Personal Brand Communication of MICE Event MC

Abstract

The MICE (Meetings, Incentives, Conventions, and Exhibitions) industry has become an emerging market for bilingual event hosts, offering opportunities for freelance professionals to build stable careers. This research aims to explore the personal brand communication of successful MICE event hosts and understand the key elements that contribute to their professional achievement.

This qualitative study employed in-depth interviews with eight professional MICE event hosts. The data were analyzed in comparison with relevant theories and previous studies, and triangulated through multiple sources, including three MICE event organizing companies, one government agency supporting the MICE industry, and secondary data gathered from online platforms related to the eight hosts.

The findings reveal that the process of personal brand building among MICE event hosts begins prior to their professional careers and evolves into a strong personal brand with specific goals—to build awareness, expand client bases, and enhance competitiveness. The process involves three key practices: developing expertise, positioning within the market, and delivering customer-oriented services. The personal brand is then communicated through four defining characteristics: trustworthiness, professionalism, value, and popularity.

This study provides a practical framework for individuals aspiring to pursue a career as MICE event hosts, offering guidance on how to develop and communicate an effective personal brand that supports long-term success in the industry.