Abstract:
Meetings, incentives, conferences and events (MICE) tourism has been alluded by many scholars as a sector that draws
lucrative, direct and indirect revenue to host destinations. Despite this fact, little seems to have been done in Kenya especially
at the county level to position the MICE product. The aim of the study was to establish the factors that influence the
positioning of Uasin Gishu County (UGC) as a MICE destination. Specifically, the study sought to establish the influence of
facilities, marketing and government policies on the positioning of UGC as a MICE destination. Mixed research approach
including quantitative and qualitative methods was employed for the study.. Both descriptive and inferential statistics were
used to analyze the information collected. The results of the multiple regression indicated that facilities greatly influenced
positioning of the MICE product in UGC (+0.533) followed by marketing (+0.331) and finally the government policies
(+0.201). In order to better position UGC as a MICE destination, it’s important that facilities, marketing and government
policies are addressed.
