DEVELOPMENT GUIDELINES FOR EXHIBITION VENUES IN THE MICE INDUSTRY : A CASE STUDY OF VENUES IN BANGKOK

Abstract

         The objectives of this research were to 1) study the exhibitors’ behaviors inusing the exhibition venue; 2) study the satisfaction level of exhibitors towards the
exhibition venue; 3) study the factors affecting the exhibitors’ satisfaction; and 4) propose the development of location to the venue operators. This study used
quantitative approach. The questionnaire was used for collecting data from the sample group, 390 exhibitors in three venues in Bangkok. Data were analyzed by
using descriptive statistics including percentage, means, and standard deviation and t-testand F-test were also used for hypothesis testing. The results revealed that, in
terms of exhibitors’ behaviors, they participated in the exhibition in order to sell their products. Types of products displayed in the exhibition were on housing and
decorative furniture. Frequency of the exhibitions is one time a year ; the exhibition time lasted for 4-5 days. When asked about the trends to participate in exhibition,
the sample reported that they definitely exhibited their products, and the factors used in decision making are technology. In according with the level of satisfaction, it
was found that the exhibitors had a high level of satisfaction in terms of physical location, technology, and service. The results of hypothesis testing indicated that
personal factors including gender, age, level of educational background and exhibitors’ behaviors such as the purpose of renting space, types of displayed products, and period of exhibiting were the factors that significantly affected the difference in the level of satisfaction. The proposed suggestions for development of exhibition venues in the MICE Industry were 1) for physical aspect, the organizer of the exhibition venues should provide the exhibitors with parking for loading and unloading goods;         2) technological provision should increase the strength of the Internet contracts; 3) the detailed description of the venue should be also provided; and 4) experienced personnel in the sales area should provide information to the visitors.