A Potential Development of Surat Thani to be Thailand MICE City

Abstract

The objectives of this study were to (1) study the documentary relating to MICE city criteria (2) analyze a potential of Surat Thani province to be a MICE city and (3) provide suggestions for developing Surat Thani province to become a MICE city. The study was conducted by using qualitative research method. For the secondary data, MICE related documents were researched. Moreover, in-depth interviews and focus group interviews were employed to collect primary data. The key informants included 65 people, including 51 people from the supply-side and 14 persons from the demand-side. The data was analyzed using a content analysis and SWOT analysis. The findings reveal that Surat Thani province has a potential to become a MICE city in all aspects, comprising an accessibility, a support from the city, post-event activities, accommodations, venues, a city image and reputation, the environment and the safety of the city. In terms of the strengths and weaknesses of the city, the results show that Surat Thani province is an economic hub of the upper South. However, the transportation system within the city and quality of MICE services and personnel are identified as weaknesses. Furthermore, government policies and supports are key opportunities whereas COVID-19 situation is considered as threats. The development can be carried out based on a short-medium term and long-term plans. For the short to medium term, an improvement of the quality of MICE services and personnel, a participation of the locals, marketing strategies, and a development of MICE center and information system must be implemented. In a long-term development, land transportation system to access and travel within the city should be more improved.