This study defined sustainability as an innovation that requires MICE event attendees to act and practice differently from the past and examined how this sustainability is accepted by the demander who can be called a major actor in MICE industry. To this end, the concept of innovation resistance and barriers, which are preemptive processes of innovation acceptance, was employed, and the relationship between the attitudes and behavioral intentions of MICE event attendees was analyzed. A survey was conducted on adults who have participated in domestic MICE events in the last five years, the final 488 valid samples were used for analysis. Through exploratory factor analysis, it was confirmed that five innovation barrier factors could be used in the context of MICE industry, and the reliability and validity of each factor were verified through confirmatory factor analysis. As a result of partial least squared structured equation model analysis, it was confirmed that only the value barrier and image barrier among five innovation barriers had a significantly negative effect on attitude, and there was no significant relationship was derived for the remaining innovation barrier factors to use, risk, and traditional barrier. Attitude showed a positive significant relationship on both the intention to practice, which could be a relatively passive innovation acceptance behavior, and the intention to spread, which could be a relatively active innovation acceptance behavior. This preemptive study defines sustainability as innovation and applies it to the MICE industry context. It is believed that meaningful results and implications of this study would contribute to a better understanding of sustainability acceptance of MICE industry.