Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/27050
Title: Examining the role of multidimensional value in convention attendee behavior
Authors: Lee, JS 
Min, CK
Keywords: Multidimensional value
Social value
Emotional value
Functional value
Convention attendees
Issue Date: 2013
Publisher: SAGE Publications
Source: Journal of hospitality and tourism research, 2013, v. 37, no. 3, p. 402-425 How to cite?
Journal: Journal of hospitality and tourism research 
Abstract: This study delves into what causes convention attendees to perceive low or high multidimensional value (MDV) by examining the psychographic and demographic profiles of different tiers of MDV convention attendees (low-, middle-, and high-MDV attendees in this study). This study adopts functional, emotional, and social values to represent MDV. Using cluster and discriminant analyses, findings show that whereas low-MDV attendees negatively perceive convention experiences according to dimensions of the MDV, convention quality, and behavioral intentions, high-MDV attendees favorably evaluate convention experiences along the same dimensions. The demographic profile of high-MDV attendees includes more doctoral degree holders and academic faculty. Positive word of mouth, professional education, and social networking play more powerful roles than site-specific dimensions in discriminating low-, middle-, and high-MDV attendees. An understanding of the different tiers of MDV attendees enables convention planners to better comprehend distinct evaluative perceptions and, thus, to cultivate and sustain high MDV, resulting in loyalty and profit.
URI: http://hdl.handle.net/10397/27050
ISSN: 1096-3480
EISSN: 1557-7554
DOI: 10.1177/1096348012436383
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