Causal Relationship Affecting the Performance of MICE Business in Thailand to New Normal Way
Keywords:
Casual relationship, Performance, New normal way, MICE businessAbstract
This research was a mixed method research conducted through quantitative and qualitative approaches. The objectives were (1) to study the opinion level of MICE enterprises toward business environment, marketing orientation, innovativeness, and performance of MICE business in Thailand to new normal way and (2) to study the causal relationship of the business environment, marketing orientation, innovativeness affecting the performance of MICE business in Thailand to new normal way. The research sample comprised of 280 enterprises that are certified of Thailand MICE Venue Standards by the Thailand Convention & Exhibition Bureau. The questionnaire was a research tool for data analysis and structural equation model using statistical software program. For qualitative research tool was structure in-depth interviews for 15 enterprises. The findings revealed that the business environment had a direct influence on market orientation, the business environment had a direct influence on innovativeness, and market orientation had a direct influence on performance, statistical significance at 0.001, respectively. The business environment had a direct influence on performance, statistical significance at 0.001. Innovativeness had a direct influence on performance, statistical significance at 0.05. Market orientation had no direct influence on innovativeness. The qualitative research findings are consistent and support with quantitative research findings in every aspect.
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