Factors Affecting the Preparation of the MICE City Strategy of Khon Kaen

  • Dr.Wanita Boonchom อาจารย์ประจำ สาขาการจัดการ คณะบริหารธุรกิจและเทคโนโลยีสารสนเทศ มหาวิทยาลัยเทคโนโลยีราชมงคลอีสาน
  • Dr.Sirorat Pattanapairoj อาจารย์ประจำ สาขาวิชาวิศวกรรมอุตสาหการ คณะวิศวกรรมศาสตร์ มหาวิทยาลัยขอนแก่น
Keywords: MICE city, Awareness, Readiness


The objective of this research was to study the awareness levels of the city capacity, the readiness levels of MICE city ​​and to find the influencing factors of the readiness of MICE city based on MICE strategy in Khon Kaen province. This study is a survey research. The questionnaire was used as a research instrument to collect the data. The research sample size used in this study was 400 samples, which selected from a population of Khon Kaen municipality using stratified random sampling. The percentage, mean, standard deviation, t-test, one-way ANOVA correlation coefficient and multiple regression analysis were used to analyze the data in this research. The results of this study revealed that the population in Khon Kaen municipality has realized the potential of the city at a high level and Khon Kaen province has prepared based on MICE strategy at a high level as well. The difference of demographic characteristics such as education, occupation, and income affected to the level of the readiness of MICE city based on MICE strategy. The factors in the infrastructure, the support of government agencies and private organizations, the stability and security, the sights and attractions of MICE city, and the MICE industry personnel had an impact on the level of readiness based on MICE strategy at 0.01 significance level.


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