Adoption of Smart Technologies in MICE Tourism: Understanding Consumer Challenges and Experience in Delhi NCR

Abstract

This research paper, "Adoption of Smart Technologies in MICE Tourism: Understanding Consumer Challenges and Experience in Delhi-NCR," throws light on the challenges involved in adopting smart technologies among consumers and the experience of them in the MICE (Meetings, Incentives, Conferences, and Exhibitions) segment in Delhi-NCR. The main research objectives were the identification of major challenges encountered by the consumers in using smart technologies during MICE events, and an evaluation of these experiences. For this research, a structured questionnaire was created and distributed using Google Forms to respondents who had been to MICE events within the region. A total of 220 valid responses were received based on convenience sampling. The questionnaire was structured into three parts, targeting demographic information, barriers of implementing smart technologies, and customer experiences of various smart technologies applied in MICE events. Acceptable Cronbach's Alpha values emerged in reliability analysis. Challenges were assessed using factor analysis and chi-square tests, whereas descriptive statistics were used in evaluating consumer experience. Three prominent challenges were found: issues with affordability and integration; concerns on connectivity and privacy; and security challenges. In addition, consumer experiences vary; for instance, some of the technologies like Beacon Technology and Wearable Technology had the highest satisfaction, while those such as Event Management Platforms and VR/AR technologies show low satisfaction. Therefore, the study concludes that just as some technologies are welcome, others need further refinement to enhance adoption and consumer satisfaction. It's through these challenges that their integration in MICE tourism will be optimized, along with consumer experiences.