Peer Review - Targeting Market for MICE/Business Events Industry in Indonesia: A Case study in Makassar City of South Sulawesi Province

Rijal, Syamsu (2013) Peer Review - Targeting Market for MICE/Business Events Industry in Indonesia: A Case study in Makassar City of South Sulawesi Province. The International Journal's Research Journal Of Economics & Bussiness Studies.

Text Peer Review- Targeting Market for MICE Business Event Industry in Indonesia A Case Study in Makassar City of South - 2013.pdf Download (1MB)

Abstract

Not many studies have explored target market in MICE Industry. This study is a descriptive analysis which explores the phenomena of business events market in a MICE destination of Indonesia. It was found that buyers of events (meetings and conventions) in government sectors tend to conduct their events in 3 star hotels while corporate sector tend to conduct their events in 4/5 star hotels. Events of exhibitions were mostly created by the event planners and they did not rely on buyers. Incentive travels and meetings were not the main focus of the destination and it needs further development to target a market in Indonesia. Keywords: MICE Industry, Event Market, Buyers, Event Planners, Indonesia, Makassar

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