การศึกษาศักยภาพการรองรับนักท่องเที่ยวชาวไทยรูปแบบไมซ์ในกรุงเทพมหานคร

Abstract

The study on potential of MICE business in Bangkok to serve Thai tourists has three primary objectives: (1) to study the capability of MICE business in Bangkok in providing the service to MICE tourists, (2) to study the expectation and satisfaction level on MICE business in Bangkok of Thai tourists, and (3) to provide the recommendation for improving the potential of MICE business in Bangkok. This research consists of two parts: (1) a quantitative research by questionnaire to collect the expectation and satisfaction level of MICE business in Bangkok from 400 Thai tourists, and (2) a qualitative research includes interviewing three participants who currently work in MICE business in Bangkok and assessing the secondary data to understand the capability of MICE business in Bangkok. According to the study, the highest expectation from Thai tourists on MICE business in Bangkok is the competency of event organizer (location of the event) (x􀴤 = 4.08, S.D. = 1.76), followed by the location of an event (x􀴤 = 4.06, S.D. = 3.41). Meanwhile, the highest satisfaction level is also the competency of event organizer (x􀴤 = 4.22, S.D. = 1.59), followed by the accessibility (x􀴤 = 4.15, S.D. = 0.95). To compare the average value of all eight aspects in potential of MICE business in Bangkok which include (1) MICE venue, (2) accessibility, (3) accommodation, (4) additional tourist attractions in Bangkok, (5) related businesses, (6) competency of event organizer, (7) supporting from government and public sector, and (8) image of Bangkok. The study found that means of current satisfaction level in all eight areas are higher than the expectation. It can be concluded that Bangkok has potential as MICE destination to serve Thai tourists.