Determinants of convention attendees’ willingness to pay for additional programs

Bun Hi Kim, Seongseop Kim, Munhyang (Moon) Oh

Research output: Journal article publicationJournal articleAcademic researchpeer-review

1 Citation (Scopus)


Prior to developing addition programs in a convention a convention organizer wants to identify attendees’ willingness to participate in the program. One of the most important factors which lead to their participation is price. Therefore, this study aimed to explore factors which can determine convention participants’ willingness to pay for additional programs. According to the results of binary logistic regression analysis, attendees who wanted to expand their knowledge and socialization showed a willingness to pay for extra programs for post-conference local tours. Based on investigating the significance level (p <.001) women showed a higher intention to pay for the extra programs than men did. Those who had their own company had a higher intention to pay for the 1:1 private golf lesson with a former LPGA star than did those who were working for a private company or others. Results of this study help development of additional programs in a convention.

Original languageEnglish
Pages (from-to)155-176
Number of pages22
JournalJournal of Convention and Event Tourism
Issue number2
Publication statusPublished - 14 Mar 2020


  • Acceptance
  • benefit
  • convention
  • program
  • willingness to pay (WTP)

ASJC Scopus subject areas

  • Tourism, Leisure and Hospitality Management

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