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An Analysis and Development Strategies on Mice Industry in Kaohsiung

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An Analysis and Development Strategies on Mice Industry in Kaohsiung

An analysis and development strategies on MICE industry in Kaohsiung

I-Shou University

Department of International Finance

10178004A Ophelian

10178029A Matilda

Public Finance

Guych Nuryyev




Introduction        2

Benefit        5

Cost        12

Optimal amount of the policy action        18

Conclusion        21

Reference        22


The abbreviation MICE industry is applied with the “M” referring to meeting - organize meetings, to manage all arrangements which is required in normal general meetings hall, stationary, board and some equipments , “I” referring to incentives travel - as a reward for employees or business partners, which fosters loyalty and encourages the best talent for an organization , “C” referring to conference – a meeting of people who "confer" about a topics sometimes have some cuisine arrangements for big amount of people, or sometimes referring to conventions and “E” referring to exhibitions – is an organized presentation and display of a selection of items, or sometimes referring to Events .

MICE is used to denote a particular type of tourism in which large corporations planned usually well in advance are brought together for some particular purpose.

MICE tourism is a specialized area with its own trade shows and practices, which need personals on it. MICE events are normally bid on by specialized “convention” department either public or private which located in particular countries and cities, and established for the purpose of bidding on MICE activities. This process of marketing and bidding is usually conducted well in improvement of the actual event, often needs several years to bid on. The MICE tourism is known for its flawless planning and demanding clientele. That is why MICE tourism is known for its flawless planning and demanding clientele. However, most part of MICE are well understood, possibly with the exception of Incentives. Incentive tourism is usually undertaken as a type of employees who reward by a company or institution for targets met or exceeded, or a job well done. Unlike the other types of MICE tourism, Incentive tourism is usually conducted purely for entertainment, instead of professional or educational purposes. MICE tourism usually consists of a well-planned agenda centered on a particular theme, such as a hobby, a profession, or an educational topic.

Such as McDonald’s China Restaurant Manager and Development Convention in January, 2013. Managers of McDonald’s China came to Taiwan, Taipei for their first ever incentive travel event and an annual convention hosted by Don Thompson, President and CEO, Dave Hoffmann, President of McDonald’s Asia Pacific Middle East Africa, and Kenneth Chan, CEO McDonald’s China, with 2,500 management members attending. The convention comprised of meetings in the morning, experiencing the Taipei MRT system in the afternoon, and wrapping up with a banquet in the evening. To let participants experience a day of life in Taipei and a taste of Taiwanese cuisine, an innovative activity involved using Taipei Pass cards to travel individually from the Taipei World Trade Center Nangang Exhibition Hall to 38 of Taipei's MRT stations, and the most interesting thing was that they were tasked to exchange two oranges which they were given with citizens they met for a souvenir. On the way, each was given NT$100 to spend at any eateries. After arriving at the Taipei Stadium within the specified time limit, each person had written on two greeting cards sharing their experience of the whole event. In the end, 5,200 cards were pieced together showing McDonald’s logo, and an application for a Guinness World Record was made.

In these case study, shows that MICE industry can help people to know more about a country, and if we look more further its bring lot of benefit only in short period of time – a day. That is why in our policy we try to extend MICE industry in Kaohsiung, Kaohsiung is second in size only to the capital Taipei in the north. On December 25, 2010, Kaohsiung City merged with Kaohsiung County to become Greater Kaohsiung, Kaohsiung has experienced a dramatic transformation from a mainly industrial city to a service-oriented, cultural and creative one. The combination of traditional and modern fundamentals is improved with different cultural spots. The Kaohsiung Cultural Center, Pier-2 Art Center, Kaohsiung Museum of Fine Arts, Kaohsiung Film Archives, Da Dong Art Center and Kaohsiung Music Center, etc. furthermore, Kaohsiung City is an important international hub for Taiwan. It has a whole air and marine transportation network and centers for logistics, finance, insurance, and services as well as place of talent develop, and technology’s research and expansion.

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