Readiness, Viability, and Brand Equity of Meetings, Incentives, Conventions, and Exhibitions of Bacolod City

Abstract: The study explored Southeast Asia’s growing Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism industry and identified Bacolod City as a key participant. This was attributed to its well-planned infrastructure and skilled workforce. The research aimed to assess Bacolod City’s readiness, viability, and brand equity as a hub for the MICE industry. It employed descriptive-comparative and descriptive-correlational research designs. A total of 388 participants representing four event types—competition, seminar, festival, and sports—were selected using quota sampling to ensure diversity. A validated, adapted-modified questionnaire was used, achieving a Content Validity Index (CVI) of 0.99 and a Cronbach's alpha of 0.90. The instrument captured demographic data and assessed key dimensions of MICE readiness, viability, and brand equity. Data were analyzed using mean, standard deviation, Mann-Whitney U test, and Spearman's rho. The findings revealed Bacolod’s notable strength in accommodation, indicating well-developed infrastructure and visitor services. However, improvements in amenities and accessibility were recommended to enhance the MICE experience. The city demonstrated strong market and management viability, though technical enhancements are needed to meet the expectations of younger, more tech-savvy visitors. Brand equity results highlighted Bacolod’s strengths in uniqueness, quality, and image. Tailored marketing strategies were proposed to improve engagement and satisfaction. Overall, Bacolod City’s inclusive approach and balanced performance across readiness, viability, and brand equity position it as a competitive MICE destination. Nevertheless, further strategic enhancements in infrastructure, marketing, and brand satisfaction are necessary to sustain and elevate its appeal. Keywords: Hospitality and Tourism Management, MICE Industry, Readiness, Viability, Brand Equity, Descriptive Comparative, Descriptive Correlational, Bacolod City