Technology – driven innovation as a catalyst for enhancing destination attractiveness of MICE tourism in India

The Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism sector in India is rapidly evolving due to technological advancements that are reshaping event management and destination attractiveness. This study examines how technology-driven innovations—event management technologies, smart venue infrastructure, mobile event applications, virtual/hybrid event capabilities, and contactless systems—affect the perceived value of MICE events in terms of ease of use and utility. It also explores the influence of perceived value on destination attractiveness, with digital literacy acting as a moderating variable. A quantitative research design was adopted, and primary data were collected from MICE tourists through structured questionnaires across major Indian MICE destinations. The proposed model was analyzed using Smart-PLS SEM modeling to evaluate measurement reliability, validity, and structural relationships. The findings reveal that technological innovations significantly enhance perceived value, with smart venue infrastructure and virtual/hybrid event capabilities emerging as the strongest predictors. Perceived value positively influences destination attractiveness (β = 0.453, p < 0.05), confirming its mediating role. Digital literacy further strengthens this relationship. Although event management technologies and mobile event applications improve operational efficiency, their direct impact on perceived value is relatively weaker. Overall, integrated technological adoption enhances tourists’ evaluations and the competitiveness of Indian MICE destinations.