EXAMINING THE GLOCAL FORCES THAT DETERMINED THE MICE TOURISM RECOVERY POST-COVID-19 PANDEMIC

Abstract

The paper focuses on the determinants of MICE tourism recovery post the COVID-19 pandemic. Using the case of South Africa, empirical data were collected by way of in-depth interviews with 19 key stakeholders in the MICE sector. The study findings reveal five key determinants of the recovery, (1) change in focus of geographical markets, (2) varied recovery of the different economic industries, (3) limited airline access and connectivity, (4) destination image and (5) level of confidence of MICE attendees to travel. The paper’s theoretical significance lies in its timely contribution to studies on MICE tourism recovery and resilience, focusing on the developing nations' context. Further, the findings of the study, which delineate the recovery process of MICE events post-COVID-19 provide insights into building a resilient MICE sector.

Keywords

• covid-19
• crises
• mice tourism
• recovery
• resilience
• south africa