Enhancing Market Positioning of Event Venues: An Analysis of Factors and Strategies for Sustainable Competitive Advantage
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Abstract
This research aims to 1) investigate the internal and external factors influencing the positioning strategy of event venues; 2) analyze effective positioning approaches that enhance differentiation and competitive advantage; and 3) propose strategic guidelines for the sustainable development of event venue positioning. A mixed-methods research design was employed. The quantitative data were collected through a questionnaire, which was validated for content accuracy and reliability, from a sample of 400 event organizers and venue users in Bangkok and its metropolitan areas. Qualitative data were gathered through in-depth interviews with 10 experts using semi-structured interview questions. Quantitative data were analyzed using descriptive statistics (mean and standard deviation) and inferential statistics, while qualitative data were analyzed using content analysis, focusing on strategic trends and in-depth insights provided by key informants. The findings revealed that key internal factors influencing venue positioning included venue image, availability of facilities, and service quality. External factors included behavioral shifts among digital-age event organizers and market trends emphasizing meaningful customer experiences. The study also found that competitive capability could be enhanced through positioning strategies that emphasize user experience, flexibility, and modern technologies—factors that contribute to customer attraction and long-term loyalty.Strategic recommendations include 1) developing a strong brand identity, leveraging user data for personalized strategies, and promoting environmental sustainability; 2) strengthening partnerships within the event ecosystem; and 3) integrating contemporary marketing concepts such as experiential marketing and service quality management. These strategies are vital to maintaining a strong and sustainable market position. The results provide valuable implications for venue operators' strategic planning and serve as a policy guideline for the MICE industry and the broader creative economy at the national level.
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