A Study on the Impact of Meeting Technology on China's MICE Industry

Abstract

Meeting technology has been widely utilized in the MICE industry around the world. The rapid adoption of meeting technology has been particularly pronounced in China. However, there is limited research on what kind of meeting technology is used and how it affects participants’ experience on event sites in China. Nanchang City presents a unique case for this study due to its specific characteristics and recent developments in the MICE sector. Therefore, this study aims to investigate the influence of meeting technology on the Chinese MICE industry, focusing on Nanchang City. To do so, the study employed a qualitative research method and conducted in-depth interviews with 13 experts and organizers in the Nanchang's MICE industry from June to October 2024. The thematic analysis revealed three themes: current use of meeting technology in Nanchang, key challenges of using meeting technology, and suggestions for the digital transformation in Nanchang’s MICE industry. The study provides an in-depth examination of the application and development of meeting technology in Nanchang, China, filling a gap in the existing literature regarding specific case studies and regional development differences. Furthermore, the research identifies key areas and potential development opportunities that need to be fully mastered by examining MICE professionals' experiences and challenges using meeting technology in Nanchang. The study offers valuable insights for various stakeholders in the MICE industry, helping them address industry challenges and seize opportunities in digital transformation.