The relationship between convention attending and repeat visitation

Pao Yue-kong Library Electronic Theses Database

The relationship between convention attending and repeat visitation

 

Author: Yoo, Jeung-sun
Title: The relationship between convention attending and repeat visitation
Degree: M.Sc.
Year: 2003
Subject: Hong Kong Polytechnic University -- Dissertations
Tourism -- China -- Hong Kong
Travel -- Research -- China -- Hong Kong
Department: Multi-disciplinary Studies
School of Hotel and Tourism Management
Pages: xi, 136 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1685337
URI: http://theses.lib.polyu.edu.hk/handle/200/4518
Abstract: Convention delegates' future behavioral intentions such as their advertising through word-of-mouth returning, has not been studied yet in convention tourism, thus, at a underpinning stage, this study aims to examine whether a convention trip motivates meeting delegates' returning for a meeting/convention and for pleasure. In the process, this study tests whether there are any returning motivation differences between first time and repeat visitors, and whether there are any differences between returning for a meeting/convention and for pleasure. The various influencing factors including trip profile factors, destination image factors, personal motivation factors are tested in order to examine which factors affect the probability of returning. Trip profile factors include delegates' length of trip, nights in Hong Kong, the number of previous visits, the main destination on this trip, the main reason of this trip and vice versa. The destination image factors involve security, air cleanliness, local transportation, local people's hospitality, price in the city, entertainment, shopping and vice versa. The personal motivation factors involve proximity of a destination to return, convenience to return, exploration, visiting friends and relatives and vice versa. The probability of returning is divided into two groups, high probability (61% and higher) and low probability (less than 60%) of returning (see figure 2.2.5). Finally, the relationship between overall satisfaction, desire to recommend, and desire to return, are tested with the probability of retuning both for another meeting and for pleasure. According to the tests implemented, the results show that the repeat visitors are more likely to return for another meeting/convention as well as for pleasure, but the number of previous visits did not show to have any relationship with the probability of returning for both purposes. There are no differences between the probability of returning for another meeting and for pleasure. Regarding the factors affecting the delegates' returning for another meeting and for pleasure, some factors appear to affect their returning both for another meeting and pleasure; however, some factors appear to affect only one. Those who are living in the vicinity of Hong Kong, Asians, and feel that it is near or convenient to access Hong Kong are more likely to return for both purposes. In addition, the delegates who do not bring companions are more likely to return as well. When delegates feel more familiarity, comfort, and exploration, they expressed more likelihood to return for both purposes. Thus, these pleasure/vacation motivators stimulate convention delegates to return not only for pleasure but also for another convention. In regard to revisiting for another convention, it should be noticed that some of the travel motivation factors, such as their familiarity and exploration, also stimulate them to revisit the destination for a convention trip. However, some destination image factors affect the delegates returning only for pleasure. But none of the destination image factors seem to inspire the meeting delegates' probability of returning for another convention. The overall satisfaction doesn't appear to have any relationship with the probability of returning for both purposes. It can be concluded that some personal motivation factors, their previous visit experiences, or other association factors which have not been tested in this study are more important for the convention delegates to return for another convention. The ones, who express high probability of returning as travelers, are more satisfied with entertainment, nightlife, or other activities of Hong Kong than the ones who are not likely to return for pleasure. In order to motivate more convention delegates to return both for another meeting and for pleasure, specific tourism strategies need to be implemented depending on whether delegates are returning for another meeting or for pleasure. However, in many cases, tourism strategies would serve two ends, since the convention delegates who feel more familiarity, comfort, and exploration, are more likely to return for both purposes. It appears that if the delegates' overall satisfaction level is quite high then their desire to recommend Hong Kong both as a convention destination and as a pleasure destination is most positive. But the relationship with their low and high probability of returning shows somewhat different pictures according to their purposes of returning. In the case of returning for another meeting, overall satisfaction and the desire to recommend do not appear to have any relationship with their low and high probability of returning. But regarding the desire to return, it showed a positive relationship with their probability of returning for another convention; therefore, the more the desire to return, the stronger the probability of returning. In the case of returning for pleasure, as such, there does not emerge any significant relationship between overall satisfaction and the probability of returning for pleasure. However, sensibly, those who have high desire to recommend and high desire to return to Hong Kong for pleasure, consequently, show high possibility to return by themselves for pleasure. Overall, the findings imply that there is a positive relationship between their desire and their possibility of returning to a destination for both purposes. The convention participant's repeat visitation should be of great interest to academics and researchers, since attracting new customers or visitors costs five or six times more than retaining present customers. The ones who have good impressions or experiences would advertise about a destination to potential visitors rather quickly, even when they may not be able to make their actual return trip. Thus, providing good impressions or images of a convention destination to convention delegates could be advantageous for keeping the long-term competitiveness of a destination.

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