Many research studies have been done in relation to the MICE
industry sector over
the years; however, most of them mainly
focused on conventions or meetings only. There has still been a shortage
of research done on trade exhibitions despite the increase in their market
potential and impact. A
few studies have voiced the issue of limited research available on exhibitions
and the need for a theoretical framework incorporating various aspects of
exhibition participation for further research (Lee et al., 2010; Oppermann,
1996). Therefore, more insightful research should be done in order to
understand the importance of this particular segment of the MICE industry. 


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