| Summary: | 碩士 === 國立高雄第一科技大學 === 國際管理碩士學位學程 === 106 === MICE (meetings, incentives, conferences, and exhibitions) is becoming an increasingly important sector in tourism. This is also the case in Vietnam, where MICE is considered a tool for future national development. This study examines the relationship between perceived value, MICE tourist satisfaction, and destination image. It argues that the value by visitors of MICE events would lead to higher satisfaction with the MICE event, and consequently enhance the image of the MICE destination. A conceptual model was developed from existing literature and an empirical study was conducted to verify the hypotheses. A questionnaire was administered among MICE tourists, and data were analyzed using SPSS regression analysis. The results show that perceived value of the MICE is positively related to satisfaction and MICE destination image. This study concludes with managerial suggestions to MICE event organizers and tourist destination authorities.
Keyword: MICE, tourism, perceived value, destination image, satisfaction
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