The Development of Event Management Research in Thailand (2021 - 2025): A Documentary and Content Analysis
Article Sidebar
Main Article Content
Abstract
This study aims to examine the development of event management research in Thailand from 2021 to 2025 by applying the conceptual framework of Event Studies and the event typology proposed by Getz (2012). The study employed documentary research and content analysis, supported by semi-structured interviews with six experts from the event and MICE industry to validate, support, and further interpret the findings derived from the documentary analysis. A total of 367 academic articles were collected from Thai Citation Index (TCI) journals via Google Scholar and categorised according to research themes and event typologies.
The findings reveal a clear evolution of event management research over the five years period.
In 2021 and 2022, research was predominantly focused on cultural and traditional events, reflecting the impact of the COVID-19 pandemic, with limited attention given to business and MICE sectors. This pattern changed in 2023, with a marked increase in business and MICE related research, alongside a broader diversification of event types. The trend continued in 2024, with growing interest in sport events, community based events and technology enhanced events. By 2025, the research focus had further advanced toward innovation and experience oriented events, emphasizing technology integration, sustainability, and participant experience.
Furthermore, the results demonstrate a growing emphasis on sustainability, participant experience, and community engagement. At the same time, emerging themes related to digital transformation, artificial intelligence, and technology-enhanced event management began to gain attention, although these areas remain underexplored. Insights from expert interviews further confirm a shift toward personalized, data-driven, and sustainability-oriented event strategies within the industry.
This study contributes to the literature by providing a comprehensive and systematic overview of event management research trends in Thailand. It also offers practical implications for researchers, industry practitioners, and policymakers in adapting to the evolving and increasingly technology-driven event landscape.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Article Screening Policy
- All research and academic articles to be published must be considered and screened by three peer reviews in the relevant field / article.
- All articles, texts, illustrations and tables published in the journal are the personal opinions of the authors. Editors don't always have to agree. And no responsibility whatsoever is the sole responsibility of the author.
- The articles to be published must never be published. Where did you first publish? And not in the consideration of other journals If the audit found that there has been a duplicate publication It is the sole responsibility of the author.
- Any article that the reader sees as being plagiarized or impersonated without reference. Or mislead the work of the author Please let the journal editor know it will be your greatest blessing.
References
Çetinkaya, M. (2025). A Methodological Approach to Content Analysis of Qualitative Data in Science Education: An Applied Example. Pedagogical Perspective, 4(1), 197-209.
Getz, D. (2012). Event Studies: Discourses and Future Directions. Event Management, 16(2), 171-187.
Getz, D., & Page, S.J. (2016). Progress and Prospects for Event Tourism Research. Tourism Management, 52, 593-631.
Hernández-Andrés, V., de Frutos Madrazo, P., Frechoso Remiro, J. C., & Martín-Cervantes, A. (2025). Global Trends in Business Tourism Research.
Lee, S., & Park, K. (2025). Publication Trends in Leading Event Management Journals: A comparative Analysis from 2019 to 2023. Event Management, 29(8), 1129-1145.
Legendre, T. S., Ding, A., & Back, K. J. (2024). A Bibliometric Analysis of the Hospitality and Tourism Environmental, Social, and Governance (ESG) literature. Journal of Hospitality and Tourism Management, 58, 309-321.
Meydan, C. H., & Akkaş, H. (2024). The Role of Triangulation in Qualitative Research: Converging Perspectives. In Principles of Conducting Qualitative Research in Multicultural Settings
(pp. 101-132). IGI Global Scientific Publishing.
Nicmanis, M. (2024). Reflexive Content Analysis: An Approach to Qualitative Data Analysis, Reduction, and Description. International Journal of Qualitative Methods, 23, 16094069241236603.
Park, K., & Park, S. (2016). Topic Trend of Event Management Research. Event Management, 20(1), 109-115.
Romanova, A. (2024). Digitalization in the Event Industry: A Bibliometic Analysis. 15th Annual Conference of the EuroMed Academy of Business. (765-779). Palermo.
Sharma, G. D., Taheri, B., Cichon, D., Parihar, J. S., & Kharbanda, A. (2024). Using Innovation and Entrepreneurship for Creating Edge in Service firms: A review Research of Tourism and Hospitality Industry. Journal of Innovation & Knowledge, 9(4), 100572.
Sharma, S. K., Mudgal, S. K., Gaur, R., Chaturvedi, J., Rulaniya, S., & Sharma, P. (2024). Navigating Sample Size Estimation for Qualitative Research. Journal of Medical Evidence, 5(2), 133-139.
Sigala, M. (2020). Tourism and COVID-19: Impacts and Implications for Advancing and Resetting Industry and Research. Journal of business research, 117, 312-321.
Singh, R., PS, S., & Bashir, A. (2023). The journal of Convention and Event Tourism: A Retrospective Analysis Using Bibliometrics. In Journal of Convention & Event Tourism (Vol. 24, No. 1, pp. 87-108). Routledge.
UNWTO. (2022). Tourism Recovery and Transformation. Retrieved From https://www.unwto.org/
