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A Study of User Behavior in Meetings and Seminars in Nakhon Si Thammarat: Development Guidelines under the MICE Industry |
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| รหัสดีโอไอ | |
| Creator | Thitima Rattanaphong |
| Title | A Study of User Behavior in Meetings and Seminars in Nakhon Si Thammarat: Development Guidelines under the MICE Industry |
| Contributor | Narinthon Imjai |
| Publisher | Graduate School of Business and Advanced Technology Management Assumption University Thailand |
| Publication Year | 2567 |
| Journal Title | ABAC ODI Journal Vision. Action. Outcome |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 341-357 |
| Keyword | Meeting and Seminar Management, MICE Industry, User Behavior |
| URL Website | http://www.assumptionjournal.au.edu/index.php/odijournal |
| Website title | ABAC ODI Journal Vision. Action.Outcome |
| ISSN | 2408-2058 |
| Abstract | This research aims to explore the behavior and opinions of users attending meetings and seminars in Nakhon Si Thammarat, to propose development guidelines under the MICE industry. This study employs a mixed-methods approach, combining both quantitative and qualitative research methods. In the quantitative phase, a structured questionnaire was used to collect data from a sample of 400 participants. The analysis indicated that the primary purposes for attending MICE activities were exhibitions/trade shows, organizational meetings/seminars, and professional conferences. Additionally, most participants attended with friends and used private vehicles for transportation. In the qualitative phase, focus group discussions were conducted with representatives from relevant agencies. Content analysis showed that key factors influencing the decision to attend included the attractiveness of the event, service standards, the venue, and support from both the government and private sectors. The findings of this research can be used to develop management strategies under the MICE industry in Nakhon Si Thammarat, enhancing its effectiveness in attracting target groups and promoting sustainable growth of the MICE industry in the region. |
