Value co-creation model enhancing competitiveness of exhibition industry in Thailand
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2018
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2561
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eng
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application/pdf
No. of Pages/File Size
226 leaves
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b205840
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ผลงานนี้เผยแพร่ภายใต้ สัญญาอนุญาตครีเอทีฟคอมมอนส์แบบ แสดงที่มา-ไม่ใช้เพื่อการค้า-ไม่ดัดแปลง 4.0 (CC BY-NC-ND 4.0)
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National Institute of Development Administration. Library and Information Center
Bibliographic Citation
Citation
Athitaya Pathan (2018). Value co-creation model enhancing competitiveness of exhibition industry in Thailand. Retrieved from: https://repository.nida.ac.th/handle/662723737/6466.
Title
Value co-creation model enhancing competitiveness of exhibition industry in Thailand
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Abstract
Among the growth of global exhibition industry, Asia is strongly positioned to
remain one of the most attractive trade fair markets worldwide. Despite the positive
direction of the country‟s large market size and revenue in its sub-region, Thailand is
facing intensive competition both in existing, and high potential new entrants from
emerging ASEAN countries. Therefore, the country needs to review its position in
regards to competitiveness. The purpose of this study is to explore the value of the cocreation structure exhibition industry in Thailand, examine competitiveness attributes
of the exhibition industry, and to develop a value co-creation model enhancing
competitiveness of the exhibition industry in Thailand.
This study utilized mixed research methods integrating quantitative and
qualitative data collection and analysis. The quantitative approach employed a
personal questionnaire survey in major international trade exhibitions in Thailand. An
electronic survey tool was used to collect data due to restricted access of the trade
exhibition. The qualitative approach utilized a semi-structural in-depth interview from
key stakeholders of the exhibition industry in Thailand. The study proposes the value
of co-creation model as a guideline for stakeholders to enhance the industry‟s
competitiveness.
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Description
Thesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2018