Davao City, Philippines as MICE Destination

The purpose of this study was to determine Davao City, Philippines as a Meetings, Incentives, Conferences and Exhibitions (MICE) destination. The research utilized qualitative and quantitative approach. The data were obtained from the delegates of MICE. Adopted and self-made questionnaire was used in this study. The level of satisfaction of delegates in Davao City as MICE is highly satisfied. This means that majority of the respondents were able to have a great experience during the event. Moreover, there is no significant difference in the level of satisfaction on the respondents when analyzed according to the sex, age and civil status, while there is a significant difference in terms of educational attainment. This means that the satisfaction of the MICE delegates may differ depending on their educational attainment. On the other hand, there is a significant difference in the level of satisfaction on Davao City as a MICE destination under reliability, empathy, and tangibles. While there is no significant difference in the level of satisfaction on Davao City as a MICE destination under responsiveness and assurance.