Information searching and the travel behaviours of MICE travellers: a cross‐cultural study

Despite growing academic interest in meetings, incentives, conventions and exhibitions (MICE) travel in recent years, there has been little investigation of the comparative information search behaviours of MICE travellers on the basis of their country of origin and cultural background. This paper proposes that country of residence and primary language spoken are significant factors in explaining the information searching and travel behaviours of MICE travellers. The sample population included Japanese‐, English‐ and Chinese‐speaking MICE travellers. A self‐completion questionnaire was administered to travellers undertaking MICE‐related travel in Taipei, Taiwan. Some significant differences were identified between the three respondent groups. The findings demonstrate the important role that is played by internal and external information sources among MICE travellers as a predictor of their subsequent travel to Taiwan.