PESTEL analysis of tourism destinations in the perspective of business tourism (MICE)

Purpose of this research is to apply PESTEL analysis on two different destinations (Croatia and Qatar) in order to find our their specific attributes as well as to analyse weather we can learn from their advantages and disadvantages due to the fact that one is rich on natural attractions while other one is mostly characterised by humand made attractions. Design is done by using the core of PESTEL analysis where each destination is analysed according to political, economical, socio-cultural, technological, ecological and legal factors influencing their current situation, growth and potential development. Methodology used in this paper is application of PESTEL analysis in order to compare and analyze two international destionations from the perspective of business forms of tourism (commonly called MICE industry). The study was done in order to apply PESTEL analysis on two countries; Croatia and Qatar. Applying PESTEL analysis in tourism we can benefit by assessment and understanding of global behaviour of tourism demand. Approach of this paper shows that researcher has applied each factor of PESTEL analysis on both countries; Croatia and Qatar from the perspective of MICE tourism. The basis for analysis is taken from the broader research done by author and includes the following: quantitative and qualitative research of key elements in business tourism of each country, as well as the secondary research through statistical data, related literature and related statistical document taken from current situation in business tourism sector of Croatia and Qatar. Findings of the research and PESTEL analysis are also result of researcher's observation from real life since the author has lived and worked in Hospitality sector in Qatar for more than seven years and by being involved in national workshops organized by Qatar Tourism Authority, has gained lots of quality knowledge and experience to prepare this analysis for readers who are interested in this topic. MICE tourism is one of the vital element in Croatian tourism development plan and Croatia is aiming to become known MICE destination while it is the major type of tourism in Qatar (95% of Qatari tourism is MICE tourism). The findings of PESTEL analysis could be of interest for all individuals and institutions interested in current trends and practices of MICE industry in Croatia and Qatar. Originality of this research comprises in the fact that no other study is done in Croatia or Qatar using such a deep and systematic approach, using authors previous and current knowledge, applying qualitative and quantitative research methods and by living in both destinations and participating in the development of MICE in both countries, Croatia and Qatar.