A Potential Analysis and Marketing Strategic Development for MICE Industry in Chiang Mai Province Under ASEAN Economic Community (AEC)
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Abstract The research is entitled “The Project of Potential Analysis and Development of Tourism Management Program Model for MICE Industry in Chiang Mai Province under ASEAN Economic Community (AEC).” There are two significant objectives: (1) to analyze potential readiness in Chiang Mai for MICE industry and (2) to develop a marketing strategy and Tourism Program Model for MICE industry in Chiang Mai suitable for the era of digital marketing under ASEAN Economic Community (AEC) to recognize the potential in Chiang Mai for MICE industry. The research methodology is a mixed method of quantitative and qualitative research. The quantitative research is a survey research to collect data from 409 service users together with the qualitative research which is collected data by deeply interviewing entrepreneurs related to MICE industry in Chiang Mai which is called service providers. Eighteen representatives of lodging, souvenir shop, recreation, travel agency, restaurant, and transportation businesses are interviewed. Descriptive Statistics analysis has been used for general information of samples and Chi-square test at level of significance 0.05 has been used for satisfaction factors of service users. The results of the research found that Chiang Mai has high potentials in MICE industry under competitive advantage theory through SWOT Analysis, Tows Matrix, and Services Marketing Mix: 7'Ps. The study shows that Chiang Mai has strengths, weaknesses, opportunities, and threats in various aspects that are: strengths (1) several famous tourist attractions and various types of tourist activities (2) unique and remarkable culture; weaknesses (1) lack of an efficient public transportation system (2) short of suitable personnel related to MICE businesses; opportunities (1) a policy of government and central department promoting Chiang Mai as Mice City (2) social values of Thai people and foreigners towards education, job, tourism, residing in Chiang Mai; threats (1) an effect of global economic crisis (2) unstable Thai politics. Besides the analysis of the strengths, weaknesses, opportunities, and threats in Chiang Mai, A TOWS Matrix analysis has been used in this study. It reveals it should be enhanced tourism capacity in Chiang Mai to support MICE tourism industry, especially in Meeting and Incentive. For marketing strategy, Chiang Mai should use differentiation strategy by using integrated marketing communication.
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