Title: The Impact of COVID – 19 Pandemic on Thailand’s MICE Industry and the Adaptive Strategies
Author: Pyae Thiri Khaing
Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul
Degree: Master of Business Administration
Major: International Business Management
Faculty: บัณฑิตวิทยาลัย (Graduate School)
Academic year: 2567 (2024)
Published: The 16th National and International Academic Conference 2023 “Digital Transformation and Sustainable Innovation: Strategies for a Sustainable Future” 31 Oct. – 1 Nov. 2023, pp.502-513 Click PDF
Abstract
This research paper provides an overview of the economic impact on Meetings, Incentives, Conventions, and Exhibitions (MICE) tourism cluster of Thailand after the spread of the novel coronavirus 2019 (COVID-19). Thailand, renowned as a leading tourist destination in Southeast Asia due to its rich culture, traditions, and diverse tourism offerings, significantly benefited from MICE tourism before the COVID-19 pandemic. This sector has been crucial to the country’s economy, providing job opportunities and supporting various related industries. However, the pandemic brought travel restrictions, health and safety concerns, financial losses, and numerous challenges to the tourism sector, particularly impacting human resources and the tourism cluster.
This study was documentary research, analyzing information available in academic journals, books, articles, magazines, websites, market research, and statistical resources. This research aimed to assess the pandemic’s effects on numerous aspects of Thailand’s MICE industry, explore strategies to address the challenges arising from these impacts and identify emerging trends in the “new normal” context with internal and external stakeholders. Moreover, the research aimed to examine the adaptive strategies implemented by MICE organizations and possible strategies to be applied to overcome unexpected situations such as the COVID-19 crisis. The findings highlighted the multifaceted impacts of the COVID-19 crisis on Thailand’s MICE tourism sector, examining industry overview, government support, economic effects, and technological advancements. Emphasizing the critical role of information technologies (IT), the research highlighted how IT integration enhances service standards, reduces operational costs, and provides a competitive edge. The adoption of hybrid event formats, combining virtual and live components, emerges as a pivotal response to pandemic-induced disruptions. Government initiatives supporting MICE capability development, establishing regional business centers, and promoting data analytics and wellness tourism underscore Thailand’s commitment to resilience and innovation. The study recommends strategic diversification, health and safety protocols, and skill enhancement programs to navigate challenges and ensure recovery. Projects like the Virtual Meeting Space (VMS) and health safety initiatives demonstrate the proactive stance of the Thailand Convention and Exhibition Bureau (TCEB) in fostering digital literacy and health safety
Keywords: MICE tourism industry, adaptive strategies, COVID-19 pandemic
The Impact of COVID – 19 Pandemic on Thailand’s MICE Industry and the Adaptive Strategies /
6517190015 – Pyae Thiri Khaing 2567 (2024) The Impact of COVID – 19 Pandemic on Thailand’s MICE Industry and the Adaptive Strategies สารนิพนธ์ (Independent Study), Advisor: ดร.วรางค์รัตน์ นิติวนะกุล – Dr.Warangrat Nitiwannakul, ปริญญาโท (Master’s Degree), บัณฑิตวิทยาลัย (Graduate School), Master of Business Administration, International Business Management, Bangkok: Siam University