Guidelines for Enhancing Personnel Competencies to Support the MICE Industry: A Case Study of Sunee Grand Hotel and Convention Center, Ubon Ratchathani

Abstract

This research aimed to 1) study the problems and limitations of staff at the Sunee Grand Hotel, 2) assess the current and desired competencies of the staff, and 3) propose ways to enhance staff competencies to support the MICE industry. The key informants, including 1) executives from the Sunee Grand Hotel and Convention Center, 2) personnel working in the MICE industry at the aforementioned hotel, and 3) officials from the Northeast Office of Promotion for Meetings and Exhibitions. The research instruments consisted of in-depth interviews and questionnaires. Data analysis included descriptive statistics, content analysis, and thematic analysis.

The research revealed that 1) hotels are experiencing a shortage of personnel, and operational staff members lack knowledge of the professional standards and qualifications required for meeting and exhibition management. Additionally, they are not aware of the competencies required in the MICE sector. Most employees are unable to handle problems in specific circumstances, deliver standardized services, communicate proficiently in English, and communicate effectively at work, 2) the current and desired competencies of the staff at the hotel reveal that the core competencies of personnel, currently, the competencies are at a moderate level, while the desired competencies are at a high level, and 3) appropriate strategies to enhance the competencies of hotel personnel include on-the-job training to ensure that training can occur continuously. Urgent focus areas for promotion and development include enhancing knowledge and understanding of meeting and exhibition management, English communication skills, workplace communication skills, and establishing standards for safety and occupational health in service. This study contributes to the academic field by enriching contextual knowledge at the local business level, an area in which studies remain limited. It also proposes practical guidelines for developing employee competencies through on-the-job training approaches that are well aligned with the operational context of regional hotels.