Service Distribution Strategy Development for MICE in Nakhon Si Thammarat Province, Thailand

• 영문명: Service Distribution Strategy Development for MICE in Nakhon Si Thammarat Province, Thailand
• 발행기관: 한국유통과학회
• 저자명: Pannapa KHIAWNOI Sor sirichai NAKUDOM
• 간행물 정보: 『유통과학연구(JDS)』제22권 제2호, 63~69쪽, 전체 7쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2024.02.29

영문 초록

Purpose: This study analyses the Service Development Strategy for MICE in Nakhon Si Thammarat Province, Thailand aim to 1) Investigate the current and desirable conditions of the service businesses in order to support the MICE 2) Undertake a SWOT analysis of service businesses with regard to supporting the MICE 3) Analyze service business distribution strategies development to support the MICE in Nakhon Si Thammarat Province. Research design, data and methodology: This study divided into 2 phases: Phase 1 involved qualitative research to study the process of service businesses in their support of the MICE. Phase 2 involved research and development with regard to the development of innovative service business development strategies to support the MICE. Results: The article showed that company executives and related parties understand the meaning of service business management to support the MICE to consist of 8 indicators: quality of meeting venues, access to meeting venues, meeting infrastructure, government support, additional activities in addition to meetings, the image and reputation of the city, MICE personnel, and security. Conclusions: Strategies for developing service business innovations to support the MICE consist of a proactive strategy, a preventive strategy, and a remedial strategy together with defensive strategies.

목차

1. Introduction

2. Objective

3. Methodology

4. Research Results

5. Summary and Discussion

References

키워드

Strategy Development Service Business Innovation MICE Industry