Tech Disruption in Business Tourism: Mastering Strategic Approaches for a Transformative Future

Abstract

Purpose: This research explores the prospect of business tourism through the change of innovation within the MICE industry. Current trends like artificial intelligence, blockchain, virtual and augmented reality, and big data analytics are revolutionizing the industry by making the need for a strategic model that will guide stakeholders on how to benefit from technological advancement. Methodology: The present study recruits a secondary research approach based on literature review, research reports, government documents, and case studies from reliable sources such as UNWTO and GBTA. To capture the dynamic pace of change witnessed in technological innovations during the period under analysis, that is 2014 to 2024, the author employs tools like comparative analysis, trend analyses, and SWOT analyses.  During a survey, important discoveries have patient satisfaction needs and improvements in efficiency, personalization, and sustainability as well as cybersecurity threats and gaps in between stakeholders utilizing these technologies. The study therefore calls for the promotion of an equilibrium of the positive and negative impacts of technology. This paper has presented a conceptual framework where technological enhancement is matched with stakeholder management, keeping the MICE sector resilient, competitive and sustainable.  The findings of this study will be useful to business tourism operators, policymakers and researchers, so that effectively and efficiently they can manage their operations, understand customers’ needs and improve services. Thus, aggregating various technological effects into a single context, the research proposes a Originality to addressing disruptions in business tourism and offers recommendations for the field’s development