Proposed Policy for Promoting Songkhla Province as an international Potential MICE Destination
Keywords:
MICE Industry, Policy, Potential MICE destinationAbstract
The objective of this research was to propose policy for promoting Songkhla Province as an international potential MICE destination. The research design was qualitative research as well as gathered all documents from research articles and academic articles and conducted to explore the perspectives of stakeholders in MICE (Meetings, Incentives, Conferences, and Exhibitions), industry in Songkhla Province. The in-depth interviews technique was used for thirteen key informants as well as the focus group technique was used for six to twelve key informants in order to collect the data from them. The data were used for analysis to drive the indicators of proposed policy for promoting Songkhla Province as an international potential MICE destination in terms of area-based, functional-based, and agenda-based elements. According to the research findings, the 5 recommended polices for promoting Songkhla Province as an international potential MICE destination includes the following: 1) promoting and elevating Songkhla to become an international MICE city; 2) improving the quality and standards of the progressive MICE event organization; 3) improve its image in terms of safety and hygiene; 4) integrate operations and collaborations with tourism and MICE network; and 5) strengthen the competitiveness in the international MICE industry. Moreover, this study will be the guideline for other provinces to use them as basic information to drive policy for promoting their own provinces to become international potential MICE destination in the future.
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