MICE Tourism and City Marketing: Development of Unique Venues in Xi ‘An, China

In MICE tourism, unique venues play a crucial role in shaping the image and brand of a host city by showcasing the inherent charm of the city. Although the popularity of unique venues has increased due to their ability to offer distinctive originality and memorable experiences to event participants, research on unique venues has been scarce. Focusing on the MICE industry in Xi’an, China, this study aims to identify the potential resources of unique venues and suggest collaborative strategies for the sustainable development of unique venues. To do so, this study adopted a qualitative approach by conducting in-depth interviews with key stakeholders, including event organizers, convention and meeting venue providers, government officials, and participants. In stakeholder interviews, four main themes were emerged: 1) exploring the perceived potential benefits of unique venue, 2) strengths of Xi’an in utilizing unique venues, 3) challenges in utilizing unique venues in Xi’an, and 4) developing strategies for the sustainable development of unique venues. The findings provide meaningful theoretical contributions to achieve a comprehensive understanding on the interconnections between the MICE industry, cultural tourism, and destination marketing. This study also discussed practical implications to develop unique venues for city branding in Xi’an.