ISSN : 2287-173X   /   E-ISSN : 2733-4848

Vol.15 no.2 (2020)
pp.65~87

DOI : 10.16938/ijtfs.2020.15.2.065

Exploring Competitiveness and Underlying Opportunities : Rwanda, An Emerging Elite MICE Destination

Nassaazi Harriet, Julie

(Lecturer, Rwanda University)

Jimin Cho

(Graduate School, Kyung Hee University)

Chulwon Kim

(Professor, Kyung Hee University)

The purpose of this study is to investigate the key competitivbe factors, key performance indicator and marketing strategies in MICE industry and to figure out the competitive opportunites for Rwanda’s MICE sector in the globalized market place. To achieved golas, the study employed an interpretive approach. In-depth interviews with MICE stakeholders from MICE associations, international event organizers and other influential MICE stakeholders were conducted to explore their perceptions about MICE competiveness. In addition, a comparative analysis on South Korea’s COEX as a benchmark was conducted to understand the competitive opportunities for Rwanda’s MICE industry. As findings, the quality of goods and services were also assessed as crucial aspects towards the success of a MICE destination. Unique destination attractions (the unique DNA; the uniqueness), location of the destination, and so on were identified as key competitive factors.

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