Towards a Creative MICE Tourism Destination Branding Model: Integrating Heritage Tourism in New Orleans, USA

MICE tourism had become a significant development tool for local economies before the COVID-19 outbreak. An effective destination brand is one way in which stakeholders can work together to redesign and rebrand post-pandemic times. This study argues that heritage resources at add attractiveness of business brand. proposes Creative Destination Branding Model (CMDBM) examine co-created branding. The shows core component CMDBM based on travelers’ evaluations destination’s potential build equity by integrating its cultural/heritage as value-added attractions. proposed CMDBM, amended results, indicates significance experience enhanced because cultural experiences support institutions.