COVID-19 impact and survival strategy in business tourism | ResearchBunny

Index

Abstract

This study investigates the impact of COVID-19 on the global and UAE MICE (meetings, incentives, conferences, and exhibitions) markets and identifies a competitive survival strategy for UAE MICE companies. The research reveals a sharp reduction in demand due to travel restrictions, resulting in significant losses for airlines and hotels. A 5P marketing strategy (Product, Price, Place, Promotion, People) and an outsourcing method are identified as optimal solutions for MICE companies' survival and recovery.

Publisher

Humanities and Social Sciences Communications

Published On

Nov 05, 2020

Authors

Asad A. Aburumman

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