The Competency and Roles of Coordinators to Enhance for Excellent Management in MICE, Thailand

This research aimed to understand the competency and roles of coordinators through holistic review, investigate significant issues in coordinator development, and provide an implication to strengthen coordinator development. Data were collected based on qualitative research by in-depth interview key informants of various groups, namely, experts in the field and personnel development specialists industry from government agencies and associations in the MICE to complete data analysis using content analysis. The result found that the competency of coordinators in the MICE industry to enhance for excellent service are comprising of 11 aspects. Problems and limitations in industry are lacking people patience in workload, professionalism, experiences. Furthermore, the factor elements to improve the performance of coordinators in personal aspects were knowledge, attitude, and motivation. Group factors were teamwork and relationship in the workplace. Cooperate factors were the organizational culture, values teamwork, and a good relationship within the organization. The implication of this study is to enhancement the public, private and educational sectors’ awareness and implement those issues to manage human capital which is a key factor in creating a competitive advantage for the MICE industry.