STRATEGIC DRIVING OF THE THAI MICE AND HOSPITALITY INDUSTRY TOWARD GLOBAL SUSTAINABILITY STANDARD ISO 20121:2024: INTEGRATING GREEN DYNAMIC CAPABILITIES AND DYNAMIC ECONOMIC STRUCTURES
Keywords:
MICE Industry, ISO 20121:2024, Green Dynamic Capabilities, PLS-SEM, Necessary Condition AnalysisAbstract
This strategic study analyzes the transitional structure of the International Standard for Event Sustainability Management Systems (ISO 20121:2024) and its integration with Thailand's national development policies. It also evaluates micro-level organizational behaviors within the Thai hospitality sector using an advanced mixed-methods, two-phase approach. The first phase employs a qualitative research design utilizing in-depth interviews and thematic analysis, while the second phase applies a quantitative methodology combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and Necessary Condition Analysis (NCA).
Policy analysis and phase-one qualitative findings reveal that the macro-level strategy of the Thailand Convention and Exhibition Bureau (TCEB), implemented under the TCEB Go framework and the Thailand Sustainable Event Management Standard, systematically aligns with the 13th National Economic and Social Development Plan, thereby stimulating widespread sustainability awareness across the supply chain. Empirical statistical results from a sample of 5-star hospitality enterprises in the second phase indicate that Green Dynamic Capabilities exert a strong and statistically significant positive influence on Eco-Innovation (β = 0.649, t = 5.94, p < 0.001), which subsequently translates into positive economic performance. However, Eco-Innovation does not exhibit a significant direct impact on tangible environmental performance in the short term because of systemic time-lag effects. Furthermore, NCA outcomes demonstrate that Green Dynamic Capabilities (GDC) and Eco-Innovation (ECI) function as indispensable bottleneck factors, requiring strict adherence to predefined minimum threshold scores to overcome operational limitations and elevate the Thai MICE industry into a global beacon of sustainable legacy.
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