DEVELOPING CRITERIA FOR MANAGEMENT STANDARD IN THE MICE VENUE INDUSTRY

Abstract

Due to the COVID-19 situation, the Thai government has implemented a soft power policy to revitalize the economy, with the MICE industry playing a significant role under this policy. Particularly, various festivals can attract millions of tourists and generate cash flow of approximately 50 billion baht in the national economy. The way to support the government in achieving this goal is by establishing quality standards for the MICE industry, which will enhance the credibility and positive image of the country. This research aims to develop management standards for the MICE venue industry as a tool to improve and enhance the quality of services in the MICE sector. The concept of these standards incorporates the 4M management factors, the Deming Cycle, and Kaizen principle. Additionally, the development criteria are based on standards derived from studying TMVS, AMVS, ISO 20121, ISO 22483, and ISO/PAS 5643. This research employs a qualitative research method through in-depth interviews with three groups of MICE business stakeholders: academics, policymakers, and the private sector which consists of 9 persons and conducted a content analysis of the interviews. The results indicate that the key management standards in the MICE industry consist of 4 factors: 1) Personnel requirements (Man) that emphasize digital skills to support technological changes, 2) Equipment and event facilities requirements (Machine) that promote development to support Hybrid event formats, which combine online and on-site events, 3) Venue structure and supporting environment requirements (Material) that support the ability to host various types of events according to changing usage patterns, and 4) Event service requirements (Method) that must be adapted to Thai identity, which includes describing Thainess and emphasizing warm, humble, and friendly service to participants.