Sustainable Event Marketing in the MICE Industry: A Theoretical Framework

Abstract

This conceptual article introduces the topic of sustainable marketing to help planners react to the challenges of creating more sustainable events. Adapting a model used for marketing in the forestry industry, the authors create a framework in which planners can build an integrated sustainable event marketing plan, focusing on the planning process, the meeting, and communication with attendees. This article focuses on the holistic view of sustainability with a specific emphasis on marketing and communication practices to fill a void in the literature and practitioner-focused resources.