1. Bridging the gap: An exploration of expectations vs. realities in MICE outbound travel for the Indian market.
- Author
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Kanade, Tarun Madan, Batule, Radhakrishna, and Patil, Sarika
- Subjects
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DESTINATION marketing organizations , *CULTURAL awareness , *PLACE marketing , *RATE of return , *SATISFACTION - Abstract
In recent years, the Meetings, Incentives, Conferences, and Exhibitions (MICE) sector has observed a rapid surge, particularly within the Indian outbound travel market. This research paper delves deep into the juxtaposition of expectations versus reality for the MICE outbound travel from the Indian perspective. Using a mix of quantitative surveys and qualitative interviews, we identified prevailing expectations of Indian corporates and travel agencies for outbound MICE destinations. These were then contrasted with the experiential feedback from attendees and organizers, revealing significant gaps in destination marketing, on- ground logistics, cultural sensitivity, and return on investment. A notable discovery was the substantial emphasis Indian corporates place on cultural compatibility and bespoke experiences, often overshadowing traditional factors like cost and infrastructure. While some destinations have successfully managed to bridge this expectation-reality gap, others lag, leading to potential missed opportunities in capturing a lucrative market segment. Our findings provide a roadmap for both destination marketing organizations and service providers to fine-tune their offerings and marketing strategies, ensuring greater satisfaction and repeat business from the growing Indian MICE outbound sector. [ABSTRACT FROM AUTHOR]
- Published
- 2024
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