How MICE Experience Quality Shapes Destination Image through Dual Pathways

Authors

  • Grace Carolina Malau Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • Dian Dhany Pamjuji Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • Ilham Azmi Zarkas Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • Masriyah Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • ⁠Lusi Kurnia Universitas Pembangunan Nasional “Veteran” Jawa Timur
  • Ahmad Bachtiar Arif Universitas Pembangunan Nasional “Veteran” Jawa Timur

DOI:

https://doi.org/10.53893/ats.v3i3.76

Keywords:

MICE, tourism, experience quality, destination image, satisfaction

Abstract

This study investigates how experience quality at a major MICE event shapes post-trip destination image by testing the mediating role of satisfaction within the emerging tourism setting of Lake Toba, Indonesia. Using survey data from 413 attendees of the Aqua Bike World
Championship and Partial Least Squares Structural Equation Modelling, the analysis demonstrates that experience quality significantly enhances satisfaction and directly improves destination image. Satisfaction also exerts a strong positive influence on destination image and partially mediates the relationship between experience quality and image. These findings validate a dual pathway model in which affective processes operate through satisfaction, while cognitive processes allow objective event attributes to shape destination image independently. The study advances theoretical understanding of MICE experience formation by demonstrating concurrent emotional and rational mechanisms. Practical implications highlight the need for planners to strengthen both experiential and functional quality elements to enhance Indonesia’s competitiveness as a growing MICE destination.

Author Biographies

Grace Carolina Malau, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

Dian Dhany Pamjuji, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

Ilham Azmi Zarkas, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

Masriyah, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

⁠Lusi Kurnia, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

Ahmad Bachtiar Arif, Universitas Pembangunan Nasional “Veteran” Jawa Timur

Department of Public Administration

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Published

2025-09-15

How to Cite

Malau, G. C., Pamjuji, D. D., Zarkas, I. A., Masriyah, Kurnia, ⁠Lusi, & Arif, A. B. (2025). How MICE Experience Quality Shapes Destination Image through Dual Pathways. Advances in Tourism Studies, 3(3), 154–165. https://doi.org/10.53893/ats.v3i3.76

Issue

Vol. 3 No. 3 (2025): Advances in Tourism Studies (In Press)

Section

Articles

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Copyright (c) 2025 Grace Carolina Malau, Dian Dhany Pamuji, Ilham Azmi Zarkas3, Masriyah, ⁠Lusi Kurnia, Ahmad Bachtiar Arif

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