แนวทางการเสริมสร้างศักยภาพของประเทศไทยให้เป็นเมืองเป้าหมายของไมซ์ (MICE)

Abstract

Thailand has put efforts to make Thailand a MICE (meeting, incentive, convention, and exhibition) destination. Not only does MICE generate a huge volume of revenues, but it also contribute to the growth of other related businesses, such as hotels, restaurants, convention centers, and exhibition halls, etc. MICE is different from other types of tourism both its purposes and strategies. General tourists travel mainly for recreational purpose, while MICE tourists are business people, employees, and members of associations travel with four different purposes,namely attending meetings, taking reward trips for high achievement, participating in conventions, and being exhibitors or exhibition spectators. The recreational tourism is secondary in nature for these groups of tourists. In addition, MICE businesses generate higher per head revenues than businesses in other types of tourism. Statistics shows that general tourists spend at the average of 4,000-4,500 baht per day, while MICE tourists spend….per day. As MICE is important to economic development of the country, there is a need to develop Thailand’s potential to become a MICE destination.Key words potential enhancement, MICE industry,MICE destination