The Study of Visitor Behaviors in Visiting Exhibitions at BITEC (Bangkok International Trade Exhibition and Convention Centre)


  • Sobchoke Yingsumol Bangkok




With reference to the government policy in developing Thailand to be a MICE industrial hub in the ASEAN region through 4 main sectors of MICE including meetings, incentive travels, conventions, and exhibitions, the convention and exhibition centre is one most important factor that should be greater emphasis. It should be able to held several large scale, multi-purpose event halls, and coupled with comprehensive facilities and services. This is to attract various MICE visitors and to make that venue as the first choice for exhibition and conference organizers around the world. This study was aimed to study the behavior of visitors who visited the exhibitions at Bangkok International Trade Exhibition and Convention Centre (BITEC) The questionnaire used in this study to investigate the travelling behavior of the sample seeking for opportunities for improvement. Results of the survey showed, friendly accessibility to the venue was a key factor. Exhibition and convention centre was among the key players in the MICE industry, make a critical economic contribution to the destination and present an important consideration in MICE organizers' site selection process. It should be easy and friendly accessible, and also well operations in traffic management both inside the venue and nearly area. In addition, venue’s staff were expected to be able to demonstrate a knowledge and expertise of service offerings. Food and beverages provided in the venue was requested to be varied for options as well as valued for prices paid. The suggestions for government sectors were, applying “the Park and Ride concept” and also “Kiss & Ride Concept”. Both concepts would enhance the accessibility of visitors in travelling to exhibition and convention centre.


Key words: MICE industry, Exhibition and Convention Centre, Visitors, Meeting, Incentive, Convention, Exhibition