This is the first step is conducting the audit task identified in the model (see Figure 3), thereby building an understanding of the sector.
Making up the sector from the demand side are the consumers of the MICE product, such as event organizers and the attendees at events. On the supply side, the venues that cater to MICE events are the largest group; however, there are also a multitude of event suppliers also involved in the sector. Professional event managers and destination management companies/inbound tour operators are also considered as elements of the supply side in that they play important roles in event organization and associated activities that help to attract delegates and visitors.
Numerous studies have explored particular aspects of the sector with a view to improving service provision, enabling decision making and better marketing of MICE destination, facilities, and services. This literature can be divided into three broad categories: selection and purchase processes, satisfaction, and relationships between elements of the sector.