Creating Memorable Visitor Experiences by Assessing the Satisfaction Level and Behavioural Consequences of Attendees

AbstractFor many organizations, attending and organizing an event are perceived as being essential, because it is necessary to do business, to advance one's career, or because it is required by one's job. Conferences have a tremendous effect both to the organizers and the attendees. Therefore, it is paramount for an organization to appreciate the importance of memorable experience provides and gains in a conference. Many event organizers, especially those that hold conferences on a national or international level, have to understand the multiple and sometimes complex dimensions used by attendees in assessing the performance of the conference, and in their intentions to revisit or recommend the conference to others. Due to the scarcity of empirical study related to this topic especially in Malaysia, this research attempts to investigate the relationship of satisfaction level on a conference performance towards the behavioral consequences of the attendees. Independent variable includes (1) value for money, (2) educational value, (3) family value, and (4) business value. Dependant variables are (1) return intention and (2) intention to recommend to others. The framework is adapted from Severt, Wang, Chen, & Breiter (2007). It is estimated that the questionnaires will be distributed to the attendees at prospective international conference in Kuala Lumpur. It is expected that this study will provide a better understanding to both conference organizers and attendees specifically and to the MICE industry generally on how the performance of a conference determine the behavioral consequences of attendees, thus assisting MICE key players on which of the perceived performances should be emphasized in order to entice maximum attendees