Abstract

The Meetings, Incentives, Conventions, and Exhibitions (MICE) sector has become a strategic driver of regional economic development, yet secondary cities often lack the structural, governance, and experiential capacities required for competitive MICE positioning. This study proposes and empirically validates a triangulated analytical framework that integrates structural readiness, stakeholder governance capacity, and tourist perceptions to capture systemic misalignments in emerging MICE destinations, going beyond conventional applied readiness assessments. This study evaluates the preparedness of Nakhon Si Thammarat, Thailand, to develop as a sustainable MICE destination using a triangulated mixed-methods design comprising (1) a city readiness assessment based on TCEB’s eight criteria, (2) a survey of 400 tourists and MICE visitors, and (3) in-depth interviews with 20 key stakeholders. The weighted assessment indicated a moderate overall readiness score (3.48/5), with strengths in environmental management, safety, supporting activities, and accommodation. However, MICE venue capacity and city image remained notably weak. Tourists consistently perceived high readiness across most areas, whereas stakeholders highlighted major systemic issues, including fragmented governance, inconsistent MICE service quality, limited capacity for large events, and inadequate transportation integration. Triangulating these viewpoints reveals three analytically distinct preparation gaps—structural, policy implementation, and experience expectations—demonstrating a fundamental misalignment between experiential appeal and institutional capabilities. This study conceptualizes preparedness as a relational outcome impacted by infrastructure, governance procedures, and market perceptions, adding to the MICE destination and governance literature. The methodology can be used to examine comparable misalignments in other emerging or secondary MICE destinations. The findings guide governance-driven MICE city development plans for sustainability and competitiveness.