COMMERCIAL POTENTIAL AND READINESS OF THE LAO NATIONAL CONVENTION CENTER TO SUPPORT MICE INDUSTRY

This constructivist research in which case study method was used as the strategy inquiry aimed to study the potential, readiness and current state of management of the Lao National Convention Center (LNCC). The analysis and assessment of environment is a mean for devising strategic management framework of LNCC to support MICE industry. Key informants chosen by the author using purposive sampling method were: 1) those who devising policies and strategies, plans, programs and other activities involving special economic zone development, 2) those playing role in supporting the development and promotion, 3) beneficiary of strategic development, and 4) scholars and consultants with knowledge and experience in special economic zone development. According to research results, to be a revenue-generating agency and to enable efficient and full resource usage (venue, human resource and budget) in the midst of changes of environment of tough competition at the national level, LNCC had to use its strengths and opportunities as well as to reduce possible limitations or obstacles. All these focused on strategic management, managerial planning and systematic formulation of strategies. Such strategies were then implemented under activities and programs, which were consistent with plans. Also, the control was taken before, during and after operations in order to steer them in the direction that emphasized on the use of organizational resources in all activities and actions of different units in the organization for the achievement of maximum benefits.