Role of Market Structure on Performance of MICE in Kenya

Abstract

The purpose of the study was to investigate the role of market structure on performance of Kenya meeting, incentives, conferences and exhibitions (MICE) industry. The specific objectives are to examine the direct effect of market structure on performance of the Kenyan M.I.C.E industry and to identify ways in which M.I.C.E industry in Kenya can be improved. The study targeted 324 but sampled 179 MICE stakeholders. Data was collected using a questionnaire. Descriptive and inferential data analysis techniques were used. Additionally, factor analysis and multiple linear regression models were used. The study found that market structure has no effect on performance of the MICE industry in Kenya. The study recommended that government should develop MICE infrastructure, reduce interest rates, stabilise inflation and curb insecurity for the MICE industry to realize its full potential, and also suggested that the MICE stakeholders and the general public should work on their respective inputs to improve the performance of the MICE industry in Kenya.