Exploring multidimensional quality attributes of incentive travels

Purpose: The purpose of this paper is to explore a multidimensional quality scale for the identification of incentive travel attributes. Design/methodology/approach: The combined qualitative and quantitative method was used. Findings: The resulting quality scale comprises 32 items with eight factors: image and attractions, accessibility, site environment, hotel facilities, opportunities for networking and sense of achievement/reward, program, specially arranged program and local people. Practical implications: The results of this study provide insights for practitioners in Taiwan, particularly the government bodies concerned and incentive event organizers, and thus assist the practitioners in making strategic plans and decisions to ensure event quality and overall attendee satisfaction. Originality/value: The value of this study is the first attempt to develop and validate a scale for capturing the quality of incentive events.