Co-creating Value in Meeting-Incentive-Travel for Community with Thai Hospitality
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Abstract
This study aimed to analyze the components of Roles and Value Co-creation styles of Meeting-Incentive-Travel Value Chain Stakeholders for Communities in MICE CITY of Thailand. This study used a qualitative approach in ethnography style, used grounded theory process and collected data from 45 stakeholders, which consisted of 25 villagers in the 2 areas of study, 10 tourists, 15 tourism and MICE operators using the multiple realities method. The researcher examined data through methodological triangulation and analyzed it through a systematic coding process. The study found that there are 5 stakeholder groups: community group, supplier group, strategic partner group, organization agency, and user groups. The process of value co-creation started withs groups of stakeholders creating shared value through various channels through mutual interaction with the Thai hospitality. The process used six forms of value co-creation through interaction (CATBED Model): Conservation, Audit, Teamwork, Brainstorm, Engagement and Development. These 6 formats created a lot of value sustainably in various ways because they covered all 3 values: economic, social, and environmental.
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