Proposed policy for promoting Songkhla Province as an international potential mice destination
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2022
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2565
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
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National Institute of Development Administration. Library and Information Center
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Benjamaporn Chumnanchar (2022). Proposed policy for promoting Songkhla Province as an international potential mice destination. Retrieved from: https://repository.nida.ac.th/handle/662723737/6611.
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Proposed policy for promoting Songkhla Province as an international potential mice destination
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Abstract
The objectives of this research are to 1) study alternative policies for promoting Songkhla Province as an international potential MICE destination., 2) assess appropriate alternative policies for promoting Songkhla Province as an international potential MICE destination., and 3) propose policies for promoting Songkhla Province as an international potential MICE destination.
The research design was a mixed methodology combining quantitative and qualitative research approaches. For the quantitative method, data were collected from questionnaires with 300 respondents from the government sector, associations, and the private sector. The confirmatory factor analysis, which is the overall construct reliability for all constructs, reveals scores within an acceptable range of factor loading (0.5 and above): p-value = 0.129, CFI = 0.937, TLI = 0.905, RMSEA = 0.033, SRMR = 0.08, PC = 5.107, and AVE = 0.890. Thus, the statistical and theoretical models are a good fit. Then, analytic hierarchy process is used to develop a decision-making assessment model utilizing weighted parameters for scoring decision alternatives. Alternative 3, Integrated International MICE and Tourism, had the highest weight score of 1.2612, making it the alternative with the best rating.
The qualitative research examined stakeholders from the MICE industry in Songkhla Province using documents, research articles, academic journals, and field data collected from key informants. A total of 13 individuals were interviewed, and 6-12 individuals were invited for focus group interview. The indicators for the alternative policies for promoting Songkhla Province as an international potential MICE destination are grouped as follows: 1) area-based, which consist was of MICE city profiles, human resources, and marketing; 2) function-based, was comprised of stakeholders, business sectors, and government & private sectors; and 3) agenda-based, which consisted of economic, competitiveness, and professionalism.
According to the research findings, the proposed policy for promoting Songkhla Province as an international potential MICE destination includes the following: 1) promoting and elevating Songkhla to become an international MICE city; 2) improving the quality and standards of the progressive MICE event organization; 3) improve its image in terms of safety and hygiene; 4) integrate operations and collaborations with tourism and MICE network; and 5) strengthen the competitiveness in the international MICE industry.
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Thesis (Ph. D. (Integrated Tourism and Hospitality Management))--National Institute of Development Administration, 2022