Lessons Learned from MICE Communities: A Pathway to Sustainable Destinations through the BCG Economy Model

Abstract

This research aims to draw lessons from the operations of pilot MICE tourism communities and analyze their success factors to propose strategic guidelines for sustainable development based on the BCG Economy Model. This study employs a qualitative approach through documentary research. Ten pilot communities in five designated MICE Cities were selected via purposive sampling as case studies. The researcher utilized Thematic Analysis to synthesize data by coding MICE operations, classifying codes to identify success patterns across areas, and crystallizing them into three main themes: MICE Product, MICE Management, and MICE Marketing Promotion. The findings indicate that while each community possesses distinct product characteristics based on its local context such as Wellness MICE in Chiang Mai or Eco-MICE in Surat Thani, there are three key common success factors: 1) the possession of a unique and distinctive MICE product; 2) a strong management mechanism supported by a mentoring agency; and 3) a clear capability to link with target markets within the MICE industry. Based on these analyses, the researcher proposes four strategic guidelines for sustainable development: developing BCG-driven products, upgrading human capacity with sustainability literacy, creating marketing channels that emphasize sustainability, and building collaborative networks within the BCG ecosystem.