COMPETITIVE ADVANTAGE OF MICE INDUSTRY IN SONGKHLA PROVINCE, THAILAND
The purposes of this research were to analyze the competitive environment of MICE industry in Songkhla province and to suggest in competitive advantage of MICE Industry in Songkhla Province. The data were collected by in - depth interview from the supply side and the demand side. The data were analyzed by content analysis and checked by triangulation design model. The findings revealed that 1) Songkhla has a high competitive ness which affect MICE industry management. It is a center of trade and investment in the lower South, but the major competitors are Phuket and Surat Thani. 2) The 8 aspects of a competitive advantage of MICE Industry in Songkhla Province were Cooperation with the ministry of commerce or department of international trade promotion to organize trade fairs and consumer fairs (product), setting pricing which include the program to offer a new customers (price), meeting the target group or customers as a channel to create awareness (place), promotion with special offers or services (promotion), personnel management training (people), presenting a supplement to customers (package), cooperation planning with business partners (planning process)and sending appreciation to the customers who joined the event and followed up the satisfaction after the event, whichledto the improvement and success of the event to be successful (post-sale process).
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