Perceptions of 2nd Tier City’s Attractiveness in Thailand that affect Corporate Meetings and Incentive Travel Business’s Preferences
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Abstract
In global economy, second tier cities become more and more important and the meeting industry is agreed to be the catalyst of economic development in the city, therefore this opens the opportunity for second tier cities to catch this qualitied market segment. This study is “Mixed method” research, which aims to study factors affects perception of 2nd tier city’s attractiveness towards corporate meeting and incentive business’s preferences and to analyse the development of 2nd tier city in Thailand for hosting meeting business. For quantitative survey, the statistics used include frequency, percentage, mean, standard deviation and multiple regression. For qualitative research, using Semi Structure In-Depth Interview. The study revealed that 1) Factors affects perception of 2nd tier city’s attractiveness towards this business the most was city’s readiness and capability, secondly was marketing mix 8Ps respectively. And the development of 2nd tier city in Thailand for hosting meeting business was shown under concept of “SMART” S-Safety & Hygiene, M-Marketing, PR and image building, A-Accessibility & Infrastructure enhancement, R-Rooms, Restaurant & Facilities, T-Tourism Attractions.
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