Award Date

5-1-2015

Degree Type

Dissertation

Degree Name

Doctor of Philosophy (PhD)

Department

Hotel Administration

First Committee Member

Sarah Tanford

Second Committee Member

Seyhmus Baloglu

Third Committee Member

Curtis Love

Fourth Committee Member

Anjala Krishen

Number of Pages

137

Abstract

As technology continues to influence younger generations and demand a commanding presence in the workplace, more industries are trying to incorporate these advances. Organizations are rapidly adopting new technologies and have justified their return on investment by examining new attendee rates, ‘click-throughs’ on links, and company specific metrics. Despite advances in technology and growing consumer dependence on electronics, the meeting and events industry has been slow to adopt IT advances for fear of cannibalization (Fenich, et al., 2011; Pearlman & Gates, 2010). The goal of this research was to gain a better understanding of how alternate platforms can affect event effectiveness. Variables examined include satisfaction, loyalty, content retention, specific event satisfaction attributes, and time scarcity items. Although each meeting varies in terms of objectives and content, some important foundational results were found. Meetings with more difficult content should utilize in-person or online with moderator sessions to increase satisfaction, loyalty, and content retention. For meetings with less difficult content, the online with moderator session would not be an effective use of resources or an attendee’s time and cognitive space. This research is relevant to every educational based meeting session, whether it is in education, industry, or meetings specifically.

Keywords

Event; Hospitality; In person; Marketing – Technological innovations; Meetings; Online; Platform; Special events industry

Disciplines

Marketing | Technology and Innovation

Language

English


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