Research Lessons Learned and Drive for MICE CITY to Strengthen High-value Service Economy

Abstract

The objectives of the research were as follows: (1) to grasp lessons from various MICE CITY models and benchmark their performances against one another in order to set a guideline for driving MICE business; (2) to strengthen the capacity of a MICE CITY within the country by creating the identities which are the selling points of the city; and (3) to create a roadmap to upgrade the MICE CITY for building the country's economic competitiveness. In target groups are those who play a role in driving MICE City and MICE entrepreneurs by purposive sampling. The samples of this study were 150 case.In collecting the data in the target areas: Chiang Mai, Khon Kaen and Songkhla provinces, which are the MICE CITY models, and Phitsanulok province the MICE CITY that seeks to strengthen its capacity. In the process of data analysis by means of content synthesis by comparing and forming inductive conclusions. The research result revealed that (1) The important lessons for the development of a MICE CITY were that the city must have been a source of experienced MICE events-that is the potential of the city was applied in organizing MICE events, which required information systems and supports from city decision-makers to link MICE CITY with the provincial development strategy as well as cooperation from the private sector and other various sectors to learn and drive MICE to a standard and continual investment. Besides, MICE business had to be adjusted to respond to any changing situations. (2) To strengthen the capacity of a MICE CITY it was necessary to develop identities which were the selling points of the city. The analysis of the outstanding potentials of Phitsanulok province showed that there were four groups of selling points which could be used as the contents to design the activities for MICE CITY. In order to promote the MICE CITY, it was necessary to create memorable symbols such as graphics, letterforms, or/and a mascot corresponding to the characteristic and the identity of the city. (3) By reviewing significant situations, their impacts and the changing trends of the MICE industry as well as the analysis of weaknesses, strengths, opportunities and obstacles in driving Phitsanulok MICE CITY, it could be synthesized into a roadmap for elevating the level of MICE CITY, aiming to make Phitsanulok province a distinctive, creative and international MICE destination city relying on three strategic pathways and pushing the road map into practice Two pilot activities were organized.