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Exploring Competitiveness and Underlying Opportunities: Rwanda, An Emerging Elite MICE Destination
Nassaazi Harriet, Julie,조지민,김철원 한국무역전시학회 2020 무역전시연구 Vol.15 No.2
The purpose of this study is to investigate the key competitivbe factors, key performance indicator and marketing strategies in MICE industry and to figure out the competitive opportunites for Rwanda’s MICE sector in the globalized market place. To achieved golas, the study employed an interpretive approach. In-depth interviews with MICE stakeholders from MICE associations, international event organizers and other influential MICE stakeholders were conducted to explore their perceptions about MICE competiveness. In addition, a comparative analysis on South Korea’s COEX as a benchmark was conducted to understand the competitive opportunities for Rwanda’s MICE industry. As findings, the quality of goods and services were also assessed as crucial aspects towards the success of a MICE destination. Unique destination attractions (the unique DNA; the uniqueness), location of the destination, and so on were identified as key competitive factors.