakeholdersAbstract
The MICE refers to meetings, incentives, conferences and exhibitions. The activity related to this segment has become an important stimulus for all types of challenges tourismoriented, it has a characteristic seasonality alongside increasing demand for high-end services and provides an average expenditure relatively high per visitor. Catalonia and Madrid are among the main references for this segment in the world, and every year have presented an increase in its contribution in the MICE sector, on the other hand Galicia is decreasing its presence in this market. Therefore, this paper aims to make a comparative analysis between these three destinations in order to identify the weaknesses of Galicia compared to these two other nearby destinations. In order to reach this goal, a descriptive study was carried out on the MICE segment in the mentioned destinations by using the Interfunctional Competitiveness Integrated System (SIIC) method of analysis. The main results highlight that in Galicia both the public and private sectors have little impact on the planning of this segment. Moreover, although interest demonstrated by the tourism stakeholders, in Galicia there is still no policy with persistent focus on this market. This research is intended to generate comparisons and provide the MICE segment with indicators able to improve the analysis of the destinations competitiveness.
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