EXPLORING THE MARKETING TACTICS FOR ENHANCING SABAH INTERNATIONAL CONVENTION CENTER (SICC) RECOGNITION AS A GLOBAL HUB FOR BUSINESS EVENTS

Abstract

This research project endeavors to address the predicaments encountered by convention centers, in their endeavors to support the center in business development strategies and attract international association conferences to their venue. In addition, these challenges have been further aggravated by the COVID-19 pandemic, which has contributed to a significant decrease in international association conferences, causing massive losses in the host nation, especially Asia-pacific Region (Escher, 2020; Shrestha et al., 2020). As the growth of the convention centers increases, the competition among convention centers at different levels of destination such as a site, city, region, and country has intensified so much that convention centers are competing to be chosen as the venue for different types of events such as meetings, incentive trips, conventions, exhibitions, and conferences (DiPietro et al., 2008).