การวิเคราะห์สมการเชิงโครงสร้างของความสำเร็จธุรกิจไมซ์ในกรุงเทพ และปริมณฑล

Anusorn  Chomnapapen; Vichakorn  Kengsadeekul

Authors

Anusorn Chomnapapen คณะบัณฑิตวิทยาลัย มหาวิทยาลัยเอเชียอาคเนย์
Vichakorn Kengsadeekul คณะบัณฑิตวิทยาลัย มหาวิทยาลัยเอเชียอาคเนย์

Keywords:

Entrepreneurial Focus, Market Focus, Innovation Capability, and MICE Business Success

Abstract

This research aims 1) to study the causal factors of entrepreneurial orientation and market orientation through innovation capability that influence the success of MICE businesses in Bangkok and its vicinity, and 2) to propose a guideline for developing the success of MICE businesses in Bangkok and its vicinity. This research is a mixed research method between quantitative and qualitative. The quantitative research has a sample group of 240 MICE entrepreneurs who participated in MICE conferences in Bangkok and its vicinity. The sample size was set at 15-20 times of the observed variable. The stratified random sampling was used. A questionnaire was used to collect data. The data was analyzed by structural equation modeling. For the qualitative research, data was collected by in-depth interviews with 3 officers from the Thailand Convention and Exhibition Bureau (Public Organization), 5 representatives of MICE entrepreneurs in Bangkok and its vicinity, and 13 MICE entrepreneurs in the vicinity. The data was analyzed by content analysis. The results of the research found that 1) market orientation has the highest influence on the success of MICE businesses in Bangkok and its vicinity, followed by entrepreneurial orientation. and innovation capability, respectively. 2) Guidelines for enhancing the success of MICE businesses in Bangkok and its vicinity, a newly developed model called the “2MEI Model”, is a model for entrepreneurs to use as a guideline for enhancing the success of MICE businesses in Bangkok and its vicinity, focusing on finance, customers, internal management processes, and learning and development.

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Structural Equation Analysis of Mice Business Success in Bangkok and the Metropolitan Area

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