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COVID-19 impact and survival strategy in business tourism market: the example of the UAE MICE industry

Business

COVID-19 impact and survival strategy in business tourism market: the example of the UAE MICE industry

A. A. Aburumman

This study conducted by Asad A. Aburumman explores the profound impact of COVID-19 on the global and UAE MICE markets. It highlights drastic demand reductions due to travel restrictions and presents innovative survival strategies through a 5P marketing approach and outsourcing methods.

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Playback language: English
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
Tags
COVID-19
UAE MICE
demand reduction
marketing strategy
outsourcing

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