Abstract
Although customer engagement has become a prominent issue in the tourism industry, it has not been defined nor uniformly measured due to a variety of factors. While meeting planners are important customers to DMOs, their engagement with DMOs has rarely been studied. This study tests a model of meeting planners’ engagement in DMOs. The two-step data analysis using 305 meeting planners’ responses supported the proposed hypotheses and confirmed the moderating effect of reputation on meeting planners’ engagement. This study will help DMOs to achieve effective marketing strategies in the event destination industry.
Disclosure statement
No potential conflict of interest was reported by the authors.