Výzvy pro pražský MICE segment

Ph.D. Thesis title: Challenges for the Prague MICE segment Abstract This dissertation was written to describe and present the changes and challenges faced by the Prague MICE industry in 2020–2025. The COVID-19 pandemic triggered a chain of permanent and temporary changes that fundamentally (and as yet unknown) altered the existing form of the business events/MICE ecosystem. The author first conducted secondary research based on a study of available scientific sources. Based on the identification of existing gaps in knowledge and the lack of relevant scientific literature focused predominantly on the Czech/Prague MICE segment, plans were made to conduct her own primary mixed research. Based on the results of a quantitative targeted questionnaire, the author tested the hypo-thesis that the COVID pandemic has brought the Prague MICE scene its biggest crisis since 1989. The hypothesis was confirmed by the survey. The confirmation of the hypo-thesis became the starting point for the subsequent phase of primary qualitative research based on 20 semi-structured interviews with executive professionals from the MICE in-dustry in Prague. Gioia's interpretative-inductive method, which has its roots in grounded theory, was used to process the data from the interviews. The three-phase coding and gra-dual emergence of concepts, themes, and aggregated dimensions represent the main con-tribution of the dissertation's own research. Using Gioia's method, the qualitative research arrived at a total of seven final aggregated dimensions, which represent the resulting form of current challenges. Prague has so far benefited mainly from the rich and productive pre-COVID years. This foundation, based on value for money, adequate infrastructure, and quality services, has helped Prague make a relatively quick and successful return to growth after the crisis pe-riod during and after the pandemic. At the same time, however, the research showed that Prague is not very flexible and active in its approach to new topics, procedures, and tech-nologies. Prague still has no direct competition in the MICE sector on the domestic Czech scene, but in recent years it has been strongly pursued by regional competition, represented ma-inly by Polish cities and their ability to host larger events and provide year-round long-haul flights. Based on the results of the research, Prague does not have sufficient support for its MICE activities from the central government or regional/provincial governments. Covid has accelerated the generational change within the MICE segment with the arrival of Generation Z, whose attitudes, values, and approach to hospitality and MICE are not always accepted with understanding by the current executive leaders in the field. This structural change represents a fundamental challenge for the industry, as it reflects the declining interest of new workers in working in an industry whose conditions, working hours, job descriptions, etc. are rather unattractive to them, and the industry itself is cea-sing to be attractive to them.