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Convention Attendance: A Gender Perspective

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thesis
posted on 24.08.2017 by DANIELLE CANDICE RAMIREZ
The number of people attending conventions is growing worldwide, yet there are gaps in our knowledge of convention attendee behaviour. Drawing upon social role theory, the purpose of this study was to identify the role that gender might have in the convention attendance decision. The findings revealed that although location was important for both males and females, money, timing and family/work responsibilities were more important on the decision to attend a convention for men. The results could help convention marketers attract more attendees by creating targeted messages specific to the needs of men and women.

History

Campus location

Australia

Principal supervisor

Andrea Kirk-Brown

Year of Award

2017

Department, School or Centre

Management

Course

Doctor of Philosophy

Degree Type

DOCTORATE

Faculty

Faculty of Business and Economics

Exports

Exports