The Impact of Perceived Shared Value of Exhibition and Convention Center Venue Branding on Organizational Effectiveness, and Intentions of MICE Alliances

This study investigates how the shared branding value of exhibition and convention centers, functioning as public infrastructure, affects organizational effectiveness and behavioral intentions among local MICE alliance members. Survey data from 141 members in major Korean cities show that Inclusive and Expansive value significantly enhance organizational satisfaction and commitment, which in turn strongly drive behavioral intentions. The findings highlight the importance of fostering collaboration and shared opportunities to strengthen alliance cohesion and long-term engagement. The study also emphasizes that exhibition and convention centers should function not only as physical facilities but also as community hubs that support regional economic and social development, offering practical insights for sustainable growth of the MICE industry through each type of shared value.