The Potential and Readiness: Being a Destination for MICE Industry of Thailand
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Abstract
The MICE industry is one industry that is different from other industries. Generally, it is expanding rapidly by leaps and bounds. It is considered an industry that plays a vital role in Thailand's economy. This research study aimed to study the MICE industry's resource potential and readiness to be the destination of Thailand's MICE industry and as a guideline for development destinations of the MICE industry in Thailand. The sample consisted of 500 stakeholders in the MICE industry in Thailand. Most of the respondents were female, on average 36-50 years old, single, and had bachelor's degrees. They also had 6-10 years of experience in an events management company (EMC). It was found that the potential and readiness factors affecting Thailand’s MICE industry destination are accommodation and accommodation facilities. Next is the ease of access to the event area and the risk of cancellation and security. This paper is submitted in partial fulfillment of the dissertation. As part of the dissertation preparation, a research study, “Destination Branding Model Development to a Competitive Advantage for the MICE Industry in Thailand,”
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