ผลกระทบทางเศรษฐกิจของการเป็นเมืองไมซ์ กรณี จังหวัดเชียงใหม่

• Main Author: พงศกร แซ่ลิ่ม
• Other Authors: อ.ดร.ไพรัช พิบูลย์รุ่งโรจน์
• Format: Independent Study
• Language: Thai
• Published: เชียงใหม่ : บัณฑิตวิทยาลัย มหาวิทยาลัยเชียงใหม่ 2020
• Online Access: http://cmuir.cmu.ac.th/jspui/handle/6653943832/68948
• Institution: Chiang Mai University

The objective of this independent study is to examine the readiness of Chiang Mai province as a MICE City under the composition of the MICE City 10 sides consist of Accessibility, Accommodation, Avenue, Amenities, Attraction, Activities, Accountability, Advancement, Award/Awareness and Agency. Include analyzing the economic impact of being a MICE City of Chiang Mai. In addition, analyze the relationship that occurs between exogenous latent variable (Readiness of being a MICE City of Chiang Mai) with endogenous latent variable (Economic impact of being a MICE City of Chiang Mai). Data were collected from people living in Chiang Mai and tourists both Thai and International tourists of 800 samples combined with information obtained from interviews with those involved in the MICE industry in Thailand. The research model was developed from literature and tested empirically with a Structural Equation Model. The results show that the model is statistically fitted with the data at 95% level of confidence. In the measurement model, it shows that the aspects of a MICE City that Chiang Mai scores the highest are avenue and opportunity for business advancement. The aspect that Chiang Mai scores the lowest is readiness of transportation. The path model shows that the readiness of being a MICE City can enhance the economic impact significantly especialy the value added to the local business, followed by an improvement in infrastructure, income distribution and job creation respectively.