“…An increasing number of countries view the MICE sector as a strategically significant element of their tourism industry due to its potential to yield higher than average revenues compared with other tourism sectors (e.g. Hanly, 2012; Lau and Wong, 2010; Lee and Back, 2005). Authors, both academic and industrial, agree that the MICE sector is a major contributor to national and regional economies (Convention Industry Council, 2012; Crouch and Ritchie, 1997; Hanly, 2012; Rutherford and Kreck, 1994).…”