The Model of MICE Industry's Influence on City Image

MICE industry is used to refer to an emerging industry of meetings, incentives, conventions & exhibitions, and it influences the city image deeply. To learn the critical factor of promoting city image, the model of MICE industry's influence is explored based on the typology and characteristics of MICE industry in this paper. In this model, the city image is influenced by MICE industry. The sponsors organized the meetings, conventions, exhibitions, events and other activities, gathered people and provided information to the visitors and participants. The participants and visitors have different specific objectives, but all of them achieve the objectives through the MICE platform. If they are satisfied with the sponsor's work, they will have a positive assessment to the sponsor and the city image. On the contrary, if they haven't achieved the aims and was unsatisfied, they would give a negative assessment.