An analysis of Value Chain for Enhancing Corporate Meeting and Conference Industry’s Capability in Chiang Rai

Abstract

This research aims to study 1) the patterns and decision making behaviors to join the meeting in Chiang Rai province 2) analyze value chain structure of the meeting industry 3) study trends of meeting industry in Chiang Rai province and, 4) propose guidelines for the development of the value chain to enhance the capability of the meeting industry in Chiang Rai.Research methodologies were mixed between qualitative and quantitative research. It was found
that the meetings industry in Chiang Rai had a possibility and a good direction, especially in the Special Economic Zone. It could be good opportunities to create competitive advantages that affected to local economic both directly and indirectly. For value chain development approach
to enhance the capabilities of the meeting industry in Chiang Rai which related to 7 approaches consisting of 1) establish the MICE Excellence Center 2) improve and develop meeting facilities 3) build a business collaboration network 4) develop human resources in the meeting industry 5) develop activities to accommodate MICE tourists 6) make a difference by using the provincial identity and 7) create media to promote the meeting industry of Chiang Rai province.