CREATING MICE TOURISM DESTINATION BRAND IN SAMARKAND
Keywords:
MICE tourism, business meetings, marketing, touristic image, infrastructure.Abstract
The article discusses importance of developing a strong brand identity for destinations targeting MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, significance of branding in attracting international business events and enhancing a destination's competitiveness. The author highlights essential elements such as infrastructure, accessibility, government support, and marketing strategies that contribute to a successful MICE brand. The study also examines case studies of well-established MICE destinations, providing insights into best practices and challenges in brand positioning.
References
Jones, C.; Li, S. The economic importance of meetings and conferences: A satellite account approach. Ann. Tour. Res. 2015, 52, 117–133.
UNWTO (2014). Global Report on the Meetings Industry. World Tourism Organization..A report by the UNWTO on the global MICE industry, its trends, and destination branding.
