Strategic Management of MICE Events for Sustainability: Transcending the Cost Paradox toward Social License to Operate

Abstract

The primary objective of this research is to examine the current status, barriers, and strategic management of MICE (Meetings, Incentives, Conventions, and Exhibitions) events for sustainability in Thailand. It focuses on analyzing the dynamic transition from Corporate Social Responsibility (CSR) activities to a "License to Operate" under the international standard ISO 20121:2024. This study employs a Qualitative Research methodology through In-depth Interviews with 20 key informants, comprising policymakers, venue operators, organizers, and suppliers in the Bangkok Metropolitan Region. The findings reveal that the Thai MICE industry is facing four significant "structural gaps": Policy Disconnect, the Cost Paradox, which undermines the potential of Small and Medium Enterprises (SMEs), Skills Gap, and human rights risks within the supply chain. Based on these findings, the research synthesized the "5-Is Strategic Model" (Intention, Integration, Implementation, Inclusivity, Impact) as a framework to sustainably elevate the competitiveness of the Thai MICE industry onto the global stage. This report provides an exhaustive analysis of these dimensions, integrating theoretical frameworks such as the Resource-Based View (RBV) and Stakeholder Theory to offer a roadmap for industry resilience.