The Readiness of Service Businesses for the MICE Strategy in Nakhon Si Thammarat Province
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Abstract
The objectives of this study were to (1) analyze and assess the readiness of service businesses in line with the MICE CITY strategy in Nakhon Si Thammarat Province; (2) develop a model of readiness for service businesses under the MICE CITY strategy in Nakhon Si Thammarat Province. A mixed-method approach was employed, utilizing in-depth interviews and questionnaires for data collection. Quantitative data was analyzed using percentages, mean, and standard deviation. The qualitative data was analyzed through content analysis to glean insights into opinions and perspectives on the potential and readiness of service businesses for MICE industry events in Nakhon Si Thammarat. The findings revealed that the majority of the sample group were females, aged between 40-49 years, graduated with a bachelor's degree and self-employment, and have attended most meetings/seminars within their profession (Convention). They first learn about event news from the internet and are interested in using service businesses first, namely restaurants/catering. The recipient of the service gives importance to the attractiveness of the organizing event as the priority. The readiness of service businesses in Nakhon Si Thammarat Province to become a MICE CITY must be developed in various areas, including pricing, cleanliness, service quality, location, and safety. In terms of lifestyle, there are facilities and service management that is perfect for welcoming tourists traveling into Nakhon Si Thammarat province with potential and being able to develop a MICE city (MICE CITY). Because Nakhon Si Thammarat province has cultural and natural tourist attractions ranked among the top in the country. Finance, investment, services, and transportation are convenient to enter the city and the event venue is supported by the state. There are a variety of tourist attractions.
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