Abstract
Convention loyalty was investigated in a survey of attendees at a major international convention. Five factors influenced both attendance and satisfaction: program, networking, external activities, location, and cost. Satisfaction exceeded motivation for destination-related attributes and matched motivation for program-related attributes. Behavioral loyalty was assessed with positive and negative indicators. Loyalty antecedents, namely emotional commitment and switching costs, were also rated. Emotional commitment was the strongest predictor of loyalty. Program satisfaction was a key determinant of intentions to return in the future or switch to a different convention. The findings have implications for meeting planners, associations, host properties, and event marketers.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
