The study in this book confirms that both rental fee, transportation expense, tourism product price, boarding and lodging price, friendly and warm people, urban environment and pleasant climate, facility for convention and conference, facility for exhibition, tag system for MICE, and professional talent for MICE, factor, shopping facility and entertainment are important variables influencing Urban Image from the perspective of MICE visitors, which could be included in four factors, namely cost, environment, quality and leisure factors. This study contributes to the theoretical advancement by...