A Customer Relationship Management System for the MICE industry in Sri Lanka -

Abstract

A significant segment of the Tourism industry is MICE Tourism, which refers to Meetings, Incentives, Conventions and Exhibitions. MICE Tourism entices revenue to the host country. However, the Sri Lankan MICE industry is unable to accumulate the total revenue from MICE activities, resulting in a negative impact on the growth of the country. Therefore, the research focus was on the impact of Sri Lankan service industry and destination image on MICE Tourism. As a result, a literature survey, web-based questionnaires and semi-structured interviews were conducted to analyse the problem domain in the industrial expert's viewpoint. A sample of 100 was used to conduct this survey. Based on the survey the key findings of this research was that Sri Lanka has established plans to improve the infrastructure of the country to attract and accommodate more MICE tourists. However, the image of Sri Lanka is not well developed and the service quality of the hospitality and transport industry plays a major role in a MICE tourist perception of the country. Thus, based on the findings of the research it was considered to develop functional online collaboration platform as a website between organizations, hospitality and transport industry of Sri Lanka for the attraction of MICE tourists.