How to Build a Sustainable MICE Environment Based on Social Identity Theory

MICE (Meetings, Incentives, Conventions and Exhibitions/Events) have been established as one of the most important industries. Limited attention, however, has been given to understanding the underlying mechanisms of a sustainable market environment. In order to build such an environment, this research investigates a way to enhance the identity between local businesses and the MICE industry that make up the MICE environment by employing the brand concept in marketing. This study examines the effect of venue name and type of events being exposed on brand formation. The main purpose of this study is to investigate the relationship between brand identity and the impact on residents' perceived brand value. The findings of this research suggest that consistent exposure of content-specific brand names and similar types of events increases the identity between local businesses and the MICE industry, and the identity mediates the relationship.