Factors influencing MICE destination revisit intentions: A literature review

Abstract

The relationship between push and pull factors with the intention to revisit a destination has often been investigated in the context of general tourism. Not much is known on the factors influencing MICE destination revisit intentions, despite the numerous socioeconomic benefits that many countries have received from the MICE tourism business. This article attempts to fill the gap of knowledge by critically reviewing the literature using the integrative review approach. By reviewing, critiquing and synthesizing major literature on the issue, two push factors i.e. networking and educational opportunities and four pull factors i.e. destination image, travel costs, attraction and accessibility are established as influencing revisit intentions to MICE destination. Then a theoretical model of relationship between those factors and MICE destination revisit intentions is proposed.

Motivational push and pull factors influencing intentions to revisit Jordan as a MICE destination

“…Yoo and Chon (2008) indicated that numerous motivational factors drive MICE travellers' decisions and behaviours while Anas et al (2020) stated that motivational factors determine the success of MICE event. The motivational push and pull factors can be used to predict travellers' intent to attend or return to MICE events while Ramadan and Kasim (2022) revealed that the push and pull factors strongly influence an attendee's intention to revisit the same MICE event. Consequently, it is reasonable to assume that when push-and-pull travel motivations are combined, the likelihood of returning to a MICE destination increases; thus, it is essential to understand such events from the perspective of MICE attendees.…”

“…Destination attractiveness also plays an important role in maximizing the economic benefits yielded from event attendance (Hashemi et al, 2020). Ramadan and Kasim (2022) have also declared that a destination that provides various attractions inspires event planners to host MICE activities there and entices travellers to revisit it. Furthermore, a destination that provides more attractions encourages MICE tourists' decisions to revisit it in the future (Hashemi et al, 2018).…”

“…Weru (2021) acknowledged that revisit intentions are the best predictor of post-travel behaviour, when tourists have a strong intention to engage in such behaviour, they prefer to participate in an event or revisit MICE destinations. Revisit intention has been viewed as an extension of the tourists' experience describing their future willingness to revisit the same destination being determined by previous travel experience (Ramadan & Kasim, 2022). Most studies related to MICE focused on destination selection from the standpoint of tourists and meeting planners (Aktas & Demirel, 2019;Crouch et al, 2019;Houdement et al, 2017;Liang & Latip, 2018;Para & Kachniewska, 2014;Pavluković & Cimbaljević, 2020); however, only a handful of studies investigated revisit intentions from the standpoint of tourists in the MICE domain (Bi et al, 2020;Fitri, 2021;Yodsuwan et al, 2021).…”

“…In 2018, Jordan only generated about $50 million in revenue from MICE events, which is a comparatively limited compared to that of other countries, accounting for merely 1.7% of the total earnings generated from tourism worldwide (Gedeon & Al-Qasem, 2019). The low MICE revenue can be attributed to tourists' lack of interest in visiting or revisiting Jordan as a MICE destination (Ramadan & Kasim, 2022). This situation also raises questions about the significance of providing MICE facilities and services to attract and retain foreign visitors.…”

“…Research on its determinants has been widely discussed in developed countries (Abbasi et al, 2021;Al-Dweik, 2020;Allameh et al, 2015;Baniya et al, 2017;Bi et al, 2020;Fitri, 2021;Setyaningtyas et al, 2021;Susyarini et al, 2014;Yen, 2020;Yeoh & Goh, 2017), nevertheless, it is rather scarce when it comes to developing countries (Al-Dweik, 2020;Bi et al, 2020). Moreover, factors influencing it have primarily been discussed in the domains of sporting events (Allameh et al, 2015;Cho, 2021), cultural events (Yen, 2020), festivals (Al-Dweik, 2020) and mega-events (Zhang et al, 2022), but rarely in the domain of MICE (Bi et al, 2020;Fitri, 2021;Ramadan & Kasim, 2022;Yodsuwan et al, 2021).…”