Open AccessADAPTIVE STRATEGIES EMPLOYED BY THE MICE SECTOR IN RESPONSE TO COVID-19
Author(s) -
Refiloe Julia Lekgau,
South Africa Economics,
Tembi Maloney Tichaawa
Publication year - 2021
Publication title -
geo journal of tourism and geosites
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.377
H-Index - 12
eISSN - 2065-1198
pISSN - 2065-0817
DOI - 10.30892/gtg.38427-761
Subject(s) - transformative learning , covid-19 , tourism , psychological resilience , resilience (materials science) , pandemic , order (exchange) , process (computing) , business , sociology , political science , psychology , computer science , biology , social psychology , virology , medicine , pedagogy , law , pathology , outbreak , operating system , thermodynamics , physics , disease , finance , infectious disease (medical specialty)
COVID-19 has brought to the fore drastic and transformative changes to MICE tourism. The current study therefore sought to examine the adaptive responses employed by the MICE sector of South Africa to survive and maintain business continuity during the COVID-19 pandemic. Adopting a qualitative research design, 19 representatives of various subsectors of the MICE industry (including organisers, suppliers, and associations) were interviewed. The data reveals that the immediate strategies implemented by many MICE organisations involved the reevaluation of their operational costs. Moreover, the study found that the sector has readjusted its business models to include virtual events in order to ensure recovery and resilience in light of the pandemic. The study argues the importance of understanding adaptive strategies as broadening theory on tourism and crises (specifically to the MICE sector) as well as understanding the process of sector resilience post-COVID-19.