The Perception of Marketing Mix of TICA by Convention Providers in Bangkok

Abstract

Abstract. Convention is one of the most important sectors within the business travel and also one of the fastest growing segments in world tourism. Thailand is recognized as one of the region's finest and best-equipped venues in Southeast Asia. This research is aimed to study the perception of marketing mix of TICA (Thailand Incentive and Convention Association) by the convention providers in Bangkok.This research studies the perception of convention providers towards TICA in marketing mix, which are product, price, promotion and distribution. Three hundred and eighty four questionnaires were distributed to the staff of convention hotels and convention centers in Bangkok. The respondents were asked to mark the TICA in eight aspects of marketing mix separately.From data analysis, the researcher found that there is a significant difference between convention hotels and convention centers in their perception of four aspects of marketing mix of the TICA in Bangkok.