The Nakorn Ratchasima province local government’s perception toward MICE industry and the important of factors from MICE City’s evaluation criteria according to Thailand Convention & Exhibition Bureau (TCEB)

Abstract

The objectives of this research were 1) to study the Nakhon Ratchasima province local government’s perception toward MICE industry, also 2) to study the important of MICE City’s evaluation criteria.  This study is a Quantitative Research, using the Questionnaires which was developed and used as a research instrument to collect the data from local government in the total of 75 local agencies. The analysis of statistic in term of frequencies, mean, standard deviation, simple regression analysis and T-test were used in this research for testing the hypothesis (1) personal factor in different work experiences affect the perception of the MICE industry. The hypothesis (2) the importance of factors in the MICE City’s evaluation criteria toward local government’s perception was tested by factor analysis, principal component analysis: PCA, rotating factor axis by Varimax method.  The results of the research shown that 1) the local government in Nakhon Ratchasima province had good perception of the MICE industry, but the personal experience of the local agencies did not affect the perception of the MICE industry at the level of significance 0.05. And 2) the government agencies were focused on the MICE City’s evaluation criteria, divided into 6 components which were Local Support & Accommodation, Venue Facility, Entertain & Travelling Activity, City’s Branding & Environment, Accessibility, and Risk & Security at cumulative of 77.645 significance level.