ANALYZING THE COMPETITIVE ADVANTAGES OF SOUTH KOREA IN GLOBAL MICE TOURISM: HISTORICAL AND CULTURAL DIMENSIONS

This article examines South Korea's competitive positioning within the global MICE tourism sector, highlightinghow historical and cultural attributes significantly contribute to its international appeal. Through leveraging its deephistorical heritage, UNESCO-recognized sites, and the influential Korean Wave (Hallyu), South Korea distinguishes itselfamong competing MICE destinations. A comprehensive SWOT analysis identifies essential strengths such as strategicgeographical location and robust government support, alongside notable challenges including high operational costs andlinguistic barriers. To sustain and enhance its competitive advantage, the paper proposes further exploration of advanceddigital technology integration, in-depth analysis of cultural branding effectiveness, and comparative sustainabilityinitiatives. Addressing these strategic areas proactively will enable South Korea to continue strengthening its prominentglobal leadership in the MICE industry