Crisis Management Approach for Meeting Business in Chiang Rai, Thailand

Authors

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

Keywords:

MICE Industry, Meeting, Convention, MICE Crises

Abstract

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.

Downloads

Download data is not yet available.

References

ดุษฎี ช่วยสุข และดลฤทัย โกวรรธนะกุล (2558). การพัฒนาศักยภาพอุตสาหกรรมไมซ์ในจังหวัดขอนแก่นเพื่อรองรับการเป็นไมซ์ซิตี้ของประเทศไทย. วารสารการบริการและการท่องเที่ยวไทย, 10(1), 15-29.

บุญเลิศ จิตตั้งวัฒนา (2554). ธุรกิจไมซ์ (MICE). พิมพ์ครั้งที่ 1. นนทบุรี : เฟิร์นข้าหลวงพริ้นติ้งแอนด์พับบลิชชิ่ง.

สำนักงานส่งเสริมการจัดประชุมและนิทรรศการ. (2557). MICE Economic Impact Info 2014. กรุงเทพฯ : สปสน.

สำนักงานส่งเสริมการจัดประชุมและนิทรรศการ. (2563). MICE Economic Impact Info 2020. กรุงเทพฯ : สปสน.

ศูนย์วิจัยกสิกรไทย. (2563). บทวิเคราะห์แนวโน้มธุรกิจ. ค้นเมื่อ 28 มกราคม 2564, จาก https://kasikornresearch. com /TH/analysis/k-econ/business/Pages/index.aspx?c=362.

Avraham, E., & Ketter, E. (2008). Media strategies for marketing places in crisis: Improving the image of cities, countries, and tourist destinations. Oxford, UK : Butterworth-Heinemann.

Bryman, A., & Burgess, B. (2002). Analyzing qualitative data. Oxford, UK : Routledge.

Campiranon, K. (2006). Understanding crisis vulnerability of the MICE sector: A case study of Thailand. Retrieved February 20, 2021, from https://espace.library.uq.edu.au/view/UQ:7829.

Campiranon, K., & Arcodia, C. (2008). Market segmentation in time of crisis: A case study of the MICE sector in Thailand. Journal of Travel and Tourism Marketing, 23(2-4), 151-161.

Coombs, W. T. (1999). Information and compassion in crisis responses: A test of their effects. Journal of public relations research, 11(2), 125-142.

Faulkner, B. (2001). Towards a framework for tourism disaster management. Tourism Management, 22(2), 135-147.

Fink, S. (1986). Crisis management: Planning for the inevitable. New York : American Management Association.

Gurtner, Y. (2006). Understanding tourism crisis: Case studies of Bali and Phuket. Tourism Review International, 10(1-2), 57-68.

Henderson, J. C. (2007). Corporate social responsibility and tourism: Hotel companies in Phuket, Thailand, after the Indian Ocean Tsunami. International Journal of Hospitality Management, 26(1), 228-239.

Keown‐McMullan, C. (1997). Crisis: When does a molehill become a mountain? Disaster Prevention and Management: An International Journal, 6(1), 4-10.

King III, G. (2007). Narcissism and effective crisis management: A review of potential problems and pitfalls. Journal of Contingencies and Crisis Management, 15(4), 183-193.

Miles, M. B., & Huberman, A. M. (1994). Qualitative data analysis: An expanded sourcebook. Thousand Oaks, CA : Sage Publications.

O'toole, W., & Mikolaitis, P. (2002). Corporate event project management (Vol. 8). New York : Wiley.

PATA. (2003). Tourism risk management for the Asia Pacific Region: An authoritative guide for managing crises and disasters. Australia : CRC for Sustainable Tourism Pty Ltd.

Perl, D. (2004), Critical success factors for effective crisis management. Crisis Management. UK : Crisis Manager University.

Ritchie, B. W. (2004). Chaos, crises and disasters: A strategic approach to crisis management in the tourism industry. Tourism Management, 25(6), 669-683.

Rittichainuwat, B. N., & Chakraborty, G. (2009). Perceived travel risks regarding terrorism and disease: The case of Thailand. Tourism Management, 30(3), 410-418.

Rittichainuwat, B., Laws, E., Maunchontham, R., Rattanaphinanchai, S., Muttamara, S., Mouton, K., & Suksai, C. (2020). Resilience to crises of Thai MICE stakeholders: A longitudinal study of the destination image of Thailand as a MICE destination. Tourism management perspectives, 35, 1-15.

Silverman, D. (2010) Doing qualitative research (3rd ed.). London : Sage.

Scott, N., Laws, E., & Prideaux, B. (2008). Tourism crises and marketing recovery strategies. Journal of Travel & Tourism Marketing, 23(2-4), 1-13.

Published

16-12-2021

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 https://so02.tci-thaijo.org/index.php/mbs/article/view/250856

Issue

Section

Research Articles