Perceived Factors

Meetings, incentives, conferences and events (MICE) tourism has been alluded by many scholars as a sector that draws both lucrative direct and indirect revenue to host destinations. Considering these benefits, Kenya and many other destinations around the world have to compete to host MICE activities. This calls for MICE destinations to position their MICE product in the market in order to attract customers. Despite this fact, little seems to have been done in Kenya especially at the county level to position the MICE product. Hence 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 entire study. Questionnaires as well as semi structured in depth interviews were used to collect primary data. The researcher interviewed a total of seven managers of the seven conventional hotels together with the tourist officer of UGC.