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TopMice Industry
The MICE industry started with the 1st World Expo held in the UK in 1851, which caused a great sensation at the time. Europe has since experienced a hundred and seventy years of development, and Germany, the UK, Italy and France have all become the world-famous MICE countries. The MICE industry in Taiwan, which is called the “Three-high” industry, has high growth potential, high added value and high innovation benefits.
It can produce direct benefits to the local economy, including ticket sales and revenue and increased employment opportunities. Because of the multi-integration nature of the MICE industry, holding MICE events can promote the development of related industries such as accommodation, catering, transportation, travel, and decoration, promote the sale of tangible goods and intangible services, form a huge industrial connection effect, and at the same time establish an international image with the function of marketing a country or city (Bowdin et al., 2006; Davidson & Rogers, 2006; Bureau of Foreign Trade, MOEA, 2014). Compared with Europe and the US, the MICE industry in Asian countries started late and did not rise gradually until the 20th century. At present, Japan, Singapore and Hong Kong are well-known, and China and Taiwan have only started stepping up to the plate in recent years (Liu, 2008).