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Meetings, incentives, conferences and exhibitions (MICE) tourism has established as a tourism segment that is growing in popularity. It is less seasonality dependent, promotes the offer of services and contributes to the development of the sector. Therefore, this study aims to analyze the competitiveness factors for the improvement of MICE tourism in the city of Mazatlan.

It was developed with a mixed approach, using quantitative and qualitative data collection techniques, such as interviews with experts, surveys of stakeholders in the tourism sector and documentary analysis. Based on the theoretical review, the following four competitiveness factors were defined for MICE tourism: 1) resource factors, 2) destination management factors, 3) conditioning factors of the environment and 4) conditioning factors of the demand, applying and importance-performance analysis.

The results indicate that the factors of competitiveness in the case of the study that had greater importance and better performance are the conditioning factors of the demand and resource factors. However, the development and implementation of comprehensive destination management strategies are required to improve this segment, as well as giving due importance to taking into account the important conditioning factors of the environment.

This study makes a theoretical contribution to the literature on the competitiveness of tourist destinations in the MICE segment by identifying the factors for its development, as well as the practical implications for the specific case study. In addition to this, it was identified that there are few empirical studies that analyze the factors that contribute to improving the competitiveness of this segment.