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Factors Affecting Convention Participation Decision-Making: Developing a Measurement Scale

University of Houston

Kaye Chon

Hong Kong Polytechnic University

The study developed a measurement scale to examine factors affecting convention participation decision-making. The scale development process started with a review of extant literature and personal interviews, followed by data collection through a Web survey of selected association members. Data were subjected to exploratory factor analysis and unidimensionality tests via subsequent confirmatory factor analysis. These procedures yielded a five-factor measurement scale with acceptable levels of reliability and validity. Five underlying dimensions of convention participation decision-making were labeled: (a) destination stimuli, (b) professional and social networking opportunities, (c) educational opportunities, (d) safety and health situation, and (e) travelability. The implications of the scale are discussed for future research as well as convention marketing strategy.

Key Words: convention • decision-making • scale development • tourism • tourism marketing

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