ABSTRACT
Community-based tourism (CBT) is a feasible avenue to help revive the tourism markets during and in post-COVID-19, and in particular, due to social distancing and safety measures requirements, communities can pivot toward the MICE (Meetings, Incentives, Conventions, and Exhibitions) tourism markets. This paper contributes in twofold domains. First, the theoretical clarifications and an easily implementable framework that integrates the oft-confused terms, such as competencies, competences, and capabilities, is proposed, based on a systematic literature review. Second, the Tribes Experience, Tea, and Coffee communities, located in Chiang Rai, Thailand, who are qualified to extend their CBT projects to the MICE market, for cushioning the negative impact of COVID-19 and as a part of strategic pivoting, are selected for the illustration and structural equation modeling validation.
