ABSTRACT
The purpose of this paper is to explore the ways in which Thailand is one of the best places to organize MICE events. In terms of academic analysis, there are several respectable reasons for why Thailand is ideal, and these are called ‘opportunities’; this industry also has many strong points, which are labelled ‘strengths’. A mixed method of qualitative and quantitative research is conducted. Focus groups as well as in-depth interviews with the snowball technique are applied to this research study. Additionally, the triangulation method is used to verify the qualitative data. The fact-finding is concluded, and then a questionnaire survey distributed to key informants in this industry is used to confirm the qualitative data collected once more. The findings state that Thailand’s MICE industry embraces the strength of natural and cultural endowments, a high standard of service quality, outstanding infrastructure, and public and private organizational cooperation, and opportunities that support this industry are the location of the country at the centre of the Asian region, the reasonable costs and benefits for investment in events and the support of the industry’s policies.
