STRATEGIC IMPLEMENTATION: A CASE OF MICE HOTELS IN THAILAND

Abstract

Maintaining a market share in an increasingly dynamic environment is one of the most challenging tasks for the hotel and hospitality industry. To successfully achieve long-term competitive advantage, Meetings, Incentives, Conferences and Exhibitions (MICE) hotels should focus on a strategic operational process. The purpose of this study is to identify the role of the implementation process in mediating the relationship between MICE influential factors and MICE performance. The variables of statistics used as a research tool are derived from well-established literature to develop a clearly defined measurement of variables. This study uses the quantitative method of analysis by distributing a questionnaire to 416 respondents working in MICE hotels across Thailand. The respondents range from employees to top-management staff involved in the implementation of MICE strategy. Also, structural equation modeling (SEM) was used to examine the mediating role of the implementation process on the relationship between MICE influential factors and MICE performance. Results confirmed that the MICE influential factors positively relate to the implementation process and in turn the implementation process positively relates to MICE performance. There is a direct relationship between an increase in effective implementation and an increase in MICE performance ratings. However, there is no direct relationship found between the MICE influential factors and MICE performance. As a result, the implementation process plays an important mediating role on the relationship between MICE influential factors and MICE performance, serving as a bridge or stepping stone to see the beginning factors reach a common goal. These results have significant contributions for both MICE research and practice. The findings of this study can be used as guidance for improving appropriate implementation process for new strategies. The results also indicate that MICE influential factors can enhance MICE performance in a beneficial way.

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