Competitiveness in the MICE Industry of Thailand

Abstract

          This research objectives aim (1) to analyze the competitiveness in the Meetings, Incentive Travel, Conventions, Exhibitions (MICE) industry and (2) to investigate the ways to develop the MICE industry in the Eastern Economic Corridor (EEC) of Thailand. Qualitative research employed the interview method to interview a total of twenty the organizers of the event, Tourism Authority of Thailand (TAT), and the experts from the Thailand Convention and Exhibition Bureau (Public Organization): TCEB.  The results show that (1) Eastern Economic Corridor has competitiveness in MICE industry, the most in the incentive travel, followed by meeting, exhibition, and conference, respectively, (2) Key success factors that have contributed to and put forward the Eastern Economic Corridor as the "City of MICE" is a clear and concrete development policy, and the public and private sector support to accommodating the growth and increasing demand for businesses. Key strategies implementation to developing the competitiveness of the MICE industry included strategic management, followed by the integrative framework of cohesion, facilities, and infrastructure improvements, potential development of partners and personnel in the MICE industry, and logistics system improvement, respectively.