MICE산업 역량강화 및 지역특화 중요도 분석 - 강릉지역을 대상으로 -

The purpose of this study is to establish priorities for meetings, incentives, conventions, and exhibitions (MICE) ecosystem diagnosis, infrastructure and capacity building, and development of specialized MICE strategies in connection with regional strategic industries by extracting regional specialization factors and strengthening MICE capacity in the Gangneung area. For data collection, Gangneung DMO members, who play a central role in Gangneung tourism policy, were targeted and a total of 96 participants were surveyed with an online survey from October 20 to November 16, 2020. As a result of the analysis, the convention center, a 4-star hotel, the MICE organization in Gangneung, and a cooperative system were identified as priorities for strengthening the capabilities of the Gangneung MICE industry. Also, the use of Gangneung Ice Stadium, Gangneung MICE-linked convergence tourism products, and the development of the Gangneung MICE brand were identified as priorities for the regional specialization of the Gangneung MICE industry.