ANALYZING THE COMPETITIVE ADVANTAGES OF SOUTH KOREA IN GLOBAL MICE TOURISM: HISTORICAL AND CULTURAL DIMENSIONS

Ortikova Sabohat, Gulomova Mukhlisa and Ochilova Hilola Farmonovna

GREEN ECONOMY AND DEVELOPMENT, 2026, vol. 4, issue 2

Abstract: This article examines South Korea's competitive positioning within the global MICE tourism sector, highlightinghow historical and cultural attributes significantly contribute to its international appeal. Through leveraging its deephistorical heritage, UNESCO-recognized sites, and the influential Korean Wave (Hallyu), South Korea distinguishes itselfamong competing MICE destinations. A comprehensive SWOT analysis identifies essential strengths such as strategicgeographical location and robust government support, alongside notable challenges including high operational costs andlinguistic barriers. To sustain and enhance its competitive advantage, the paper proposes further exploration of advanceddigital technology integration, in-depth analysis of cultural branding effectiveness, and comparative sustainabilityinitiatives. Addressing these strategic areas proactively will enable South Korea to continue strengthening its prominentglobal leadership in the MICE industry

Keywords: MICE tourism; historical and cultural dimensions; competitive advantage; South Korea; SWOT analysis; cultural branding; digital technologies; sustainability initiatives; Korean Wave (Hallyu); cultural diplomacy. (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:teu:ged000:v:4:y:2026:i:2:id:9328

DOI: 10.5281/zenodo.18761087

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