earticle

영어

This study aimed at analyzing the policy agenda priority of MICE industry policy for the Post COVID-19 by applying analytic hierarchy process method. The literature review covered the concepts of MICE industry policy, policy agenda setting, and related precedent studies. For the research design, an analytical model was suggested including four major processes: literature review, hierarchical design, research survey, priority estimation. The pairwise comparison data were collected from both the public sector and non governmental sector experts regarding MICE industry policy. Major findings of the study revealed that policy agenda priority of MICE industry policy reflects the change of the policy environment considering COVID-19. It was found that discovering revenue model of MICE enterprise has the highest priority in overall policy agenda followed by strengthening the digital and marketing capabilities of MICE industry workers. In addition, partial differences with the policy priority were observed between the public sector and non governmental sector experts. The public sector put relatively higher priority on the local MICE industry and MICE infrastructure environments, while the non governmental sector put higher priority on human resources development. Based on these findings, theoretical contributions and practical implications for implementing effective MICE industry policy for the Post-COVID-19 were discussed.