ELEVATING THE DEVELOPMENT OF THE PHU KRIENG LEARNING CENTER, NAKHON NAYOK PROVINCE, TOWARDS BECOMING AN INCENTIVE TOURISM DESTINATION: DEVELOPMENT GUIDELINES

Abstract

This research aims to explore development guidelines for the Phu Krieng Learning Center in Nakhon Nayok Province to elevate it as an incentive travel destination to attract Destination Management Companies (DMC). The study involved a review of relevant literature and qualitative research conducted through focus group discussions with four key stakeholders between August 2025 and January 2026, utilizing in-depth discussions. Data were analyzed using content analysis and gap analysis, applying a three-point qualitative rating scale measured against five MICE industry standards and the 4C Model.

The findings revealed that physical readiness was at a moderate level (2 points), while critical gaps requiring urgent improvement (1 point) were identified in Corporate Social Responsibility (CSR) activities lacking continuity, service quality lacking professional guides, and non-standardized safety. Consequently, the study proposes strategic guidelines emphasizing the co-creation of travel experiences between the community and visitors, along with upgrading management practices to align with Environmental, Social, and Governance (ESG) standards to sustainably attract the incentive travel market. This research fills a knowledge gap regarding CSR development specifically for learning centers that meet MICE business standards and holds significant practical value for the integration of small-scale attractions into the MICE industry supply chain.