An Analysis of the Factors Influencing the Successful Implementation of MICE eRFP Platforms in the Hotel Business

  • Sarawut Ramjan College of Innovation, Thammasat University, Thailand
  • Kom Campiranon College of Innovation, Thammasat University, Thailand
Keywords: eRFP, MICE Platform, Hotel Business

Abstract

Although the hotel business relies on MICE as a survival strategy amongst stiff competition, uncertainty about the returns on investment for MICE platforms remains a problem for hotels. This research study collected data from staff from 403 Thai hotels that use electronic Requests of Proposal (eRFP). The data were analyzed using a data science approach, which is an interdisciplinary method combining service design, digital technology and statistical data analysis. By employing linear regression to test for factors influencing successful eRFP implementation in the hotel business, the results showed that speed of business and hotel management leadership were statistically significant in influencing staff performance via eRFP in fulfilling customer expectations. In terms of organizational size, small and medium-sized hotels, managerial commitment and staff participation in driving the organization were found to be statistically significant in impacting successful eRFP implementation in the hotel business. A personal touch, including customer interaction/response, user interface design, and the accommodation of special customer requests were also found to be statistically significant in affecting successful eRFP implementation. The tested factors can be applied in a successful eRFP development or procurement approach for the hotel business.

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Published
2020-06-09