Crisis Management Approach for Meeting Business in Chiang Rai, Thailand


  • ชัชชญา ยอดสุวรรณ สำนักวิชาการจัดการ มหาวิทยาลัยแม่ฟ้าหลวง
  • Jirapa Pradera Diez School of Management, Mae Fah Luang University


MICE Industry, Meeting, Convention, MICE Crises


MICE group (Meetings, Incentives, Conventions and Exhibitions) is considered as quality travellers for Thailand. MICE travellers (both national and international) highly generate income to the country, both directly and indirectly. Chiang Rai is a one of the popular tourist destinations and a destination for MICE activity such as meeting and incentive travel. Nonetheless, Chiang Rai is in the area that prone to crises such as, air pollution, earthquake, epidemic, and political crisis (cross-border). This study aims to: 1) identify the type of crisis that can affect the meeting business; 2) investigate the problems and 3) suggest the guidelines for crisis management for meeting business in Chiang Rai. A qualitative method was employed by using interviews for 18 public and private stakeholders involved in MICE. While the focus group was used for attendees of meeting and convention. There were 10 people in each group. The findings show that four crises that mostly affect the meeting business in Chiang Rai are air pollution, earthquake, epidemic, and demonstration. The crisis management approach for meeting business in Chiang Rai, Thailand was done in both reactive and proactive manner and in corresponded to The Pacific Asia Travel (PATA)’s 4Rs theory (Reduction, Readiness, Response and Recovery). In addition, contingency plan was available for any emergencies and executed by public bodies. All informants agreed that there were no problems and challenges to respond crises in the past due to the promptness of key supporting factors— leadership, a robust action plan, and availability of resources such as manpower, equipment and knowledge. Since, the growth of MICE in Chiang Rai is increasing, the proactive planning and management should be implemented to ensure MICE segmentations’ confidence and safety.


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How to Cite

ยอดสุวรรณ ช., & Diez จ. ป. . (2021). Crisis Management Approach for Meeting Business in Chiang Rai, Thailand. Journal of Accountancy and Management, 13(4), 190–211. Retrieved from



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