The Impact of COVID-19 Pandemic on Organizational Buying Behaviour: MICE in Three-Star Hotel from Indonesia

Suci Pebrianti Putri () and Atik Aprianingsih
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Suci Pebrianti Putri: Institut Teknologi Bandung, School of Business and Management
Atik Aprianingsih: Institut Teknologi Bandung, School of Business and Management

A chapter in Proceedings of the 3rd International Conference on Business and Engineering Management (IConBEM 2022), 2023, pp 78-88 from Springer

Abstract: Abstract During pandemic, hotel is suffering from low occupancy rates that hotel cannot solely rely on the room sales. MICE as another product of hotel is identified as alternative revenue stream that can be focused on for hotel to survive. This study aims to analyze the impact of COVID-19 pandemic on organizational buying behavior of B2B segment for MICE in a hotel. In-depth interview as one of the methods of qualitative research was conducted for this research to five different B2B segments (Government, Logistic and Construction Company, Wedding Organizer, Event Organizer and Travel Agent). The result shows that Government is having hard time for MICE event due the strict regulation and the cut off in budgeting, Logistic and Construction also avoid MICE event due the budget efficiency, Travel Agent is less focused on MICE as the demand from client decreased. However, Wedding Organizer shift into intimate wedding event and how Event Organizer is helped by the emergence of virtual and hybrid event that’s marked as new era of MICE event during pandemic. The customer during pandemic is focusing more onto the health certification and protocol, internet and budget, customer prefer hotel who can show the credibility in applying health protocol, ability to provide adequate internet bandwidth and offer affordable price.

Keywords: COVID-19. MICE; hotel; organizational buying behavior (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-216-3_7

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