Examining the Role of Multidimensional Value in Convention Attendee Behavior

This study delves into what causes convention attendees to perceive low or high multidimensional value (MDV) by examining the psychographic and demographic profiles of different tiers of MDV convention attendees (low-, middle-, and high-MDV attendees in this study). This study adopts functional, emotional, and social values to represent MDV. Using cluster and discriminant analyses, findings show that whereas low-MDV attendees negatively perceive convention experiences according to dimensions of the MDV, convention quality, and behavioral intentions, high-MDV attendees favorably evaluate convention experiences along the same dimensions. The demographic profile of high-MDV attendees includes more doctoral degree holders and academic faculty. Positive word of mouth, professional education, and social networking play more powerful roles than site-specific dimensions in discriminating low-, middle-, and high-MDV attendees. An understanding of the different tiers of MDV attendees enables convention planners to better comprehend distinct evaluative perceptions and, thus, to cultivate and sustain high MDV, resulting in loyalty and profit.