วิเคราะห์สมรรถนะเจ้าหน้าที่ประสานงานในสายอาชีพการจัดงานแสดงสินค้าบนฐานสมรรถนะตามความต้องการของอุตสาหกรรมไมซ์ในประเทศไทย
Year: 2026
Type: article
Abstract: This research aims to study and analyze the essential competencies for coordinators in the exhibition management profession according to the demands of Thailand's MICE industry, and to propose guidelines for developing vocational education curricula (Higher Vocational Certificate level) that align with labor market demands. The study employed qualitative research methodology through in-depth interviews with 9 purposively selected MICE industry entrepreneurs, using content analysis and data categorization. The research findings reveal that the essential competencies for coordinators based on the KSA Model comprise four main dimensions: (1) Knowledge encompasses foundational knowledge of the MICE industry, specialized field knowledge, procurement, marketing, law, and sustainability. Specific competencies include 9 areas covering registration systems, logistics, accommodation and travel management, and digital technology. (2) Skills include project planning and management, coordination, problem-solving, technology utilization, and English proficiency. Specific competencies comprise 13 areas emphasizing activity planning and coordination, negotiation, and networking. (3) Abilities involve data analysis, negotiation, risk management, and AI technology utilization. Specific competencies include 10 areas, particularly attention to detail, flexibility, and creativity. (4) Attitudes emphasize flexibility, professionalism, continuous learning, and service mindset. Specific competencies consist of 10 areas, especially positive attitudes toward service delivery and commitment to creating memorable customer experiences. The research recommends that educational institutions develop flexible modular curricula, emphasizing Work-integrated Learning by increasing the proportion of practical training to 60-70% of the curriculum, developing practical business English skills, integrating AI technology and sustainability into the curriculum, and establishing close collaboration with industry practitioners through an Industry Advisory Board system and mentorship programs to sustainably enhance the quality of personnel in Thailand's MICE industry.
Institution: Silpakorn University
Language: Thai
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7215629331