Krip Jurakanit
Chulalongkorn University

Suchart Taweepornpatomkul
Chulalongkorn University

This study explores the MICE industry in Hat Yai district, Songkhla province in Thailand. Four hundred questionnaires were distributed to MICE industry stakeholders MICE industry in Hat Yai, seven in-depth interviews were conducted with stakeholders from the Hat Yai MICE industry, and a focus group with ten MICE industry experts was conducted. The findings suggest that most respondents perceived the strengths of the MICE industry of Hat Yai District to be food and beverage, accommodation, entertainment, event organizers, venues, tour operators, security, transportation and the high standard of souvenirs. However, the focus group suggested the need for improvements to security, transportation, and souvenirs. The MICE industry can be fomented by introducing strategies to develop the MICE industry and improve the quality of the MICE city within the Thai context.

Keywords: MICE city, Potential, Development, MICE industry, Hat Yai