AHP기법을 활용한 MICE산업 정책 우선순위 연구

Abstract

Major cities around the world are focusing on the advancement of MICE cities in various aspects to expand convention infrastructure such as convention centers, hotels, and MICE service facilities and to enhance the convenience of MICE event organizers and participants. In addition, they are establishing new policy direction and marketing strategies to attract MICE events. Therefore, customized strategies are needed, directly or indirectly considering the positions of organizers, participants, speakers, sellers and buyers, by setting new policy directions for each sector that segment the MICE industry and providing customized services. The purpose of this study was to identify the policy priorities of MICE Industry and to provide quality services tailored to each section so that Jeju could become a MICE advanced city. Through this, the main roles and functions of MICE sections as CVB(Convention & Visitors Bureau) were derived and detailed items were analyzed and presented to provide basic data on policy priorities for each MICE section as future CVB(Convention & Visitors Bureau)

To achieve this purpose, specific research objectives were established as follows. First, the study systematically organized the role and function of MICE policy in CVB(Convention & Visitors Bureau) and used it as basic data for the study. There are few previous studies on CVB(Convention & Visitors Bureau), and this study will be used as basic data when studying the policy elements of MICE in CVB(Convention & Visitors Bureau). In addition, the policy priorities analyzed by this study will be utilized to develop future marketing strategies. Second, due to lack of previous studies on MICE policy by CVB(Convention & Visitors Bureau), detailed items of policy research model for CVB(Convention & Visitors Bureau) were drawn through interviews with officials of 14 CVBs(Convention & Visitors Bureau) in Korea. Third, the priority was derived through the importance and weight of detailed items such as the upper concept, the middle concept, and the lower concept of MICE section in the CVB(Convention & Visitors Bureau) through the pair comparison bridge using AHP for 21 MICE experts in Jeju. Fourth, we would like to identify the priority of detailed items in each section of MICE through Jeju Convention & Visitors Bureau, which is the subject of the research, and suggest ways to revitalize the development of Jeju MICE industry in the future and to suggest implications for the establishment of marketing strategies.

The results of this study are summarized as follows. (1) Relative importance and priority by MICE section The priority of MICE section selected by experts was the highest with 0.355 Convention, followed by Meeting 0.242, Exhibition 0.238, and Incentive tour. This means that the proportion of CVB(Convention & Visitors Bureau) and ICC(International Convention Center) among the proportion of expert samples was the highest at 33.3%, which implies the characteristics of the institutions under the survey. In addition, it is considered that the interests between conventions and exhibitions reflecting the recent trends of international conferences were included.

(2) Weights and Total Weights of MICE Industry by Sub-factors of Middle Classification In the whole MICE industry, 'Support for attraction and hosting', 'Discovery and attraction of events', 'MICE infrastructure construction', 'Public relations and marketing' were surveyed in the order, but 'MICE infrastructure construction' was the highest in the section of Meeting, and 'Support for attraction and hosting' was the highest in the section of Incentive tour, and in the Section of Convention & Exhibition the highest level of 'Discovery and attraction of events' was found, and the importance of different categories was found.

(3) Weights and Total Weights of Sub-categories in Meeting Section In the section of Meeting, the importance of 'Support for attraction and hosting' and 'Discovery and attraction of events' was higher than that of 'Public relations and marketing' and 'MICE infrastructure construction'. Especially, 'Support for attraction' and 'Support for hosting' for meeting were much higher, so the importance of support was confirmed. In addition to marketing such as 'Invitation support for relevant personnel(including Familiarization Tour and Site Inspection)' and 'Sales call for decision makers', it was investigated that the company should make efforts to find out the event by actively conducting sales calls for decision makers. In addition, 'Development of MICE-linked tourism program' was also highly investigated, and it was found that more active development of linkage program for the relevant part is needed in the future.

(4) Weights and Total Weights of Sub-categories in Incentive tour Section Incentive tour is an important factor to be investigated as the first, second, and third place in the Global Weight of 'Support for attraction and hosting' unlike other factors. When Jeju is considered as the venue for Incentive tour in the future, it is necessary to approach it with more active support attitude. Especially, the most noticeable thing in Incentive tour is that it was suggested that the direction of attracting by co-marketing with MICE Alliances in Jeju through the operation of Jeju Promotion Booth at MICE Expo through 'Promotion as a MICE destination' and 'Participation in MICE Expo'.

(5) Weights and Total Weights of Sub-categories in Convention Section In the section of Convention, 'Support for hosting' was the most important in 'Support for attraction and hosting', but the difference from other subclassification factors was that 'Invitation support for relevant personnel(including Familiarization Tour and Site Inspection)' and 'Sales call for decision makers' in 'Discovering and attracting events' were the second and third important points, respectively. It was investigated that it is necessary to establish and promote marketing strategies in an active manner.

(6) Weights and Total Weights of Sub-categories in Exhibition Section In the section of Exhibition, the importance of 'Support attraction and hosting' and 'Discovery and attraction of events' was high, as in other middle classes, and the importance of weights such as 'Owned MICE EXPO' and 'Development of MICE-linked tourism program' in 'MICE infrastructure construction' was high, so it seems necessary to make an active effort to develop the most insufficient field due to the geographical characteristics of Jeju. In addition, it is considered that the second exhibition convention center, which can hold exhibition fairs to secure competitiveness for attracting various international conferences linked to conventions, should be expanded.

The limitations and future research directions of this study are presented as follows. First, this study has limitations that it has conducted research based on the contents of the ongoing business in the CVB(Convention & Visitors Bureau) because there are few previous studies related to the policy. Second, it was conducted only for MICE experts in Jeju. There is a limit to the fact that it is tailored to Jeju characteristics rather than to derive the priority of universal policy. Third, the MICE industry itself is still considered to be part of the tourism industry, so there is a lack of precedent studies on proper policies. It is considered to be the time of transition to recognize MICE industry as a separate industry.

Therefore, to overcome the limitations of this study, we would like to propose future research directions as follows. First, it is necessary to systematize and evaluate the policy direction of overseas CVB(Convention & Visitors Bureau) including domestic as a research sample, and to verify the importance analysis using Delphi method together. Second, if the subjects of the expert interview are not limited to Jeju alone and expanded to MICE experts nationwide, it will be a more generalized analysis to analyze the policy priorities of each MICE section in Korea. Third, if the experts are divided into public and private groups according to their characteristics and researched through comparative analysis, it will be an analysis suitable for the type of institution. For example, the policies that are being pursued by the public group and the policies needed by the private group are likely to be compared.