DOCTORAL DISSERTATION SUMMARY: Generational cohorts affiliation as a basic behavioural determinant of congress tourism participants

Purpose Tourism, as a rapidly transforming area in the sphere of supply and demand, is experiencing constant and rapid change, both at the international and the domestic markets. Such rapid development leads to the emergence of specific forms of tourism. One such form is congress tourism, an important segment of tourism with notable qualitative, quantitative and financial effects on the economy of each particular country which, as such, is becoming increasingly significant by affecting the extension of the tourist season. The development of congress tourism brings multiple benefits for both: organizers and the destination, through the development of infrastructure and innovating supply. In recent decades, the meetings industry has experienced significant growth and has become a truly global phenomenon. Large business gatherings, especially those international, contribute to economic benefits, but also to the image of the hosting destination. Business gathering are the promoters of the destinations. At the same time they are extending the tourist season. Satisfied participants often return to the destination in a private arrangement. Just like for most organizers, the main economic objective of organizing a congress is profit making. In everyday business, especially in times of global financial crisis, there is an increasing pressure on the congress organizers to ensure positive financial effects of business meetings. Since attendance, or the number of participants, is the best predictor of financial results, attracting more participants becomes their main task, commonly described by the term "delegate boosting". With the increase in the number of congresses and conferences, understanding of participants\u27 congressional experience assessment is becoming more important than ever. At the same time, many companies are looking for ways of reducing operating expenses. Business trips are among the most common elements on which budget cuts are applied, resulting in a declining congress and conference attendance of national and international participants. The main purpose of this study was to develop a conceptual framework to understand convention attendees\u27 evaluation of convention experience based on generational cohort belonging, in order to better understand their return intention. Since there are four generational cohorts in the labor market, this research was conducted with the purpose to identify behavioral intention of Baby Boomers, Generation X, Generation Y and Millennials regarding their congress experience. Specifically, the evaluation of congress experience was investigated through four constructs, namely attractiveness of congress destination, possibility for social networking and professional education, perceived multidimensional value through emotional, functional and social value and behavioral intentions as the last construct. Increasingly fierce competition among congress organizers and host destination suggests the need to understand the return intention of congress attendees, which incurs great impact on the financial benefits of both convention organizers and host destinations. Based on the extensive literature review of congress and business tourism, hospitality and general marketing research, constructs of interest were identified and the hypothetical relationships were established for testing. For the purposes of the dissertation, data was collected from the primary and secondary sources. Primary data were used in the empirical part of the research. They were collected through an on line questionnaire. Secondary data were collected from domestic and foreign scientific and professional literature and through online sources. Methodology University employees elected to scientific backgrounds were the target population for research of the congress tourism participants\u27 behavioural intentions. The main reason for making them target population is the fact that these employees have an obligation to participate in congresses, conferences or symposium, which at the same time enables them to educate themselves, but also to publish their research in congress proceedings. Sample of this research is made up of employees of all state universities in the Republic of Croatia: Josip Juraj Strossmayer University of Osijek, Juraj Dobrila University of Pula, University of Dubrovnik, University of Rijeka, University of Split, University of Zadar and University of Zagreb. Out of a total of 1,228 responses, detail analysis and elimination of incomplete on-line surveys, led to the final sample of 981 correctly completed survey questionnaires, with a return rate of 12.94%. For the purpose of the survey, respondents were asked to answer the questions via a on line questionnaire based on experience gained at the last congress held outside their work or residence place and where they stayed for more than 24 hours. The questionnaire consists of 6 units and contains 55 variables. Techniques of descriptive statistics were used for the presentation of indicator calculations, frequency calculations and graphical representations. The differences in proportions between groups were tested by Chi-square test, and the relationship between the nominal variables was expressed by the Cramer V measure and the additional quantified ratio of appearance was expressed by univariate logistic regression methods. In order to form a subgroup, cluster analysis was used based on the Ward coupling and Euclidean distance, while the optimal number of clusters was determined by the dendrogram method based on the Calinski-Harabasz pseudo index. Findings Based on the conceptual and empirical research, it is possible to confirm the basic scientific hypothesis of this doctoral dissertation: Belonging to a generational cohort influences the behavioral intentions of congress participants. In order to support this claim, the following will summarize the findings of the empirical part of the research and highlight the application of the results in theory and practice. By analyzing individual segments of a congress destination and how it is perceived by members of the generational cohort, it is possible to conclude the following: accessibility of the congress destination is important to older generational cohorts, especially to Baby Boomers, and it certainly plays a large role in the decision-making process whether to attend the congress. They give less importance to the integral destination product in which they differ from the younger generations. The gastronomic offer as well as the cultural attraction of the destination have been best rated by Millennials, while Generation Y shows the most interest in shops and entertainment in the congress destination. Better perceptions of the congress destination suggest that the destination, along with its accompanying tourist facilities, plays a significant role in congress selection precisely among members of the younger generations such as Millennials and members of Generation Y. Presentations by prominent speakers in the working field, the possibility of getting insight into changes / new developments in the profession, as well as the ability to exchange knowledge and ideas, are of particular importance to older generations, especially Baby Boomers and to Generation X. Such statistics points out the importance of the professional development for the members of the older generations. Social networking is equally important to Millennials and Baby Boomers. What Millennials disagree with their older counterparts is the claim that attending congress improves their status in the profession. It can be concluded that congress level of expertise is important when deciding whether to participate. Baby Boomers attach greater importance to professional development, while Millennials place emphasis on social networking. By analyzing the multidimensional perceived value of congress, the following is concluded: there is no statistically significant difference between congress participants, members of different generational cohorts, in assessing the emotional value of congress, which is not the case for the other two multidimensional congress values. Baby Boomers think the cost of participation is proportional to the congress benefits, which means they best evaluate the functional value of congress. Attending a congress helps them feel accepted by the profession and at the same time it improves their status among colleagues, leading to the conclusion that they recognize the importance of the social value of congress. As the older generation cohorts rate congress better and less attention they give to the congress destination, the are more likely to recommend the congress to their colleagues. When it comes to younger cohorts specifically Millennials, it could be concluded that they have a greater role to play in choosing a congress, so they are much more critical in deciding whether to attend the same congress in the future. Originality of the research Conducted research revealed the correlation between belonging to the generational cohort and the way of evaluating congress level of expertise and congress destination, as well as the behavioral intention of the congress participants in terms of their willingness to attend the same congress in the future. Previous research identified the most influential motivators for decisions making about attending the congress. The scientific contribution of this research is evident in the new division of participants based on belonging to the generational cohorts. The research findings provide meaningful information for associations, host locations, and meeting planners allowing them to identify factors influencing conventions attendees\u27 satisfaction and return intention. Obviously, those findings will be useful to congress organizers in order to create better congress programs and to use more appropriate marketing strategies for reaching target generational cohorts

DOCTORAL DISSERTATION SUMMARY: Generational cohorts affiliation as a basic behavioural determinant of congress tourism participants

Purpose Tourism, as a rapidly transforming area in the sphere of supply and demand, is experiencing constant and rapid change, both at the international and the domestic markets. Such rapid development leads to the emergence of specific forms of tourism. One such form is congress tourism, an important segment of tourism with notable qualitative, quantitative and financial effects on the economy of each particular country which, as such, is becoming increasingly significant by affecting the extension of the tourist season. The development of congress tourism brings multiple benefits for both: organizers and the destination, through the development of infrastructure and innovating supply. In recent decades, the meetings industry has experienced significant growth and has become a truly global phenomenon. Large business gatherings, especially those international, contribute to economic benefits, but also to the image of the hosting destination. Business gathering are the promoters of the destinations. At the same time they are extending the tourist season. Satisfied participants often return to the destination in a private arrangement. Just like for most organizers, the main economic objective of organizing a congress is profit making. In everyday business, especially in times of global financial crisis, there is an increasing pressure on the congress organizers to ensure positive financial effects of business meetings. Since attendance, or the number of participants, is the best predictor of financial results, attracting more participants becomes their main task, commonly described by the term "delegate boosting". With the increase in the number of congresses and conferences, understanding of participants\u27 congressional experience assessment is becoming more important than ever. At the same time, many companies are looking for ways of reducing operating expenses. Business trips are among the most common elements on which budget cuts are applied, resulting in a declining congress and conference attendance of national and international participants. The main purpose of this study was to develop a conceptual framework to understand convention attendees\u27 evaluation of convention experience based on generational cohort belonging, in order to better understand their return intention. Since there are four generational cohorts in the labor market, this research was conducted with the purpose to identify behavioral intention of Baby Boomers, Generation X, Generation Y and Millennials regarding their congress experience. Specifically, the evaluation of congress experience was investigated through four constructs, namely attractiveness of congress destination, possibility for social networking and professional education, perceived multidimensional value through emotional, functional and social value and behavioral intentions as the last construct. Increasingly fierce competition among congress organizers and host destination suggests the need to understand the return intention of congress attendees, which incurs great impact on the financial benefits of both convention organizers and host destinations. Based on the extensive literature review of congress and business tourism, hospitality and general marketing research, constructs of interest were identified and the hypothetical relationships were established for testing. For the purposes of the dissertation, data was collected from the primary and secondary sources. Primary data were used in the empirical part of the research. They were collected through an on line questionnaire. Secondary data were collected from domestic and foreign scientific and professional literature and through online sources. Methodology University employees elected to scientific backgrounds were the target population for research of the congress tourism participants\u27 behavioural intentions. The main reason for making them target population is the fact that these employees have an obligation to participate in congresses, conferences or symposium, which at the same time enables them to educate themselves, but also to publish their research in congress proceedings. Sample of this research is made up of employees of all state universities in the Republic of Croatia: Josip Juraj Strossmayer University of Osijek, Juraj Dobrila University of Pula, University of Dubrovnik, University of Rijeka, University of Split, University of Zadar and University of Zagreb. Out of a total of 1,228 responses, detail analysis and elimination of incomplete on-line surveys, led to the final sample of 981 correctly completed survey questionnaires, with a return rate of 12.94%. For the purpose of the survey, respondents were asked to answer the questions via a on line questionnaire based on experience gained at the last congress held outside their work or residence place and where they stayed for more than 24 hours. The questionnaire consists of 6 units and contains 55 variables. Techniques of descriptive statistics were used for the presentation of indicator calculations, frequency calculations and graphical representations. The differences in proportions between groups were tested by Chi-square test, and the relationship between the nominal variables was expressed by the Cramer V measure and the additional quantified ratio of appearance was expressed by univariate logistic regression methods. In order to form a subgroup, cluster analysis was used based on the Ward coupling and Euclidean distance, while the optimal number of clusters was determined by the dendrogram method based on the Calinski-Harabasz pseudo index. Findings Based on the conceptual and empirical research, it is possible to confirm the basic scientific hypothesis of this doctoral dissertation: Belonging to a generational cohort influences the behavioral intentions of congress participants. In order to support this claim, the following will summarize the findings of the empirical part of the research and highlight the application of the results in theory and practice. By analyzing individual segments of a congress destination and how it is perceived by members of the generational cohort, it is possible to conclude the following: accessibility of the congress destination is important to older generational cohorts, especially to Baby Boomers, and it certainly plays a large role in the decision-making process whether to attend the congress. They give less importance to the integral destination product in which they differ from the younger generations. The gastronomic offer as well as the cultural attraction of the destination have been best rated by Millennials, while Generation Y shows the most interest in shops and entertainment in the congress destination. Better perceptions of the congress destination suggest that the destination, along with its accompanying tourist facilities, plays a significant role in congress selection precisely among members of the younger generations such as Millennials and members of Generation Y. Presentations by prominent speakers in the working field, the possibility of getting insight into changes / new developments in the profession, as well as the ability to exchange knowledge and ideas, are of particular importance to older generations, especially Baby Boomers and to Generation X. Such statistics points out the importance of the professional development for the members of the older generations. Social networking is equally important to Millennials and Baby Boomers. What Millennials disagree with their older counterparts is the claim that attending congress improves their status in the profession. It can be concluded that congress level of expertise is important when deciding whether to participate. Baby Boomers attach greater importance to professional development, while Millennials place emphasis on social networking. By analyzing the multidimensional perceived value of congress, the following is concluded: there is no statistically significant difference between congress participants, members of different generational cohorts, in assessing the emotional value of congress, which is not the case for the other two multidimensional congress values. Baby Boomers think the cost of participation is proportional to the congress benefits, which means they best evaluate the functional value of congress. Attending a congress helps them feel accepted by the profession and at the same time it improves their status among colleagues, leading to the conclusion that they recognize the importance of the social value of congress. As the older generation cohorts rate congress better and less attention they give to the congress destination, the are more likely to recommend the congress to their colleagues. When it comes to younger cohorts specifically Millennials, it could be concluded that they have a greater role to play in choosing a congress, so they are much more critical in deciding whether to attend the same congress in the future. Originality of the research Conducted research revealed the correlation between belonging to the generational cohort and the way of evaluating congress level of expertise and congress destination, as well as the behavioral intention of the congress participants in terms of their willingness to attend the same congress in the future. Previous research identified the most influential motivators for decisions making about attending the congress. The scientific contribution of this research is evident in the new division of participants based on belonging to the generational cohorts. The research findings provide meaningful information for associations, host locations, and meeting planners allowing them to identify factors influencing conventions attendees\u27 satisfaction and return intention. Obviously, those findings will be useful to congress organizers in order to create better congress programs and to use more appropriate marketing strategies for reaching target generational cohorts

THE EFFECT OF THE CONVENTION SPECIFIC DIMENSIONS ON UNIVERSITIES TEACHING STAFF BEHAVIORAL INTENTION

Purpose – The aim of this paper is to assess the influence of participation frequency at the conventions on universities teaching staff’s behavioral intentions. Design –The convention tourism attendees’ behavioral intentions evaluation was conducted through the constructs of site-specific dimensions and convention-specific dimensions. Methodology – In order to test proposed hypotheses, following establishment of measurement invariance across groups, structural equation model was fitted to both groups of participants. Approach – The online questionnaire was conducted among the teaching staff of all universities in the Republic of Croatia. The final sample consisted of 978 correctly completed questionnaires. Findings – Two groups differ in the effect of accessibility. It does not predict behavioral intentions for those that visit one convention per year while it predicts behavioral intentions of the attendees that visit more than one convention per year. Both groups’ behavioral intentions are predicted by their rating of conventions’ social networking and professional education opportunities. Originality of the research – The research findings will help the convention organizers to better understand the needs of both groups’ participants and thereby to encourage their repeated participation and dissemination of positive recommendations

An Analysis of Nautical and Cruise Tourism in Slovenia (2005-2015) and its Position among other Mediterranean countries

This article is dedicated to presenting nautical tourism in Slovenia. The basic purpose is to evaluate the extent of nautical tourism, since data on this type of tourism in Slovenia are lacking. Slovenia has three marinas, a few moorings and a passenger terminal. Despite its small coastal strip (46 km), all forms of nautical tourism are represented. This article consists of theoretical and analytical work. The theoretical part presents a number of basic definitions relating to nautical tourism and cruises. This work will also present the development of this form of tourism in Slovenia to date. Slovenia’s first marina was built in 1979 in Portorož, while cruise tourism in Slovenia began later, in 2005. Due to its diversity in a small area, Slovenia is an ideal starting point for (maritime) excursions. In the analytical part, numerical traffic data for the period 2005 to 2015 from marinas and the Port of Koper have been collated and analysed. This work is based on data collected by the marinas themselves, since the official nautical traffic statistics are not recorded. The main results of our analysis indicate that nautical tourism in Slovenia has experienced a large decline since 2005. The exception is cruise tourism, which has shown strong growth

Motivational Factors of Generation Z for Attending the Conferences: Business or Pleasure – why not Bleasure?

Student conferences are a significant segment of student life, providing additional education and professional development. They contribute to the increasingly necessary networking, dissemination of ideas, knowledge, skills and competencies. An important consideration in organizing student conferences to attract participants is to explore participants’ motivations for attending conferences. As student conferences are becoming increasingly important, this paper explores Generation Z’s motives for attending student conferences. The aim of this paper is to investigate or determine Generation Z’s motives for attending student conferences. To this end, the following hypotheses indicate that destination and conference program represent significant motivational factors for Generation Z to attend student conferences. The research was conducted with Generation Z students in Croatia and surrounding countries, with a sample of 206 respondents. The research results confirm this, as Generation Z emphasizes the program and content of the conference as the most important motives for attending conferences (although the student conference program differs from the program of scientific and professional conferences), as well as the attractiveness of the destination. The specificity of this generation lies in the fact that they are technologically literate and strive for new experiences, for something they cannot find on YouTube. The contribution of this paper is that it helps conference organizers to adapt to Generation Z, as it offers them some new insights into Generation Z’s motivating factors for attending conferences

Motivational Factors of Generation Z for Attending the Conferences: Business or Pleasure – why not Bleasure?

Student conferences are a significant segment of student life, providing additional education and professional development. They contribute to the increasingly necessary networking, dissemination of ideas, knowledge, skills and competencies. An important consideration in organizing student conferences to attract participants is to explore participants’ motivations for attending conferences. As student conferences are becoming increasingly important, this paper explores Generation Z’s motives for attending student conferences. The aim of this paper is to investigate or determine Generation Z’s motives for attending student conferences. To this end, the following hypotheses indicate that destination and conference program represent significant motivational factors for Generation Z to attend student conferences. The research was conducted with Generation Z students in Croatia and surrounding countries, with a sample of 206 respondents. The research results confirm this, as Generation Z emphasizes the program and content of the conference as the most important motives for attending conferences (although the student conference program differs from the program of scientific and professional conferences), as well as the attractiveness of the destination. The specificity of this generation lies in the fact that they are technologically literate and strive for new experiences, for something they cannot find on YouTube. The contribution of this paper is that it helps conference organizers to adapt to Generation Z, as it offers them some new insights into Generation Z’s motivating factors for attending conferences

Event management literature: Exploring the missing body of knowledge

English is increasingly the dominant language of academic scholarship. This means that much research produced in other languages is overlooked, a tendency strengthened by the growing power of global publishers and university ranking systems. This initial scoping study provides an exploratory review of non-English scholarship in the field of event management, drawing on an extensive literature search in Arabic, Croatian, Czech, Dutch, Italian, Portuguese, Slovenian and Spanish. We find a considerable number of event management publications in these languages, which effectively represent a ‘missing body of knowledge’ for scholars working in English. Only about 10% of these non-English sources are covered by Scopus, for example. Our scoping study indicates that this excludes many scholars and potentially interesting areas of work from the global event management corpus. We suggest several strategies which could be employed to address these issues

Generational cohorts affiliation as a basic behavioural determinant of congress tourism participants

Turizam, kao područje brzoga transformiranja u sferama ponude i potražnje, doživljava konstantne i inovativne promjene, kako na međunarodnom tako i na domaćem tržištu. Ubrzani razvoj i promjene u motivima turističkih kretanja dovode do pojave posebnih, odnosno, specifičnih oblika turizma. Kao jedan od oblika javlja se i kongresni turizam čineći značajan segment turizma sa zapaženim kvalitativnim i kvantitativnim efektima stoga sve više dobiva na svom značenju direktno utječući na produženje turističke sezona. Kroz razvoj kongresnoga turizma postižu se višestruke koristi kako za organizatore kongresa tako i za destinaciju kroz izgradnju infrastrukture, inoviranje ponude i slično. Poslovna okupljanja doživjela su značajan rast u posljednjih nekoliko desetljeća i postala su istinski globalni fenomen. Veliki skupovi, posebno oni međunarodni, pridonose ekonomskoj koristi, ali i imiđu destinacije. Poslovna okupljanja promotor su destinacije. Zadovoljni sudionici nerijetko se vraćaju u destinaciju u privatnom aranžmanu. Stvaranje profita često je glavna svrha održavanja kongresa. U svakodnevnom poslovanju, a posebno u vrijeme globalne financijske krize, povećava se pritisak na organizatore kongresa kako bi se osigurali pozitivni financijski učinci poslovnih okupljanja. Brojnost sudionika poslovnoga okupljanja, za organizatore kongresa najbolji je prediktor u predviđanju financijskoga rezultata. Privlačenje većega broja sudionika postaje glavni zadatak organizatora kongresa za što je u stranoj literaturi uvriježeni termin delegate boosting. Porastom brojnosti kongresa, razumijevanje procjene kongresnih iskustava od strane učesnika postaje važnije nego ikada. U isto vrijeme, mnoga poduzeća traže način kako smanjiti troškove poslovanja pri čemu su poslovna putovanja jedno od najčešćih elemenata na kojima se rade uštede, a rezultat takvih mjera očituje se u padajućoj posjećenosti nacionalnih i internacionalnih sudionika na kongresima. Uzimajući u obzir trenutnu ponudu i potražnju za kongresnim okupljanjima, cilj ove disertacije je razviti konceptualni okvir za razumijevanje procjene zanimljivosti, stručnosti i atraktivnosti posjećenoga kongresa od strane kongresnih sudionika u svrhu boljeg razumijevanja njihove namjere ponašanja u vidu iskazivanja interesa za ponovnim sudjelovanjem na istom kongresu u budućnosti, širenja pozitivnih utisaka, preporuka i poticanja svojih kolega na sudjelovanje na posjećenom kongresu. Naime, procjena kongresa ispitana je kroz četiri konstrukta: ocjena kongresne destinacije, ocjena kongresa, multidimenzionalna percipirana vrijednost kongresa (emocionalna, društvena i funkcionalna) i II namjere ponašanja sudionika kongresa. Sve jača konkurencija među organizatorima kongresnih okupljanja i destinacijama, domaćine upućuje na potrebu za razumijevanjem načina ocjenjivanja kongresa od strane kongresnih sudionika kao i namjere povratka sudionika na kongres u budućnosti što u konačnici ima velik utjecaj na financijske benefite, kako organizatora kongresnoga okupljanja, tako i same kongresne destinacije. Na temelju opsežnoga pregleda dostupne literature o poslovnom i kongresnom turizmu, ugostiteljstvu te literature marketinških istraživanja utvrđeni su konstrukti i postavljene su osnovne i pomoćne hipoteze. Temeljem provedenoga anketnog istraživanja na uzorku kojeg čine djelatnici sveučilišta na području Republike Hrvatske koji su česti sudionici kongresnih okupljanja, doneseni su zaključci o ponašanju sudionika kongresnoga turizma uzimajući u obzir njihovu pripadnost određenoj generacijskoj skupini. Istraživački nalazi pružaju značajne informacije za organizatore kongresnih događanja, destinacije domaćine i planere kongresnih okupljanja. Oni im omogućuju prepoznavanje ključnih čimbenika koji utječu na ocjenu kongresa i namjeru ponovljenoga sudjelovanja na istom kongresu u budućnosti. Zaključci ove disertacije pomoći će organizatorima kongresa u kreiranju kongresnoga programa kao i načina marketinškoga oglašavanja kongresa diferencirano, ovisno o generacijskim skupinama koje žele privući na kongresno okupljanje. U ozračju aktualnih trendova i donesenih zaključka, u disertaciji predložena je najučinkovitija strategija za privlačenje što većeg broja sudionika.Tourism, as a rapidly transforming area in the sphere of supply and demand, is experiencing constant and rapid change, both at the international and the domestic markets. Such rapid development leads to the emergence of specific forms of tourism. One such form is convention tourism, an important segment of tourism with notable qualitative, quantitative and financial effects on the economy of each particular country which, as such, is becoming increasingly significant by affecting the extension of the tourist season. The development of convention tourism brings multiple benefits for both organizers and the destination, through the development of infrastructure, innovating supply and the like. In recent decades, the meetings industry has experienced significant growth and has become a truly global phenomenon. Large business gatherings, especially those international, contribute to economic benefits, but also to the image of the hosting destination. Business gathering are the promoters of the destinations. Satisfied participants often return to the destination in a private arrangement. Creating profits is often the main economic objective of holding a congress. Just like for most organizers, the main economic objective of conferencing is profit making. In everyday business, especially in times of global financial crisis, there is an increasing pressure on the congress and conference organizers to ensure positive financial effects of business meetings. Since attendance, or the number of participants, is the best predictor of financial results, attracting more participants becomes their main task, commonly described in foreign literature by the term "delegate boosting". With the increase in the number of congresses and conferences, the understanding of participants' congressional experience assessment is becoming more important than ever. At the same time, many companies are looking for ways or reducing operating expenses. Business trips are among the most common elements on which budget cuts are applied, resulting in a declining congress and conference attendance of national and international participants. Only four decades ago, the hospitality industry looked at servicing the conventions and meetings market as a “necessary evil” and meetings and convention business was regarded as a fairly insignificant market segment. The few meetings held were typically conventions or small business meetings. Convention delegates were usually white males attending primarily IV for the food and fun. Activities for spouses, who were usually wives, were scarce, and since people didn’t travel much, the convention was looked upon as a mini-vacation of sorts. Few hotels had convention departments to assist in meeting planning or to solicit convention business, and the position of convention service manager was a rarity. Most meetings business was handled by the property’s sales department, which handled sporadic requests from non-professional meeting planners, such as secretaries or clerical support staff. The conventions and meetings industry is vastly different today. Meetings and convention business may account for as much as 70 percent of the sales volume in major hotels, while smaller properties generally realize 15 to 20 percent of their business from the group segment. While leisure travelers may represent larger numbers for the hospitality industry, meeting attendees who frequently travel on an expense account, bring in the lion’s share of revenue in addition to benefiting properties by filling “soft spots” and generating word of mouth business. Therefore, the lucrative convention and meetings market is becoming an increasingly important and competitive target market. To take advantage of the profitable meetings and conventions market, it is important to become aware of the trends that have affected it over the past few years. One of the most important factors impacting the convention industry has been the increase of female business travelers. As a result of the growth of this market segment, which is generally more discriminating and security conscious than the typical male business traveler, many properties have offered additional amenities. Areas such as open atrium lobbies and business floors with conference space have been added to provide female business travelers an alternative to meeting with male clients or associates in their rooms or a hotel bar. Hotel bars, too, have changed. Many have adopted an open format in lobby areas, making them more inviting for casual patronage and providing a more secure and relaxed setting for business contacts. No longer are conventions attended primarily by males, so today’s accompanying spouses are often husbands instead of wives. Meeting and convention attendees are also just as likely to be single as married, and are typically younger (25 to 40 years of age) and more affluent than convention delegates of two decades ago. But despite increased spending power, meetings are V no longer attended primarily for fun; in most cases, meeting attendance must be considered worthwhile enough to justify the expense and time away from the office. The economy has also played an important part in changing the meetings and convention market. For example, deduction for business meals and entertainment has been reduced, forcing meeting planners and convention delegates to look for the best deals. This trend, in addition to deregulated airlines and increased competition for meetings and convention business in the hospitality industry, has resulted in increased negotiation for group transportation, discounted room rates, low or no-cost meeting space and inclusive packages. Many hotel contracts are negotiated by meeting planners who, unlike the meeting planning clients of the past (who typically had little knowledge of the requirements fora successful meeting), are highly trained professionals. Twenty years ago, the Convention Industry Council (CIC) administered its first certification exam to just a handful of meeting planners who had taken its educational courses. Today, over 10,000 meeting professionals hold the CIC’s Certified Meeting Professional designation, and additional courses and certifications are offered by a number of other organizations as well. Despite rising costs for transportation and hospitality services, more and more meetings are being held. They are held for a variety of purposes: to keep abreast of today’s ever-changing technology; to keep sales goals on track; to meet for group motivation and rewards; and many more. No longer are meetings limited to a few annual conventions that simply require a large ballroom for a general session and a few food functions or small business meetings where attendees are informed by a speaker armed only with a flip chart and a few marking pens. Today’s attendees and planners expect a lot more. Hotel business centers that are complete with computers, fax machines and sophisticated communications equipment have become commonplace; state-of-the-art audiovisual equipment is expected; and many conventions have taken on the appearance of lavish productions complete with exotic foods and décor-to attract attendees. Picture an event on the scale of a Broadway production with an anticipated run of just a week or even a few days, with a professional cast and production people, and the budget committed to accomplish a presentation on this level, and you then have an idea of the scope of many of today’s meetings. VI This boom is a far cry from the meetings picture following September 11, 2001. During the early 2000s, the meetings market suffered a dramatic slump, as people were hesitant to travel great distances, especially by air. During that time, properties were willing to make a number of concessions to attract meetings business. In today’s booming meetings market, however, the supply cannot keep pace with the demand. The main purpose of this study was to develop a conceptual framework to understand convention attendees' evaluation of convention expenence, in order to better understand their return intention. Specifically, the evaluation of convention expenence was investigated through four constructs, namely attractiveness of convention destination, convention with possibility for social networking and professional education, perceived multidimensional value through emotional, functional and social value and behavioral intentions as the last construct. The increasingly fierce competition among convention organisers and host locations suggests the need to understand the return intention of convention attendee, which incurs great impact on the financial benefits of both convention organisers and host destinations. Based on the extensive literature review of convention and business tourism, hospitality, and general marketing research, constructs of interest were identified and the hypothetical relationships were established for testing. The research findings also provide meaningful information for associations, host locations, and meeting planners allowing them to identify factors influencing conventions attendees' satisfaction and return intention. Obviously, this information will help there groups create better conference programs and those more appropriate marketing strategies

Generational cohorts affiliation as a basic behavioural determinant of congress tourism participants

Turizam, kao područje brzoga transformiranja u sferama ponude i potražnje, doživljava konstantne i inovativne promjene, kako na međunarodnom tako i na domaćem tržištu. Ubrzani razvoj i promjene u motivima turističkih kretanja dovode do pojave posebnih, odnosno, specifičnih oblika turizma. Kao jedan od oblika javlja se i kongresni turizam čineći značajan segment turizma sa zapaženim kvalitativnim i kvantitativnim efektima stoga sve više dobiva na svom značenju direktno utječući na produženje turističke sezona. Kroz razvoj kongresnoga turizma postižu se višestruke koristi kako za organizatore kongresa tako i za destinaciju kroz izgradnju infrastrukture, inoviranje ponude i slično. Poslovna okupljanja doživjela su značajan rast u posljednjih nekoliko desetljeća i postala su istinski globalni fenomen. Veliki skupovi, posebno oni međunarodni, pridonose ekonomskoj koristi, ali i imiđu destinacije. Poslovna okupljanja promotor su destinacije. Zadovoljni sudionici nerijetko se vraćaju u destinaciju u privatnom aranžmanu. Stvaranje profita često je glavna svrha održavanja kongresa. U svakodnevnom poslovanju, a posebno u vrijeme globalne financijske krize, povećava se pritisak na organizatore kongresa kako bi se osigurali pozitivni financijski učinci poslovnih okupljanja. Brojnost sudionika poslovnoga okupljanja, za organizatore kongresa najbolji je prediktor u predviđanju financijskoga rezultata. Privlačenje većega broja sudionika postaje glavni zadatak organizatora kongresa za što je u stranoj literaturi uvriježeni termin delegate boosting. Porastom brojnosti kongresa, razumijevanje procjene kongresnih iskustava od strane učesnika postaje važnije nego ikada. U isto vrijeme, mnoga poduzeća traže način kako smanjiti troškove poslovanja pri čemu su poslovna putovanja jedno od najčešćih elemenata na kojima se rade uštede, a rezultat takvih mjera očituje se u padajućoj posjećenosti nacionalnih i internacionalnih sudionika na kongresima. Uzimajući u obzir trenutnu ponudu i potražnju za kongresnim okupljanjima, cilj ove disertacije je razviti konceptualni okvir za razumijevanje procjene zanimljivosti, stručnosti i atraktivnosti posjećenoga kongresa od strane kongresnih sudionika u svrhu boljeg razumijevanja njihove namjere ponašanja u vidu iskazivanja interesa za ponovnim sudjelovanjem na istom kongresu u budućnosti, širenja pozitivnih utisaka, preporuka i poticanja svojih kolega na sudjelovanje na posjećenom kongresu. Naime, procjena kongresa ispitana je kroz četiri konstrukta: ocjena kongresne destinacije, ocjena kongresa, multidimenzionalna percipirana vrijednost kongresa (emocionalna, društvena i funkcionalna) i II namjere ponašanja sudionika kongresa. Sve jača konkurencija među organizatorima kongresnih okupljanja i destinacijama, domaćine upućuje na potrebu za razumijevanjem načina ocjenjivanja kongresa od strane kongresnih sudionika kao i namjere povratka sudionika na kongres u budućnosti što u konačnici ima velik utjecaj na financijske benefite, kako organizatora kongresnoga okupljanja, tako i same kongresne destinacije. Na temelju opsežnoga pregleda dostupne literature o poslovnom i kongresnom turizmu, ugostiteljstvu te literature marketinških istraživanja utvrđeni su konstrukti i postavljene su osnovne i pomoćne hipoteze. Temeljem provedenoga anketnog istraživanja na uzorku kojeg čine djelatnici sveučilišta na području Republike Hrvatske koji su česti sudionici kongresnih okupljanja, doneseni su zaključci o ponašanju sudionika kongresnoga turizma uzimajući u obzir njihovu pripadnost određenoj generacijskoj skupini. Istraživački nalazi pružaju značajne informacije za organizatore kongresnih događanja, destinacije domaćine i planere kongresnih okupljanja. Oni im omogućuju prepoznavanje ključnih čimbenika koji utječu na ocjenu kongresa i namjeru ponovljenoga sudjelovanja na istom kongresu u budućnosti. Zaključci ove disertacije pomoći će organizatorima kongresa u kreiranju kongresnoga programa kao i načina marketinškoga oglašavanja kongresa diferencirano, ovisno o generacijskim skupinama koje žele privući na kongresno okupljanje. U ozračju aktualnih trendova i donesenih zaključka, u disertaciji predložena je najučinkovitija strategija za privlačenje što većeg broja sudionika.Tourism, as a rapidly transforming area in the sphere of supply and demand, is experiencing constant and rapid change, both at the international and the domestic markets. Such rapid development leads to the emergence of specific forms of tourism. One such form is convention tourism, an important segment of tourism with notable qualitative, quantitative and financial effects on the economy of each particular country which, as such, is becoming increasingly significant by affecting the extension of the tourist season. The development of convention tourism brings multiple benefits for both organizers and the destination, through the development of infrastructure, innovating supply and the like. In recent decades, the meetings industry has experienced significant growth and has become a truly global phenomenon. Large business gatherings, especially those international, contribute to economic benefits, but also to the image of the hosting destination. Business gathering are the promoters of the destinations. Satisfied participants often return to the destination in a private arrangement. Creating profits is often the main economic objective of holding a congress. Just like for most organizers, the main economic objective of conferencing is profit making. In everyday business, especially in times of global financial crisis, there is an increasing pressure on the congress and conference organizers to ensure positive financial effects of business meetings. Since attendance, or the number of participants, is the best predictor of financial results, attracting more participants becomes their main task, commonly described in foreign literature by the term "delegate boosting". With the increase in the number of congresses and conferences, the understanding of participants' congressional experience assessment is becoming more important than ever. At the same time, many companies are looking for ways or reducing operating expenses. Business trips are among the most common elements on which budget cuts are applied, resulting in a declining congress and conference attendance of national and international participants. Only four decades ago, the hospitality industry looked at servicing the conventions and meetings market as a “necessary evil” and meetings and convention business was regarded as a fairly insignificant market segment. The few meetings held were typically conventions or small business meetings. Convention delegates were usually white males attending primarily IV for the food and fun. Activities for spouses, who were usually wives, were scarce, and since people didn’t travel much, the convention was looked upon as a mini-vacation of sorts. Few hotels had convention departments to assist in meeting planning or to solicit convention business, and the position of convention service manager was a rarity. Most meetings business was handled by the property’s sales department, which handled sporadic requests from non-professional meeting planners, such as secretaries or clerical support staff. The conventions and meetings industry is vastly different today. Meetings and convention business may account for as much as 70 percent of the sales volume in major hotels, while smaller properties generally realize 15 to 20 percent of their business from the group segment. While leisure travelers may represent larger numbers for the hospitality industry, meeting attendees who frequently travel on an expense account, bring in the lion’s share of revenue in addition to benefiting properties by filling “soft spots” and generating word of mouth business. Therefore, the lucrative convention and meetings market is becoming an increasingly important and competitive target market. To take advantage of the profitable meetings and conventions market, it is important to become aware of the trends that have affected it over the past few years. One of the most important factors impacting the convention industry has been the increase of female business travelers. As a result of the growth of this market segment, which is generally more discriminating and security conscious than the typical male business traveler, many properties have offered additional amenities. Areas such as open atrium lobbies and business floors with conference space have been added to provide female business travelers an alternative to meeting with male clients or associates in their rooms or a hotel bar. Hotel bars, too, have changed. Many have adopted an open format in lobby areas, making them more inviting for casual patronage and providing a more secure and relaxed setting for business contacts. No longer are conventions attended primarily by males, so today’s accompanying spouses are often husbands instead of wives. Meeting and convention attendees are also just as likely to be single as married, and are typically younger (25 to 40 years of age) and more affluent than convention delegates of two decades ago. But despite increased spending power, meetings are V no longer attended primarily for fun; in most cases, meeting attendance must be considered worthwhile enough to justify the expense and time away from the office. The economy has also played an important part in changing the meetings and convention market. For example, deduction for business meals and entertainment has been reduced, forcing meeting planners and convention delegates to look for the best deals. This trend, in addition to deregulated airlines and increased competition for meetings and convention business in the hospitality industry, has resulted in increased negotiation for group transportation, discounted room rates, low or no-cost meeting space and inclusive packages. Many hotel contracts are negotiated by meeting planners who, unlike the meeting planning clients of the past (who typically had little knowledge of the requirements fora successful meeting), are highly trained professionals. Twenty years ago, the Convention Industry Council (CIC) administered its first certification exam to just a handful of meeting planners who had taken its educational courses. Today, over 10,000 meeting professionals hold the CIC’s Certified Meeting Professional designation, and additional courses and certifications are offered by a number of other organizations as well. Despite rising costs for transportation and hospitality services, more and more meetings are being held. They are held for a variety of purposes: to keep abreast of today’s ever-changing technology; to keep sales goals on track; to meet for group motivation and rewards; and many more. No longer are meetings limited to a few annual conventions that simply require a large ballroom for a general session and a few food functions or small business meetings where attendees are informed by a speaker armed only with a flip chart and a few marking pens. Today’s attendees and planners expect a lot more. Hotel business centers that are complete with computers, fax machines and sophisticated communications equipment have become commonplace; state-of-the-art audiovisual equipment is expected; and many conventions have taken on the appearance of lavish productions complete with exotic foods and décor-to attract attendees. Picture an event on the scale of a Broadway production with an anticipated run of just a week or even a few days, with a professional cast and production people, and the budget committed to accomplish a presentation on this level, and you then have an idea of the scope of many of today’s meetings. VI This boom is a far cry from the meetings picture following September 11, 2001. During the early 2000s, the meetings market suffered a dramatic slump, as people were hesitant to travel great distances, especially by air. During that time, properties were willing to make a number of concessions to attract meetings business. In today’s booming meetings market, however, the supply cannot keep pace with the demand. The main purpose of this study was to develop a conceptual framework to understand convention attendees' evaluation of convention expenence, in order to better understand their return intention. Specifically, the evaluation of convention expenence was investigated through four constructs, namely attractiveness of convention destination, convention with possibility for social networking and professional education, perceived multidimensional value through emotional, functional and social value and behavioral intentions as the last construct. The increasingly fierce competition among convention organisers and host locations suggests the need to understand the return intention of convention attendee, which incurs great impact on the financial benefits of both convention organisers and host destinations. Based on the extensive literature review of convention and business tourism, hospitality, and general marketing research, constructs of interest were identified and the hypothetical relationships were established for testing. The research findings also provide meaningful information for associations, host locations, and meeting planners allowing them to identify factors influencing conventions attendees' satisfaction and return intention. Obviously, this information will help there groups create better conference programs and those more appropriate marketing strategies

Generational cohorts affiliation as a basic behavioural determinant of congress tourism participants

Turizam, kao područje brzoga transformiranja u sferama ponude i potražnje, doživljava konstantne i inovativne promjene, kako na međunarodnom tako i na domaćem tržištu. Ubrzani razvoj i promjene u motivima turističkih kretanja dovode do pojave posebnih, odnosno, specifičnih oblika turizma. Kao jedan od oblika javlja se i kongresni turizam čineći značajan segment turizma sa zapaženim kvalitativnim i kvantitativnim efektima stoga sve više dobiva na svom značenju direktno utječući na produženje turističke sezona. Kroz razvoj kongresnoga turizma postižu se višestruke koristi kako za organizatore kongresa tako i za destinaciju kroz izgradnju infrastrukture, inoviranje ponude i slično. Poslovna okupljanja doživjela su značajan rast u posljednjih nekoliko desetljeća i postala su istinski globalni fenomen. Veliki skupovi, posebno oni međunarodni, pridonose ekonomskoj koristi, ali i imiđu destinacije. Poslovna okupljanja promotor su destinacije. Zadovoljni sudionici nerijetko se vraćaju u destinaciju u privatnom aranžmanu. Stvaranje profita često je glavna svrha održavanja kongresa. U svakodnevnom poslovanju, a posebno u vrijeme globalne financijske krize, povećava se pritisak na organizatore kongresa kako bi se osigurali pozitivni financijski učinci poslovnih okupljanja. Brojnost sudionika poslovnoga okupljanja, za organizatore kongresa najbolji je prediktor u predviđanju financijskoga rezultata. Privlačenje većega broja sudionika postaje glavni zadatak organizatora kongresa za što je u stranoj literaturi uvriježeni termin delegate boosting. Porastom brojnosti kongresa, razumijevanje procjene kongresnih iskustava od strane učesnika postaje važnije nego ikada. U isto vrijeme, mnoga poduzeća traže način kako smanjiti troškove poslovanja pri čemu su poslovna putovanja jedno od najčešćih elemenata na kojima se rade uštede, a rezultat takvih mjera očituje se u padajućoj posjećenosti nacionalnih i internacionalnih sudionika na kongresima. Uzimajući u obzir trenutnu ponudu i potražnju za kongresnim okupljanjima, cilj ove disertacije je razviti konceptualni okvir za razumijevanje procjene zanimljivosti, stručnosti i atraktivnosti posjećenoga kongresa od strane kongresnih sudionika u svrhu boljeg razumijevanja njihove namjere ponašanja u vidu iskazivanja interesa za ponovnim sudjelovanjem na istom kongresu u budućnosti, širenja pozitivnih utisaka, preporuka i poticanja svojih kolega na sudjelovanje na posjećenom kongresu. Naime, procjena kongresa ispitana je kroz četiri konstrukta: ocjena kongresne destinacije, ocjena kongresa, multidimenzionalna percipirana vrijednost kongresa (emocionalna, društvena i funkcionalna) i II namjere ponašanja sudionika kongresa. Sve jača konkurencija među organizatorima kongresnih okupljanja i destinacijama, domaćine upućuje na potrebu za razumijevanjem načina ocjenjivanja kongresa od strane kongresnih sudionika kao i namjere povratka sudionika na kongres u budućnosti što u konačnici ima velik utjecaj na financijske benefite, kako organizatora kongresnoga okupljanja, tako i same kongresne destinacije. Na temelju opsežnoga pregleda dostupne literature o poslovnom i kongresnom turizmu, ugostiteljstvu te literature marketinških istraživanja utvrđeni su konstrukti i postavljene su osnovne i pomoćne hipoteze. Temeljem provedenoga anketnog istraživanja na uzorku kojeg čine djelatnici sveučilišta na području Republike Hrvatske koji su česti sudionici kongresnih okupljanja, doneseni su zaključci o ponašanju sudionika kongresnoga turizma uzimajući u obzir njihovu pripadnost određenoj generacijskoj skupini. Istraživački nalazi pružaju značajne informacije za organizatore kongresnih događanja, destinacije domaćine i planere kongresnih okupljanja. Oni im omogućuju prepoznavanje ključnih čimbenika koji utječu na ocjenu kongresa i namjeru ponovljenoga sudjelovanja na istom kongresu u budućnosti. Zaključci ove disertacije pomoći će organizatorima kongresa u kreiranju kongresnoga programa kao i načina marketinškoga oglašavanja kongresa diferencirano, ovisno o generacijskim skupinama koje žele privući na kongresno okupljanje. U ozračju aktualnih trendova i donesenih zaključka, u disertaciji predložena je najučinkovitija strategija za privlačenje što većeg broja sudionika.Tourism, as a rapidly transforming area in the sphere of supply and demand, is experiencing constant and rapid change, both at the international and the domestic markets. Such rapid development leads to the emergence of specific forms of tourism. One such form is convention tourism, an important segment of tourism with notable qualitative, quantitative and financial effects on the economy of each particular country which, as such, is becoming increasingly significant by affecting the extension of the tourist season. The development of convention tourism brings multiple benefits for both organizers and the destination, through the development of infrastructure, innovating supply and the like. In recent decades, the meetings industry has experienced significant growth and has become a truly global phenomenon. Large business gatherings, especially those international, contribute to economic benefits, but also to the image of the hosting destination. Business gathering are the promoters of the destinations. Satisfied participants often return to the destination in a private arrangement. Creating profits is often the main economic objective of holding a congress. Just like for most organizers, the main economic objective of conferencing is profit making. In everyday business, especially in times of global financial crisis, there is an increasing pressure on the congress and conference organizers to ensure positive financial effects of business meetings. Since attendance, or the number of participants, is the best predictor of financial results, attracting more participants becomes their main task, commonly described in foreign literature by the term "delegate boosting". With the increase in the number of congresses and conferences, the understanding of participants' congressional experience assessment is becoming more important than ever. At the same time, many companies are looking for ways or reducing operating expenses. Business trips are among the most common elements on which budget cuts are applied, resulting in a declining congress and conference attendance of national and international participants. Only four decades ago, the hospitality industry looked at servicing the conventions and meetings market as a “necessary evil” and meetings and convention business was regarded as a fairly insignificant market segment. The few meetings held were typically conventions or small business meetings. Convention delegates were usually white males attending primarily IV for the food and fun. Activities for spouses, who were usually wives, were scarce, and since people didn’t travel much, the convention was looked upon as a mini-vacation of sorts. Few hotels had convention departments to assist in meeting planning or to solicit convention business, and the position of convention service manager was a rarity. Most meetings business was handled by the property’s sales department, which handled sporadic requests from non-professional meeting planners, such as secretaries or clerical support staff. The conventions and meetings industry is vastly different today. Meetings and convention business may account for as much as 70 percent of the sales volume in major hotels, while smaller properties generally realize 15 to 20 percent of their business from the group segment. While leisure travelers may represent larger numbers for the hospitality industry, meeting attendees who frequently travel on an expense account, bring in the lion’s share of revenue in addition to benefiting properties by filling “soft spots” and generating word of mouth business. Therefore, the lucrative convention and meetings market is becoming an increasingly important and competitive target market. To take advantage of the profitable meetings and conventions market, it is important to become aware of the trends that have affected it over the past few years. One of the most important factors impacting the convention industry has been the increase of female business travelers. As a result of the growth of this market segment, which is generally more discriminating and security conscious than the typical male business traveler, many properties have offered additional amenities. Areas such as open atrium lobbies and business floors with conference space have been added to provide female business travelers an alternative to meeting with male clients or associates in their rooms or a hotel bar. Hotel bars, too, have changed. Many have adopted an open format in lobby areas, making them more inviting for casual patronage and providing a more secure and relaxed setting for business contacts. No longer are conventions attended primarily by males, so today’s accompanying spouses are often husbands instead of wives. Meeting and convention attendees are also just as likely to be single as married, and are typically younger (25 to 40 years of age) and more affluent than convention delegates of two decades ago. But despite increased spending power, meetings are V no longer attended primarily for fun; in most cases, meeting attendance must be considered worthwhile enough to justify the expense and time away from the office. The economy has also played an important part in changing the meetings and convention market. For example, deduction for business meals and entertainment has been reduced, forcing meeting planners and convention delegates to look for the best deals. This trend, in addition to deregulated airlines and increased competition for meetings and convention business in the hospitality industry, has resulted in increased negotiation for group transportation, discounted room rates, low or no-cost meeting space and inclusive packages. Many hotel contracts are negotiated by meeting planners who, unlike the meeting planning clients of the past (who typically had little knowledge of the requirements fora successful meeting), are highly trained professionals. Twenty years ago, the Convention Industry Council (CIC) administered its first certification exam to just a handful of meeting planners who had taken its educational courses. Today, over 10,000 meeting professionals hold the CIC’s Certified Meeting Professional designation, and additional courses and certifications are offered by a number of other organizations as well. Despite rising costs for transportation and hospitality services, more and more meetings are being held. They are held for a variety of purposes: to keep abreast of today’s ever-changing technology; to keep sales goals on track; to meet for group motivation and rewards; and many more. No longer are meetings limited to a few annual conventions that simply require a large ballroom for a general session and a few food functions or small business meetings where attendees are informed by a speaker armed only with a flip chart and a few marking pens. Today’s attendees and planners expect a lot more. Hotel business centers that are complete with computers, fax machines and sophisticated communications equipment have become commonplace; state-of-the-art audiovisual equipment is expected; and many conventions have taken on the appearance of lavish productions complete with exotic foods and décor-to attract attendees. Picture an event on the scale of a Broadway production with an anticipated run of just a week or even a few days, with a professional cast and production people, and the budget committed to accomplish a presentation on this level, and you then have an idea of the scope of many of today’s meetings. VI This boom is a far cry from the meetings picture following September 11, 2001. During the early 2000s, the meetings market suffered a dramatic slump, as people were hesitant to travel great distances, especially by air. During that time, properties were willing to make a number of concessions to attract meetings business. In today’s booming meetings market, however, the supply cannot keep pace with the demand. The main purpose of this study was to develop a conceptual framework to understand convention attendees' evaluation of convention expenence, in order to better understand their return intention. Specifically, the evaluation of convention expenence was investigated through four constructs, namely attractiveness of convention destination, convention with possibility for social networking and professional education, perceived multidimensional value through emotional, functional and social value and behavioral intentions as the last construct. The increasingly fierce competition among convention organisers and host locations suggests the need to understand the return intention of convention attendee, which incurs great impact on the financial benefits of both convention organisers and host destinations. Based on the extensive literature review of convention and business tourism, hospitality, and general marketing research, constructs of interest were identified and the hypothetical relationships were established for testing. The research findings also provide meaningful information for associations, host locations, and meeting planners allowing them to identify factors influencing conventions attendees' satisfaction and return intention. Obviously, this information will help there groups create better conference programs and those more appropriate marketing strategies