Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation

Vanja Pavluković, Adam B. Carmer, Miroslav D. Vujičić, Marija Cimbaljević and Uglješa Stankov ()
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Vanja Pavluković: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Adam B. Carmer: School of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, FL 33620, USA
Miroslav D. Vujičić: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Marija Cimbaljević: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia
Uglješa Stankov: Department of Geography, Tourism and Hotel Management, Faculty of Sciences, University of Novi Sad, 21000 Novi Sad, Serbia

Sustainability, 2023, vol. 15, issue 18, 1-15

Abstract: This study addresses the motivations behind Generation Z’s attendance at conferences and aims to contribute to a better understanding of their conference-participation behavior. The study identified six latent factors that influence conference-attendance motivation: green and digital conference experience, educational and professional opportunities, conference costs, destination and conference stimuli, stimulating factors, and conference accessibility. These factors align with Generation Z’s unique characteristics and preferences, such as their environmental consciousness, their reliance on digital technologies, and their desire for continuous learning, career advancement, and experiences. The study also found that destination characteristics and educational and professional opportunities are significant motivators for conference attendance by members of Generation Z across different cultural contexts. Additionally, their strong interest in sustainability and financial challenges highlights the need for eco-friendly practices and affordable registration fees to make conferences more appealing and accessible. The study further explores the impact of socio-demographic characteristics, revealing gender and past-conference-attendance differences in motivation. Finally, the study discusses the implications of its findings for the conference industry and suggests areas for future research to enhance the understanding of conference-attendance motivation among members of Generation Z.

Keywords: Generation Z; conference motivation; attendees’ decision-making; conference industry (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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