Integrated Management on the Potential of Prachuap Khiri Khan Province Towards Becoming a MICE City

Abstract

This study on integrated management of the potential in transforming Prachuap Khiri Khan Province has three aims: to assess its potential to become a MICE city, identify related factors in the integrated management of this potential, and propose guidelines for integrated management in its development toward becoming a MICE city. This qualitative research employs interviews as the primary method for gathering data from stakeholders engaged in the transformation of Prachuap Khiri Khan Province into a MICE city. The sample consists of 15 participants from three groups: the public sector; the private sector; and the local community. Data from in-depth interviews were analyzed using thematic analysis to explore the management of the integrated management of the province’s potential in its pursuit of becoming a MICE city. The research findings revealed the assessment of the province’s potential in several key areas. First, in terms of its city accessibility, it serves as a central hub connecting the central and southern regions of Thailand. Second, in terms of regional support for MICE (Meetings, Incentives, Conferences, and Exhibitions) event management, there is a lack of collaboration between host cities and other relevant agencies in organizing MICE events. Third, as for additional activities apart from regular meetings, it has the strength in offering diverse tourism activities that reflect its uniqueness and meet tourists' needs. Fourth, while there is a variety of accommodation available, the local public transportation remains insufficient. Fifth, with regards to the venues and facilities, there is currently no large-scale conference venue in the area. Sixth, in the aspect of city image and reputation, it is well known both domestically and internationally; however, traffic congestion remains a problem in urban areas. Seventh, in terms of urban environment, it still lacks adequate infrastructure systems. Eighth, in the aspect of risk and disaster management, it was found that its capacity in managing risks of natural disasters is low. With regards to factors related to the integrated management of Prachuap Khiri Khan province in its pursuit of becoming a MICE city, the emphasis is on fundamental management in achieving organizational goals. However, there remains a lack of coordination among various agencies. Moreover, the management of environmental quality and raising public awareness for environmental conservation are still inadequate and below standards. The approach to integrated management for the potential of Prachuap Khiri Khan province towards becoming a MICE city involves providing information for relevant agencies to implement urban development policies and drive the MICE industry, fostering collaboration among all related sectors, working together in an integrated manner, while enhancing better quality and services as well as increasing its capability in achieving international standard.