Development direction to upgrade to the MICE city of Prachuap Khiri Khan Province

Abstract

This article aims to study and analyze the development of MICE cities in Prachuap Khiri Khan Province to see what the direction is. The aim is to elevate Thai cities to become corporate meeting destinations. Incentive travel Organizing international seminars and international trade fairs and adding more options to organizers This is considered to increase the country's competitiveness in the MICE industry.  It was found that the directions for upgrading the development of Prachuap Khiri Khan Province to become a MICE city in Prachuap Khiri Khan Province include: 1) Clearly define the roles and responsibilities of the committee to raise the level of professional MICE management. 2) Drive Prachuap Khiri Khan province from a potential city to a MICE city. 3) Prepare strategic city profile information.
2) Drive Prachuap Khiri Khan Province from a potential city to a MICE city. 3) Prepare strategic city profile information. From the SWOT Analysis of Prachuap Khiri Khan Province in order to elevate it to become a MICE city, it is as follows: 1) Strength-S has a variety of ecological, natural, historical, and cultural tourist attractions. 2) Weakness-W has only one main road. Lack of parallel secondary roads. Commercial airports still do not meet safety standards to accommodate international airlines.
3) Opportunity-O The government has a policy to promote tourism on the western sea coast. The Thailand Riviera is connected to the western sea coast. 4) Threats-T outbreaks from emerging diseases.

Direction of development to upgrade to becoming a MICE city of Prachuap Khiri Khan Province. Must create cooperation between the government agencies. Private sector and people involved in the MICE industry This requires a drive from potential cities to become MICE cities. To respond to the needs of developing the potential of entrepreneurs.