MICE city ecosystems: building collaboration through information systems – a case study from Thailand

The research aims to establish MICE city ecosystems through information systems to foster collaboration among stakeholders in driving MICE cities. Objectives include developing an information system based on design thinking, investigating factors affecting the intention to use the system by examining MICE background knowledge, benefits, and Technology Acceptance Model (TAM) factors using correlation analysis and neural network techniques, and studying stakeholder satisfaction with the system. The methodology involves system development and quantitative research with government and private sector participants. Findings revealed high satisfaction with accessibility, performance, user interface, usability, and reliability. Significant factors affecting system use intention included MICE benefit recognition, perceived usefulness and ease of use of the MICE system, and trust in the MICE assessment. The case study of Surat Thani Province, Thailand, demonstrates practical implementation and impact of a collaborative information system on the local MICE industry. This research offers valuable insights for policymakers and stakeholders in other regions aiming to optimize their MICE ecosystems. The results can guide the development of similar ecosystems in other MICE destinations, promoting a collaborative and efficient MICE industry and driving future revenue streams.