Readiness, challenges and destination image of meetings, incentives, conferences and exhibition (MICE) tourism in a Chartered City: Inputs to promotional branding slogan

Abstract

This study determined the readiness, challenges, and destination image of a chartered city as a Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism destination. The research aimed to provide empirical insights that would enhance the city's competitive position in the regional MICE landscape. A quantitative survey-correlational design was employed, involving 240 stakeholders from 12 key sectors of the City’s MICE Alliance Core Group. Data was collected using a validated researcher-made questionnaire covering readiness, challenges, and destination image. Results showed that the City was rated excellent in terms of readiness, particularly in accommodation and catering services. Moderate challenges were identified in infrastructure, business climate, and destination branding. The destination image was rated very satisfactory across cognitive, affective, and conative dimensions, indicating the City's high regard for image building and exceeding expectations. A moderate positive correlation was observed between readiness and destination image, while significant negative correlations were found between challenges and both destination image and readiness. The findings highlight the potential of Iloilo City as a premier MICE destination, but addressing moderate infrastructure and branding challenges is crucial. A unified branding approach reflecting readiness, cultural appeal, and community support is recommended.