Towards an Integrated Account of Competence-based Theory of Competition for Community-based MICE Tourism Segment Transformation Effort

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Chai Ching Tan


Community-based tourism (CBT) is a feasible avenue to help revive the tourism markets during and in post COVID-19, and in particular, due to social distancing and safety measures requirements, communities can pivot towards the MICE (Meetings, Incentives, Conventions and Exhibitions) tourism markets. This paper contributes in two-fold domains. First, the theoretical clarifications and an easily implementable framework that integrates the oft-confused terms, such as competencies, competences and capabilities, is proposed, based on the systematic literature review.Second, the Tribes ETC (Experience, Tea and Coffee) communities, located in Chiang Rai, Thailand, who are qualified to extendtheir community-based tourism (CBT) projects to the MICE market, for cushioning the negative impact of COVID-19 and as a part of strategic pivoting, are selected for the illustration and structural equation modeling (SEM)-validation.

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