Exploring intentions to attend a convention: A gender perspective

Danielle Ramirez, Jennifer Heidi Laing, Judith Fiona Mair

Research output: Contribution to journalArticleResearchpeer-review

31 Citations (Scopus)


The number of people attending conventions is growing worldwide, yet little is still known about convention attendees, particularly from a gender perspective. Scholars have recognized that gender is fundamental to travel decisions, yet there is still an absence of gender-specific research in the convention attendee travel context. The purpose of this study was to explore the influence of gender on the convention attendance travel decision. It involved interviewing attendees at an international medical convention about their intentions to attend the next convention. The exploratory findings reveal that some women consider certain factors to be more influential on their convention attendance decision than men, such as the networking opportunities. The results provide some preliminary insights into the potential role gender plays in the convention attendance decision. The implications of these findings for convention marketing are discussed.
Original languageEnglish
Pages (from-to)165 - 178
Number of pages14
JournalEvent Management
Issue number2
Publication statusPublished - 2013

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