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MICE Destination Competitiveness and Air Transportation Facility – Thailand |
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| รหัสดีโอไอ | |
| Creator | Chanmatha Sriraksa, Pongsa Pornchaiwiseskul, Rahuth Rodjanapradied |
| Title | MICE Destination Competitiveness and Air Transportation Facility – Thailand |
| Publisher | Faculty of Education, Chulalongkorn University |
| Publication Year | 2564 |
| Journal Title | Journal of Research Methodology |
| Journal Vol. | 34 |
| Journal No. | 3 |
| Page no. | 239-264 |
| Keyword | MICE destination competitivenes, air transportation facility, multinomial logistic regression |
| URL Website | http://research.edu.chula.ac.th/jrm/ |
| Website title | วารสารวิธีวิทยาการวิจัย (Journal of Research Methodology: JRM) |
| ISSN | 2697-4835 |
| Abstract | This study aimed to investigate attributes influencing MICE destination competitiveness of regional provinces of Thailand. Based on some common characteristics and differences by nature of location, Phitsanulok, Khon Kaen and Krabi were purposively selected. Research tool is a set of questionnaires consisting of three main parts that are demographic information, pairwise comparison of MICE city, and suggestion. Participants were 429 respondents from two main industries; aviation industry and the Meetings industry, as well as related stakeholders. Data analysis employed descriptive statistics and Analytical Hierarchy Process (AHP) technique to measure competitiveness of each MICE city. Also, the Multinomial Logistic Regression (MLR) was applied to verify significant determinants affecting probability of each city to be selected as MICE destination. Findings revealed that seven factors influenced MICE destination competitiveness. These are: 1) international routes, 2) airport connectivity, 3) MICE experience, 4) accommodation, 5) innovation city 6) exhibition city, and 7) leisure city. However, the results show that each factor considerably provided different effects on each city. This study shed light on how the government and stakeholders can construct a strategic guideline to develop regional air transportation facility to their full potential and the city future growth. |
