The Augmented Convention Offering: The impact of destination and product Images on attendees’ perceived benefits.
By Makarand Mody Abstract In order to benefit from the significant dual spending of meetings, incentives, conventions/conferences, exhibitions/events (MICE) attendees, destination marketers have attempted to identify key success criteria that enable increased convention and exhibition participation. Given the significant growth of the MICE industry in Asia, this study examines the role of destination and product […]