Purpose: Officially published on October 11th, 2021, Thailand government under Thailand Convention and Exhibition Bureau (TCEB) expanded the areas for MICE ((Meetings, Incentives, Conventions, Exhibitions Cities) cities development nationwide and took pride in its inclusive initiative in developing the lower-tier cities, regardless of the uncertain pandemic. Based on the report by TCEB Annual Report (2021), the 13 primary MICE to be developed under “MICE City Initiative'' include the tier-one, tier-two and tier-three cities. This research aims to explore Thailand’s lower tier cities’ MICE attributes (the lower tier cities under MICE development) as to underpin an informed data for all scholars, MICE professionals and government Theoretical framework: This research recommends the development of dynamic and internal capabilities over their implications on MICE and destination level attributes Design/methodology/approach: By enabling the importance-performance (IP) analysis, and with 435 volunteers from the scholars and professionals in tourism, hospitality, MICE, travel businesses, this research has been able to serve the novelty within the study of lower-tier city development and capabilities. Findings: The finding of this study highlights (i) the first underpinning of the MICE capabilities analysis from the context of Thailand’s lower-tier cities - the research area that is oftentimes overlooked and consequently lacking; (ii) the overarching exploration on MICE attributes; (iii) the responsive and in-depth informed-research for the development of the lower-cities in Thailand; (iv) the offer of fresh MICE capabilities benchmarks for other ASEAN regions. In specific, the study discovered two significant concerns in the current MICE business in Thailand’s lower-tier cities; (i) the expected service standards in MICE facilities are still underperformed; (ii) whilst, the friendliness of tourism destinations is overperformed, hence, overkilled the importance. Research, Practical & Social implications: This research would serve a wide variety of travel and tourism and MICE professionals as well as scholars. Specifically for destination management; this research would navigate clear guidance for the holistic development of lower-tier cities in Thailand, and as a benchmark for other emerging countries. Originality/value: This study takes a huge pride towards novel scholarship contribution of MICE business capabilities in the emerging economies. This research is able to further the application of previous research by J. Whitfield, et al. (2014) on MICE attributes, and the theories of dynamic and internal capabilities – while at the same time, offer benchmarks for other ASEAN’s MICE destination development.
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