MICE 산업의 디지털 전환 전략에 대한 탐색적 연구- 마이스테크얼라이언스(MITA) 사례를 중심으로
Exploratory Analysis on Digital Transformation Strategies in the MICE industry - Focused on a case of MICE Tech Alliance
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This study explores the digital transformation (DX) strategies of the MICE industry through the case of the MICE Tech Alliance, a private consortium of MICE tech companies in Korea. Using a qualitative research method, in-depth interviews with company representatives and practitioners were analyzed. The analysis identified six categories and 23 sub-categories: technological, organizational, and environmental constraints as barriers, and strategic approaches, market orientation, and collaborative ecosystems as enablers. Field experience-based service design and participant-centered market orientation were identified as key factors influencing the performance of the private alliance. This study contributes by proposing a private consortium model as a governance framework and by highlighting the significance of private-public cooperation for sustainable DX in the MICE industry.
Abstract
This study explores the digital transformation (DX) strategies of the MICE industry through the case of the MICE Tech Alliance, a private consortium of MICE tech companies in Korea. Using a qualitative research method, in-depth interviews with company representatives and practitioners were analyzed. The analysis identified six categories and 23 sub-categories: technological, organizational, and environmental constraints as barriers, and strategic approaches, market orientation, and collaborative ecosystems as enablers. Field experience-based service design and participant-centered market orientation were identified as key factors influencing the performance of the private alliance. This study contributes by proposing a private consortium model as a governance framework and by highlighting the significance of private-public cooperation for sustainable DX in the MICE industry.