A Strategic Approach of Exhibition in Bangkok to Promote and Generate the Potential of MICE Industry in Thailand

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Published: Aug 29, 2020
Keywords:
Strategic Approach, MICE Industry, Exhibition

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Adithep Kampangseree
Seri Wongmonta
Jusana Techakana

Abstract

This research objectives were 1) to promote the exhibition business in Bangkok and strengthen the potential of exhibition industry in Thailand; 2) to generate a strategic approach of exhibition to enhance in MICE Business of Thailand. It was a qualitative research using in-depth interviews with key stakeholders in the exhibition industry. The results found that: 1) Bangkok has the potential in organizing exhibitions as it is the hub and capital of Thailand; 2) The possibility to propose a strategic approach of exhibition to enhance in MICE Business of Thailand, which leads to 4 strategies namely: 1) to develop and encourage Bangkok in organizing exhibitions to be in the top 3 of ASEAN, 2) to strengthen the capacity to complete exhibitions in Bangkok; 3) to develop the exhibition marketing in Bangkok; and 4) to build the sustainability of exhibitions in Bangkok. As a result, the exhibitions in Bangkok are effective and have been accepted from all participants in the global arena.

Article Details

How to Cite
Kampangseree, A. . ., Wongmonta, S. ., & Techakana, J. . . (2020). A Strategic Approach of Exhibition in Bangkok to Promote and Generate the Potential of MICE Industry in Thailand . Dusit Thani College Journal, 14(2), 103–120. Retrieved from https://so01.tci-thaijo.org/index.php/journaldtc/article/view/243424
Issue
Vol. 14 No. 2 (2020): Dusit Thani College Journal Vol.14 No.2 May - August 2020
Section
Research Article

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