The Strategic Recommendations For Developing The Exhibition Value Chain In The Mice Industry In Udon Thani
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Abstract
This study examines the current state of the value chain in exhibition and trade show management within Udon Thani’s MICE industry and provides strategic recommendations for its development. Using in-depth interviews with key stakeholders, the research finds that while Udon Thani has strong infrastructure, it faces challenges in hosting large international events due to limited transportation, venue capacity, and accommodation standards. Public-private collaboration is strong, but community involvement and workforce skill development remain limited. The study recommends expanding transportation networks, establishing a central MICE agency, creating a training center, launching proactive marketing campaigns, and strengthening industry collaboration.
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