EXHIBITORS’ PERSPECTIVES ON COMPETITIVENESS OF EXHIBITION INDUSTRY IN THAILAND

Authors

ผศ.ดร.รักษ์พงศ์ วงศาโรจน์

Published

THE 9TH IPEIC 2019 INSTITUTE OF PHYSICAL EDUCATION INTERNATIONAL CONFERENCE

Abstract

Among the growth of global exhibition industry, Asia is strongly positioned to remain
one of the most attractive trade fair markets worldwide. Despite the positive direction of the
country’s large market size and revenue in its sub-region, Thailand is facing intensive competition
both in existing, and high potential new entrants from emerging ASEAN countries. Therefore,
the country needs to review its position in regard to competitiveness.
The purpose of this study was to explore competitiveness attributes of exhibition industry
in Thailand from exhibitors’ perspectives. This study employed quantitative method to explore
competitiveness attributes of exhibition industry in Thailand from exhibitors’ perspectives. The
questionnaire survey was conducted at 14 international exhibitions in Thailand during 2015 and
2016. The result of EFA determined three competitiveness factors which were: – 1) exhibition
attributes, 2) destination attributes, and 3) enabling environment.
The result showed that Thailand’s exhibition industry has weaknesses in destination
and enabling environment factors. These factors are concerning about the facilitation of the
country towards the exhibition industry. Therefore, it is recommended to focus more on
improving enabling environment to facilitate the ease of doing business in Thailand. Although the
roles of government must be highly involved to support those factors, the collaboration
among stakeholders is also vital to drive its competitiveness.

EXHIBITORS’ PERSPECTIVES ON COMPETITIVENESS OF EXHIBITION INDUSTRY IN THAILAND. The Emerald Hotel Bangkok, THE 9TH IPEIC 2019 INSTITUTE OF PHYSICAL EDUCATION INTERNATIONAL CONFERENCE (1-9).