The Role of Artificial Intelligence in Thailand’s MICE Tourism

บทคัดย่อ

Thailand’s Meetings, Incentives, Conventions, and Exhibitions (MICE) sector is a significant component of the country’s tourism economy, and the integration of Artificial Intelligence (AI) is poised to reshape this industry. This study investigates the role of AI in Thailand’s MICE tourism through a comprehensive literature review of academic research, industry reports, and government publications. The introduction clearly articulates the research gap by balancing descriptive evidence with a sharper explanation of Thailand’s under-explored context, and it positions the study’s focus within both global and local trends. The objectives are to identify how AI technologies are being applied in the Thai MICE sector, evaluate their impacts on efficiency and attendee experience, and discuss implications for industry stakeholders. The methodology involves qualitative analysis of secondary data, including recent statistics and case examples. Key findings indicate that AI adoption in MICE enhances operational efficiency (e.g. automating event management processes and accelerating attendee check-ins), personalizes attendee experiences (through AI chatbots and recommendation systems), and enables data-driven decision-making for event planners. Thailand’s MICE industry, recovering strongly post-pandemic, is leveraging AI to improve service quality and competitiveness. However, challenges such as skill gaps, stakeholder buy-in, and implementation costs persist. The discussion highlights themes of efficiency gains, improved engagement, and strategic insights from AI, as well as considerations around privacy and workforce adaptation. In conclusion, AI is emerging as a catalyst for innovation in Thailand’s MICE tourism, and the study recommends that stakeholders invest in AI capabilities, training, and partnerships to fully harness these technologies. Such proactive steps will help ensure Thailand’s MICE sector remains resilient and globally competitive in the era of smart tourism.