An evaluation of the potential of Thailand as a MICE (Meeting, Incentives, Conventions, and Exhibitions) industry hub for the international convention industry in Asia

• Main Author: Akkhaphin, S.
• Other Authors: Andrews, Hazel ; Huddart, Dave
• Published: Liverpool John Moores University 2016
• Subjects: 338.4; GV Recreation Leisure
• Online Access: http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.697523

The Meeting, Incentive, Convention and Exhibition (MICE) industry, including conferences and trade shows, is a large and rapidly growing industry over the recent decade. Its growth not only brings benefits for the tourism sector, but also delivers many other potential benefits to host nations. In Thailand, the tourism and MICE industry is a major economic factor as it generates a huge amount of revenue. However, the Thai MICE industry is subject to market fluctuations and sustainable growth is difficult to maintain. Hence, this research examines the factors which influence the decisions of delegates to participate in international conventions as well as factors or criteria influencing organising committees and planners take into consideration when holding international conventions, along with an investigation to the potential of Thailand as a MICE destination, and the positioning of Thailand as a hub for the international conference and convention industry in Asia. The research also aims to identify any factors which limit the potential growth of Thailand as an international hub for the MICE industry through a Strength, Weakness, Opportunities and Threats (SWOT) analysis. The guidelines for a best practice and specifically implemented development policies including marketing strategies are developed, as well as recommendations to help Thailand become a sustainable hub for the international convention industry in Asia. A mixed-methods was employed to collate both the qualitative and quantitative data obtained from the delegates, convention organising committees and planners. The methods entailed interviews, a focus group, and responses of open-ended questions from questionnaire surveys to collate qualitative data, and a questionnaire survey was employed to collect the quantitative data. The data obtained through the qualitative and quantitative methods was triangulated in order to complement the weaknesses of one approach with the strengths of another. The result of the questionnaire survey revealed that 86 percent of the respondents agreed that Thailand has the potential to become a major MICE destination and a hub for the international convention industry in Asia, due to the advantages that Thailand offers as a destination, such as service quality; affordability and value for money; tourism activities; the attractiveness of destination; intervening opportunities; destination image factor; safety and security issues; the standardisation of hotels and accommodation; the quality of the facilities, and standardisation of the conference venue; and the quality and sufficiency of food and beverages. However, the weaknesses of Thailand as a MICE destination include other opportunities; long haul flights or travelling distances and political instability. Following triangulation with the qualitative results, it was recommended that Thailand needs to create its own events particular relevant to agriculture which Thailand does best with help from MPs, CVBs, service providers, as well as employing a diversity of strategies, including the marketing mix beyond 8Ps.