th th 29 – 30 August 2018 Bangkok, Thailand 1 International MICE Conference and Forum Copyright@2018 Thailand Convention and Exhibition Bureau and respective authors | All right reserves Committee Structure Academic Committee Dr. Young Hoon Kim Chair of Academic Committee, Associate Professor of Hospitality and Tourism Management and Co-Director of Sport and Event Management Laboratory at University of North Texas Assoc. Prof. Dr. Bongkosh N. Rittichainuwat Siam University Assoc. Prof. Dr. Ranee Esichaikul Sukhothai Thammathirat Open University Asst. Prof. Lt. Dr. Kaedsiri Jaroenwisan Silpakorn University Asst. Prof. Dr. Donruetai Kovathanakul Khon Khaen University Dr. Sarinya Sungkatavat Mahidol University International College Dr. Wanamina Waehama Prince of Songkla University Dr. Pairach Piboonrungroj Chiang Mai University Dr. Jin Young Chung Incheon National University International College Hosted Committee: Thailand Convention and Exhibition Bureau Mrs. Supawan Teerarat Senior Vice President Strategic Business Development and Innovation Mrs. Orachorn Wongpan-ngam Director of MICE Capabilities Development Department Ms. Areerat Montreepreechachai Senior Manager of MICE Capabilities Development Department Ms. Thanawan Watcharapantee Senior Executive of MICE Capabilities Development Department 1 Industry Committee Mr. Sermkhun Kunawong Chairman of Business of Creative and Event Management Association (EMA) Mr. Talun Theng President of Thai Exhibition Association (TEA) Ms. Supawan Tanomkieatipume President of Thai Hotel Association (THA) Mr. Sumate Sudasna President of Thailand Incentive and Convention Association (TICA) Mr. Ittipol Sureerat Business of Creative and Event Management Association (EMA) Mrs. Netnipa Sinjanakom Business of Creative and Event Management Association (EMA) Mrs. Warapun Sapthanaudom Business of Creative and Event Management Association (EMA) Mr. Nuttacom Rungrassamee Thai Exhibition Association (TEA) Mrs. Premporn Saisaengchan Thai Exhibition Association (TEA) Mrs. Prapee Buri Thai Exhibition Association (TEA) Mrs. Marisa Sukosol Nunbhakdi Thai Hotel Association (THA) Mr. Surachet Worawongwasu Thai Hotel Association (THA) Mrs. Choo Leng Goh Thailand Incentive and Convention Association (TICA) 2 Mrs. Kritsanee Srisatin Thailand Incentive and Convention Association (TICA) Mr. Patom S’prayoon Thailand Incentive and Convention Association (TICA) Assoc. Prof. Rome Chiranukrom Acting Vice President for International Relations and Alumni Affairs, Chiang Mai University Dr. Sarote Phornprapha Rector of Dusit Thani College Assoc. Prof. Dr. Pensri Jaroenwanit Dean Faculty of Business Administration and Accountancy, Khon Kaen University Asst. Prof. Dr. Peerapat Yangklang Dean Faculty of Management Science, Silpakorn University Asst. Prof. Dr. Bussabong Chaijaroenwatan Dean Faculty of Management Science, Prince of Songkla University Dr. Surapit Promsit Director of Master of Business Administration Program in Global Business Management (International Program), Thammasat Business School Mr. Samran Sonpuing Senior Vice President Inspection Body Dept. Management System Certification Institute (Thailand) 3 Table of Contents Page A comparative case study on sustainable meetings; Gothenburg, Sweden – Nakhon Ratchasima, Thailand Achiraya Promlung and Assist. Prof. Dr. Donruetai Kovathanakul 8 A Review of Religious Attributes for Halal MICE Tourism Business in Thailand Suwaluck Uansa-ard and Wisuwat Wannamakok 16 A Study of Guidelines for MICE Academic Cluster in Thailand Jantajit Thanasiri and Assist. Prof. Lt. Dr. Kaedsiri Jaroenwisan 31 Active learning activities for the MICE Introduction Course Ilada Sarttatat 42 An Investigation of Destination Images towards the MICE Industry in Thailand Jiraporn Ampornpan 49 Application for rental-space reservations to enhance service efficiency In Convention and Exhibition Center Chonkarn Chomthong and Assist. Prof. Dr. Donruetai Kovathanakul 60 Beyond the MICE Cluster: Crowdsourcing Platform for Hong Kong, the Innovation to Promoting MICE Buyer Market Experiences Assist. Prof. Dr. Donruetai Kovathanakul 70 Consumer Behavior on Ko Yo Fabric buying Nichapat Boonyarat and Nurahayati Manu 82 Employee’s Job Satisfaction Motivators in Destination Management Company (DMC) in MICE industry Parinya Nakpathom, Santidhorn Pooripakdee and Assist. Prof. Lt. Dr. Kaedsiri Jaroenwisan 93 Factors influencing foreign customers on selecting Hotel for MICE in Bangkok Chatchai Sirivaneepagorn 100 Future Trend of Exhibition: ICC Hai Yai Teerawut Petkeaw, Phavinee Sukharach, Rawipas Purawattanakun and Supawee Maskeereewong 111 Key Success Factors of MICE Electronic Request for Proposal (eRFP): A Case Study of Bangkok Hotels Assist. Prof. Dr. Kom Campiranon and Dr. Sarawut Ramjan 115 4 Table of Contents Page Sustainable MICE City Prototype Development, Chiang Rai Province Anavin Suwanna and Assist. Prof. Dr. Donruetai Kovathanakul 126 Sustainable Development for Greening Practices of MICE Industry: A Case Study of Sampran Riverside, Nakorn Prathom Province Maneerat Sukkasem and Assist. Prof. Lt. Dr. Kaedsiri Jaroenwisan 137 The Analytical Hierarchy Process (AHP) in decision making for MICE Destination Nootchanate Kansamut and Assist. Prof. Lt. Dr. Kaedsiri Jaroenwisan 155 The Readiness of Seminar Rooms in the Hotels to Support Songkhla MICE City Yurawat Sasanon, Karuntee Kansuk, Chatchon Kasorn, Natcha Ratikonkun, and Natsuda Rittichot 172 The Efficiency of Language Communication for MICE Industry Adithep Kampangseree, Alexander Gerrard Hoare and Gina Margaret Summers 179 The Rise of Artificial Intelligence and the Fall of Employment in the Event Industry Chootham Tangjaitrong, Krittika Kunupakan and Rujipas Boonsamrej 187 The Provision of Islamic hospitality service through the lens of Muslim and Buddhist employees in the MICE industry in Southern Thailand Songsin Teerakunpisut 199 Tourist Loyalty to a local Event: A Case Study of Chiang Mai Yi Peng Festival Yu Tan and Dr. Pairach Piboonrungroj 205 Posters Attendees Satisfaction: Evidence from Coach the Coaches Program for MICE Industry Jensamut Khunsamut, Bodin Kransanairaviwong and Panat Janpaipruk 228 Crisis Management in Exhibition Industry: A Case Study in HaiYai Pornpimon Mitkasame, Matzee Marnya, Wilasinee Janchuay and Sirikarn Dangchoung 229 Developing Future MICE Destinations Eakarin Vanitcharoen 230 5 Table of Contents Page Economic Impact of Thailand’s MICE Industry Takerngsak Chaiyakarn 231 Guideline for Attraction on “Tourism for all concept” Evaluation, Routes of Word Tourism Day 2016: Khon Kaen Province. Wannida Sarirat, Kanittha Charoenwiphat, Nisarat Chatbubpha and Assist. Prof. Donruetai Kovathanakul 232 Sustainable MICE Khewika Sukiam and Suttima Jungsakun 233 The Beginning to Green MICE Khewika Sukiam and Varissara Sam-ang 234 The Development of Gastronomy Education Program to Prepare for Professional Chef Students in MICE Industry of Thailand Sarayuth Chaileuangleu and Assist. Prof. Dr. Preeda Chaiya 235 The Exploration of Information Resources in MICE and Event Career Opportunity Kanin Buakhwan, Thanaporn Rittirat, Sirirat Wutthisakdanon 236 The Future Meeting Thailand’s 8 World Class Venue Thitiporn Pitipoompong, Patompop On-oun, Rujiranet Jongjit and Itthichai Petchjuminan 237 The Hospitality Crisis Management Practice in Five-Star Hotel Venues: A SWOT Analysis Assist. Prof. Dr. Preeda Chaiya, Teerapon Thuaenphae and Suvitcha Sritan 238 The Impact of Destination Image: Songkhla Old Town Benjaporn Saengum, Thatawan Sitapiya, Pissinee Jianbut, Panisara Pholfakfang and Sarah Anukunsat 239 The Study of MICE Customer’s need for Hotel catering in Bangkok Assist. Prof. Lt. Dr. Kaedsiri Jaroenwisan, Thitirat Chobnitat, Ornphisa Prempree, Paynuka Kwanyuen and Pichamol Jantang 240 Understanding the Needs of The Business Travelers: A Case Study in Phuket Adisit Binlaeman, Pudcharaporn Sonarod and Kanjana Saranoppakun 241 6 Table of Contents Page An Economic Impact Assessment of a Flagship Festival in Thailand: A Case of Chiang Mai Flower Festival 2018 Pimpika Chawalit, Dr. Pairach Piboonrungroj 242 Scale Development for Halal Meeting Service Readiness Hanteenee Charong, Dr. Pairach Piboonrungroj 243 Estimating the Economic Impact of MICE Business, Using Input–Output Model Chanamart Intapan, Pimpika Chawalit and Dr. Pairach Piboonrungroj 244 The Analysis of Guidelines for The Standard Preparation of The Meeting Rooms in Thailand Natthanitcha Singbura-Udom, Nug-rob Rawangkarn, Sinthawa Khamdit, Somboon Cheng, and Narongrit Neelayothin 245 7 A comparative case study on sustainable meetings; Gothenburg, Sweden – Nakhon Ratchasima, Thailand Achiraya Promlung Address: Rajamangala University of Technology Isan, Department of Social science, Faculty of Sciences and Liberal Arts 744 Suranarai Road Muang District Nakhon Ratchasima 30000 Phone: 66 (0) 856394059 E-mail address: [email protected] Assist. Prof. Donruetai Kovathanakul, Ph.D. Present Position: Director, Centre of Excellence in MICE and Business Events Industry (CEMBEI) Lecturer, Tourism Department, Faculty of Business Administration and Accountancy, Khon Kaen University Address: 123 Mittraparp Rd., Muang District, Khon Kaen, THAILAND 40002 Phone: 66 (0) 8 9024 3999 E-mail address: [email protected] Abstract The MICE industry has an important industry to stimulate the economy of the country by generate incomes and create prosperity for the benefit of all sectors of society. The activities around meetings and other organization bring people together and offer communities an opportunity