• The Journal of the Convergence on Culture Technology
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• v.9 no.4
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• pp.437-443
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• 2023

We investigates MICE participants's evaluation on the application of smart tourism technology by comparing their importance and performance. Date were collected from MICE participants who had attended in hybrid MICE in recent five years, The three dimensions of smart tourism technology were event management, extension of contents, and community. We found that event management and community affected on overall satisfaction of MICE participants. The result of paired t-test revealed that there were significant differences in audience interaction, webinar, virtual showcase, communication by social hub, virtual marketplace, and matchmaking The importance-performance matrix also indicated that matchmaking, virtual marketplace, audience interaction, communication by social hub, and webinar were major weakness and should be improved in the future.