Communicating Sustainability Responsibility in Vietnam's MICE Sector: A Conceptual Framework of CSR Message Elements

Abstract

Corporate social responsibility (CSR) communication has become an important strategic tool for enhancing trust, destination image, and sustainable competitiveness in the meetings, incentives, conferences, and exhibitions (MICE) industry. In Vietnam, the rapid growth of MICE activities has created opportunities for economic development, destination branding, and community engagement. However, these activities also generate environmental pressure, cultural impacts, and stakeholder expectations. This conceptual qualitative paper aims to propose key CSR communication elements for the MICE industry in Vietnam. Based on CSR theory, stakeholder theory, the triple bottom line, and CSR communication literature, the study proposes three major communication elements: environmental responsibility, socio-cultural and economic contribution, and stakeholder engagement. Each element consists of three sub-elements. Environmental responsibility includes resource efficiency, green food and beverage practices, and waste and carbon management. Socio-cultural and economic contribution includes legal compliance, preservation of Vietnamese culture and local identity, and contribution to local economic development. Stakeholder engagement includes local communities, employees, and suppliers/service partners. The paper suggests that Vietnamese MICE stakeholders, including convention centers, hotels, event organizers, destination management companies, and tourism authorities, should communicate CSR content clearly, credibly, and consistently to strengthen sustainable MICE development.