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Title: A study of customer perceptions of the meetings and conferences industry in Thailand
Author: Ampornpan, J.
ISNI:       0000 0004 9352 2843
Awarding Body: Liverpool John Moores University
Current Institution: Liverpool John Moores University
Date of Award: 2020
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In recent years, the increasing revenue from the MICE industry has had a significant role in helping to boost the Thai economy. Statistics compiled by the Thailand Convention and Exhibition Bureau (TCEB) (2015, 2016, 2017, and 2018a) show that, from 2014 to 2017, the revenue from the MICE industry had fluctuated. However, it peaked at 86,188 million Baht (approximately 1,998 million GBP) in 2017. Because of the size of income generated, Thailand strives to promote the MICE sector in order to increase revenues and establish Thailand as Asia’s business events hub. Therefore, Thailand should be able to attract and retain both current and potential MICE customers. The aim of this research is to ascertain destination images of Thailand for meetings/conferences purposes from current MICE customers based in Thailand and to explore the perceptions of potential MICE customers based in the United Kingdom. In terms of data collection, a mixed methods approach has been adopted. For the first stage of the research qualitative methods in the form of semi-structured interviews were used to obtain grounded knowledge of experiences and attitudes of current host organisers in relation to for example, reasons for selecting Thailand for meetings/conferences, attitude and views after organising meetings/conferences in Thailand. Next, quantitative data was collected through questionnaires in order to measure the perceptions of potential MICE organisers from international companies whose offices are located in the North West of England. They have never used Thailand for MICE purposes. Three main findings from the research are as follows: 1. The destination image components of Thailand are divided into general destination image characteristics and MICE-specific destination image characteristics, 2. The perceptions of potential international companies includes two sub-sections: Thailand’s destination attractiveness attributes and Thailand’s MICE industry attributes, and 3. The similarities and differences between the images of Thailand held internally to the country and the perceptions held overseas of the MICE in Thailand. As such, the findings are expected to contribute to theoretical and practical knowledge. In particular this study fills an identified gap regarding destination images, perceptions and the MICE industry in Thailand. It is therefore expected to be able to inform policy making, marketing and the funding of product and facilities development in Thailand.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
Keywords: HF5001 Business