How different are first-time attendees from repeat attendees in convention evaluation?

This study aimed to identify any distinction between first-time and repeat convention attendees based on their perspectives of convention quality dimensions, multidimensional value, and behavioral intentions. The findings showed that accessibility and extra convention opportunities were not found to affect multidimensional value from first-timers and repeaters. First-timers valued professional education the most, followed by social networking and site environment in evaluating multidimensional value. Repeaters relied on social networking more than on education in assessing value. Site environment positively contributed to multidimensional value for first-timers but not for repeaters. Multidimensional value affected behavioral intentions more positively for repeaters than for first-timers. These findings will enable convention organizers to better understand the distinctions between the two groups and thus gain insight into how to attract first-timers and turn them into repeaters.

► This study aimed to identify any distinction between first-time and repeat convention attendees.
► Accessibility and extra convention opportunities did not affect multidimensional value.
► First-timers valued professional education the most.
► Repeaters relied on social networking more than on education in assessing value.
► Site environment positively contributed to multidimensional value for first-timers but not for repeaters.