Factors that Influence Attendance, Satisfaction, and Loyalty for Conventions

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.