Innovative Exhibition Management of Enterprises in Bangkok

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Arunee Lertkornkitja, Chompunuch Jittithavorn, Warach Madhyamapurush


The MICE industry is one of the most important service industries in Thailand. As part of the Thai tourism industry so-called – business travel, the growth of the MICE industry is very significant. Though there are many studies regarding the MICE industry, it has been found that there are very few research in the exhibition industry in particular. Hence, the objectives of this study are (1) to study the innovation of exhibition management by enterprises and (2) to study the readiness of personnel within the exhibition industry. This is qualitative research using in-depth expert interviews with 7 key informants, who are professionals in the exhibition industry. The triangulation method was used to test the data within this research through observation by the researchers.  The content analysis was then used to interpret the results. It has been found that the personnel within the exhibition industry in Thailand are highly professional and thus, have a competitive advantage compared to their counterparts in the Southeast Asian region. Moreover, the Thai exhibition organizers are highly professional, which will lead to new innovative shows enabling Thailand to be the front-runners in the exhibition industry in Southeast Asia. All in all, it can be concluded that professional personnel is a crucial part of the development of the exhibition industry.

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