ABSTRACT

While this textbook considers events, society, and sustainability from a broad perspective, this chapter focuses on the realm of meetings, incentive travel, conventions, and business events (MICE). The chapter begins with a discussion of sustainability and its evolution and quickly moves to a MICE focus. Discussion then proceeds to the practical economics of sustainability in MICE. That is followed by insights into the concept of ‘greenwashing’ as related to MICE followed by analysis of the perception of service versus quality.