A STUDY ON SOCIAL IMPACTS OF MICE TOURISM

IN BANGALORE

Kanika Narang1
Student, Department of Travel and Tourism Mount Carmel College,
Autonomous, Bengaluru

Vijayalakshmi R2
Assistant Professor, Department of Travel and Tourism Mount Carmel College,
Autonomous, Bengaluru

Abstract

MICE tourism in India is achieving heights in developing country like India. This research paper is based on the
study of Social Impacts of MICE Tourism in Bangalore, which aims to stud to study the objectives that focuses on
understanding the meaning of social impacts and MICE Tourism in Bengaluru, to analyze the impact of MICE
tourism in Bengaluru and to examine the social impact of MICE tourism in Bangalore. Through this research it
has been observed that people are very well aware of the MICE tourism in the city and were able to identify the
positive and negative impacts, strengths and weaknesses, views about cultural practices and adaptation to
western culture in the city. It was found out that there are both positive and negative effects of whether it’s on
cultural practices, infrastructure, crime rate, spread of diseases or viruses etc. The study was successful in
completing all the objectives listed. It can be noted that Bangalore has the potential for MICE tourism as its an IT
industry of India, home to many start-up companies and also the headquarters for Multinational Companies. The
city needs improvement in infrastructure facilities especially the public transportation facilities and work upon
other factors such as overcoming language barriers, traffic management. Due to globalization MICE tourism is
becoming successful and world is coming closer is terms of cultural exchange practices and initiation of new
policies and facilities in order to promote the tourism industry especially the Meetings, Incentives,
Conferences/Conventions and Exhibitions.
Keywords: Social Impact, MICE Tourism, Cultural Practices, Strengths and Weaknesses, Potential

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1.Introduction

Meetings, incentives, conferences and exhibitions (MICE) is a type of tourism in which large groups, usually
planned well in advance, are brought together.
Meeting: A meeting is a gathering of two or more people that has been convened for the purpose of achieving a
common goal through verbal interaction, such as sharing information or reaching agreement. Meetings may occur
face-to-face or virtually, as mediated by communications technology, such as a telephone conference call, a
skyped conference call or a videoconference.
Incentive: An incentive is a contingent motivator. Traditional incentives are extrinsic motivators which reward
actions to yield a desired outcome.
Conferences: A convention is a meeting or a gathering of individuals who meet at an arranged place and time in
order to discuss or engage in some common interest. The most common conventions are based upon industry,
profession, and fandom. They are often planned and coordinated, often in exacting detail, by professional meeting
and convention planners, either by staff of the convention's hosting company or by outside specialists.
Exhibitions: An exhibition, in the most general sense, is an organized presentation and display of a selection of
items. In practice, exhibitions usually occur within a cultural or educational setting such as a museum, art gallery,
park, library, exhibition hall, or World's fairs. Exhibitions can include many things such as art in both major
museums and smaller galleries, interpretive exhibitions, natural history museums and history museums, and also
varieties such as more commercially focused exhibitions and trade fairs.
The Indian Tourism Industry has emerged as a vital sector in the process of economic development and most importantly
after liberalisation that tourism industry has undergone tremendous transformation in all aspects of its growth. There has
been a perceptible change of outlook in the concept, scope, nature and dimension of tourism. The concept of MICE
(Meetings, Incentives, Conferencing and Exhibitions) tourism is the result of globalization and economic reforms in our
country.
According to Ministry of Tourism, MICE has been identified as a major a are of promotion under the “Incredible India!”
campaign. According to it, India’s MICE tourism attracts 1% of the total international MICE market. Enchanting India’s
image as a conference destination is also projected through the chains of hotels: providing international standards in
facilities and services, exclusive business hotels and exotic resorts with meeting rooms of distinction, spacious convention
facilities India is in a continual process of upgrading its MICE facilities. There are multiple plans on the anvil for more
world class convention centers, airports that contest with the best in the world and efforts to team the famous Indian
hospitality with customization as per a visitor’s requirement.
India is globally connected to a network of over 50 international airlines and several domestic airlines which provide
convenient connectivity within India. Add to this India offers an educated manpower base where fluency in English and
other official International languages can be expected. With the expansion in the network of airlines operations, better
surface transport system including the Indian Railways, new centers of information technology, many new convention
centers, hotels and meeting facilities; India is now an important MICE destination.

 For planning MICE, the industry should first consider:

1. Determining the number and capacity of existing venues for meetings, conferences and exhibitions;
2. Determining the degree of use of these venues;
3. Establishing expected future demand for these venues;
4. Determining the adequacy of existing venues to meet this expected demand;

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 5. Outlining any serious design faults with existing venues.

To make MICE successful at any place following points should be considered:

1) Transportation: This involves not only ground transport but also air transport. The main problem is related to insufficient
and inconvenient airline timetables. Due to the inconvenient airline timetables, India lags behind in getting a good account
of MICE tourists. This scenario is slightly problematic for the development of MICE. Other aspects that need attention at
the planning stage in this regard include selection of the type of coaches for road transport, trained drivers and escorts, etc.
Generally, these services are contracted out to tourism transporters.
2) Accommodation: Since, MICE is not a seasonal business it has to be planned the entire year around. In this regard,
accommodation becomes a very important criterion. MICE tourists usually prefer accommodation setups near their
meeting/conference/exhibition centres. Further these accommodation units have to be equipped to handle their business
requirements in the sense that they have to be able to meet the needs of the guests. Things like Fax machines, laptop
provisions, internet connections, telex, etc, need to be there for this kind of a guest. Resorts and convention centres
specializing the MICE infact provide special training to their staff for handling these business travellers and their equipment
like beamers, projectors both movie and overhead, etc. Any Mega event requires years of planning and construction activity.
3) OTHER SUPPORT SERVICES: There are a variety of services (catering, shopping, entertainment and others) that are
also a constraint for the industry to develop and need to be planned to get the optimum benefit from emerging MICE
scenario. Again, many developing countries are not totally equipped to give the best of facilities to the business travelers.
Simple aspects like parking facilities, hoarding boards, mike and sound systems all make for a successful meeting,
convention and exhibitions/trade show.
Social Impacts of MICE Tourism in India
1) Cultural Impacts:

 It contributes towards the Culture revival and reinforces preservation of heritage and tourism
 The business promotes the Global community as well as International understanding and peace
 It breaks down language, socio-cultural, racial, political, and religious barriers
 Enhancing Quality of life in relation with a higher level of income and standards of living
 To some extent it could lead to the disappearance of traditional human environment
 It creates conflicts and social problems in the host society such as crime, disesases, prostitution etc.
 Displacement of local people in order to make airports, resorts, hotels, natural resources and other facilities.
2) Economic Assessments:

 It provides positive image to the country

 MICE affects Multiplier effect
 MICE brings together different Industries under the same umbrella

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2.Literature Review

Usha Sharma (Additional Director General Ministry of Tourism Government of India Chairperson India
Convention and Promotion Bureau (ICPB) 2013) stated that The MICE sector opens seamless opportunities for
knowledge exchange, further globalization, and accelerates non-governmental diplomacy. During such events,
people tend to spend 25 to 30 times more than the average traveller. Food and beverage, medical, pharma, media,
infrastructure, automobile are some of the key sectors for MICE.Remanan.K (2004) pointed out the positive and
negative impacts of tourism. It is also suggested that the citizens of a country should try to minimize the negative
factors and maximise positive factors. Tourism provides employment to millions and act as a reservoir of foreign
exchange reserve but causes resource drain, pollution of air and rivers, damage to bio-diversity etc.Amritansh
Mishra, Kaushik Kumar, Anjli Gupta supported their research paper by stating that India is a trending country for
MICE tourism and therefore the tourism industry is driven by discretion, tastes and attitudes pf the customers.
Social media has played a vital role in connecting dozens of people together and all this process has created a
need for specialized skills and knowledge for the Indian industry especially in Tourism sector.
Anionwu Carol (2008) supported his research that revealed that tourism consumption has significant social impact
on the host communities. The quality of life of the host communities is said to have improved by tourism, thereby
leading to an overall improvement in the standard of living of the host communities through the provision of
facilities for Tourism purposes. On the negative perspective attitudes such as smoking, drug abuse and crime
which are not consistent or in line with morality abide in the studied tourist destination. Boz (2017) also noted
that after fifties, due to sociocultural, and political life such as shorter working weeks, increase in revenues,
liberalization of economies and politics, development in infrastructure, and superstructure like new transportation,
communication, and accommodation and lower income level public were able to afford holidays. The number of
international tourist arrivals rose from 25 million in 1950, to 435 million in 1990, 675 million in 2000, 942
million in 2010.
Boz & Karakas (2017) stated that Development of tourism causes degeneration of moral values, increases the use
of alcohol and drugs, causes cultural conflicts, and displaces traditional fashions. Norol Hamiza Zamzuri , Khairil
Wahidin Awang , Zaiton Samdin(2011) stated that the growth of this sector creates both positive and negative
effects to the country's revenue and community. Although it is proven that this sector creates advantages to the
country's revenue, it is important to achieve balance, environmentally. Thus, the commitment from all
stakeholders are needed to ensure the implementation of green practices in event management.

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3. Scope of the Study:

The research is only confined to the indigenous population of Bangalore and to highlight the Social Impact of
MICE tourism in this particular city. The study aims to understand the social impacts and potential of MICE
tourism in Bangalore city. This research tries to highlight the potential and weaknesses of MICE tourism and
examine them within the Bangalore area. The existing research papers lacks the majority of information related to
the Social impacts of MICE Tourism in Bangalore, hence, this research paper concentrates on it.

4.Limitations of the Study:

 The study was conducted only on the tourists, working-class people who stay in Bengaluru City
 The time period for the study plays a vital role which was reflected in fixing the sample size and hence the
importance was given to the mainly to the college students and less to the working class.
 Finally, the findings and suggestions are based on the views of the people given by them in the survey
with the limited options provided.

5. Objectives:

1. To understand the meaning of Social Impacts and MICE Tourism in Bengaluru.

2. To analyze the impact of MICE tourism in Bengaluru.
3. To examine the social impacts of MICE tourism in Bengaluru.

6. Research Methodology

6.1Design
The study is quantitative in nature. The sample size is 53.

6.2 Primary data collection:

Primary data was collected from the tourists as well as the working- class people who stay in the
Bengaluru city.

6.3 Quantitative method for data collection:

 Explanatory study was done to identify the potential of MICE tourism in Bangalore.

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  Questionnaire was prepared and the data was collected from the tourists and employees who are
either working in the tourism industry or Multi National Organizations in Bengaluru city in order
to understand and examine the meaning and social impacts of MICE Tourism in Bangalore.

6.4 Sampling:
 Random sampling was based on whom it was thought would be appropriate for the study. The
sample has been collected from 53 respondents.

7.1 Data Analysis

7.1.1 Meaning of MICE Tourism

Meaning of Mice tourism Percentage
Meeting Incentive Conference Exhibition 64.2%
For Leisure Travel 1.9%
Something related to Business and Corporate 3.8%
events

Both A and C 30.2%

Inference: It can be observed that a majority of people know the meaning of MICE tourism i.e. 64.2%, 1.9%
respondents think it’s for leisure travel, whereas 3.8% of the respondents think it as something related to Business
and Corporate events and 30.2% think it’s both Meeting Incentive Conference Exhibition and Something related
to Business and Corporate events.

7.1.2 Social Impact of MICE Tourism in Bangalore

Social Impact of MICE Tourism in Bangalore Percentage

Globalization 17%
Increase in Employment and Educational 26.4%
Opportunities
Traffic Congestion 11.3%
Improvement in Infrastructure 18.9%
Change in Dressing style of the people 1.9%
All of the Above 45.3%
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 None of the above 0%

Inference: It can be observed that a Majority of the respondents (45.3%) think that all the factors are responsible
for social impacts of MICE tourism in Bangalore. 17% of them believe that Globalization is the factor, 26.4%
believe it Increase in Employment and Educational Opportunities, 11.3% think Traffic congestion as one of the
factors, 18.9% think there is improvement in infrastructure, only 1.9% of the respondents think there is Change in
dressing style of the people.

7.1.3 MICE impact in Bangalore

MICE impact in Bangalore Percentage

Positively 47.2%
Negatively 1.9%
Both 50.9%

Inference: From the data it can be observed that a Majority of the respondents (50.9%) believe that MICE has
impacted both positively and negatively in Bangalore city, Whereas, 47.2% of the respondents believe that it has
only positive impact and the only 1.9% of the respondents think it has negative impact in the city.

7.1.4 Impression about Bangalore

Impression about Bangalore Percentage

Living with ease 20.8%
Culturally and Entertainment rich city 39.6%
Greenery 11.3%
Multi-Culture and great weather 1.9%
Traffic 1.9%
All of the above 41.5%
None 1.9%

Inference: It can be observed that a majority (41.5%) of respondents felt that all the factors mentioned above
matched their impression about Bangalore. On the other hand, impressions such as Multi-Culture and great
weather, Traffic and None of the above factors got 1.9% of respondents respectively. Living with ease had 20.8%
of the respondents and Culturally and Entertainment rich city factor got 39.6%, whereas, Greenery factor got only
11.3% response.
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 7.1.5 Sufficient infrastructure for MICE in Bangalore

Sufficient infrastructure for MICE in Percentage

Bangalore
Yes 62.3%
No 13.2%
Maybe 24.5%

Inference: It can be observed that the Majority of the respondents (62.3%) respondents think Yes there is
sufficient infrastructure in Bangalore for organizing MICE in Bangalore, whereas, 13.2% think No and 24.5% of
respondents think Maybe.

7.1.6 Bangalore Advantage (MICE destination)

Bangalore’s Advantage Percentage

(MICE destination)
Digital Marketing 9.4%
Encouragement for start-ups in the city 11.3%
Being I.T. hub of India 20.2%
No. of 5-star hotels offering MICE 0%
All of the above 47.2%
Others 1.9%

Inference: It can be observed that only 9.4% of the respondents believe Digital marketing as one the
factors that adds advantage, 11.3% believe Encouragement for start-ups in the city, 20.2% think Being IT
hub of India, 0% believe No. Of 5-star hotels offering this facility and 1.9% people think other factors,
whereas, the majority of the respondents (47.2%) believe All of the above factors are responsible.

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 7.1.7 Bangalore’s Weakness (MICE destination)

Bangalore’s Weakness Percentage

(MICE destination)
Language Barriers 26.4%
Lack of Public Transportation 15.1%
Expensive (cost of living) 54.7%
No proper street lights 3.8%

Inference: It can be observed that a Majority of respondents think (54.7%) think the city is Expensive (cost
of living), 26.4% of the respondents think Language Barriers as one of the problems, 15.1% think there is
Lack of Public Transportation facility, whereas, only 3.8% respondents think there are No proper street
lights.

7.1.8 Kinds of Social impacts in Bangalore

Kinds of Social impacts in Bangalore Percentage

Openness to speak English language 17%

More of the Employment opportunity 32.1%
Improvement of infrastructure 35.8%
Spread of Local Culture 17%
Increase/Decrease in crime rate 5.7%
Spread of Diseases/ viruses 1.9%
All of the above 30.2%
None 7.5%

Inference: From the above data it can be observed that a Majority (35.8%) of respondents believe that
Improvement of infrastructure is one of the major social impacts. 32.1% believe that more of employment
opportunities are created, 17% believe Openness to speak English language and spread of local language
respectively, 5.7% believe there has been increase/decrease in Crime rate, 1.9% think there is spread of diseases
or viruses, whereas 30.2% All of the above factors and 7.5% feel none of the above factors are the social impacts.

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 7.1.9 Bangalore adopting to western culture:

Bangalore adopting to western culture: Percentage

Strongly Agree 43.4%

Agree 37.7%
Neither agree nor disagree 18.9%
Disagree 0%
Strongly Disagree 0%

Inference: A Majority of people Strongly Agree (43.4%), 37.7% Agree, 18.9% respondents Neither agree or
disagree, whereas None of the respondents Disagree and strongly disagree.

7.1.10 Bangalore’s Strength (MICE destination)

Bangalore’s Strength (MICE destination) Percentage

Weather 22.6%
Infrastructure 32.1%
Bangalore International Exhibition Center 26.4%
Hub of Headquarters 5.7%
Home of Start-ups 17%
All of the above 45.3%
Others 1.9%

Inference: The above data shows that the maximum number of respondents (45.3%) believe that All of the
above points are strengths of Bangalore as a MICE destination. 22.6% consider weather as one of the factors,
32.1% consider Infrastructure as a factor, 26.1% say BIEC as a reason, only 5.7% consider Hub of Headquarters,
17% consider Home to start-ups as a factor. The least number of respondents i.e. 1.9 say that there are other
factors to be considered.

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 7.1.11 Cultural practices same as earlier

Cultural practices same as earlier Percentage

1(Least) 5.7%
2 17%
3 49.1%
4 28.3%
5(Most) 0%

Inference: From the above data it can be observed that a Majority (49.1%) of respondents have neutral opinion
about the cultural practices, whereas, 5.7% believe there has been least impact on Cultural practices and they are
being followed as before, None of the respondents feel that it has changed completely.

7.1.12 MICE: Positive or Negative Social Impact

MICE: Positive or Negative Social Percentage

Impact
Positive 15%
Negative 0%
More Positive, Less negative 81.1%
More Negative, Less Positive 3.8%

Inference: A Majority of the respondents i.e. 81.1% believe that MICE has more positive social impacts and less
negative, whereas 15% believe only positive impacts are there, 3.8% believe more of negative social impacts and
less of positive social impacts. None of the respondents think there are only negative impacts.

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Conclusion
This Research Paper is based on the Social Impacts of MICE Tourism in Bangalore. The sample size used for this
research was 53 people, and Quantitative method of research was used, survey included the tourists as well as the
working-class people within Bangalore city. Through this research it was found that there were both positive and
negative social impacts of MICE tourism in the city. It was found that most of the respondents knew the meaning
of MICE tourism and could identify the strengths, weaknesses, different factors such as Cultural practices,
barriers, adaption to western culture etc. MICE tourism is famous especially in corporate companies and business
world, this increases country’s economic as well as the social conditions both positively and negatively. This
research paper intends to focus on the Social impacts and respondent’s view about the changes that has been
brought in the city in order to attract more tourists from different parts of the world. Meetings, Incentives,
Conventions/ Conferences and Exhibitions helps in exchanging the business ideas and investments in different
areas, It is considered as Mega event because a large number of people gather at a place and discuss about the
different plans and strategies in order to exchange business ideas. Bangalore city has good 5-star hotels which
offer organizing MICE by providing facilities such as Meeting or Board rooms, projectors, WiFi connections,
Accommodation facilities, Conferences hall etc.

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