Profiling Conference Delegates Using Attendance Motivations

Abstract

Research into conference delegate motivations is scarce, and profiling of conference delegates using their motivations and demographic characteristics has seldom been undertaken. This research examines a sample (n = 500) of conference delegates in Australia and the United Kingdom and uses cluster analysis to profile them on their motivations. The resulting demographic profiles suggest that there are significant differences in the delegate clusters based on age, gender, and education level, which allows the identification of distinct delegate market segments. This will result in more targeted marketing by conference organizers and destinations in order to achieve increased delegate numbers.

KEYWORDS:

• business events
• conferences
• segmentation
• demographics