Academic Research International ISSN-L: 2223-9553, ISSN: 2223-9944 Vol. 3, No. 1, July 2012 Copyright © 2012 SAVAP International www.savap.org.pk www.journals.savap.org.pk 267 THE ROLE OF MICE DESTINATION ATTRIBUTES ON FORMING JORDAN TOURISTIC IMAGE Lim Khong Chiu School of Tourism, Hospitality and Environmental Management, Universiti Utara, MALAYSIA. lkc @ uum.edu.my Omar A. Ananzeh School of Tourism, Hospitality and Environmental Management, Universiti Utara, MALAYSIA. omarananzeh@yahoo.com ABSTRACT The attributes of a MICE destination have been shown to have a vital role on the formation of its touristic image. This study examines the role of MICE destination attributes on the formation of the touristic image of Jordan from the perspective of local and international MICE event participants. Amman and the Dead Sea were the study site of this study. Push- Pull theory was utilised to show the importance of pull attributes on forming the destination Image. The relative importance of six attributes of MICE destination is determined. The results revealed significant differences between participants on their perceptions on the importance of MICE destination attributes and that MICE destination attributes influence the destination image formation. The findings also provided implications for event planners, event organizers, and other MICE stakeholders in Jordan as well as for academic researchers in MICE tourism. Keywords: MICE Destination attributes, Cognitive image, Affective image, Push-Pull Theory. INTRODUCTION MICE tourism (Meetings, Incentive travels, Conferences, and Exhibitions) has been described as a new segment of tourism industry; a new type of tourism arising out of the increase in number of conventions and exhibitions; the fastest growing segment and most lucrative sector of the travel and tourism industry (Oppermann, 1996a; Ruzic, Turkalj, & Racic, 2003; Wang & Wang, 2008). Several studies have been conducted to reveal the importance of MICE destination attributes (Oppermann, 1996a, 1996b; Go, Govers, 1999). Lee and Back (2007) examined the role of MICE destination attributes on forming the overall destination image. However, research examined the role of MICE destination attributes on the formation of cognitive and affective image was dearth. In addition, reviewing literature revealed that there were two studies examined the touristic image of Jordan; Schneider and Sonmez (1999) explored the touristic image of Jordan from the perspective of regional and interregional leisure visitors, and Harahsheh, Morgan, and Edwards (2010) examined the touristic image of Jordan in the British and Swedish markets and explored the role of religious beliefs on the formation of that image. Thus, the role of MICE destination attributes on forming Jordan touristic image has not been evaluated. Therefore, this study aims to fill this research gap by investigating the role and importance of MICE destination attributes on forming the touristic image of Jordan from the perspective of local and international MICE event participants. The influence of socio-demographic characteristics of MICE event participants on the perceived destination image has been searched (e.g., Baloglu, 1997; Baloglu & McCleary, 1999; Beerli & Martin, 2004a, 2004b). However, the influence of socio-demographic characteristics of MICE participants on the perceptions of MICE destination attributes was not targeted, except for the issue of nationality of the MICE participants which have been addressed, but without emphasis on domestic participants’ perceptions. HYPOTHESIS AND ATTRIBUTES Accordingly, this paper aims to determine and evaluate the role of MICE destination attributes on the formation of Jordan touristic image, and to identify the relative importance of MICE destination