A Study of the MICE Tourism Industry's Workforce and the Variables Influencing Customer Relationship Management


  • Rahul Rajkamal Indira Gandhi National Tribal University, Amarkantak
  • Hrishi Kumar Gond Indira Gandhi National Tribal University, Amarkantak
  • Prashant Kumar Pandey
  • Rohit Ravindra Borlikar Indira Gandhi National Tribal University, Amarkantak
  • Amarendra Pratap Singh Indira Gandhi National Tribal University, Amarkantak




CRM, MICE, Employees, Customer Management Process, Information Technology


MICE tourism, also known as meetings, incentives, conventions, and exhibitions, is a sizable segment of the travel industry. MICE tourism brings in revenue for the host country. The Indian MICE industry, however, is unable to receive the entire revenue from MICE activities, which has a negative impact on the growth of the country. Consequently, the research's primary focus was on the factors affecting the Indian MICE Tourism Industry through CRM features. As a result, a review of the literature and online polls were conducted to analyse the problem domain from the viewpoint of an industry expert. A sample of 110 was collected during this survey. The major findings of this study are derived with the help of hypotheses testing, correlation and regression techniques were used which were supported by the survey questionnaires. The study reveals the importance of MICE tourism in terms of building the nation's infrastructure to entice and accommodate more MICE tourists.

Author Biographies

Rahul Rajkamal, Indira Gandhi National Tribal University, Amarkantak

Research Scholar, Department of Tourism Management

Hrishi Kumar Gond, Indira Gandhi National Tribal University, Amarkantak

Research Scholar, Department of Business Management

Rohit Ravindra Borlikar, Indira Gandhi National Tribal University, Amarkantak

Assistant Professor, Department of Tourism Management

Amarendra Pratap Singh, Indira Gandhi National Tribal University, Amarkantak

Professor, Department of Business Management


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How to Cite

Rahul Rajkamal, Hrishi Kumar Gond, Prashant Kumar Pandey, Rohit Ravindra Borlikar, & Amarendra Pratap Singh. (2023). A Study of the MICE Tourism Industry’s Workforce and the Variables Influencing Customer Relationship Management. Atna Journal of Tourism Studies, 18(1), 89-102. https://doi.org/10.12727/ajts.29.4