Author: Kim, Bun Hi
Title: Segmentation of convention attendees by benefits sought and their willingness to pay for additional programs
Advisors: Chon, Kaye (SHTM)
Degree: DHTM
Year: 2019
Subject: Congresses and conventions -- Planning
Congresses and convention -- Attendance
Hong Kong Polytechnic University -- Dissertations
Department: School of Hotel and Tourism Management
Pages: 184 pages : color illustrations
Language: English
Abstract: This study investigates the satisfaction level of convention attendees of the Asian Patent Attorneys Association (APAA) conference. To measure satisfaction, the study segments the members based on benefits sought. The main purpose of this study is to identify the 'willingness to pay (WTP) amount' for additional programs. The results offer benefits by helping to develop additional programs with appropriate price ranges. In this study, extant papers on benefit segmentation were firstly reviewed, and in-depth interviews were conducted as an initial step of the research. The main survey was performed using the Qualtrics survey system. Emails were sent six times to the 1,350 attendees of the APAA 2010 conference, and an on-site survey was conducted at the APAA 2018 Conference from November 17 to 20, 2018. Of the 320 respondents from the online and on-site surveys, 264 (82.5%) responses were used for analyses. The results of the cluster analysis show that convention attendees of the APAA conference can be divided into four segments: those who highly seek knowledge extension, socialization, and business opportunity (High KSBO), those who lowly seek all benefits (Low ALL), those who highly seek conference host's local life and health-related experience (High LLHE), and those who lowly seek knowledge extension, socialization, and a business opportunity (Low KSBO). Slight disparities were observed in the benefits sought and level of interest in additional programs, as well as the willingness to pay for such programs. Moreover, a disproportionate majority was interested in the supplemental programs but demonstrated cost sensitivity to the proposed programs. Female attendees, aged between 20 to 40 years, having comparatively lower income (USD 50,000 to 100,000), who had attended the conference for four or more times, are grouped as High KSBO. This group can be targeted as potential attendees of future conferences. According to the Poisson regression analysis, participants who expressed higher interests on extending knowledge and socialization projects illustrated willingness to pay for additional business meetings and the host country's traditional and local programs. Significant models were found in eight of the twelve Poisson regression models. The statistical model was used to predict the level of interest in participating in various 1-hour programs staged by a C-level from Korea's Top 30 enterprises, such as a small group forum, an executive roundtable breakfast meeting, or an in-depth case study class on IP dispute cases. The model also measured the level of interest in local activities, such as festivals and events, nightlife and evening entertainment, and traditional Korean costume (Hanbok) wearing. Finally, the model inquired into a willingness to participate in a one-day medical health check-up and a private group tour with an English-speaking guide (US$50) and a private vehicle. This research is particularly meaningful and significant to the convention industry and convention literature. Only a few studies have investigated the segmentation of participants based on benefits-sought clusters in the context of convention attendance. Accordingly, the present study identifies the determinants to explain the WTP amount for additional programs using independent variables relevant to socio-demographics, convention participation, and program content. This study offers marketing implications to convention stakeholders, such as host organizations and meeting planners, for a better understanding of attendees' perceptions of convention attendance to cater to their needs and wants.
Rights: All rights reserved
Access: restricted access

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