The Potential Development Guidelines for the MICE Tourism Industry in Ubon Ratchathani Province
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Abstract
The research article consisted of the following objectives: (1) to explore and analyse the potential of MICE tourism industry in Ubon Ratchathani Province; (2) to investigate problems and obstacles of MICE tourism industry in Ubon Ratchathani Province; and (3) to present the guidelines for potential development of MICE tourism industry in Ubon Ratchathani Province. The study employed mixed-methods research comprising both quantitative and qualitative methods. The sample group in the quantitative method included 400 MICE participants in Ubon Ratchathani Province. The research instrument for data collection was a questionnaire. The research statistics were frequency, percentage, mean, and standard deviation (S.D.). Key informants used in qualitative methods were government officials and entrepreneur related to the MICE tourism industry in Ubon Ratchathani Province, for a total of 6 persons. The research instrument used in-depth interview for collecting qualitative data. The obtained data were analysed by content analysis and presented in a descriptive manner.
From the study, the following results are found: (1) From analysing the potential of MICE tourism industry in Ubon Ratchathani Province, it is found to be overall at a moderate level. When considering each aspect, the following aspects are discovered in a descending order from high to low: accommodation, followed by venue, and touristm attractions, respectively; (2) From investigating problems and obstacles of MICE tourism industry in Ubon Ratchathani Province, the results are discovered as follows: In terms of accommodation, the infrastructure and facilities for tourism are still inefficient and do not meet the same standards. Each tourist attraction is far apart and takes a long time to reach. The standard of accommodation is limited, and there are only few large hotels to accommodate tourists. In terms of venue, most of them are small in size and thus cannot accommodate large-scale events that meet standards. In terms of personnel, they still lack knowledge and understanding of management and service in MICE industry, as well as English communication skills; and (3) The guidelines for potential development of the MICE tourism industry in Ubon Ratchathani Province include having related agencies recognize the necessity and development of factors affecting the potential of the MICE tourism industry in the following seven aspects: infrastructure, travel facilities, tourist attractions, accommodation, security and safety, venue, and MICE personnel skills.
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