ACADEMIC ARTICLE

As the MICE industry evolves toward experience-based value creation, authentic cultural experiences have become essential for destination competitiveness. This study examines the Chef's Table Experience as a strategic MICE marketing model that leverages Thailand's culinary heritage to strengthen national image, soft power, and perceived competitive advantage.

Through a mixed-methods approach, the research develops and validates the SAVOR Model, providing both theoretical insights and practical recommendations for positioning Thailand as a leading experiential MICE destination.