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Purpose: The aim of this study is to examine the adoption of new technology within the Meetings, Exhibitions and Conventions sector in Thailand.
Theoretical framework: An adapted version of the diffusion of innovation theory combined with variables from the Technology Acceptance Model (TAM) is used to define the key variables upon which data is gathered.
Design/Methodology/Approach: The study reviews the MEEC/MICE sector in Thailand and its importance, the existing level of the adoption of new technology and the government plan to encourage further adoption. An online survey of 302 MEEC/MICE Organizers is analyzed using stepwise Multiple Linear regression to estimate the attitude of the organizers toward new technology and which factors have the greatest influence on their intention to adopt new technology further.
Findings: The results indicate that 85% of the study participants are currently adopting MEEC/MICE technological innovation in one way or another, and 99.6% are of the opinion that they will adopt it in the future. The study also indicates that the business environment, of which government policy is a major factor, can have an influence on both the attitude and the adoption intention of technology, but that their own attitude to technology is the factor with most weight and that the respondent’s attitude to new technology is mostly influenced by their employees’ capability.
Research, practical & social implications: The Thai government is attempting to change the Thai economy from a manufacturing economy to a high value advanced economy. The further adoption of new technology in this important sector is a vital part of this attempt.
Originality/Value: The study is the first study in Thailand to use inferential statistical analysis to estimate the most important factors determining MEEC/MICE operators’ adoption of new technology.
