The Designing of English for MICE: Target Language Needed by the Industry

Abstract

This paper aims to investigate English target language required in the operation of MICE (Meetings, Incentives, Conferences, and Exhibitions) business in Thailand. Data were gathered from 30 employees and executives who have at least 3-year experiences of working in MICE sectors. The questionnaire, supplemented by a semi-structured interview, was designed to explore situations where the English language is necessary for workers to function successfully in the MICE industry as well as to examine issues that might hinder the successful use of English to perform the required tasks in MICE work. Major findings indicated that productive skills of English in the target situations such as briefing and explaining concepts, scopes, and details of a MICE event and delivering a sales pitch to a client in English were the most important. In addition, problems and challenges that frequently hampered the effective English communication among MICE employees were also specified. Findings from this study yielded useful information and had considerable implications for designing the syllabus and materials in English for MICE.