Main Article Content
The objectives of this research are 1) to examine the effect of MICE venue management in Thailand on strategic management 2) to examine the effect of MICE venue management in Thailand and strategic management on sustainable management and venue performance 3) to examine the effect of MICE venue management in Thailand on venue performance through strategic management and sustainable management and 4) to examine accordance of a model of MICE venue management in Thailand that effects to a venue performance through strategic management and sustainable management and empirical evidence. This research was conducted in quantitative methodology. The quantitative data were collected from 148 out of 238 MICE venues nationwide. The confirmatory factor analysis and the structural equation model were used to analyze the data. The results of the model analysis showed that the model based on assumptions were in harmony with the empirical data by c2 = 31.31 at the 0.05 level of significance. The p-value of c2 = 0.73, c2/df = 0.84, CFI = 1.00, GFI = 0.99, AGFI = 0.99 and RMSEA = 0.00. The results from hypothesis-testing shows that 1) MICE venue management has a direct effect on strategic management 2) MICE venue management and strategic management has a direct effect on sustainable management 3) MICE venue management strategic management has a direct effect on venue performance 4) MICE venue management has a direct effect on venue performance through strategic management and sustainable management.
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