Market Segmentation in Time of Crisis: A case study of the MICE sector in Thailand

Arcodia, Charles and Campiranon, Kom (2007) Market Segmentation in Time of Crisis: A case study of the MICE sector in Thailand. Journal of Travel and Tourism Marketing, 23 2/3/4: 151-161. doi:10.1300/J073v23n02_12

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Author Arcodia, Charles
Campiranon, Kom
Title Market Segmentation in Time of Crisis: A case study of the MICE sector in Thailand
Journal name Journal of Travel and Tourism Marketing   Check publisher's open access policy
ISSN 1540-7306
1054-8408
Publication date 2007
Sub-type Article (original research)
DOI 10.1300/J073v23n02_12
Open Access Status
Volume 23
Issue 2/3/4
Start page 151
End page 161
Total pages 11
Editor K. Chon
Place of publication Binghamton, NY, United States
Publisher Haworth Hospitality Press
Collection year 2008
Language eng
Subject C1
350599 Tourism not elsewhere classified
710599 Tourism not elsewhere classified
Abstract The MICE sector (Meetings, incentives, conventions, and exhibitions), has generated high foreign exchange revenue for the economy worldwide. In Thailand, MICE tourists are recognized as 'quality' visitors, mainly because of their high-spending potential. Nonetheless, Thailand's MICE sector has been influenced by a number of crises in the past since September 11, 2001. While a number of researchers have discussed the tourism market segmentation strategies during a crisis situation, less effort has been focused on the MICE sector. Using Thailand as a case study, this research has adapted Seaton and Bennett's (1996, p. 31) concept of tourism market segmentation in order to understand the market segmentation strategy implemented by organizations in the MICE sector in time of crisis.
Keyword Market segmentation
Marketing
crisis
MICE
tourism
Q-Index Code C1
Q-Index Status Confirmed Code

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
2008 Higher Education Research Data Collection
UQ Business School Publications
 
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Citation counts: Scopus Citation Count Cited 12 times in Scopus Article | Citations
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Created: Wed, 16 Apr 2008, 11:44:14 EST by Rosemaree Willett on behalf of School of Tourism