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I

Contents

Page

Contents I

List of Figures II

List of Table III

Chapter 1 Strategic management for enhance the event organization:

A case study of Khon Kaen Songkran Festival

1 1.1 Introduction

1.2 Organization Structure

1.3 Information on organizing the Songkran Festival in Khon Kaen Province

1.4 Problems 1.5 Options 1.6 Conclusion

1 5 6 8 9 10 Chapter 2 Handout Strategic management for enhance the event

organization: A case study of Khon Kaen Songkran Festival

11 2.1 Introduction

2.2 Objective

2.3 Subjects for the decision making 2.4 Relevant academic topic

2.5 Point to ponder 2.6 Possible Answer

2.7 Summary and Recommendations

11 12 13 13 14 14 49

Reference 51

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II

List of Figures

Page Figure 1 The Songkran Festival procession in Khon Kaen in 2018 3 Figure 2 Human wave playing activity at Khao Niew Road 3 Figure 3 Water splashing activity at Khao Niew Road 4

Figure 4 Retro dance activities 4

Figure 5 Songkran Festival Parade 5

Figure 6 Khon Kaen Municipality Structure 5

Figure 7 BCG Matrix 41

Figure 8 Benchmarking 44

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III

List of Table

Page Table 1 Statistics of the number of participants in the Isan Songkran

Festival

6 Table 2 Statistics on the amount of money spread in the Isan

Songkran Festival

7 Table 3 Summary of the organization's "SWOT Analysis" of the

environment

15 Table 4 Summary of External Factor Analysis (EFAS) 21 Table 5 The Internal Factor Analysis Summary (IFAS) 29 Table 6 Strategic Factor Analysis Summary (SFAS)” 34

Table 7 Analysis of the “TOWS Matrix” 40

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