Factors that influence destination selection for business ... · revealed the top five destination attributes and top five event motivational variables considered by event organisers

FACTORS THAT INFLUENCE DESTINATION SELECTION FOR BUSINESS EVENTS IN MALAYSIA

STANLEY NWOBODO

A thesis submitted in fulfillment of the requirements for the degree of

Masters of Business (Research)

Performed at

Swinburne University of Technology

2016

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Abstract

The business event industry is among the fastest growing areas in tourism. The industry has

grown tremendously around the globe with the Asia Pacific region recording the most growth. Due

to the economic benefits that the industry brings to the host destination, competition has grown

among destinations to host business events. Benefits include commercial activities generated by the

organising exhibitions and conventions, as well as the spending of participants on transportation,

accommodation and shopping during their stay in the host destination. As a result of these benefits,

destinations compete for a share in the market by attracting corporations, businesses, and individuals

to their destination for business events. In order to attract participants and delegates, it is important to

examine the attributes that event organisers perceive as important and their impact on attracting

business events. Therefore, this study specifically examines the destination attributes that event

organisers consider as important when determining event destination, the differences that exist

among event organisers in terms of their perceptions, and the factors (i.e. event characteristics,

motivations and destination attributes) that can significantly predict the importance of each attribute

with focus on Malaysia as a destination for business events.

Data collected for this study was from a sample of event organisers and planners with simple

random probability sampling technique applied. ANOVA analysis and Multiple regression testing

were applied to examine the significant differences and relationships respectively. The study findings

revealed the top five destination attributes and top five event motivational variables considered by

event organisers while deciding on a destination for business events. Analysis found that significant

differences exist among event organisers in terms of their perceptions of destination attributes.

Further analyses also reveal that event characteristics, event motivations and destination attributes

reliably predict the importance of each attribute.

Overall, the results of this study increase our understanding of event organisers’ perception of

the important destination attributes. Based on the results, recommendations contribute to knowledge

on effective marketing destinations to business event organisers in Malaysia. Moreover, this study

also provides a significant contribution of empirical evidence to policy makers from government

agencies, industry and convention bureaus who may use these findings and recommendations to

design more effective policies and management practices, specifically related to important

destination attributes. Finally, this study recommends or suggests that convention bureaus and policy

makers maintain strong relationships with event organisers and planners as this will help to attract

future events to Malaysia.

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Acknowledgements

I want to first thank the Almighty God for the gift of life and strength He bestowed on me

throughout this Masters programme. I started this journey with little or no knowledge about what I

was getting into, rather the prospect of challenging myself for a better future. Through this journey,

God has blessed me with mentors, family, and friends who have helped to should my burdens and

lightened up my load. Thank you Lord.

I would like to express my deepest gratitude to my principal supervisor, Dr George Ngui

Kwang Sing, for his unending patience and endurance, guidance, and devotion to supervising this

thesis. His attention to detail, focus and willingness to spend time discussing the problems that I

faced during this journey, have been the backbone of my completion. I feel greatly honoured and

privileged to have had the opportunity to work under his instruction. I remain ever grateful to him.

I am thankful to my associate supervisor Dr Voon Mung Ling for her diligence, attention to

detail, guidance, and assistance. She provided me with detailed feedback and advice, allowed me

access to discuss my work without prior appointment, and helped me to understand important aspects

of my work. My sincere appreciation for her support and push to the final line. Thanks a lot.

I would also like to express my appreciation to the Dean, Faculty of Business and Design

Associate Professor Lee Miin Huui, the Associate Deans, and to Professor Debiprasad Dash for their

support and help in my postgraduate affairs. I would also like to express my appreciation to the

director of research and consultancy, Associate Professor Wallace Wong Shung Hui, and to my

friends Kevin Tan Tee Liang and Kizito Emmanuel Nyeko for their support. My gratitude also go to

all the administrative staff in the Faculty of Business and Design and the Research Centre for their

help and co-operation during the course of this study. My gratitude also to Jane Gray and Hugh John

Leong and Christina Yin for their valuable help editing and proofreading my thesis.

I am most grateful to my parents, brothers, and sisters, who provided endless support

throughout my life. Finally, I am greatly indebted to my beloved mother whose love has been beyond

imagination even when I do not deserve it. Her prayers, encouragement, advice, and support have

enabled me to complete this thesis. I would like to thank a Rare Gem, my late father, Chief Stephen

Nwobodo for his fatherly love and care. He always showed his support from the time I started but

unfortunately did not see me complete the work. He insisted even at the later stages of his life that

my education is still a priority. May Your Soul Rest in Perfect Peace Dad.

I dedicate this work to all the great people mentioned above.

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Declarations

This contains no material which has been accepted for the award to the candidate of any other degree

or diploma, except where due reference is made in the text of the examinable outcome. To the best of

my knowledge, it contains no material previously published or written by another person except

where due reference is made in the text of the examinable outcome.

------------------------------------------

Stanley Nwobodo, 2016

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Table of Contents

Abstract i Acknowledgements ii Declarations iii Table of Contents iv List of Tables viii List of Figures ix

CHAPTER 1 INTRODUCTION ......................................................................................................................... 1 1.0 Background.......................................................................................................................................... 1 1.1 Problem Statement ............................................................................................................................... 3 1.2 Research Questions ............................................................................................................................. 4 1.3 Research Aims and Objectives ............................................................................................................ 4 1.4 General Conceptual Framework .......................................................................................................... 5 1.5 Definition of Terms ............................................................................................................................. 6 1.6 Significance of Study ................................................................................................................................ 9

1.6.1 Significance to academics ............................................................................................................... 9

1.6.2 Significance to practitioners ......................................................................................................... 10

1.7 Scope of the Study ............................................................................................................................. 11 1.8 Organisation of Chapters ................................................................................................................... 11 1.9 Summary............................................................................................................................................ 12

CHAPTER 2 LITERATURE REVIEW ............................................................................................................ 13 2.0 Introduction ....................................................................................................................................... 13 2.1 An Overview of the Business Event Industry in Malaysia ................................................................ 13 2.2 The Component Theories .................................................................................................................. 15

2.2.1 Resource-based view theory ......................................................................................................... 15

2.2.2 Porter’s theory of competitiveness ................................................................................................ 16

2.3 Models of Destination Competitiveness ............................................................................................ 17 2.3.1 Conceptual models of destination competitiveness ...................................................................... 17

2.3.2 Factors influencing destination selection ...................................................................................... 21

2.3.3 Needs and expectations of corporate vs association event planners ............................................. 28

2.3.4 Destination selection decision–making process ............................................................................ 30

2.4 Conceptual Framework ..................................................................................................................... 35 2.4.1 Illustration of conceptual framework of variables that influence destination selection process for

business events .............................................................................................................................. 36

2.4.2 Illustrating the conceptual framework of the importance destination attributes ........................... 37

2.4.2.1 Accessibility ....................................................................................................................... 37 2.4.2.2 Meeting facilities ............................................................................................................... 37 2.4.2.3 Site environment ................................................................................................................ 38

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2.4.2.4 Local support ..................................................................................................................... 38 2.4.2.5 Extra-conference opportunities ......................................................................................... 38 2.4.2.6 Information on site............................................................................................................. 38

2.4.3 Illustrating the relationship between destination attributes, event motivations and event characteristics ................................................................................................................................ 39

2.5 Summary............................................................................................................................................ 40 CHAPTER 3 METHODOLOGY ...................................................................................................................... 41

3.0 Introduction ....................................................................................................................................... 41 3.1 Research Design ................................................................................................................................ 41

3.1.1 Population and sample .................................................................................................................. 42

3.1.1.1 Sample ............................................................................................................................... 42 3.1.1.2 Sampling method ............................................................................................................... 43

3.1.2 Sampling rationale ........................................................................................................................ 43

3.1.3 Sample size ................................................................................................................................... 44

3.2 Research Instrument .......................................................................................................................... 45 3.2.1 Background information ............................................................................................................... 49

3.2.2 Accessibility .................................................................................................................................. 49

3.2.3 Information on site ........................................................................................................................ 50

3.2.4 Meeting facilities .......................................................................................................................... 51

3.2.5 Extra-conference opportunities ..................................................................................................... 51

3.2.6 Site environment ........................................................................................................................... 52

3.2.7 Local support ................................................................................................................................ 52

3.2.8 Brand marketing............................................................................................................................ 53

3.2.9 Business networking ..................................................................................................................... 53

3.2.10 Corporate lobbying ....................................................................................................................... 53

3.3 Data Collection Procedures ............................................................................................................... 54 3.4 Overview of Statistical Analysis Techniques .................................................................................... 54

3.4.1 Data screening ............................................................................................................................... 55

3.4.2 Normality assessment ................................................................................................................... 55

3.4.3 Descriptive analysis ...................................................................................................................... 56

3.4.4 Analysis of variance and multiple regression analysis ................................................................. 56

3.5 Summary............................................................................................................................................ 57 CHAPTER 4 FINDINGS .................................................................................................................................. 58

4.0 Introduction ....................................................................................................................................... 58 4.1 General Characteristics of the Respondents ...................................................................................... 58

4.1.1 Response rate ................................................................................................................................. 58

4.1.2 Respondent Profile ...................................................................................................................... 59

4.2 Destination Selection Criteria ............................................................................................................. 62 4.3 Underlying Dimensions of Destination Selection Variables and Event Motivations ......................... 66

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4.4 Descriptive Analysis ........................................................................................................................... 72 4.5 Statistical Tests of Hypothesis ............................................................................................................. 75

4.5.1 Analysis of variance of the perceived important levels of destination attributes based on event characteristics ................................................................................................................................ 76

4.5.1.1 Analysis of variance of the perceived significant difference between important destination attributes and event type .......................................................................................................... 76

4.5.1.2 Analysis of variance of the perceived significant difference between important destination attributes and event size ......................................................................................................... 834

4.5.1.3 Analysis of variance of the perceived significant difference between important destination attributes and event venue ..................................................................................................... 900

4.5.1.4 Analysis of variance of the perceived significant difference between important destination attributes and event destination ............................................................................................. 977

4.5.2 Regression analysis of the relationship between destination attributes, event characteristics, event motivations, and related destination attributes ............................................................................ 977

4.5.2.1 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with Accessibility of a destination ............................ 977

4.5.2.2 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with local support ..................................................... 999

4.5.2.3 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with event facilities ................................................... 100

4.5.2.4 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with extra-conference opportunities........................1011

4.5.2.5 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with destination information ...................................1022

4.5.2.6 Regression analysis of the relationship between important destinations attributes, event characteristics, and event motivations with destination environment ..................................1033

4.6 New Conceptual Framework ..........................................................................................................1044 4.7 Findings of Hypothesis Testing .......................................................................................................1077 4.7 Summary .........................................................................................................................................1100

CHAPTER 5 DISCUSSION OF FINDINGS .................................................................................................1111 5.0 Introduction ......................................................................................................................................1111 5.1 Background.....................................................................................................................................1111 5.2 Discussion of Findings ...................................................................................................................1111 5.3 Summary ........................................................................................................................................1333

CHAPTER 6 CONCLUSION ........................................................................................................................1344 6.0 Introduction ......................................................................................................................................1344 6.1 Implications ......................................................................................................................................1355

6.1.1 Theoretical implications ............................................................................................................ 1355

6.1.2 Policy and managerial implications ........................................................................................... 1377

6.2 Limitations of the Research ..............................................................................................................1433 6.3 Directions for Future Research .........................................................................................................1444 6.4 Summary ..........................................................................................................................................1455 References ..................................................................................................................................................1466

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APPENDICES ..........................................................................................................................................16060 APPENDIX A: CONSENT INFORMATION STATEMENT ..................................................................1611 APPENDIX B: COVER LETTER .............................................................................................................1644 APPENDIX C: STUDY QUESTIONNAIRE ............................................................................................1655

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List of Tables

Table 2.1: Convention site selection factors, adapted from Crouch and Ritchie (1997). .................................. 22

Table 2.2: Importance-performance attributes, adopted from Whitfield et al. (2014). ..................................... 24

Table 2.3: List of criteria identified from the literature. .................................................................................... 27

Table 3.1: The theoretical constructs, dimensions and number of questionnaire items .................................... 47

Table 4.1: The survey questionnaire response rate ............................................................................................ 59

Table 4.2: The demographic characteristics of respondents (N=261) ............................................................... 61

Table 4.3: Ranking of destination attributes based on mean score .................................................................... 63

Table 4.4: Ranking of event motivations based on mean score ........................................................................ 65

Table 4.5: Items measuring destination attributes ............................................................................................. 69

Table 4.6: Items measuring event motivations .................................................................................................. 71

Table 4.7: Descriptive statistics of the variables under study (n=261).............................................................. 73

Table 4.8: Correlation matrix for study variables .............................................................................................. 74

Table 4.9: Research hypotheses ........................................................................................................................ 75

Table 4.10: Results of analysis of variance of the perceived important levels of destination attributes based on event type ...................................................................................................................................... 76

Table 4.11: Results of analysis of variance of the perceived important levels of destination attributes based on event size ..................................................................................................................................... 844

Table 4.12: Results of analysis of variance of the perceived important levels of destination attributes based on event venue ................................................................................................................................. 911

Table 4.13: Summary of regression analysis with accessibility of a destination as the dependent variable ... 988

Table 4.14: Summary of regression analysis with local support as the dependent variable ............................ 999

Table 4.15: Summary of regression analysis with event facilities as the dependent variable ....................... 1000

Table 4.16: Summary of regression analysis with extra-conference opportunities as the dependent variable ....................................................................................................................................................................... 1011

Table 4.17: Summary of regression analysis with destination information as the dependent variable ......... 1022

Table 4.18: Summary of regression analysis with destination environment as the dependent variable ........ 1033

Table 4.19: The summary of the hypotheses and test results ...................................................................... 11010

Table 5.1: Ranking of destination attributes based on mean score ................................................................ 1133

Table 5.2: Ranking of event motivations based on mean score .................................................................... 1144

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List of Figures Figure 1.1: General conceptual framework of the study. .................................................................................... 5

Figure 2.1: Conceptual model of destination competitiveness (Crouch & Ritchie 1997). ................................ 18

Figure 2.2: Integrated model of destination competitiveness (Dwyer et al. 2004). ........................................... 19

Figure 2.3: Conceptual model of site selection process (Crouch & Ritchie 1997). .......................................... 32

Figure 2.4: Conceptual model of site selection process, (Oppermann & Chon (1997). .................................... 35

Figure 4.1: The new conceptualised relationship between independent and dependent variables. ................1055

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CHAPTER 1

INTRODUCTION

1.0 Background

The business events industry, also known as Meetings, Incentives, Conferences and

Exhibitions (MICE), is among the fastest growing area in tourism (Rogers 2013; Walker & Walker

2012). Catering to the needs of conference and congress organisers, it combines a range of

hospitality services, including lodging, food and beverage, catering, convention services, convention

facility supply, transportation, tourism, retail and entertainment. The World Travel and Tourism

Council (2015) estimated that business event travel amounted to USD 1,175 trillion in 2014,

meaning the MICE sector comprised 23.4% of global travel and tourism expenditure. Much of this

growth has occurred in the last decade (Getz 2013; Morecroft 2015; Rogers 2013; Rogers &

Davidson 2015). The International Congress and Convention Association (2012) noted that in 2002

there were over 6,000 events, but this had nearly doubled to 11,156 by 2012. The industry growth

over the next decade is forecast at 3.2 percent (World Travel & Tourism Council 2015). While there

is a slowdown in overall growth, this has not stopped many cities and countries investing heavily to

position themselves as attractive destinations for business events.

The industry growth is a result of improvements in facilities, technology and event promotion.

Government and private sector investments in state-of-the-art convention and exhibition facilities,

improvements in transport and public infrastructure, and promotional campaigns have created strong

interest in destinations, particularly in developing countries such as Malaysia, Vietnam and India

(The International Congress and Convention Association 2012). Likewise, technological

advancements, such as event-dedicated mobile applications and websites, have made it easier to

organise events as well as to engage with participants (Rogers 2013; Rogers & Davidson 2015;

Seebaluck, Naidoo & Ramseook-Munhurrun 2013; Whitfield et al. 2014). Within the Asia Pacific

region, the rapid growth of high technology, consumer goods and food industries were

complemented by a rise in the number of events that cater to their needs. In particular, Singapore,

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Taiwan and Thailand have emerged as major destinations for consumer electronics, textile, fashion

and food-related industry events (Inversini & Sykes 2013; Kim, Morrison & Mills 2004; Tansakul

2007).

Of the many factors that event organisers manage, event location has a major impact on the

cost, attendance numbers and, ultimately, the attainment of event objectives. To promote their cities,

many countries have marketing organisations, also known as convention and visitor bureaus. These

organisations are tasked with understanding and meeting the needs of event organisers, along with

identifying and influencing the event destination criteria.

Previous studies on the destination selection process have attempted to identify the factors

that influence destination choice (Rogers & Davidson 2015; Comas & Moscardo 2005; Crouch &

Ritchie 1997; Oppermann 1996; Oppermann & Chon 1997; Taylor & Shortland-Webb 2003;

Bornhorst, Ritchie, & Sheehan, 2010; Eder, Smith, & Pitts 2010; Mutinda & Mayaka 2012; Sung

Moon et al. 2011). Researchers have asked ‘What is the relative significance of each factor in

shaping decisions?’ Does the importance of each factor vary according to the nature of events or the

characteristics of organizers, participants and planners? And, what role do individual factors play at

different phases of the event-planning process?

Many of these studies have adopted Crouch and Ritchie’s (1997) conceptual model of the

destination selection process. It comprises eight categories of destination factors, accessibility, local

support, extra-conference opportunities, accommodation and meeting facilities, information and site

environment. Six categories were subdivided into destination attributes, which are considered in this

study. These attributes include travel restrictions (e.g. visas, customs, etc.), ease of access to the

destination, travel time, past success in holding a corporate event at the destination, availability of

suitable-sized event facilities, rental cost of facilities, reputation for promoting environmental

sustainability and reputation as a safe destination. Not surprisingly, the type of event, whether it is an

exhibition or a conference, impacts the set of destination factors (Comas & Moscardo 2005). In other

words, the influence factors differ between a convention and an exhibition organiser.

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1.1 Problem Statement

One factor contributing to event destination decision is, for some countries, economic and

political uncertainty. As destination impacts event cost, delegate numbers, and ultimately, the

attainment of event objectives (Comas & Moscardo 2005; Crouch 2010; Lee & Black 2005), it is

important for destination marketers to understand event organisers’ destination selection process.

Previous research has outlined a multitude of factors affecting destination decisions—the

attractiveness of a destination, the quality of on-site facilities and services, and the nature of pre and

after-event activities (Crouch & Ritchie 1997; Hinkin & Tracey 2003; Upchurch et al. 2000).

However, the impact of these factors varies according to the nature of events, as well as the type of

attendees (Godlewska 2006).

Previous studies, which investigated how event characteristics and motivation influence

organisers’ perceptions of destination attributes, have lacked geographic coverage. In spite of the

availability of literature on the perceived importance of destination attributes across different types

of event and objectives, there is a need to explore this subject further, in different geographic

locations, in order to generate a fuller understanding of how organisers evaluate destination attributes.

In order to increase our understanding of destination decision-making, the present study

focuses on business events in Malaysia. Over the last decade, the industry has grown to become a

major income earner in the tourism and hospitality sectors (Malaysia Convention and Exhibition

Bureau 2014). Marketers of local conventions and destinations work closely with professional event

planners, service providers and government agencies to promote Malaysian cities. Although

promotional activities are mainly targeted at foreign event organisers, past studies in other countries

have shown that domestic events contribute to the overall industry income (Malaysia Convention and

Exhibition Bureau 2014). No empirical studies on local event organisers could be traced, giving rise

to a knowledge gap on the factors that influence Malaysian event organisers’ decision-making.

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1.2 Research Questions

Based on the problem outlined in the earlier section, the following research questions were

formulated in order to address the knowledge gap:

RQ1: How do Malaysian event organisers perceive the importance of selected destination attributes

in determining event destination?

RQ2: Do event characteristics, event motivations and destination attributes significantly predict

Malaysian event organisers’ perceptions of the importance of a destination attribute?

1.3 Research Aims and Objectives

The present study aims to determine whether a link exists between the importance of

destination attributes, Malaysian event organisers’ destination decision-making and event

characteristics and motivations. To achieve the aim, the study set the following research objectives:

i. To measure Malaysian event organisers’ perceptions of the importance of destination

attributes in determining event destination.

ii. To investigate the differences that may exist among Malaysian event organisers regarding

their perception of the importance of destination attributes.

iii. To determine if event characteristics, event motivations and destination attributes

significantly predict Malaysian event organisers’ perceptions of the importance of a

destination attributes.

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1.4 General Conceptual Framework

Based on the research objectives, a general conceptual framework was developed to guide the

study. Figure 1.1 depicts the variables as well as the relationships between the variables.

Figure 1.1: General conceptual framework of the study.

The general conceptual framework follows the work of Crouch and Ritchie (1997). It

measures destination attributes related to destination accessibility, availability of local support,

quality of event facilities, attractiveness of extra-conference opportunities (i.e. pre- and after-event

activities), accessibility of destination information, and desirability of destination environment.

Altogether, 28 destination attributes were measured. Two groups of variables were modelled as

determinants or predictors of Malaysian event organisers’ perception of the importance of the

destination attributes: event characteristics and event motivations. The current study measured four

event characteristics, event type, event venue, event size and event destination. Event motivations

comprised three variables, branding or marketing, business networking and corporate lobbying.

Event characteristics

1. Event type

2. Event size

3. Event venue

4. Event destination

Event motivations

1. Brand marketing

2. Business networking

3. Corporate lobbying

Destination attributes

1. Accessibility

2. Local support

3. Meeting facilities

4. Extra-conference opportunities

5. Site Environment

6. Information on site

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The following hypotheses tested the prevailing assumptions about Malaysian event organisers’

perceptions and the relationships between variables.

H1 There are significant differences in Malaysian event organisers’ perceptions of the

importance of destination attributes, across different event characteristics.

H2 Event characteristics are significant predictors of Malaysian event organisers’ perceptions of

the importance of a destination attribute.

H3 Event motivations are significant predictors of Malaysian event organisers’ perceptions of the

importance of a destination attribute.

H4 Destination attributes are significant predictors of Malaysian event organisers’ perceptions of

the importance of a destination attribute.

1.5 Definition of Terms

This section explains the key terms used in the study.

Destination

A destination is a place. At a national level it refers to the country as a whole, and at local

level it refers to cities, states or region. Rogers (2013) defined a destination as a geographical area

having attributes, features, services and attractions that appeal to prospective visitors. The focus of

this study is on local destinations, within Malaysia.

Destination competitiveness

Destination competitiveness is linked to the ability of a destination to deliver goods and

services that perform better than other destinations, based on aspects of tourism experience that are

important to visitors (Crouch 2010).

Destination management

Destination management refers to strategies that enhance the appeal of a destination’s

resources and strengthen the quality and effectiveness of the supporting factors (Crouch & Ritchie

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1997; Dwyer & Kim 2003; Ritchie & Crouch 2003). The World Tourism Organisation (2012)

suggested that effective destination management needs public and private organisations to work

towards a common goal, which is to produce the best visitor experience possible. This frequently

requires, Manemte (2008) also noted, policies and actions that bring together different resources,

activities and stakeholders.

Event

An event is an organized occasion, a meeting, convention, exhibition, special event or gala

dinner (Allen 2008). Getz (2013) also noted that all events are temporary and a unique blend of

management, program, setting and people.


In the present study, event characteristics are event type, size, venue and destination. The

event type consists of meetings, incentives, conventions, exhibitions and training. Event size refers to

the number of attendees at an event and has been categorised as large, medium and small. For the

purpose of this study, events up to 500 attendees were classified as small events, events with 501 -

1000 attendees were classified as medium, and more than 1001 attendees were large events. Event

venue was categorised by the type of venue: corporate offices, hotels, conference/exhibition centres

and universities. Lastly, event destination refers to the location of an event. This study considered

two location categories: events organised in Malaysia and events organised outside Malaysia.

Event motivations

Event motivation refers to the objectives of, and the desire to attend, business events. These

include brand marketing, business networking and corporate lobbying. Brand marketing events tend

to advertise or promote a company’s product or service (Foley et al. 2014). Business networking

events include face-to-face meetings with knowledge and insights sharing. Corporate lobbying

involves industrial support and awareness of specific issues.

Event planners

Event planners manage every aspect of an event (Allen 2008). This includes budgeting,

scheduling, site selection, acquiring necessary permits, coordinating transportation and parking,

arranging for speakers or entertainers, arranging decoration, event security, catering and emergency

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plans (Bowdin et al. 2012). The event planner may be an employee or contractor of a large company,

professional association, or trade association who plans, organizes, implements, and controls

meetings, conventions or other events (Bowdin et al. 2006; Getz 2013).

Event management

Event management is the process of preparing, planning and producing an event. It

encompasses setting event objectives and controlling resources to meet these (Robson 2008). Large

events, such as festivals, conferences, ceremonies, formal parties, concerts, or conventions,

Manepatil (2013) noted, require significant project management. This requires studying the brand,

identifying the target audience, devising the event concept, planning the logistics and coordinating

the technical aspects before actually launching the event (Manepatil 2013).

Event organisers

An event organizer is the person or firm who schedules an event, runs and reports it (Bowdin

et al. 2012). Organizers are responsible for all aspects of an event (Allen 2008), and make sure their

events run smoothly. In this study, event organisers refer to organisations or persons who initiate or

host an event. An organiser may run an event with or without engaging the services of external

professional event planners.

Conference

Designed to facilitate discussion, conferences are useful for fact-finding, problem solving and

consultation activities. Attendees meet and exchange views, convey messages, open a debate or give

publicity to opinions (Cecil, Reed & Reed 2011; Sikošek 2012).

Exhibition

This type of event showcases different products and services. The main focus is usually on

building business to business (B2B) relationships and networking between different participants and

attendees. Products and services are presented in the exhibition area and attendees visit the exhibits

(Roger 2013; Cecil, Reed & Reed 2011).

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Convention

An event, where the primary activity is to attend educational sessions, meetings and

discussions, is a convention. Often, a conference also contained an exhibition component that is

secondary to the event (Roger 2013; Cecil, Reed & Reed 2011; Sikošek 2012).

1.6 Significance of Study

A significant body of research already exists on corporate tourism destination selection, but

the focus has been on end-users’ and travellers’ perceptions (Bonn & Boyd 1993). This research has

focused on attributes with respondents’ perceptions being captured through the factors they

considered important (Crouch & Ritchie 1997; Lee & Back 2005). However, in this study,

quantitative research method is used to establish, confirm, or validate relationships and to develop

generalisations that contribute to theory. Qualitative research, on the other hand, is a holistic

approach most useful in discovery (Williams 2011). As this study aims to validate relationships and

develop generalisations, the quantitative method best meets the research objectives. Data collection

was undertaken using questionnaires and surveys to event organisers and planners.

1.6.1 Significance to academics

This research aims to determine the corporate destination selection process and criteria with a

focus on the Malaysian convention industry. Specifically, the intention of this study is to examine

how corporate event organisers and planners value the different factors that influence business event

destination choice. Some factors already exist and have significant influence in business event

destination decisions (Oppermann 1996). These factors include accessibility, quality of meeting

facilities, safety and security, destination image, affordability, quality of service, and entertainment

(Crouch 2010; Crouch & Ritchie 1997; Lee & Back 2005).

Even though many empirical studies have examined corporate event destination selection

decision processes and event planning, researchers have advised deeper exploration of the issues,

implying a need for further studies on the subject (Ritchie & Crouch 2003). This research, which

looks at both cognitive and affective factors influencing the selection process, may uncover

differences in variables that event organisers and planners perceive as important when selecting

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destinations for different types of events. It also develops insights into their destination selection

process.

Furthermore, as much of the research has been conducted in western countries, such as

Australia, Europe and North America. However, these findings may not generalise to the

phenomenon in the Malaysian business events industry. Additionally, research showed that

intermediaries and the size of a corporation could function as intervening factors that influence event

planners. Crouch and Louviere (2004) also implied that more research is needed to clarify the

importance and the actual significance of each factor influencing the selection of a business event

destination. This research proposes to answer this call.

1.6.2 Significance to practitioners

The range of potential destinations for business events has grown significantly as industry

players and policymakers recognise the potential economic benefits of business events. Consequently,

managing the competitiveness of a destination has become more important. A key element of this

management process is understanding how a destination influences the number of attendees and

ultimately the success of the event. Therefore, it is important to understand the destination selection

criteria event planners apply in making decisions.

The focus on destination selection in the corporate sector is of importance because of the

substantial impact it has on a destination, in particular, boosting the local economy. An attractive

destination creates a thriving economy. However, trends change quickly. Without understanding

changing market needs and their influence on the selection process (Baloglu & Love 2004),

destination risk economic downturn.

Furthermore, this research could also help marketing and sales professionals of entertainment

and convention centres, and other hospitality industries to better serve their customers. These

marketing organizations, such as Sarawak convention bureau and Malaysia convention and

exhibition bureau, need to understand event planners’ needs and attract business events that best fit

the scope of services they are able to provide.

11

1.7 Scope of the Study

The scope of this study is limited to factors that influence local event organisers’ and

planners’ destination selection for business events in Malaysia. This study analysed the important

destination attributes that event organisers consider in making their business event location decisions.

This study uses event characteristics and event motivations as independent variables to determine

whether a relationship exits and destination attributes serve as a dependent variable.

The data analysed for this study was drawn from a sample of 1200 event organisers and

planners, corporate heads and executives around Malaysia. The sample was developed from listing

directories of the Sarawak convention bureau (SCB) and the Malaysia convention and exhibition

bureau (MyCEB). A survey questionnaire returned a 21.8% response rate, with 261 useable surveys

returned. The survey yielded up to date information on the important destination attributes event

organisers consider in their decision making, and their relationship with event motivations and event

characteristics.

Overall, the current study contributes valuable information to policy makers and convention

bureaus on how to support event organisers and planners of business events and how to maintain

destination competitiveness.

1.8 Organisation of Chapters

This thesis consists of six chapters. Chapter one provides an overview of the study and

provides an introduction into the business event industry in Malaysia. It also provides an overview of

event organisers and planners roles in business event conferences. The study problem statement,

research questions, and objectives are also outlined. The final sections of this chapter contain the

significance of study, definition of key terms, scope of the study and organisation of chapters.

Chapter two presents the current literature available in this area of study. It includes the

conceptual models of destination competitiveness, factors influencing destination competitiveness

and destination selection decision-making process. Also, the theoretical framework and proposed

research framework are presented. Chapter three contains a detailed research methodology, the

12

research design, and population and sampling processes. It also explains the measurement instrument

and data collection procedures and techniques.

Chapter four discusses the outputs of the statistical analysis drawn from the data collection.

Chapter five synthesizes the findings and draws conclusions from the research. The final chapter

(chapter six) presents the implications of the study from both theoretical and practical aspects. It also

presents the strengths and potential limitations and directs future research.

1.9 Summary

The current study aims to enhance knowledge and management practices for supporting and

improving the performance of the business event industry in Malaysia by considering the factors

event organisers perceive as important. The findings can inform and influence programmes and

strategies to attract international business events to Malaysia in the future.

This chapter has established the preliminaries for the remainder of the thesis by providing the

background of the study, problem statement, research questions, research objectives, general

conceptual framework, definition of terms, significance of the study, scope of the study, organisation

of chapters and a brief summary. On these foundations, the thesis progresses with a comprehensive

review of the extant literature and research on business events industry in Malaysia.

13

CHAPTER 2

LITERATURE REVIEW

2.0 Introduction

For the industry players and government destination bureaus to succeed in the event

management sector of the hospitality industry, they require an in depth understanding of how event

organisers and planners choose destinations and the importance they place of different factors

(Comas & Moscardo 2005).

This chapter, the literature review, provides insights into current trends in event organisers

and planners’ destination selection criteria for business events. It also examines how these factors

have progressed overtime. Starting with the nature of business events in Malaysia, the chapter then

discusses the component theories of resource-based view (RBV) theory and Porter’s theory of

competitiveness. Next the chapter introduces the models of destination competitiveness, and

discusses the similarities and differences between the three models. Additionally, factors influencing

destination selection are discussed extensively with reference to previous studies. This is followed by

a discussion of the difference between corporate and association event planners in terms of their

needs and expectations. The chapter closes with a discussion of the process of destination selection

and illustrates the conceptual framework.

2.1 An Overview of the Business Event Industry in Malaysia

Over the last decade, the business event industry in Asia has undergone a massive

development boom (Corrado & Truong 2008; Rogers & Davidson 2015). Partly driven by the new

infrastructure investments, such as convention facilities, exhibition facilities, hotels and casinos,

most of the growth has been fuelled by the western world’s focus on engagement with Asia. The

International Convention Growth Rate (ICGR), an organisation under the International Congress and

Convention Association (ICCA), placed Asia as the world’s growth region, with the number of

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international conventions hosted growing at 8.9% annually (International Congress and Convention

Association 2014).

Malaysia has recognised the business event industry as a high yield and high profile market

segment. The country has generated incremental gross national income (GNI) of RM3.9 billion and

created about 16,700 jobs in 2011 from this sector. To support the industry, Malaysia has established

two major government organisations that work both locally and internationally to attract events to

Malaysia. They are the Sarawak Convention Bureau (SCB), and Malaysia Convention and

Exhibition Bureau (MyCEB).

The Sarawak Convention Bureau, established in 2006, was the first government organisation

established for the purpose of promoting Sarawak (a Malaysian State) as a destination for business

events. The main objective of SCB was to position Sarawak as a leading Asia Pacific destination for

international business events.

The Malaysia Convention and Exhibition Bureau (MyCEB) was established in 2008 by the

Malaysian Ministry of Tourism. Unlike SCB, which is focused on Sarawak only, MyCEB promotes

Malaysia internationally as a preferred destination for business events. Over the years, MyCEB has

positioned itself as a non-profit organisation that assists event organisers and planners to bid and host

international business events in Malaysia. In 2011, MyCEB created Malaysia Major Events (MME),

a division focused on identifying and supporting international event bids. Its mission is to place

Malaysia on the world map as the top-choice destination for business events. Since its establishment,

MME has increased the number of international events and also successfully assisted home gown

events that strengthen Malaysia’s attractiveness as an international venue for major events.

Subsequently, the business event industry has had an enormous economic impact on

Malaysia. According to Kong’s (2014) article in the Borneo Post, between 2006 to 2014, SCB

secured 312 business events and is estimated to have generated about RM 285 million for Sarawak.

The bureau confirmed these statistics and noted that the value of these business events provided

additional education, export trade and foreign exchange opportunities. MyCEB, during the same

period, secured 135 international and regional conventions and incentives for Malaysia. In 2015,

MyCEB attracted an average 535 delegates per event, about 71 157 delegates, which will generate in

excess of RM 634 million in economic impacts and the number is expected to increase in 2016

(MyCEB 2015).

15

Collaboration between SCB and MyCEB ensures that Malaysia becomes a popular

destination for international business events within Asia pacific region. Their collaboration

accounted for an estimated RM 1.198 billion in economic impact from 124,406 delegates in 2011.

Moreover, in 2012, an estimated 1,326,734 visitors arrived in Malaysia for international business

events, which represent 5.3% of total arrivals. With a ratio of 221 to 1 return on government

investment, the visitor expenditure from business events within the same period was RM 11.0 billion

with RM 18.2 billion worth of economic impact. This represents growth of 3.4% over the previous

year, which contributed RM 17.6 billion to the Malaysian economy.

2.2 The Component Theories

In the next sections, two theoretical perspectives, resource-based view (RBV) and Porter’s

theory of competitiveness are reviewed. These theories provide the rationale for the selection of a

destination for business events as well as decision-making factors that event organisers consider

important.

Resource-based view suggests that a destination’s competitive advantage is based on the

relationship between its attraction and its ability to utilise available resources (Barney 2001; Peteraf

2011). Porter’s theory of competitiveness provides the basis for understanding the influence of

interfering factors on convention site selection and how this further influences destination

competitiveness. Both theories are explained in detail below.

2.2.1 Resource-based view theory

The RBV theory explains that the profitability of firms within the same industry typically lies

in their control of internal factors and the resources of each company. For an event destination, this

definition suggests that the resources and capabilities of a destination will distinguish it from others.

Furthermore, if RBV theory is a collection of unique capabilities and resources that provide the basis

for strategy and performance (Ireland, Hitt & Sirmon 2003; Sirmon, Hitt & Ireland 2007), then

performance fluctuations are largely due to its unique resources and capabilities, rather than

structural characteristics of the industry. In the context of this study, the performance of a destination

16

over time is a result of the unique resources the destination possesses and its ability to manage those

resources.

RBV theory can link strategies for achieving competitiveness to the relationship between

destination resources and attractors (Molina-Azorin, Pereira-Moliner & Claver-Cortés 2010; Volgger

& Pechlaner 2014). Montgomery and Hariharan (1991), in their research on RBV, showed that firms

with broad resource bases tend to pursue diversification. Their conclusion was that firms enter

markets where the resource requirements match their capabilities.

Applying RBV approach to a destination, means its resources and capabilities are a major

distinction. Two assumptions can be derived from the RBV theory; first, destinations differ in

relation to the strategies, resources and capabilities they possess. Secondly, some resources and

capabilities may not be perfectly mobile among destinations (Molina-Azorin, Pereira-Moliner &

Claver-Cortés 2010) so may be common.

2.2.2 Porter’s theory of competitiveness

Porter’s (1990) “diamond of national competitiveness” describes how nations, or even

industries within nations, are more successful than others. Porter proposed specific factors that

potentially create competitive advantages for a country (Enright & Newton 2005). The model

includes four elements. One, factor conditions are a country’s production factors, such as skilled

labour, infrastructure, and natural, cultural and historic resources. Two, demand conditions in the

home market drive local demand for products and services, which may force local companies to be

more competitive or innovative. Three, related and supporting industries that are competitive provide

more innovative and efficient product and services, supporting the nation’s competitiveness. And

lastly, firm strategy, structure and rivalry can impact the way a firm or country is established,

managed, organised, which can affect its competitiveness.

These forces, applied to destinations, can outline a path to competitive advantage. The Porter

model provides an important conceptual framework to understand and analyse the effects of industry

structure on the suitability of destinations.

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2.3 Models of Destination Competitiveness

This section examines the existing literature on the business event industry. It covers four

model categories: (1) conceptual models of destination competitiveness; (2) factors influencing

destination selection; (3) needs/expectations of corporates vs. association event planners; and (4)

destination selection decision-making processes.

2.3.1. Conceptual models of destination competitiveness

Previous studies have provided various descriptions of destination competitiveness for

business events. For example, Pearce (1997) described destination competitiveness as the output of

evaluation techniques and methods that analyse and compare the diverse attributes of competing

destinations within a planning context. He further stated that destination competitiveness is

associated with the ability to deliver an experience that is more satisfying than what other

destinations offer. In other words, it is linked to the ability of a destination to effectively and

efficiently organise a business event and satisfy the delegates and participants better than competing

destinations.

General models on destination competitiveness, described in the literature, outline the basic

requirements to develop and maintain an industry’s competitive position and the comparison

conditions for destinations. Three popular conceptual models were developed by researchers Crouch

and Ritchie (1997), Dwyer and Kim (2003) and Dwyer, Mellor, Livaic, Edwards and Kim’s (2004).

Heath (2002) also developed a model of destination competitiveness.

Crouch and Ritchie's (1997) conceptual mode, shown in Figure 2.1 below, recognizes that

destination competitiveness is based on a destination’s resource endowments, comparative advantage,

its capacity to deploy the resources, competitive advantage, and balancing the impact of global

macro-environmental forces and competitive micro-environmental systems. A destination’s

comparative advantage comprises of factors that are critical to market competitiveness, human and

physical resources, availability of know-how, capital, tourism infrastructure, and historical and

cultural assets (Crouch & Ritchie 1997; Hassan 2000; Ritchie & Crouch 2003; Ritchie & Crouch

2010). On the other hand, competitive advantage comprises of audits and inventories, maintenance,

growth and development, efficiency and effectiveness.

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Figure 2.1: Conceptual model of destination competitiveness (Crouch & Ritchie 1997).

The model also includes macro environmental factors, economic, technology, political / legal,

socio-cultural and demographic, and micro environmental factors, customers, competitors, suppliers,

international facilitators, destination culture and the public. These elements (micro) tend to have a

more direct and immediate impact than macro elements (Crouch & Ritchie 1997; Ritchie & Crouch

2003; Ritchie & Crouch 2010). However, for Malaysia to be a top destination, the convention

bureaus need to consider which resources are available and ensure these are utilised. To remain

competitive within the industry, it is important to be capable of deploying resources while being

aware of the macro and micro factors.

Another model of destination competitiveness, developed by Dwyer and Kim (2003) and

Dwyer, Mellor, Livaic, Edwards and Kim (2004), focuses on national and firm competitiveness. The

model, represented in Figure 2.2, comprises three major components: resources, destination

management and situational condition. Firstly, resources can be categorised into two types, namely,

endowed resources and created resources. Endowed resources are natural, heritage or cultural, which

includes mountains, lakes, rivers, cuisines, customs, etc. Created resources include tourism

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infrastructures, special events, available activities, entertainment and shopping, and enabling factors

such as general infrastructure, quality of service, and accessibility of destination.

Figure 2.2: Integrated model of destination competitiveness (Dwyer et al. 2004).

The model includes situational conditions, forces in the wider external environment that

impact destination competitiveness, such as macro environmental factors. Destination management

can be categorised into government and industry. Combined, these factors enhance the appeal of the

resources and can strengthen the quality and effectiveness of the supporting factors. The elements of

both components interact with tourist demand and situational conditions to influence destination

competitiveness and socioeconomic prosperity.

A third model of destination competitiveness, proposed by Heath (2002), consists of

components that he labels “competitiveness foundations”. These are key attractors, such as non-

negotiables, enablers, value adders, facilitators and experience enhancers. He explained the key

attractors to be the fundamental reasons why prospective visitors choose one destination above

another. Other attractors are inherited, which include natural, cultural or heritage and created

attractors are events, entertainment and shopping. Non-negotiables include safety, security, health

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facilities and other elements existing within a destination. These elements could be qualifying

determinants of competitiveness.

The enablers are essential infrastructure for a successful business event (Heath 2002), such as

road networks, airports, train systems and other amenities. Any business event location event

location should possess these to stay competitive. Value-adders such as value and price

competitiveness, proximity to key markets and strategic destination links can contribute to

destination competitiveness. Facilitators comprise transport facilities, food services and receptive

tourism plant and experience enhancers include hospitality and authentic experiences which are vital

to sustained destination competitiveness.

Another group of items in this model are “the cement”, which cover stakeholders,

communication, partnerships and alliances, information and research, and performance measurement.

The model also emphasizes success drivers: a tourism strategic framework, development and

marketing plans, a sustainable development policy and framework and a strategic marketing

framework and strategy.

These three models of destination competitiveness exhibit some similarities. First, the three

models recognise the importance of resources (comparative advantage) in a destination’s ability to

successfully host an event (Crouch & Ritchie 1997; Dwyer & Kim 2003; Dwyer et al. 2004; Heath

2002). Either endowed or created resources, as Dwyer & Kim (2003) and Heath (2002) described

them, are vital to destination competitiveness. Secondly, competitive advantage, or the capacity to

deploy resources (Crouch & Ritchie 1997), can be an edge a destination has over other cities. These

advantages, infrastructure such as road networks, rail and transportation systems (Crouch & Ritchie

1997; Dwyer & Kim 2003; Heath 2002), are significant considerations to corporate event planners.

Lastly, Crouch and Ritchie (1997) and Dwyer and Kim (2003) recognised the impact of macro

environmental forces in destination competitiveness, and Heath (2002) expressed the importance of

non-negotiables and value adders in destination competitiveness.

In summary, the models explain important factors in destination competitiveness that help

destinations maintain a competitive edge in the business event industry. The factors enrich our

understanding of destination competitiveness as they specifically categorise the distinctions between

destinations and the characteristics one nation may possess over another.

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2.3.2. Factors influencing destination selection

A number of studies have explored the criteria that event planners use for analysing and

selecting event destinations. Although the selection criteria are similar to the factors of destination

competitiveness, the findings were useful as they revealed the relative importance of each criterion,

as well as how perceptions are influenced by the characteristics of event planners or hosts.

Identifying and understanding these factors are also of great importance among destination marketers

and local suppliers, who need to develop more effective marketing strategies and meet the needs of

potential visitors (Go & Govers 1999; Govers, Go & Kumar 2007).

Even though there is a substantial amount of research on the factors that affect the process of

destination selection, especially from an association perspective, there is still a need for a deeper

understanding of the relative role of each factor and its importance in relation to situational variables

(Lee & Back 2005). This information could help destinations position themselves more effectively in

market segments, such as the different corporate or association event sectors (Bonn & Boyd 1993).

Existing research from Lee and Back (2005) presented a range of factors that influence

business event destination selection, including facilities, accessibility, quality of service, destination

image, affordability, safety and security and attractions and entertainment (Lee & Back 2005).

Crouch and Ritchie (1997) identified 36 destination competitiveness attributes in their conceptual

model. Table 2.1 shows the categories, attributes and dimensions from their research. The categories

represent the groupings of attributes, which consist of accessibility (cost, time, frequency,

convenience and barriers); local support (local chapter, convention centre and subsidies); extra-

conference opportunities (entertainment, shopping, sightseeing, recreation and professional

opportunities); accommodation facilities (capacity, cost, service, security and availability); meeting

facilities (capacity, layout, cost, ambience, service, security and availability); information on site

(experience, reputation, and marketing); site (climate, setting, infrastructure and hospitality); and

other criteria (risks, profitability, association promotion and novelty). The 36 main attributes have an

explanation for each dimension.

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Table 2.1: Convention site selection factors, adapted from Crouch and Ritchie (1997).

Categories Attributes Dimensions 1. Accessibility Cost

Time Frequency Convenience Barriers

The monetary expense of transportation and accessibility The duration or distance of travel involved and the opportunity cost of time The frequency of connection The scheduling convenience of the connections The extent of any travel formalities that inhibit travel such as visas, customs and others

2. Local support Local chapter Convention Centre Subsidies

Extent of assistance and backing offered by the local chapter of the association Extent of planning, logistics and promotional support offered The extent to which the destination offers to delay costs through rebates and subsidies

3. Extra-conference

opportunities

Entertainment Shopping Sightseeing Recreation Professional opportunities

Restaurants, bars, theatres, nightclubs, etc. Malls, departmental stores, low cost prices, etc. Architecture, museums, monuments, attractions, parks, historical sites, local tours, etc. Sports and activities either as spectators or participants Visiting local clients, negotiations, business deals, selling, making contacts, etc.

4. Accommodation

facilities

Capacity Cost Service Security Availability

The number of rooms available and whether more than one hotel is required Cost of suitable accommodation at the site Perception of the standard of service Extent to which the hotels provide a safe and secure environment Availability of facilities when required

5. Meeting

facilities

Capacity Layout Cost Ambience Service Security Availability

Ability of site to provide suitable sized facilities Suitability of the facility layout and floor plan Cost of the required meeting space Ability of the facility to provide appropriate environment and atmosphere Perception of the standard of service Extent to which the facility provides a safe and secure meeting space Availability of facilities when required

6. Information on

the site

Experience Reputation Marketing

Has the site performed satisfactorily in the past The reputation of the destination among other meeting planners Effectiveness of the destination’s marketing activities

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Categories Attributes Dimensions 7. Site environment Climate

Setting Infrastructure Hospitality

Desirability of the destination’s climate Attractiveness of destination’s surroundings Suitability and standard of local infrastructures The extent to which the host organisation and community excel in welcoming visitors

8. Other Criteria Risks Profitability Association promotion Novelty

Possibility of natural disasters, strikes, boycotts and other possible adverse events The extent to which the site would produce a profit (loss) for the convention Possibility that the site would add credibility to the association and build membership The extent to which the destination represents a new location for the association’s next convention

Using the above attributes as a reference, Crouch (2010) identified ten attributes that exert the

strongest influence on destinations. These are physiography and climate, culture and history, tourism

superstructure, mix of activities, awareness / image, special events, entertainment, infrastructure,

accessibility, and positioning / branding. Destinations should pay attention to these attributes when

searching for strategic ideas and solutions and when allocating limited resources (Crouch 2010).

Whitfield, Dioko, Webber and Zhang’s (2014) study of MICE events in greater China

(Mainland China, Hong Kong, Macao and Taiwan) presents an importance-performance analysis of

events, facilities and destination attributes. Importance-performance analysis is a means to measure

people’s satisfaction with a product or service (Martilla & James 1977). It recognises client

satisfaction in two different ways: the importance of the service to the client and the performance of

the business in providing the service. According to Silva and Fernandes Júnior (2010), the analysis

examines the performance and importance of attributes as a determinant factor to satisfy respondents.

Another study, by Whitfield et al. (2014), tested attributes with delegates attending business event in

the region. The result was subdivided into importance and performance attributes. Of the five major

attributes identified in terms of importance, three were related to MICE facilities. These were the

atmosphere and environment created by MICE facilities, the safety and security within the exhibition

facility and the standard of service within the exhibition facility. The other important factors were the

safety and security of the accommodation and the destination.

Moreover, four of the five major performance attributes identified were destination-level

attributes. They are the attractiveness of destination’s surroundings, the reputation of destination for

24

holding an exhibition, safety and security within the destination and the suitability and standard of

local infrastructure. The last attributes was related to safety and security within the exhibition facility.

This research confirms that to remain competitive and attract exhibitions, destinations need to

address facilities and destination-level attributes, likewise safety and security at all levels is

important.

Table 2.2: Importance-performance attributes, adopted from Whitfield et al. (2014).

Importance attributes Performance attributes Atmosphere and environment created by the facilities Attractiveness of destination’s surrounding

Safety and security within facility Reputation of the destination Standards of service within the facility Safety and security within the destination Safety and security within the accommodation Suitability and standard of local infrastructure Safety and security within the destination Safety and security within the facility

A study in Hong Kong by Qu, Li and Chu (2000) explored the importance and satisfaction of

site selection criteria for holding conferences. The findings on the importance of criteria were

consistent with previous studies, but the researchers found significant differences between end-users,

organisers and venue executives in their evaluation of the importance of site selection criteria. Qu, Li

and Chu (2000) concluded that accommodation, convention facilities, accessibility, safety and

infrastructure systems were perceived as important site selection criteria. They suggested that venue

executives should design and develop different promotion programs to target conference venues,

end-users and organisers.

A Kim and Kim (2004) study, aimed at determining the important attributes in selecting

international convention destination, investigated the factors affecting meeting planners overall

satisfaction of Seoul, Korea, as a convention city. Their study identified three major attributes that

determine meeting planners’ overall satisfaction, cost or service, facility or support, and accessibility.

Using the important performance analysis, they further indicated that Seoul needs improvement in

five major attributes: convention and exhibition facilities, hotel room rates, ground transportation,

management skills of staff, and friendliness and foreign language skills of local people.

25

Nelson and Rys (2000) focussed their study on secondary convention destinations and the

important site selection criteria. These destinations rely on local, state, and regional conventions that

have less economic impact than national and international conventions (Nelson & Rys 2000). Their

study noted some advantages of second tier destinations (affordability, cooperative convention staff

and general friendliness of locale, appeal to specialised or targeted audiences and safety/security and

family environment), with one notable disadvantage being the inconvenience of not having direct air

connection to major cities. Furthermore, their study identified four major site selection criteria,

cooperative convention sites, security and safety, competitive hotel rates and availability of meeting

rooms. In conclusion, their study suggested that the major obstacle to be overcome was accessibility.

They also suggested that the availability of direct flights from most major markets is very important

to national and international conventions and most second-tier destinations will have difficulty

attracting these lucrative groups.

A US study by Chacko and Fenich (2000) found many attributes important to a successful

convention event. These are hotel room availability, hotel room rates, meeting space availability,

cost of food and beverages, availability and cost of air services, convenience of local transportation,

promotional appeal of city, destination service, safety of attendees, friendliness of local people and

helpfulness of service people. They concluded that different attributes are significant for different

cities in terms of organising conventions.

Several of these attributes and factors were also used in earlier empirical research to measure

destination image as an overall factor, made up of functional, tangible or abstract and psychological

characteristics. These studies recommended destinations adopt an optimal mix of products and

services that appeal to different segments within the conferences and meeting market to appeal to the

different needs and wants. The reports also advised that success in building a destination image is

dependent on the destination fulfilling expectations to maintain satisfied clients.

These studies have explored the different criteria event planners use for analysing and

selecting business event destinations. Each study was distinct in terms of the country where the study

was carried out, the types of organisation analysed, the type of events considered, the methodology

used and the surveyed or interviewed respondents. They provide a guide for research on destination

selection criteria to be carried out in Malaysia. The implications from these studies are that local

convention bureaus need to be aware of the selection criteria considered to remain competitive in the

26

convention industry. Success should be measured by the number of bids won and the number of

business events the country will attract in the future. Table 2.3 below presents a summary of the

criteria.

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Table 2.3: List of criteria identified from the literature.

Author(S) Destination Selection Criteria

Crouch (2010)

Physiography and climate, culture and history, tourism superstructure, mix of activities, awareness / image, special events, entertainment, infrastructure, accessibility, and positioning / branding

Whitfield, Dioko, Webber and Zhang’s (2012)

Importance criteria: the atmosphere and environment created by MICE facilities;

the safety and security within the exhibition facility

the standard of service within the exhibition facility

the safety and security within the accommodation

and the safety and security within the destination

Performance attributes: the attractiveness of destination’s surroundings

the reputation of destination for holding exhibition

the safety and security within the destination

the suitability and standard of local infrastructure

and Safety and security within the facility

Qu, Li and Chu (2000) Accommodation, convention facilities, accessibility, safety and infrastructure system

Kim and Kim (2004) Cost or service; facility or support; and accessibility

Nelson and Rys (2000)

Most important criteria: cooperative convention staff

security and safety

competitive hotel rates

availability of meeting rooms and

competitive rates for exhibit space

Chacko and Fenich (2000)

Hotel room availability, hotel room rates, meeting space availability, cost of food and beverages, availability of air service, cost of air service, convenience of local transportation, promotional appeal of city, destination service, safety of attendees, friendliness of local people, helpfulness of service people

Lee and Back (2005) Facilities, accessibility, quality of service, destination image, affordability, safety and security and attractions and entertainment

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2.3.3. Needs and expectations of corporate vs association event planners

Events planners differ in terms of the type of event that they plan and organise. A number of

studies have distinguished the criteria for analysing and selecting destinations for business events

(corporate events) compared with association events. Although they both differ on how the events

are organised, some criteria are important to both event types and hence important for destinations.

Rogers (2013) used the term “corporate” to describe conference organisers who work for

corporate organisations. These companies have a special department that deals with planning and

organising conferences and events, which may have its budget reduced during difficult financial

periods (Rogers 2013). Corporations tend to take care of all financial expenses of employees who

attend conferences and events. For association events it is different because participants finance

themselves.

The focus of association tends to be on the interest areas of their members and what they can

do to keep them together (Casey 2011). Association organised events are mostly attended at will,

where as corporate events tend to be mandatory for staff. The association members usually have

different objectives in mind while attending an event; some regard it as a social gathering while for

others it might be for educational (Casey 2011). There is often a financial focus of association

meetings; they are generating revenue, which requires members to pay an attendance fee and other

costs (Toh, Peterson & Foster 2007). In contrast, corporate events mostly focus on the interest of the

corporation or their target customers (Menlo Consulting Group Inc. 2009).

The contrasting requirements of association and corporate event planners need to be

considered when establishing strategies to remain competitive within the industry. The criteria,

discussed below, represent the perceptions of individuals towards attending international events.

Cost is an important attribute in association events and can also be a determinant attribute on how

corporations decide on a location for their business events.

In Crouch and Louviere (2004) study of Australian domestic association-organised

conventions , the researchers identified 20 site attributes that were considered important. The five

most important attributes were cost of venue, food quality, suitability of plenary room, mix of on-

versus off-destination accommodation and proximity of the destination to convention participants.

They further found that neither the availability of unrestricted economy airfares nor discount airfares

29

were significant factors. This is possibly because the cost of air travel is borne by the attendee rather

than event organiser.

In a study be Jun and McCleary (1999), that considered criteria US association meeting

planners’ applied when selecting South Korea as a meeting destination, four general categories of

criteria were considered important. These were logistics / attractiveness of site (e.g. availability of

services, ease of transportation), cost / added value (e.g. cultural and historical attractions, stability of

currency and exchange rate), distance / environment (e.g. distance from individual attendees,

political environment) and social elements (e.g. availability of recreation facilities, climate). From

their cluster analysis, three homogenous groups of meeting planners were identified, which suggest

that distinct market segments exist, each with varying needs and wants. Therefore, marketing

strategies need to be tailored to match the needs of each segment.

Research on association and corporate meeting planners by Bonn, Brand and Ohlin (1994)

found slight differences between each group on the importance of services and facilities, but

significant differences in the importance of attractions and entertainment, which were more

important for association meeting planners than the corporate meeting planners. The attractions and

entertainment factor consists of facilities for shopping, restaurants, nightlife and cultural attractions

(Rogers 2013). It appears that the size of an event has little impact on the destination attribute.

Oppermann (1996) found that meeting planners’ perceptions of destination attributes were are quite

similar regardless of the size of the meeting or conference.

The focus of this study is on corporate conference destination criteria, not associations. The

associations segment of the conference industry differs from the corporate sector in a number of

destination criteria (Oppermann & Chon 1997). Some differences related to the association attendees

having to pay for travel and participation themselves, there is no demand that they have to attend,

they are usually more loosely attached to the association than their professional work and site

attractiveness is often important because many attendees bring family members and use the

conference as a basis for a holiday.

These factors are in contrast to business event as participation on business conferences is

usually paid for by the organisation, the subject and information sharing is more important than site

attractiveness. Attendees are often required to participate and family members seldom join the trip.

The corporate sector also seems to have a closer link between headquarters or business locations and

30

the selection of a site, which is not a consideration for association events (Oppermann 1996).

Furthermore, conferences organised by the corporate sector tend to have shorter lead time than those

organised by associations (Rogers 2013).

2.3.4. Destination selection decision–making process

Even though event destination selection has been a topic of study for decades, little empirical

research has focused on the relationship between the factors influencing destination selection and the

structure of corporates. In addition, few researchers have considered the importance of each factor

and the relative relationship between them (Lee & Back 2005). Crouch and Louviere (2004) implied

that more research is needed on the importance and actual significance of each factor influencing the

selection of a conference destination.

A major focus of this research is to determine the criteria for corporate decision-making on

business event site selection. This study draws from previous studies that have explored the decision-

making process, including a step by step analysis on how corporations decide on a location for their

business events. It evaluates various factors influencing destination selection and their relative

importance by linking these to a theoretical decision process. These decision processes are reviewed

and analysed to ensure their applicability to Malaysia.

This research has adapted Crouch and Ritchie’s (1997) conceptual model of convention site

selection process, shown in Figure 2.3, which consists of five steps. The first step involves event

preplanning, which must occur to initiate the process. In this step, the budget is determined,

convention objectives and also potential dates. Other considerations in the preplanning stage are the

number of new members, past experience with conventions, environmental conditions and policies.

Site selection analysis and recommendation is the second step. The primary purpose is to

gather detailed information from a number of potential sites that have met the minimum requirement

of the organisation. Convention planners may conduct site visits to inspect facilities and competing

destinations might be invited to attend a meeting. At this stage, it is essential that competing

destinations can demonstrate that infrastructures are in place. Security and safety of the destination is

also an important consideration.

The third step, which is the site selection decision, is performed by the association’s

executive or board of directors based on the meeting planner’s recommendations. At step four

31

(convention is held), the convention is already in place. Hospitality, the level of friendliness by a

destination’s residents towards visitors (Crouch 2010), is an important attribute during the period of

the convention. This implies that the way visitors are treated determines their willingness to

recommend the destination for next events.

The last step (post-convention evaluation) is undertaken and it enters the site selection

process as an antecedent condition for next conventions. This evaluation leads to learning and

increased knowledge about the destination and the organisation of the conference, which will affect

the next destination selection and conference organisation (Crouch & Ritchie 1997).

There are some intervening factors that might influence the process of decision-making for

selecting a destination. They are the corporate’s culture, employee and management characteristics,

past experience, knowledge, values, corporate policies, environmental conditions and the objectives

for the conference (Crouch & Ritchie 1997). The specific factors in relation to a conference

destination and specific site are accessibility, security and safety, affordability, facilities, quality of

service, attractions and entertainment and the destination image. Each of these factors influences the

corporate decisions on destination selection in various ways, depending on the corporate and

conference characteristics and objectives (Crouch & Ritchie 1997).

For in-country conference bureaus, this decision making process highlights the importance of

having the right facilities and infrastructure in place and that visitors’ hospitality expectations are

met. Understanding this process is important for a destination to remain competitive in the business

event industry. A structured process is also important for event planners as it helps them to prepare

and ensure that necessary facilities are in place. A strong understanding is key if Malaysia is to

remain competitive and maintain its competitive edge in the business event industry.

32

Figure 2.3: Conceptual model of site selection process (Crouch & Ritchie 1997).

Fawzy and Samra (2008) also developed a model of site selection process from the

perspective of an organisational buyer. The model, which used Crouch and Ritchie’s (1997) five step

model as a guide, was further extended to a nine-step site selection process:

• Step one: Anticipation or recognition of a problem (need)

• Step two: Formation of the buying centre

• Step three: General need description

• Step four: Product specification

• Step five: Identifying the type of buy class (this is a decision about whether the

association will use the same venue for their last event or whether they need a new place.)

• Step six: Site selection analysis and recommendation (shortlist of the most appropriate

and suitable sites is prepared and presented to members. The sites are based on their

relative importance to different site selection attributes.)

• Step seven: Site selection decision and order routine specification (a decision is made at

this point after considering the site selection criteria and various factors.)

33

• Step eight: Convention is held (an initiation step, it is about holding the convention.)

• Step nine: Performance review (important in determining the extent to which participants’

needs are met and the likelihood of delegates coming back in the future.)

With these decision-making processes in place, the business event industry has a better idea

on how decisions are made and which factors to consider for future improvement. This model also

helps analyse the influences on participants in site selection decision-making.

Another study by Comas and Moscardo (2005) identified conference planners’ decision-

making processes and explored the attributes they consider important when organising a conference.

They researchers conducted in-depth interviews with organisation conference organisers who had

either planned an event or who were currently in the process of planning events. The results reported

the processes and attributes considered significant and provided an improved understanding of what

destinations can do to enhance destination tourism.

Their work identified five decision-making processes:

• Organisation process (an organised committee that consists of members from different

parts of the association);

• Bidding process (a major presentation of a destination’s uniqueness is considered an

advantage);

• Major considerations (top considerations were venue selection, budget and time

constraints);

• Budget constraints; and

• Time constraints.

Their results also identified six key attributes associations look for in a host destination:

meeting venues, accommodation venues, convenience, technology, price, and atmosphere.

Comas and Moscardo (2005) further developed an extended conceptual model of site

selection process based on Crouch and Ritchie’s (1997) model. They identified two new antecedents

(budget and time constraints, and staff workload) and two new factors (convention and visitors

bureau support and promotional opportunities of the host destination) not analysed by previous

literature.

34

Jago and Deery (2005) in their study examined the relationship between the main participants,

the key factors for a successful convention and the emerging trends within the industry. They

reviewed Oppermann and Chon’s (1997) model of interaction and interrelationships to further

investigate the relationship between the main players (associations, host location and potential

delegates) of the convention planning process. They conducted structured and in-depth interviews

with international convention associations, professional conference organisers and international

delegates to explore the factors that influence convention decision-making. They discovered that

there were additional players involved in convention decision-making: convention centres,

convention bureaus, and local government support. Their study also noted three major factors

influencing convention decision-making, locations and venues, networking and social events, and

airlines, accommodation and food. These factors can influence decision-making because they affect

the budget.

Jago and Deery's (2005) study was based on earlier work by Oppermann and Chon (1997),

who identified three main players (associations, host location and potential attendees). They

proposed two models of decision-making process. The first model, in Figure 2.4, addresses the

interaction and interrelationships among associations, host locations and attendees. It explains that

there is a link between the three players and the need for them to correlate. The model further

explains the importance of the association and host location to have a common purpose, which is to

maximise the number of delegates.

The second model addresses the convention participation decision-making process by

potential attendees. This model suggests that four sets of influencing variables occur during the

delegate decision-making process: personal / business factors, association /conference variables,

location factors, and intervening opportunities.

Based on the existing destination decision-making models, corporations step through a

defined process to ensure they select an appropriate site that supports the event objectives (Comas &

Moscardo 2005; Crouch & Ritchie 1997; Fawzy & Samra 2008; Jago & Deery 2005; Oppermann &

Chon 1997). Destinations that want to host international events have to ensure that they meet the

requirements of corporate event planners. The current study aims to uncover the destination criteria

and requirements that Malaysian convention bureaus need to fulfil.

35

Figure 2.4: Conceptual model of site selection process (Oppermann & Chon 1997).

2.4 Conceptual Framework

Researchers from a wide range of countries have conducted studies on destination

competitiveness. Crouch and Ritchie (1997) focused on Australia, Qu et al. (2000) focused on Hong

Kong, Kim and Kim (2003) focused on South Korea and others have focused on Europe and North

and South Americas. However, the existing literature lacks studies on South East Asia, in particular

Malaysia as an international destination for business events.

The current study focuses on the Malaysian context and the decision-making process for

corporate business events. This research framework forms the basis for the two research questions

and represents the important destination attributes for business events. It also illustrates the

relationship between destination attributes, event motivations and event characteristics. The research

questions are now discussed in detail.

36

2.4.1 Illustration of conceptual framework of variables that influence destination selection

process for business events

This research identifies the key variables that influence decision-making for business events

and determines the relationship between the constructs. Drawing on existing literature, this study

uses Crouch and Ritchie’s (1997) model of destination selection process. The model, which was

originally a five step process, is adapted to only three steps: preplanning, evaluation and selection of

destination. These processes influence destination decision-making for corporate events and are

explained in detail below.

The first step, preplanning, entails budgets, participants, dates and overall conference

objectives. At this stage, the intervening factors are corporate members’ experience, knowledge and

value, policies, and the structure of the corporate (Crouch & Ritchie 1997). The preplanning step lays

the foundation for business events and the destination selection.

The second step is where specific variables of the destination are evaluated and analysed.

These variables include meeting facilities, accessibility, quality of service, destination image,

affordability, safety and security, and entertainment (Crouch & Ritchie 1997; Lee & Back 2005). At

this stage, the variables are analysed and evaluated based on their importance to the plans created in

the preplanning step.

The last step is the selection of a destination for a business event. At this stage, the

destination (i.e. city or region) that best meets the requirements, after evaluation, is selected (Crouch

& Ritchie 1997). According to Crouch and Ritchie (1997), two more steps still exist, where the

conference is held and post evaluation. These steps were not included in the model because this

research focus investigates the variables leading to the selection of a destination.

Moreover, the adapted model better suits the research questions. Based on variables from

studies by Crouch and Ritchie (1997) and Lee & Back (2005), this study focuses on the evaluation

step that considers the importance of destination attributes.

37

2.4.2 Illustrating the conceptual framework of the importance destination attributes

The existing literature has highlighted that a wide range of variables are considered important

when selecting a business event location. In fact, the variables of importance differ from location to

location and the type of business event. For this study, the importance of destination attributes for a

business event is of prime importance. The results in this research help answer the question of

whether there are significant differences of importance attached to destination attributes, independent

of other influences.

The variables selected for this study include accessibility, meeting facilities, site environment,

local support, extra-conference opportunities, and information on site. These are the dependent

variables and are affected by event characteristics and event motivations (independent variable). The

variables were selected from previous studies (Crouch & Ritchie 1997; Lee & Back 2005; Chacko &

Fenich 2000; Qu, Li & Chu 2000) and to suit the business event industry in Malaysia.

2.4.2.1 Accessibility

Accessibility of a destination, according to Crouch (2010), is the degree of ease in reaching a

destination. A variety of factors impact this, such as changes in airline industry regulations, entry

visa and permits, route connections, airport hubs and landing slots, airport capacities and curfews,

competition among carriers and forms of transport. Lee and Back (2005) noted that accessibility is

crucial for an event destination; event planners expect a destination to be easy, comfortable, quick

and cost effective to get to. It is critical that destination bureaus understand the importance event

planners and delegate place on accessibility.

2.4.2.2 Meeting facilities

Meeting facilities are the physical facilities available at the meeting venue, such as

technology, meeting rooms, conference rooms, etc. (Lee & Back 2005). Crouch (2010) classified it

as the availability and quality of human, knowledge and capital resources, which may include

education and research institutions, financial institutions and various areas of public service (Crouch

2010). These are basic requirements needed to run a conference or meeting successfully (Lee & Back,

2005).

38

2.4.2.3 Site environment

Site environment takes into consideration the hospitality of the local community, suitability

and standard of local infrastructure, and the desirability of the destination’s climate (Crouch 2010,

Crouch & Ritchie 1997). Hospitality is regarded as the level of friendliness of a destination’s

residents towards visitors (Crouch 2010). Many destinations believe that the hospitality or

friendliness of their residents or employees towards visitors provides a competitive advantage.

Infrastructure is a destination's basic facilities and services, such as roads, highways and

transportation systems, sanitation systems, communication systems, government services and public

facilities, a reliable and potable water supply, legal systems, utilities, financial systems, health

systems, and education, etc. (Crouch 2010; Crouch & Ritchie 1997).

2.4.2.4 Local support

Local support is the extent to which the local convention bureau promotes, subsidises, and

helps with logistics and planning of an event (Crouch 2010; Ritchie & Crouch 2010).

2.4.2.5 Extra-conference opportunities

Extra-conference opportunities involve other activities that delegates or visitors might engage

in while on business event. These activities include shopping, sightseeing (at historical sites,

museums, attraction parks and other places), and other recreational activities (Crouch & Ritchie

1997).

2.4.2.6 Information on site

This variable considers the reputation of a destination based on the reports from past events.

Event organisers are more likely to choose a destination that has performed satisfactorily in the past

and has been recommended by other meeting planners (Crouch 2010; Ritchie & Crouch 2010).

These variables, which form the basis of this study, are considered to have the most impact

on the business event industry in Malaysia. The attributes also form the basis of the questionnaire.

39

2.4.3 Illustrating the relationship between destination attributes, event motivations and event

characteristics

The focus of this study, compared with previous research, is directed towards the relationship

between destination attributes, event characteristics and event motivations. These align with the

decision-making process and are expected to influence corporates’ selection of a business event

location. Both event characteristics and event motivations lead to destination attributes. Furthermore,

this study has examined the degree to which event characteristics or motivations impact the

relationship with the destination attributes.

The event characteristics that form part of this study include event type, size, venue and

destination. The event motivations are brand marketing, business networking and corporate lobbying.

Even though research has suggested that destination attributes are the key influencer on the

importance level, Crouch and Ritchie (1997) found the variables event characteristics and

motivations also influenced importance. They suggested a link with corporate structure, condition

and experience.

Kroeber et al (2003) described event motivation as a theoretical construct that clarify why

people do what they do instead of choosing an alternative choice. They went further to classify event

motivation as the driving forces of human behaviour (Fodness 1994; Kroeber et al 2003). Lee and

Lee (2001) explained that dividing event markets through motivations, allows event managers to

discover the strengths and opportunities in the market and contributes in guaranteeing their

contentment. Furthermore, Crompton and McKay (1997) in their study argue that event organisers

should ensure that they understand the motivation behind visitors attendants of their events in order

to provide better services.

Business Event Tasmania in one of their publications about business events attendance in the

state, noted that some variables that might have attracted visitors to the destination. Some of the

variables are; recognition, networking, branding and learning. Takeflyte (2015) media identified

meeting experts and influencers personally, networking opportunities, and new insights as top

reasons to attend business events. Event interface (2015) in their survey, found that learning,

networking and business opportunities are some of the important motivations for people to attend

business events.

40

The current study will focus on business networking, brand marketing and corporate lobbying

as the event motivational variables to be tested to determine how important it is for event organisers

while making a choice for a destination for business events.

The model presented in chapter one indicated the possibility of a relative relationship

between event characteristics, event motivations, and the importance of destination attributes. Few

studies have examined these linkages. The current research explores new ground in attempting to

answer the question whether there is a correlating relationship among the various destination

attributes.

2.5 Summary

In this chapter the relevant literature on the business event industry and theoretical

underpinnings of the study have been discussed. The business event industry in Malaysia has

significant potential benefits to the economy. The component theories discussed include resource-

based view and Porter’s theory of competitiveness.

The chapter also highlighted recent studies on the models of destination competitiveness.

Four different categories of model were discussed: (1) conceptual models of destination

competitiveness; (2) factors influencing destination selection; (3) needs / expectations of corporates

vs. association event planners; and (4) the destination selection decision-making process. The chapter

concluded with the explanation of a conceptual framework and the research questions.

41

CHAPTER 3

METHODOLOGY

3.0 Introduction

The study methodology used to investigate the importance of attributes that event organisers

consider when selecting a business event location is described in this chapter. The aim of this study

is to identify the important destination attributes that influence destination selection for business

events in Malaysia, as well as to examine their relationship with event motivations, event

characteristics, and each attribute.

The chapter consists of four sections: the research design, population, and sample are

discussed first. Following this are the descriptions of the research instruments, which measure

destination attributes, event motivations, event characteristics, and demographic characteristics. The

last two sections consist of the data collection procedures and the statistical analytic techniques

employed for this study.

3.1 Research Design

Research design begins with the selection of a topic and paradigm (Mackenzie & Knipe 2006;

Offredy & Vickers 2013). After these are determined, the next step is to formulate data collection

methods, measurement procedures, questionnaire design, sampling, and data analysis (Ergu & Kou

2012; Stokes, Davis & Koch 2012; Weigold, Weigold & Russell 2013).

To determine the important destination attributes that influence selection of business event

destinations, this study tests the relationship between destination attributes, event motivations and

event characteristics through theoretically justified hypotheses. A common data collected method

42

(survey questionnaire) measures the perceptions of event organisers and planners on a range of

variables associated with selecting a destination for business events.

The survey questionnaire method is among the most widely used research methodologies for

a positivist paradigm and survey research is usually associated with the deductive approach

(Saunders & Thornhill 2011; Tuli 2011). Cross-sectional design was adopted in this study, whereby

data was collected from a sample drawn from a specific population at a given point in time and

summarised statistically (Zhang et al. 2012).

3.1.1 Population and sample

The study population consists of 1200 event organisers and planners located across Malaysia.

The population was gathered from the public directories of Sarawak Convention Bureau (SCB),

Malaysian Convention and Exhibition Bureau (MYCEB), and Malaysian Association of Convention

and Exhibition Organisers and Suppliers (MACEOS).

The event organisers and planners arrange events and ensure that international business

events are organised effectively and efficiently. The contact details of these event organisers and

planners were obtained from their public websites.

The population was also extended to corporate heads, executives and managers. These

respondents were included in the population because many large corporations have their own event

teams and do not use external organisers or planners.

3.1.1.1 Sample

Due to time and financial constraints, it was impossible to survey or study the entire

population. To overcome this limitation, Zou, Sunindijo and Dainty (2014) suggested researchers

study a sample of target respondents who represent the whole research population. Hence, a

quantitative research design was adopted for this study.

Mendenhall, Beaver and Beaver (2012), in their study, described a quantitative research

sample as a subset of measurements selected from the population of participants in a study.

Gourounti and Sandall (2011) advised on the need to use the largest possible sample for quantitative

research design. Therefore, the sample of this study, which includes event organisers and planners in

Malaysia, was selected using probability sampling, which is discussed in the next section.

43

3.1.1.2 Sampling method

There are two major sampling approaches, probability and non-probability sampling. With

probability sampling, every respondent of a target population in a study has an equal opportunity of

being included or being randomly selected. For non-probability sampling, a respondent would be

selected over another on purpose, based on prescribed selection criteria (Bornstein, Jager & Putnick

2013; Gantz 2015).

The present study employed a simple random probability sampling technique. As every target

respondent has an equal chance of being randomly selected, all respondents that have organised and

planned an event in the last three years received the survey instrument. Criteria were applied to

respondents because the researchers anticipated that any event organiser or planner in Malaysia may

have to prioritise destination attributes based on their importance. The criteria for selecting target

respondents in the present study are:

He or she is a currently employed staff member in a corporation that has its own event

management team.

He or she is attached to a registered event management company or organisation in Malaysia.

He or she will be willing to participate as a respondent in the present study.

There are advantages to using simple random probability sampling technique. Firstly, it

ensures a high degree of representation (Gantz 2015; Levy & Lemeshow 2013). Secondly, it makes

estimates easy to calculate; in other words, the maths is relatively straight forward (Bornstein, Jager

& Putnick 2013; Brewer & Hanif 2013). Lastly, there is a lack of bias in the selection as everyone in

the population has an equal chance of being selected (Brewer & Hanif 2013; Gantz 2015; Levy &

Lemeshow 2013).

3.1.2 Sampling rationale

The study sample comprises event organisers and planners, corporate heads that help in

decision making, and corporate event teams that do not outsource organising or planning of events

(i.e. corporations that have their own event organising team). The rationale for this sample is that

they form part of a statistical population of 1200 event organisers and planners in Malaysia.

44

It is intended that the findings of this study provide insights into the business events industry

in Malaysia and on how corporates select a destination. By identifying the most important

destination attributes, local convention bureaus will be able to develop appropriate strategies for their

marketing and promotional activities. In other words, they will be able to market Malaysia based on

the attributes that are perceived as important.

3.1.3 Sample size

To determine the minimum sample size for the study research methodology, the literature

revealed that the sample size (i.e. the actual number of event organisers and planners who complete

the survey instrument) needs to meet the criteria for multiple regression analysis. Five factors need to

be considered when determining the sample size: the variety of elements in the target population, the

type of sample required, time availability, financial budget, and required estimation precision (Hair,

Ringle & Sarstedt 2012; Wagner et al. 2012). Also, Roscoe (1975) stated the ideal sample size for

the application of multiple regression analysis should be a few times (preferably a minimum of 10

times) larger than the number of variables in the study. The present study adopted the formula

developed by Krejcie and Morgan (1970) to calculate the minimum required sample size from the

general population of 1200 event organisers across Malaysia. This calculation is shown below:

)1()1()1(

22

2

PPXNdPNPXs

,

where

s = required sample size,

2X = the table value of chi-square for 1 degree of freedom at the desired confidence level

(3.841),

N = the population size,

P = the population proportion (assumed to be 0.50 since this would provide the maximum

sample size), and

45

d = the degree of accuracy expressed as a proportion (0.05).

Hence,

.291)5.01)(5.0(841.3)1199(05.0

)5.01)(50.0)(1200(841.32

s

Based on Krejcie and Morgan’s (1970) formula, the minimum sample size for a population of

1,200 is 291 respondents. It is noted that a sample size of 291 also meets the requirement of multiple

regression analysis, as prescribed by Roscoe (1975).

3.2 Research Instrument

The main research instrument used for this study is a survey questionnaire because it is

considered to be more efficient in data collection compared to other methods, such as interviews or

case studies. The questionnaire measures the perceptions of event organisers and planners on the

important destination attributes that influence business event destination selection. It measures six

variables associated with destination attributes, namely, accessibility, information on site, meeting

facilities, extra-conference opportunities, site environment and local support. Three more variables

associated with event motivations were also included, brand marketing, business networking and

corporate lobbying.

The questionnaire was developed after an extensive review of relevant literature on

destination selection attributes for business events. It consists of twenty-eight items measuring the

seven theoretical constructs discussed in Chapter two. These are (1) demographic characteristics; (2)

accessibility; (3) information on site; (4) meeting facilities; (5) extra conference opportunities; (6)

site environment; and (7) local support. Additionally, the questionnaire consists of thirteen items

measuring event motivations. These are (1) brand marketing; (2) business networking; and (3)

corporate lobbying.

46

The measurement scales were adopted from previously validated instruments of studies. The

number of questionnaire items in each scale ranged from three to nine. Apart from the demographic

characteristics, all responses were recorded using a five-point Likert rating scale with (1) being not

important; (2) being slightly important; (3) being moderately important; (4) being very important;

and (5) being extremely important. Each of these theoretical constructs is discussed in detail in the

following sections of this chapter. Table 3.1 illustrates the number of items measuring each construct.

47

Table 3.1: The theoretical constructs, dimensions and number of questionnaire items

Section Constructs Dimensions Sources No. of items

1 Background information

9

2 Accessibility 5 Travel cost Kim & Kim 2004; Lee & Back

2008; Ritchie & Crouch 2003 1

Travel time Crompton & McKay 1997; Heath 2002; Qu, Li & Chu 2000

1

Convenience Crouch 2010; Ritchie & Crouch 2003; Lee & Back 2008

2

Barriers to travel Chacko & Fenich 2000; Crouch & Ritchie 1997

1

3 Information on site 4 Reputation Crouch & Ritchie 1997; Jago &

Deery 2005; Whitfield et al. 2014 1

Experience Ritchie & Crouch 2003; Whitfield et al. 2014

2

Marketing Crouch & Ritchie 1997; Ritchie & Crouch 2003; Whitfield et al. 2014

1

4 Meeting facilities 7 Capacity Crouch & Ritchie 1997; Qu, Li &

Chu 2000; Whitfield et al. 2014 3

Cost Dwyer & Kim 2003; Dwyer et al. 2004; Kim & Kim 2004; Nelson & Rys 2000

1

Services Crouch & Ritchie 1997; Lee & Back 2005; Kim & Kim 2004 3

5 Extra-conference opportunities

5

Entertainment Crouch & Ritchie 1997; Lee & Back 2005 1

Sightseeing Crouch & Ritchie 1997; Ritchie & Crouch 2010

2

Professional opportunities

Lee & Back 2008; Ritchie & Crouch 2003; Whitfield et al. 2014

2

48

Table 3.1: The theoretical constructs, dimensions and number of questionnaire items (Continued)

Section Constructs Dimensions Sources No. of items

6 Site environment

5

Climate Crouch 2010; Crouch & Ritchie 1997; Lee & Back 2005 1

Infrastructure Dwyer & Kim 2003; Dwyer et al. 2004; Heath 2002

2

Hospitality Chacko & Fenich 2000; Qu, Li & Chu 2000; Whitfield et al. 2014 2

7 Local support Local chapter Crouch & Ritchie 1997; Go & Govers

1999; Ritchie & Crouch 2010 1

Convention centre Crouch & Ritchie 1997; Nelson & Rys 2000; Ritchie & Crouch 2003

1

8 Brand marketing 5 Marketing Crouch & Ritchie 1997; Dwyer & Kim

2003; Dwyer et al. 2004; Go & Govers 1999

2

Branding Crouch 2010; Foley et al. 2014; Ritchie & Crouch 2003; Rogers & Davidson 2015

3

Business networking

5

Sales UNWTO 2014; Foley et al. 2014; Jago & Deery 2005 2

Exposure Foley et al. 2014; Katie, Carmel & Deborah 2013; Oppermann & Chon 1997; Pavlova 2014

3

Corporate lobbying

3

Creation of awareness

Meetings, Incentive Travel, Conventions & Exhibitions 2015; Ritchie & Crouch 2003; Rogers & Davidson 2015

1

Industrial support Crouch & Ritchie 1997; Jago & Deery 2005; Local government & the visitor industry 2015; Meetings, Incentive Travel, Conventions & Exhibitions 2015; Page & Connell 2014; Rogers & Davidson 2015

2

Total number of measurement scale items

50

49

3.2.1 Background information

The survey instrument includes nine items to collect respondent profile and demographic

information. These items are related to gender, age, respondent’s role in the company, number of

employees in the company, type of industry, largest event organised / planned, number of attendees,

event location and type of venue used.

Of these nine items, four items measure the event characteristics that are part of the

independent variables measured in this study. The four items are largest event organised / planned,

number of attendees, event location, and type of venue used.

The first one, largest event organised, or event type, measures the different types of events

the respondents have either organised or planned. These include meetings, incentives, conventions,

exhibitions and training. Additionally, event size (number of attendees) considers the number of

attendees that the organised events have attracted to the destination. It consists of events below 100,

between 101 - 500, 501 - 1000, 1001 - 1500, and above 1500 attendees. Next is event location,

represented as event venue, which identifies the type of venue used for events. Examples include

corporate office, hotels, conference / exhibition centre and university. Lastly, event destination,

considers the country where the event took place. While the focus of this study is on Malaysia, some

Malaysia event organisations also organise events outside the country. Hence, two options were

considered in measuring this item, events organised in Malaysia and events organised outside

Malaysia.

3.2.2 Accessibility

The survey instrument included five destination attributes to measure event organisers’

perceptions of accessibility of a destination. The construct covered four dimensions, travel cost,

travel time, convenience, and barriers to travel. Of the five attributes, two measure the importance of

convenience in getting to a business event destination. One item measures the cost of travelling,

another item measures the travel time, while the last item measures the barriers to travel (Crouch &

Ritchie 1997; Lee & Back 2005).

In the context of the present study, travel cost refers to the amount of money an attendee has

budgeted to spend during the duration of visit, including transportation and other expenses. Travel

time refers to the duration or distance of travel involved and the opportunity cost of time.

50

Convenience includes the scheduling of transportation connections to the destination. Travel

restrictions that might prevent a visitor from reaching a location, or inhibit travel such as visas and

customs, are considered barriers to travel.

Respondents indicated the accuracy of the individual statements using a 5-point Likert scale

(1 = not important, to 5 = extremely important). Examples of the items measuring accessibility of the

location are reasonable travel restrictions (e.g. visas, customs, etc.), ease of access to the destination,

and reasonable travel time.

3.2.3 Information on site

Attributes measuring information on site were adapted and modified from previous studies

(Crouch & Ritchie 1997; Ritchie & Crouch 2003). The purpose of these measurements is to assess

the importance of information flow between the destination and delegates. The information on site

scale incorporates the three dimensions: reputation, experience and marketing. Reputation and

marketing consist of one attribute each, while experience consists of two.

Reputation examines event organisers’ and meeting planners’ perceptions of a destination

(Ritchie & Crouch 2003; Lee & Back 2008). Experience, on the other hand, considers the

performance of the destination during past events; was the respondent’s previous experience with the

destination positive (Crouch & Ritchie 1997; Lee & Back 2005)? Lastly, marketing, according to

Crouch and Ritchie (1997), is the effectiveness of a destination’s marketing activities. How

effectively a destination promotes its advantages to corporations and international organisations

might influence its selection as a business event destination.

Respondents indicated their perceptions using a 5-point Likert scale (1 = not important, to 5

= extremely important). Examples of items measuring information on site are past success in holding

a corporate event at the destination and attractive marketing activities to promote the destination.

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3.2.4 Meeting facilities

Seven attributes, adapted from previous studies, measured meeting facilities across three

dimensions: capacity, cost and services (Crouch & Ritchie 1997; Dwyer & Kim 2003; Dwyer et al.

2004; Lee & Back 2005).

For capacity, the survey included three attributes that consider the ability of a destination to

provide suitably-sized facilities: availability of cutting-edge information communication technology

infrastructure, availability of high-quality on-site accommodation (4-star and above) and availability

of suitable-sized event facilities.

One attribute measured cost and three attributes measured services. Respondents were asked

to rank the importance cost, the budgeted amount for business destination. Services refer to standard

of services. Respondents indicated their perceptions using a 5-point Likert scale (1 = not important,

to 5 = extremely important). Examples of items measuring cost and services are availability of

facilities that cater to the needs of visitors with disabilities and special needs, availability of facilities

that cater to the needs of female travellers and reasonable rental cost of facilities.

3.2.5 Extra-conference opportunities

Extra-conference opportunities were measured using three dimensions: entertainment,

sightseeing and professional opportunities. These were adapted from previous studies to suit the

Malaysia context of business events (Crompton & McKay 1997; Crouch 2010; Whitfield et al. 2014).

Entertainment includes activities such as visiting the restaurants, bars, theatres, nightclubs,

etc. One attribute measured its importance. Sightseeing include activities such as visiting

architectural sites, museums, monuments, attractions, parks, historical sites, local tours, etc. Two

attributes measure the importance of sightseeing. The third dimension, professional opportunities,

refers to visiting local clients, negotiations, business deals, selling, and making contacts, etc. Two

attributes measured its importance.

Respondents indicated their perceptions using a 5-point Likert scale (1 = not important, to 5

= extremely important). Attribute examples of extra-conference opportunities include availability of

professional / trade related opportunities (e.g. visiting local clients, negotiations, making contacts,

52

etc.), availability of unique dining and entertainment experiences and a strong reputation for

promoting environmental sustainability.

3.2.6 Site environment

Site environment is conceptualised to include a destination’s local community hospitality,

suitability and standard of local infrastructure and desirability of a destination’s climate (Crompton

& McKay 1997; Lee & Back 2005).

In the present study, site environment was categorised into three dimensions, namely,

infrastructure, hospitality and climate. Two attributes measured the standard of the infrastructure,

one attribute measured climate condition of the destination and the two remaining attributes

measured the hospitality of the destination. Infrastructure refers to the suitability and standard of

local infrastructure, the road network, electricity and water supplies. Climate is the suitability of the

destination’s climate or weather conditions for business guests and hospitality refers to the extent to

which a host organisation and community excel in welcoming visitors. Respondents were tested on

how important these attributes are in choosing a destination for business events.

Respondents indicated the accuracy of the individual statements using a 5-point Likert scale

(1 = not important, to 5 = extremely important). Example attributes related to site environment are

absence of military strikes, natural disasters and other adverse events; strong reputation as a safe

destination; and availability of high-quality public infrastructure.

3.2.7 Local support

Two dimensions measured local support available to event organisers and planners leading up

to an event in the last three years. The dimensions, local chapter and convention centre, were adopted

from previous literature (Crouch & Ritchie 1997; Go & Govers 1999; Nelson & Rys 2000), and were

measured using one attribute each.

Local chapter is the level of assistance and backing offered by a local association chapter or a

convention bureau, whereas convention centre refers to the extent of planning, logistics and

promotional support offered. Respondents indicated the accuracy of the individual statements using a

5-point Likert scale (1 = not important, to 5 = extremely important). The two attributes are

53

availability of administrative support by the local office and availability of planning; and logistical

and promotional support from a destination's convention bureau.

3.2.8 Brand marketing

Five attributes measure brand marketing as the motivation for the selection of a destination in

Malaysia. The attributes covered two aspects of brand marketing, marketing and branding. These

were adapted from relevant previous research to suit the Malaysian context (Crouch & Brent Ritchie

1997; Dwyer & Kim 2003; Dwyer et al. 2004; Go & Govers 1999). The purpose of these

measurements is to gather insights on the perception of respondents towards branding or marketing

adopted by delegates during business events. Examples of these attributes are the event strengthens

the company's profile, the event improves awareness of the company's brand and the event receives

favourable local / international media coverage.

3.2.9 Business networking

The survey instrument included five motivation-related attributes to measure business

networking as an event motivation. These attributes were adopted from existing literature (UNWTO)

2014; Foley et al. 2014; Jago & Deery 2005; Oppermann & Chon 1997) and analysed to suit the

Malaysian context. The construct covered two dimensions, sales and exposure, measured using five

items. The purpose of these measurements is to gather an understanding of the extent business

networking plays in attracting people to attend a business event. It also helps develop insights into

the perception of respondents towards business networking as a motivation to attend business events.

Example attributes related to business networking include the event exposes delegates to new

insights, knowledge, and ideas; the event results in the creation of new business relationships; and

the event facilitates networking opportunities for the delegates.

3.2.10 Corporate lobbying

Three attributes measure corporate lobbying as an event motivation. The items cover two

aspects of corporate lobbying, namely, creation of awareness, and industrial support. These were

adapted from relevant previous research to suit the Malaysian context (Jago & Deery 2005; Page &

Connell 2014; Rogers & Davidson 2015). The purpose of these measurements is to gather insights on

the perceptions of respondents towards corporate lobbying as an important motivation to have a

business event. Attributes examples include the event raises both public government awareness of

54

industry-specific issues and the event provides opportunities to lobby the government on issues of

concern.

3.3 Data Collection Procedures

Electronic mail was used to distribute the questionnaire to respondents. The email,

comprising a permission letter, a consent information statement and survey questionnaire, was sent

to event organisers and planners and organising teams of major corporations in Malaysia

(prospective respondent).

By completing and returning the survey questionnaire, the participants’ informed consent to

participate in the present study was implied. The researcher used the consent information statement

to assure respondents of the purpose of the study, their rights to anonymity, interests, benefits,

consent to participate and right to withdraw. Each participant was given one-to-four weeks to

complete the questionnaire, after which time the researcher sent follow up e-mails requesting them to

return copies of completed questionnaires.

To maximise the overall response rate, the researcher supplemented the email survey with

face-to-face data collection. Some survey questionnaires were distributed in-person to target

respondents at selected offices of event organisers and planners in Malaysia and by attending

business events. The personal approach offered the researcher the opportunity to explain the

importance of the survey and encourage the target respondents to participate. Upon completion, the

respondents returned the questionnaire to the researcher. At the end of the eight-week distribution

period, a total of 293 completed questionnaires were collected, out of the 1200.

3.4 Overview of Statistical Analysis Techniques

The study research plan prescribed three stages for data analysis. Data screening was the first

step in this process, whereby collected data sets were screened for missing values and outliers by

using SPSS (Statistical Package for Social Sciences) 19.0 software. Next, the assessment of

normality of the data distribution was undertaken. In continuation, the data was analysed in the

55

following order: firstly, the demographic characteristics of respondents were analysed with the use of

descriptive statistics; and secondly, reliability testing was conducted to determine the goodness-of-fit

measures. Finally, a multiple regression analysis was applied to examine the hypothesised

relationships among the constructs.

3.4.1 Data screening

This stage checks the completeness of the returned questionnaires. Overall, 293 survey

questionnaires were returned but twenty-one (21) sets were incomplete and were subsequently

discarded.

The datasets were screened for univariate and multivariate outliers. Outliers are cases with

extreme values, unusually high or low, which makes the cases distinctly different from other cases

(Hair 2010). A univariate outlier can be identified by computing the standardised values (i.e. Z

scores) for all cases at once and then examining each variable in order to spot individual case(s) with

extreme values (Hair 2010; McGarigal, Cushman & Stafford 2013; Tabachnick, Fidell & Osterlind

2001). Each univariate outlier was treated by increasing or decreasing its case value by one unit

(McGarigal, Cushman & Stafford 2013).

Multivariate outliers refer to cases with an unusual combination of values on more than two

variables (Filzmoser, Hron & Reimann 2012; Liljeberg et al. 2011; Press 2012). These outliers were

identified by computing the Mahalanobis distance with p < 0.01 criterion for all cases. In addition,

the critical Chi-square value at the alpha level 0.001 was obtained by using the number of

independent variables as degrees of freedom (Palmer, Corbin & Cronce 2010; Stevens 2012). Cases

with a Mahalanobis distance greater than the critical Chi-square value (Press 2012; Stevens 2012)

were regarded as multivariate outliers and were deleted. A total of 11 cases were discarded, which

left 261 usable datasets.

3.4.2 Normality assessment

The assessment of distribution normality of each independent variable was done numerically

by computing the skewness (symmetry) and kurtosis (peakedness) values. Skewness and kurtosis

values for a variable with normal distribution are zero (Blanca et al. 2013; Stricker et al. 2003).

According to Hair (2010), both skewness and kurtosis should not exceed the absolute value of one.

Furthermore, distribution normality was also assessed through visual inspection of the normal

56

probability plot, which compares the standardised residuals with the normal distribution (Kim 2013;

Michaels, Parent & Moradi 2013). Analysis of the skewness value for the independent variables

revealed that all were below one. Visual inspections of the probability plots further indicated that the

distribution of data for each independent variable was normal.

3.4.3 Descriptive analysis

The descriptive statistics, such as mean, standard deviation, frequencies and percentages,

were used to present the background information of the respondents. These statistics are a means for

organising, summarising, simplifying and describing important characteristics of a set of data (Nolan

& Heinzen 2010; Samuels, Witmer & Schaffner 2012).

3.4.4 Analysis of variance and multiple regression analysis

Analysis of variance (ANOVA) was applied in the present study to determine if significant

differences exist among the respondents’ selection of destination attributes, with regards to the key

event characteristics and event motivations. Where significant differences existed, the post-hoc test

using Bonferroni correction determined the nature of the differences. This process examined

respondents’ perceptions of destination attributes, based on four event characteristics: event type,

number of attendees, type of venue used and destination choice.

The check of reliability was computed using Cronbach’s alpha values. In Cronbach’s alpha, a

value of at least 0.7 indicates scale reliability (Croasmun & Ostrom 2011; Gliem & Gliem 2003;

Tavakol & Dennick 2011). Any factors that did not meet the benchmarked value were dropped from

further analysis. Correlation analysis were further undertaken to assess the relationship between the

factors.

Multiple regression analysis was employed in this study to test the hypothesis relationships:

to determine if any relationship exist between event characteristics, event motivations and

destination attributes. This procedure test the effects of two or more independent variables on single

variable simultaneously (Cohen et al. 2013; Keith 2014; Kleinbaum et al. 2013).

Three regression models determined the event motivations that influence accessibility, local

support, event facilities, extra conference opportunities, destination information and destination

environment. Four event characteristics were also tested against the six categories of attributes.

57

3.5 Summary

This chapter has presented the methodology of the present study together with the data

collection and analysis procedures. The study’s approach to sample size, sampling method, survey

instrument construction, data collection procedures, and data analysis techniques were discussed.

The tests used to verify the hypotheses were also discussed in this chapter. The next chapter presents

the data analysis results and attempts to test the research hypotheses.

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CHAPTER 4

FINDINGS

4.0 Introduction

The summary of the result analysis described in the previous chapter (chapter 3) is presented

in this chapter. Firstly, the general characteristics of the respondents was analysed with the use of a

table. Additionally, the presentation of the statistical tests and results used to investigate the

important destination attributes, identify the significant differences between the constructs and

examine the relationships between, destination attributes, event characteristics and event motivations.

Lastly, the study hypothesis will be discussed and the summary of the data analysis presented.

4.1 General Characteristics of the Respondents

4.1.1 Response rate

Table 4.1 below represents the final response rate of respondents from different parts of

Malaysia. Overall, a total of 1200 sets of questionnaire were sent to event organisers and planners,

and corporate executives in Malaysia through email. The information of these event organisers’ and

planners were obtained from the listing directories of the Sarawak Convention Bureau (SCB),

Malaysian Convention and Exhibition Bureau (MYCEB), and Malaysian Association of Convention

and Exhibition Organisers and Suppliers (MACEOS).

The rationale for sending large amount of questionnaire was to ensure the adequate number

of return responses. Of the 1,200 questionnaires sent, 293 questionnaire sets were returned, (21) were

discarded as respondents did not complete major portions of the questionnaire. Of (272)

questionnaire set remaining, additional (11) questionnaires were discarded following data screening;

this was because they were identified as outliers. Consequently, 261 questionnaires were returned

and useable, putting the response rate at 21.8 percent.

59

Table 4.1: The survey questionnaire response rate

Description Number/Percent

Number of survey questionnaire sent 1200

Number of questionnaires returned 293

Number of incomplete questionnaires 21

Number of multivariate outliers questionnaires 11

Number of usable questionnaires 261

Rate of response (261/1200) 21.8%

4.1.2 Respondent Profile

The background information of the respondents are presented in table 4.2. The number of

male (52.9%) respondents was slightly higher than the female (47.1%) respondents. Most of the

respondents are within the age group of 31 to 50 years (49.8%), 29.5% of the respondents are below

30 years, while 20.7% of respondents are between 51 to 60 years and above. Majority of the

respondents hold executive and managerial-level positions (52.1%) in their organisations. About 27%

are either Senior Managers or Chief Executive Officers (CEO); the remaining 21% are Directors or

President/Chairman of their organisations.

The respondents are from different organisations ranging from small and medium sized to

multinational organisations. Most of the respondents are from small and medium sized organisation

with below 500 employees (72.8%). A further 17.2% of the respondents are larger organisations with

501 to 1000 and more employees. These organisations operate in various economic sectors, ranging

from services (88.7%), manufacturing (8.8%) and agriculture/mining/construction (2.5%).

The respondents were also surveyed on the largest event they have organised or planned in

the last three years, most of the respondents have either organised or planned a convention (45.6%),

while 24.1% have either planned or organised an exhibition. Other events planned or organised were;

meetings (13%), trainings (5.7%), incentive (5.7%) and others (5.7%). About 50% of the events have

recorded an attendance size of between 500 and below, 33% have recorded attendance size of

between 501 to 1500 attendees, while 17% have recorded more than 1,500 attendees.

60

The events were held in different countries and geographical regions. About 65% of the

events were held in different cities within Malaysia. A further 9% was held within the countries in

the Southeast Asian region, with another 10% held within countries in the East Asian region. Other

locations include; Europe (7%), and 9% in North American and other parts of Asia. Lastly, the

respondents were asked to identify the venue where the event was held. The majority of the events

were held at the convention centres (54%), followed by hotels (28%), corporate offices (7%),

universities (7%), and other venues (4%).

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Table 4.2: The background information of respondents (N=261)

Background variables Variables Frequency Percent (%) Gender Male 138 52.9

Female 123 47.1 Age 30 years and below 77 29.5

31-40 years 58 22.2 41-50 years 72 27.6 51-60 years 41 15.7 61 years and above 13 5.0

Role in Company Executive 71 27.2 Manager 65 24.9 Senior/ General Manager 44 16.9 Chief Executive 26 10.0 Director 45 17.2 President/ Chairman 10 3.8

Number of full time employees

Below 50 121 46.4 51-100 47 18.0 101-500 48 18.4 501-1000 22 8.4 More than 1001 23 8.8

Largest event organised / planned in the last three years

Meeting 34 13.0 Incentive 15 5.7 Convention 119 45.6 Exhibition 63 24.1 Training 15 5.7 Others 15 5.7

Number of attendees Below 100 57 21.8 101-500 74 28.4 501-1000 68 26.1

1001-1500 18 6.9 More than 1500 44 16.9

Venue type Corporate Office 19 7.3

Hotel 73 28.0 Conference/Exhibition Centre 140 53.6 University 19 7.3 Others 10 3.8

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4.2 Destination Selection Criteria

The survey questionnaire comprised of five destinations attributes measuring the accessibility

of a destination, while two attributes measured the availability of local support. Additionally, seven

attributes measure the availability of event facilities, with five attributes measuring the availability of

extra conference facilities. Sequel to that, four attributes measure the destination information, and

five attributes measure the destination environment.

The respondents were asked to rate the level of importance at the time of destination selection

of 28 destination attributes. Table 4.3 shows the mean scores and standard deviations for the 28

variables as rated by the respondents. The top five major destination attributes that influence

destination selection for a business event were ease of access to destination, strong reputation as a

safe destination, reasonable rental cost of facilities, availability of high quality event facilities, and

absence of adverse events (e.g. War, natural disasters). These attributes have the highest mean score

based on the view of respondents. Their selections reflect the respondents’ concern over travel safety,

on site facility availability and cost minimisation.

The five lowest destination attributes ranking of the list include; availability of exotic nature

and cultural experience, unique dining and entertaining experience, facilities that cater the needs of

female travellers, desirable weather/ climate, and reputation for environmental sustainability. These

reflect that the respondents do not consider entertainment, sightseeing, and weather conditions as

important as the other higher mean factors in attending a business event. Consequently, with a mean

score of 3.58 and 3.63, the participants seemed to be neutral on the importance of availability of

exotic nature and cultural experience, and unique dining and entertaining experience respectively.

These suggest that even though the factors are slightly above average mean score, the participants

consider the two attributes to be of less important to them in attending a business event.

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Table 4.3: Ranking of destination attributes based on mean score

Attributes Mean S.D

Ease of access to destination 4.2720 .82668

Strong reputation for safety 4.2261 .82196

Reasonable rental cost of facilities 4.1724 .89279

Availability of high quality services 4.1724 .82098

Absence of adverse events 4.1648 .90281

Convenient flight connectivity 4.0881 .95871

Availability Suitable-sized event facilities 4.0843 .92849

Admin support by the local office 4.0843 .80419

Access to destination information 4.0460 .93531

Support from local Convention Bureau 4.0383 .91066

Reasonable travel time 4.0383 .95196

Friendly and hospitable locals 4.0345 .87857

Affordable travel cost 3.9885 .95468

Strong reputation as event destination 3.9579 .94571

High quality public infrastructure 3.9540 .91030

Reasonable travel restrictions 3.9310 .98207

Attractive destination marketing activities 3.9119 .93433

Cutting-edge ICT and infrastructure 3.9080 .96035

Past event success at the destination 3.9004 .94342

Facilities for special needs 3.8966 .88623

Professional/trade related opportunities 3.8774 .95288

High quality on-site accommodation 3.8544 .95367

Reputation as economic/ business destination 3.8352 .94851

Reputation for environmental sustainability 3.7548 .96935

Desirable weather/ climate 3.7510 .95839

Facilities that cater the needs of female travellers 3.7050 .99283

Unique dining and entertaining experience 3.6398 1.01932

Exotic nature and cultural experience 3.5824 1.09101

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The motivational variables were measured using 13 items to determine the motivations for

holding events. Five items were used to measure brand marketing as a motivational factor.

Additionally, five items were used to measure business networks and three measure corporate

lobbying.

The importance of 13 motivational variables was rated by the respondents also to determine

which variables represent the expectations of the participants of a business event. Table 4.4

represents the mean and standard deviations of the 13 event motivations. Five motivations with the

highest scores were; improved brand awareness of the company; exposure to new insights,

knowledge and ideas; networking opportunities; creation of new business relationships; and

engagement with an identifiable target market. This shows that participants are more willing to

attend business events that help in marketing and networking; which includes showcasing their brand

image, and opening up opportunities to relate with other businesses.

The five lowest motivational variables ranking from the list were; provision of opportunity to

lobby the government, the increase in domestic/export sales, financial profit from the event, local/

international media coverage, and showcase of company local talents. The respondents were fairly

neutral in terms of their expectation of lobbying the government and increasing domestic/export

sales as both have the lowest mean of 3.62 and 3.73 respectively. Even though they are ranked

lowest on the list, the mean score suggest that they are also important variables that can motivate

delegates to attend a business event in Malaysia.

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Table 4.4: Ranking of event motivations based on mean score

Event motivations Mean S.D

Improves awareness of the company's brand 4.2184 .89990

Exposes delegates to new insights, knowledge and ideas 4.1992 .84498

Facilitates networking opportunities 4.1992 .84498

Creates new business relationships 4.1533 .85004

Reaches an identified target market 4.0920 .94826

Strengthens the company's profile 4.0805 .99481

Raises public and government awareness of industry issues 3.9003 .93523

Gains government and private sector support 3.9003 .99886

Showcases local talents from the company 3.8774 1.00015

Receives favourable local/international media coverage 3.8621 .92203

Makes financial profit from the event 3.8391 1.03262

Increases domestic /export sales 3.7356 1.03172

Provides opportunities to lobby the government 3.6284 1.04320

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4.3 Underlying Dimensions of Destination Selection Variables and Event

Motivations

Six composite variables were determined which comprise of twenty eight (28) destination

attributes. Based on the literature, the attributes were grouped according to themes that reflect what

the attributes were measuring. The composite variables were, namely, (1) destination accessibility; (2)

availability of local support; (3) quality of event facilities; (4) availability of extra-conference

opportunities; (5) availability of destination information; and (6) quality of destination environment.

The Cronbach alpha coefficient (Cronbach, 1951) was used to evaluate the reliability of the items

that measure a composite variable. The coefficients ranged from 0.671 to 0.817. The high coefficient

scores led to the conclusions that the composite variables were acceptably reliable.

The first variable measures different aspects of accessibility of a destination. Accessibility of

a destination according to Crouch (2010) is the overall ease involved in getting to a destination. It is

a function of a variety of factors such as change in airline industry regulations; entry visa and permits;

route connections; airport hubs and landing slots; airport capacities and curfews; competition among

carriers; and the character of other forms of transport mode accessibility (Jin, Weber & Bauer 2012;

Ritchie & Crouch 2010; Whitfield et al. 2014). Respondents were surveyed on five destination

attributes with regards to this variable, they are; affordable travel cost, ease of access to the

destination, reasonable travel time, convenient flight connectivity, and reasonable travel restrictions.

The importance of measuring this variable is to determine the convenience, the extent of barriers to

travel, frequency of connection and duration. A composite score for the variable was created using

the average score of the five attributes and operationalised as accessibility.

The second variable comprises of two attributes that measure different dimensions of support

event organisers and planners can get domestically in the course of having an event. Domestic

support is the extent of backing from the local chapter and convention bureau in promoting,

subsidising, logistics, and planning of an event (Jago et al. 2010; Ritchie & Crouch 2010). The

attributes measured were; availability of administrative support by the local office, and availability of

planning, logistical and promotional support from the destination's Convention Bureau. The support

of local communities is agreed to be important as they are crucial to the success of events in terms of

planning, management, and contribution to legacies that will be pursued. (Henderson et al. 2010;

Jago et al. 2010). A composite score was therefore created and operationalised as local support.

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Seven items loaded on the third composite variable, measuring the respondents’ perception of

meeting facilities available in running the event. Meeting facilities are the physical facilities which

include the size, look, design, technological possibilities, and the like of the meeting venue (Jae Lee

& Back 2005). It also includes the accommodation possibilities, and if the conference requirements

are available at the facilities. (Jin, Weber & Bauer 2012; Lai & To 2010; Wan 2011; Zhang, Qu &

Ma 2010). These destination attributes were used to measure the significance of the facilities;

availability of suitable-sized event facilities, reasonable rental cost of activities, availability of high-

quality services, availability of high-quality on-site accommodation, availability of cutting-edge ICT

and infrastructure, availability of facilities that cater to the needs of visitors with disabilities special

needs, and availability of facilities that cater for the needs of female travellers. The importance of

this variable is to ensure that convention centres stay competitive in the provision of services and

help management determine how to allocate its resources to create the best experience (DiPietro et al.

2008; Draper, Dawson & Casey 2011; Rogers 2013). A composite score for the variable was created

using the average score of the seven attributes and operationalised as event facilities.

The next composite variable measures other activities that visitors engage in while attending

a business event. Some of the activities include entertainment, sightseeing, shopping, recreational

activities, and even professional opportunities and business negotiations within the domestic location

(Crouch & Ritchie 1997; Crouch & Louviere 2004; Rittichainuwat & Mair 2012). The attributes

measured were seven and they are; strong reputation for promoting environmental sustainability,

strong reputation as an economic/ business destination, availability of unique dining and entertaining

experience, availability of exotic nature and cultural experience, and availability of

professional/trade related opportunities. The availability of these extra activities is important to

further promote the economic prospects of the destination, as visitors will be more likely to bring

their family. Previous studies have found that attractive convention site with appealing destination

image will likely influence the selection process (Crouch, Weber & Chon 2002; Jago & Deery 2005;

Lai & To 2010). Consistent with the theoretical aspects of the variable, a composite score for the

variable was created and operationalised as extra-conference opportunities.

The reputation of the destination and the ease of accessing destination information is the next

composite variable. The information provided about the destination includes the experience of the

destination, its reputation and marketing abilities (Chiang, King & Nguyen 2012; Chon & Weber

2014; Crouch 2010; Lee, Close & Love 2010; Lee, Tyrrell & Erdem 2013). Four destination

68

attributes were measured in relation to this and they are; strong reputation in the event industry,

attractive marketing activities to promote the destination, ease of access to destination information,

and past success in holding a corporate event at the destination. Information about the destination is

important for visitors because it portrays the image and reputation of the destination. This will

further help visitors to make a decision about the destination (Jacobsen & Munar 2012; Nicoletta &

Servidio 2012; Tsiotsou et al. 2010). A composite score for the variable was created using the

average score of the four attributes and operationalised as destination information.

The last composite variable comprises of five destination attributes that measure possibilities

of natural disasters and infrastructural development. Site environment takes into consideration the

hospitality of the local community, suitability and standard of local infrastructure, and desirability of

the destination’s climate (Crouch 2010; Crouch and Brent Ritchie (1997); Jin, Weber & Bauer 2012;

Sander & Rudancic-Lugaric 2010). The five attributes measured were; strong reputation as a safe

destination, absence of military strikes, natural disasters and other adverse events, desirable weather/

climate, availability of high-quality public infrastructure, and friendly and hospitable local

community. The importance of visitors being aware of this information is to ensure their safety and

hospitality during the event (Morrison 2013). The variables were operationalised as destination

environment.

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Table 4.5: Items measuring destination attributes

Composite variable (Cronbach's alpha) Mean Std. Deviation

Accessibility (Cronbach's Alpha = 0.817) 1. Affordable travel cost 3.989 0.955 2. Ease of access to destination 4.272 0.827 3. Reasonable travel time 4.038 0.952 4. Convenient flight connectivity 4.088 0.959 5. Reasonable travel restrictions 3.931 0.982

Local support (Cronbach's Alpha = 0.754) 6. Availability of administrative support by the local office 4.084 0.804 7. Availability of planning, logistical and promotional support

from the destination's Convention Bureau 4.038 0.911

Event facilities (Cronbach's Alpha = 0.717) 8. Availability of suitable-sized event facilities 4.084 0.928 9. Reasonable rental cost of activities 4.172 0.893 10. Availability of high-quality services 4.172 0.821 11. Availability of high-quality on-site accommodation 3.854 0.954 12. Availability of cutting-edge ICT and infrastructure 3.908 0.960 13. Availability of facilities that cater to the needs of visitors

with disabilities special needs 3.897 0.886

14. Availability of facilities that cater for the needs of female travellers

3.705 0.993

Extra-conference opportunities (Cronbach's Alpha = 0.705) 15. Strong reputation for promoting environmental sustainability 3.755 0.969 16. Strong reputation as an economic/ business destination 3.835 0.949 17. Availability of unique dining and entertaining experience 3.640 1.019

18. Availability of exotic nature and cultural experience 3.582 1.091 19. Availability of professional/trade related opportunities 3.877 0.953

Destination Information (Cronbach's Alpha = 0.671) 20. Strong reputation in event industry 3.958 0.946 21. Attractive marketing activities to promote destination 3.912 0.934 22. Ease of access to destination information 4.046 0.935 23. Past success in holding a corporate event at the destination 3.900 0.943

Destination Environment (Cronbach's Alpha = 0.718) 24. Strong reputation as a safe destination 4.226 0.822 25. Absence of military strikes, natural disasters and other

adverse events 4.165 0.903

26. Desirable weather/ climate 3.751 0.958 27. Availability of high-quality public infrastructure 3.954 0.910 28. Friendly and hospitable local community 4.034 0.879

70

Furthermore, three composite variables that represent 13 items measuring the motivations for

holding events were determined. These were branding and marketing, business networking, and

corporate lobbying. The Cronbach alpha coefficients of the variables range from 0.792 to 0.754. The

13 items used to determine the motivations for holding events were divided as follows; four items

were used measure branding/marketing as a motivational factor, additionally, four items were used to

measure business networks and three to measure corporate lobbying. Table 4.6 below represents the

items and their mean scores.

The first variable measuring the expected motivation of this study considers the different

aspects of marketing and branding that serves as a means to motivate delegates to attend a business

event. Five attributes measured to determine this motivation were; the company makes financial

profit from the event, the event strengthens the company's profile, the event improves awareness of

the company's brand, the event reaches an identified target market, and the event receives favourable

local/international media coverage. The importance of this variable will give an insight on the main

objective of organising the event. It will provide an opportunity for companies to market their brand

and maximise their target market. A composite score for the factor was created and operationalised

as brand marketing.

Five attributes make up the second composite variable of expected motivation, measuring the

respondents’ perception of networking opportunities and sharing of ideas during a business event.

The attributes under this variable tends to establish how significant the attributes are as a motivation

for attending business events. The five attributes measured were; the event increases domestic/

export sales, the event results in the creation of new business relationships, the event facilitates

networking opportunities for the delegates, the event exposes delegates to new insights, knowledge

and ideas, and the event showcases local talents from the company. These attributes will provide an

opportunity for people to network on ideas, build business relationships and promote local talents.

The factor was operationalised as business networking.

The next composite variable measures activities that involve industrial support and awareness

of specific issues, and lobbying. The aim is to determine whether event organisers’ perceive the

attributes as important while deciding on a destination for business events. The three attributes

measured were; the event raises both public and government awareness of industry-specific issues,

the event provide opportunities to lobby the government on issues of concern, and the event results

71

in expression of support for the industry/company from government and/or the private sector. Event

organisers’ perception of these attributes will help identify issues of concern as well as create

awareness for support by private and public sectors alike. The factor was operationalised by

corporate lobbying.

Table 4.6: Items measuring event motivations

Composite variable (Cronbach's alpha) Mean Std. Deviation

Brand Marketing (Cronbach's Alpha = 0.792) 1. The company makes financial profit from the event 3.840 1.033 2. The event strengthens the company's profile 4.080 0.995 3. The event improves awareness of the company's brand

4.220 0.900

4. The event reaches an identified target market 4.090 0.948 5. The event receives favourable local/international media

coverage 3.860 0.922

Business Networking (Cronbach's Alpha = 0.764) 6. The event increases domestic/ export sales 3.740 1.032 7. The event results in creation of new business

relationships 4.150 0.850

8. The event facilitates networking opportunities for the delegates

4.200 0.845

9. The event exposes delegates to new insights, knowledge and ideas

4.200 0.845

10. The event showcases local talents from the company 3.880 1.000 Corporate Lobbying (Cronbach's Alpha = 0.754)

11. The event raises both public and government awareness of industry-specific issues

3.900 0.935

12. The event provides opportunities to lobby the government on issues of concern

3.630 1.043

13. The event results in expression of support for the industry/company from government and/or the private sector

3.900 0.999

72

Tables 4.5 and 4.6 above have shown the descriptive statistics of the composite variables and

event motivations. A composite score for each variable was created using the average score of the

destination attributes loaded into the variable. Reliability of the scale was assessed with Cronbach

alpha to ensure that the scale is reliable, stable and consistent when measuring a variable. Reliability

tests for each of the composite scores all exceeded the threshold of 0.70 for acceptance. In

conclusion, the results from the analysis supported the proposed conceptual framework as most of

the attributes that measure a common theoretical construct have loaded onto a common factor.

4.4 Descriptive Analysis

Table 4.7 below presents the mean statistics and standard deviation of all variables

representing the dimensions of destination attributes, event motivations and event characteristics.

This study have utilised all these variables in further analysis. Additionally, table 4.8 presents the

bivariate-correlation coefficients of the variables in the descriptive statistic table.

The Pearson product-moment correlation test is utilised to examine the presence of multi-

collinearity, which is being described as a statistical phenomenon where two or more explanatory (i.e.

independent) variables in a linear regression model are highly rated (r=.9 or above). This may inflate

either the p-value of a variable or the confidence intervals on the regression coefficients. In both

cases, statistical results may become misleading. Pallant (2007) in his study cautioned that the

presence of multicollinearity needs to be ruled out prior to multiple regression analysis. In the

present study, however, all correlation coefficients are below the threshold level and are considered

without multicollinearity as suggested by Pallant (2007) (shown in Table 4.8).

73

Table 4.7: Descriptive statistics of the variables under study (n=261).

Variables Mean Std. Deviation


Event type 3.210 1.236

Event size 2.690 1.345

Event venue 2.72 .851

Event motivations

Brand marketing 4.018 .960

Business networking 4.034 .914

Corporate lobbying 3.810 .992


Accessibility 4.064 .935

Local support 4.060 .858

Event facilities 4.007 .919

Extra-conference opportunities 3.738 .996

Destination information 3.955 .950

Destination environment 4.024 .894

74

Table 4.8: Correlation matrix for study variables

*. Correlation is significant at the 0.05 level (2-tailed)

**. Correlation is significant at the 0.01 level (2-tailed)

Destination – Event destination, Opportunities - extra conference opportunities, Dest Info – Destination information, Dest Enviro – Destination environment, Biz Networking – Business networking, Co Lobbying – Corporate lobbying.

Largest event

organised in the

past 3 years

Number of

attendees

Destin-

ation

Type of

venue

used

Access-

ibility

Local

support

Event

facilities

Oppor-

tunities

Dest

Info

Dest

Enviro

Brand

marketing Biz

Networking

CoLob

bying

Event Type 1

Event Size .216** 1

Destination -.050 .105 1

Venue Type .268** .304** .116 1

Accessibility .005 .020 -.023 -.056 1

Local support -.016 .134* -.018 .070 .292** 1

Event facilities .077 .127* .036 .031 .489** .465** 1

Opportunities .018 .048 -.098 .028 .355** .576** .585** 1

Dest Info .076 .170** -.090 .050 .330** .407** .430** .556** 1

Dest Enviro .066 .038 .014 -.016 .450** .458** .627** .623** .395** 1

Brand marketing .092 .069 -.105 .031 .208** .338** .330** .303** .281** .391** 1

Biz Networking .138* .077 .074 .133* .203** .384** .427** .363** .347** .440** .564** 1

Co Lobbying .025 .064 -.013 .109 .175** .487** .414** .495** .365** .431** .407** .578** 1

75

4.5 Statistical Tests of Hypothesis

This study seeks to identify the key factors that influence destination selection for business

events in Malaysia. It will also access the relationship between the destination attributes, event

motivations and event characteristics.

The research hypotheses are structured around three specific research objectives of this study,

which are to measure Malaysian event organisers’ perceptions of the importance of destination

attributes in determining event destination, to investigate the differences that may exist among

Malaysian event organisers regarding their perception of the importance of destination attributes, and

to determine if event characteristics, event motivations and destination attributes significantly predict

Malaysian event organisers’ perceptions of the importance of a destination attributes. The study uses

regression analysis technique to test the six regression models, while investigating the objectives of

the study.

In the current study, event motivations and event characteristics are modelled as antecedents

of destination attributes. Event motivations represent the brand marketing, business networking and

corporate lobbying, while event characteristics represent event type, event size, event venue, and

event destination. All these constructs are modelled to measure their influence on the selection of a

destination for business event. The Table 4.9 summarises the hypotheses of this study.

Table 4.9: Research hypotheses

H1 There are significant differences in Malaysian event organisers’ perceptions of

the importance of destination attributes, across different event characteristics.

H2 Event characteristics are significant predictors of Malaysian event organisers’

perceptions of the importance of a destination attribute.

H3 Event motivations are significant predictors of Malaysian event organisers’


H4 Destination attributes are significant predictors of Malaysian event organisers’


76

4.5.1 Analysis of variance of the perceived important levels of destination attributes based on

event characteristics

An analysis of variance of perceived significant difference between important destinations

attributes and four dimensions of event characteristics, namely, event type, event size, event venue,

and event destination.

4.5.1.1 Analysis of variance of the perceived significant difference between important destination

attributes and event type

A significant effect of event type on organisers’ perception on the importance of availability

of professional/ trade related opportunities was observed (F=1.895 , p=.096). Post-hoc test using

Bonferroni correction revealed that perceptions are statistically different between incentive and

exhibition (p=.044) organisers, with exhibition organisers more likely to perceive availability of

professional/ trade related opportunities as important. Table 4.10 below presents the mean and

standard deviation of all forms of destination attributes for different categories of event type.

Table 4.10: Results of analysis of variance of the perceived important levels of destination attributes based on event type

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Affordable travel cost

Meeting 34 3.82 1.141 .196 1.695 .505

Incentive 15 4.20 .676 .175

Convention 119 3.98 1.025 .094

Exhibition 63 4.00 .783 .099

Training 15 4.20 .676 .175

Others 15 3.93 1.100 .284

Total 261 3.99 .955 .059

Ease of access to the destination

Meeting 34 4.15 1.077 .185 .493 .481

Incentive 15 4.27 .704 .182

Convention 119 4.31 .821 .075

Exhibition 63 4.33 .741 .093

Training 15 4.20 .676 .175

Others 15 4.07 .884 .228

Total 261 4.27 .827 .051

77

Table 4.10: Results of analysis of variance of the perceived important levels of destination attributes based on event type (Continued)

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Reasonable travel time Meeting 34 4.09 .996 .171 .382 .271

Incentive 15 3.93 1.100 .284

Convention 119 4.02 1.000 .092

Exhibition 63 4.08 .885 .112

Training 15 4.20 .676 .175

Others 15 3.87 .915 .236

Total 261 4.04 .952 .059

Convinience flight connectivity Meeting 34 4.21 1.095 .188 1.481 .463

Incentive 15 3.93 1.280 .330

Convention 119 4.08 .949 .087

Exhibition 63 4.06 .878 .111

Training 15 4.33 .617 .159

Others 15 3.93 1.033 .267

Total 261 4.09 .959 .059

Reasonable travel restrictions Meeting 34 3.94 1.043 .179 .093 .099

Incentive 15 3.93 .884 .228

Convention 119 3.90 1.012 .093

Exhibition 63 4.00 .916 .115

Training 15 3.93 1.033 .267

Others 15 3.87 1.060 .274

Total 261 3.93 .982 .061

Strong reputation as destination

Meeting 34 3.82 .968 .166 2.137 .299

Incentive 15 3.93 .704 .182

Convention 119 3.94 .994 .091

Exhibition 63 4.02 1.039 .131

Training 15 4.00 .535 .138

Others 15 4.13 .640 .165

Total 261 3.96 .946 .059

78


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Attractive marketing activities to promote destination

Meeting 34 3.91 .753 .129 1.431 .599

Incentive 15 3.80 1.082 .279

Convention 119 3.96 .978 .090

Exhibition 63 3.94 .982 .124

Training 15 3.53 .834 .215

Others 15 3.93 .704 .182

Total 261 3.91 .934 .058

Ease of access to destination information

Meeting 34 3.82 .968 .166 .111 .961

Incentive 15 3.73 .961 .248

Convention 119 4.09 .974 .089

Exhibition 63 4.13 .852 .107

Training 15 4.00 .926 .239

Others 15 4.20 .862 .223

Total 261 4.05 .935 .058

Past success in holding a corporate event at the destination

Meeting 34 3.79 .978 .168 .430 .947

Incentive 15 3.67 .976 .252

Convention 119 3.91 .965 .089

Exhibition 63 4.02 .907 .114

Training 15 3.60 .986 .254

Others 15 4.13 .743 .192

Total 261 3.90 .943 .058

Availability of suitable-sized event facilities

Meeting 34 3.82 .662 .113 1.298 1.38

Incentive 15 3.81 .674 .174

Convention 119 4.02 .558 .051

Exhibition 63 4.05 .463 .058

Training 15 3.82 .430 .111

Others 15 3.91 .663 .171

Total 261 3.97 .561 .035

79


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Reasonable rental cost of activities Meeting 34 4.18 .968 .166 .824 .952

Incentive 15 4.27 .884 .228

Convention 119 4.22 .931 .085

Exhibition 63 4.21 .744 .094

Training 15 3.73 .884 .228

Others 15 4.00 1.000 .258

Total 261 4.17 .893 .055

Availability of high-quality services Meeting 34 4.09 .965 .166 1.564 1.37

Incentive 15 3.73 1.033 .267

Convention 119 4.17 .876 .080

Exhibition 63 4.30 .638 .080

Training 15 4.13 .640 .165

Others 15 4.33 .488 .126

Total 261 4.17 .821 .051

Availability of high-quality on-site

accomodation

Meeting 34 3.47 .992 .170 .790 2.11

Incentive 15 3.87 .743 .192

Convention 119 3.97 .970 .089

Exhibition 63 3.95 .923 .116

Training 15 3.67 .724 .187

Others 15 3.53 1.060 .274

Total 261 3.85 .954 .059

Availability of cutting-edge information

communication tectnology and

infrastructure

Meeting 34 3.68 .976 .167 .868 1.49

Incentive 15 3.47 1.125 .291

Convention 119 3.97 .970 .089

Exhibition 63 4.03 .879 .111

Training 15 4.00 .845 .218

Others 15 3.73 1.033 .267

Total 261 3.91 .960 .059

80


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Availability of facilities that cater to the

needs of visitors with disabilities special

needs

Meeting 34 3.56 .960 .165 2.275 2.18

Incentive 15 3.47 1.246 .322

Convention 119 3.98 .873 .080

Exhibition 63 4.00 .783 .099

Training 15 3.87 .640 .165

Others 15 4.00 .845 .218

Total 261 3.90 .886 .055

Availability of facilities that cater for the

needs of female travellers

Meeting 34 3.62 .985 .169 .909 .442

Incentive 15 3.60 .828 .214

Convention 119 3.71 1.084 .099

Exhibition 63 3.84 .902 .114

Training 15 3.53 .834 .215

Others 15 3.60 .986 .254

Total 261 3.70 .993 .061

Strong reputation as a safe destination Meeting 34 4.03 1.000 .171 1.139 1.08

Incentive 15 4.40 .632 .163

Convention 119 4.18 .899 .082

Exhibition 63 4.33 .648 .082

Training 15 4.20 .676 .175

Others 15 4.47 .640 .165

Total 261 4.23 .822 .051

Strong reputation for promoting

environmental sustainability

Meeting 34 3.88 .977 .168 1.367 .340

Incentive 15 3.87 .915 .236

Convention 119 3.70 1.054 .097

Exhibition 63 3.79 .826 .104

Training 15 3.60 .910 .235

Others 15 3.80 1.014 .262

Total 261 3.75 .969 .060

81


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Strong reputation as an economic/

business destination

Meeting 34 3.71 .970 .166 3.212 .639

Incentive 15 3.67 .976 .252

Convention 119 3.82 1.055 .097

Exhibition 63 4.00 .783 .099

Training 15 3.80 .941 .243

Others 15 3.73 .594 .153

Total 261 3.84 .949 .059

Absence of military strikes, natural

disasters and other adverse events

Meeting 34 3.94 .952 .163 .935 1.20

Incentive 15 4.20 .676 .175

Convention 119 4.10 1.020 .094

Exhibition 63 4.37 .703 .089

Training 15 4.20 .775 .200

Others 15 4.27 .799 .206

Total 261 4.16 .903 .056

Availability of unique dining and

entertaining experience

Meeting 34 3.56 1.133 .194 .806 .149

Incentive 15 3.67 .816 .211

Convention 119 3.69 1.079 .099

Exhibition 63 3.60 .976 .123

Training 15 3.67 .816 .211

Others 15 3.53 .915 .236

Total 261 3.64 1.019 .063

Availability of exotic nature and cultural

experience

Meeting 34 3.44 1.133 .194 1.622 .510

Incentive 15 3.93 .799 .206

Convention 119 3.62 1.073 .098

Exhibition 63 3.54 1.105 .139

Training 15 3.47 1.246 .322

Others 15 3.53 1.246 .322

Total 261 3.58 1.091 .068

82


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Availability of professional/trade

related opportunities

Meeting 34 3.82 1.029 .176 1.776 1.89

Incentive 15 3.20 1.146 .296

Convention 119 3.92 1.005 .092

Exhibition 63 4.02 .833 .105

Training 15 3.87 .640 .165

Others 15 3.80 .676 .175

Total 261 3.88 .953 .059

Desirable weather/ climate Meeting 34 3.76 1.017 .174 .245 .206

Incentive 15 3.60 .828 .214

Convention 119 3.75 .967 .089

Exhibition 63 3.76 .946 .119

Training 15 3.67 1.113 .287

Others 15 3.93 .884 .228

Total 261 3.75 .958 .059

Availability of high-quality public

infrastructure

Meeting 34 3.91 .965 .166 .846 1.06

Incentive 15 3.87 .915 .236

Convention 119 4.03 .887 .081

Exhibition 63 4.02 .871 .110

Training 15 3.73 .961 .248

Others 15 3.53 1.060 .274

Total 261 3.95 .910 .056

Friendly and hospitable local community Meeting 34 3.94 1.071 .184 1.583 .523

Incentive 15 4.20 .862 .223

Convention 119 3.97 .934 .086

Exhibition 63 4.14 .692 .087

Training 15 4.00 .926 .239

Others 15 4.13 .640 .165

Total 261 4.03 .879 .054

83


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Availability of administrative support by

the local office

Meeting 34 4.06 1.013 .174 1.037 .209

Incentive 15 4.13 .743 .192

Convention 119 4.07 .821 .075

Exhibition 63 4.14 .759 .096

Training 15 4.13 .516 .133

Others 15 3.93 .704 .182

Total 261 4.08 .804 .050

Availability of planning, logistical and

promotional support from the

destination's Convention Bureau

Meeting 34 3.88 1.008 .173 .674 1.82

Incentive 15 3.93 .799 .206

Convention 119 4.11 .900 .083

Exhibition 63 4.16 .865 .109

Training 15 4.00 .756 .195

Others 15 3.47 1.060 .274

Total 261 4.04 .911 .056


attributes and event size

There were significant differences in organisers’ perception of the importance of destination

attributes, based on event size. Firstly, reasonable travel time (F=3.474, p=.009). Post-hoc test using

Bonferroni correction revealed that perceptions are statistically different between 101 to 500 and

1,001 to 1,500 (p=.046). Organisers of the event with 1,001 to 1,500 attendees are likely to rate

reasonable travel time as more important.

Secondly, ease of access to destination information (F=3.243, p=.013). Post-hoc test using

Bonferroni correction revealed that perceptions are statistically different between 501 to 1,000 and

1,001 to 1,500 (p=.025). Organisers of the event with 1,001 to 1,500 attendees are likely to rate the

ease of access to destination information as more important.

Thirdly, availability of high-quality on-site accommodation (F=3.969, p=.004). Post-hoc test

using Bonferroni correction revealed that perceptions are statistically different between below 100

84

and 501 to 1,000 (p=.017). Organisers of event with 501 to 1,000 attendees are likely to rate

availability of high-quality on-site accommodation as more important.

Lastly, availability of planning, logistical and promotional support from the destination’s

Convention Bureau (F=2.642, p=.034). Post-hoc test using Bonferroni correction revealed that

perceptions are statistically different between 101 to 500 and 501 to 1,000 (p=.114). Organisers of

event with 501 to 1,000 attendees are likely to rate availability of planning, logistical and

promotional support from the destination’s Convention Bureau as more important.

Table 4.11 below presents the mean and standard deviation of all forms of destination

attributes for different categories of event size. The table also shows the different significant effects

that exist based on SPSS analysis.

Table 4.11: Results of analysis of variance of the perceived important levels of destination attributes based on event size

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F


Below 100 57 4.00 .982 .130 .606 1.100

101 to 500 74 3.86 1.025 .119

501 to 1,000 68 4.18 .913 .111

1,001 to 1,500 18 4.00 1.085 .256

More than 1,500 44 3.89 .784 .118

Total 261 3.99 .955 .059


Below 100 57 4.23 .846 .112 1.139 1.056

101 to 500 74 4.15 .932 .108

501 to 1,000 68 4.43 .834 .101

1,001 to 1,500 18 4.28 .575 .135

More than 1,500 44 4.30 .668 .101

Total 261 4.27 .827 .051

Reasonable travel time Below 100 57 4.23 .780 .103 1.855 3.474

101 to 500 74 3.80 1.122 .130

501 to 1,000 68 4.13 .879 .107

1,001 to 1,500 18 4.50 .707 .167

More than 1,500 44 3.86 .930 .140

Total 261 4.04 .952 .059

85

Table 4.11: Results of analysis of variance of the perceived important levels of destination attributes based on event size (Continued)

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Convinience flight connectivity Below 100 57 4.26 .936 .124 .824 2.101

101 to 500 74 3.96 1.039 .121

501 to 1,000 68 3.94 1.020 .124

1,001 to 1,500 18 4.50 .786 .185

More than 1,500 44 4.14 .734 .111

Total 261 4.09 .959 .059

Reasonable travel restrictions Below 100 57 3.93 .997 .132 .513 .464

101 to 500 74 3.82 .912 .106

501 to 1,000 68 3.94 1.131 .137

1,001 to 1,500 18 4.11 .963 .227

More than 1,500 44 4.02 .849 .128

Total 261 3.93 .982 .061


Below 100 57 3.93 .863 .114 .692 1.428

101 to 500 74 3.80 .936 .109

501 to 1,000 68 3.99 1.044 .127

1,001 to 1,500 18 4.33 .840 .198

More than 1,500 44 4.07 .925 .139

Total 261 3.96 .946 .059


Below 100 57 3.79 .773 .102 1.340 1.546

101 to 500 74 3.77 1.041 .121

501 to 1,000 68 4.03 .914 .111

1,001 to 1,500 18 4.22 .943 .222

More than 1,500 44 4.00 .940 .142

Total 261 3.91 .934 .058


Below 100 57 3.93 .904 .120 .649 3.243

101 to 500 74 4.03 .950 .110

501 to 1,000 68 3.87 1.035 .126

1,001 to 1,500 18 4.61 .608 .143

More than 1,500 44 4.27 .788 .119

Total 261 4.05 .935 .058

86


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F


Below 100 57 3.70 .906 .120 .517 1.613

101 to 500 74 3.82 .927 .108

501 to 1,000 68 3.99 .922 .112

1,001 to 1,500 18 4.22 .943 .222

More than 1,500 44 4.02 1.023 .154

Total 261 3.90 .943 .058


Below 100 57 3.89 .599 .079 1.681 1.875

101 to 500 74 3.87 .624 .073

501 to 1,000 68 4.04 .497 .060

1,001 to 1,500 18 4.15 .426 .100

More than 1,500 44 4.05 .512 .077

Total 261 3.97 .561 .035

Reasonable rental cost of activities Below 100 57 4.09 .931 .123 1.078 1.310

101 to 500 74 4.09 1.049 .122

501 to 1,000 68 4.38 .692 .084

1,001 to 1,500 18 4.06 .998 .235

More than 1,500 44 4.14 .765 .115

Total 261 4.17 .893 .055

Availability of high-quality services Below 100 57 4.14 .766 .101 .180 .610

101 to 500 74 4.08 .918 .107

501 to 1,000 68 4.28 .750 .091

1,001 to 1,500 18 4.11 .963 .227

More than 1,500 44 4.23 .774 .117

Total 261 4.17 .821 .051


accomodation

Below 100 57 3.53 .928 .123 1.213 3.969

101 to 500 74 3.73 .926 .108

501 to 1,000 68 4.06 1.049 .127

1,001 to 1,500 18 4.22 .808 .191

More than 1,500 44 4.02 .792 .119

Total 261 3.85 .954 .059

87


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Availability of cutting-edge

information communication

tectnology and infrastructure

Below 100 57 3.88 .888 .118 2.257 1.265

101 to 500 74 3.91 .953 .111

501 to 1,000 68 3.78 1.104 .134

1,001 to 1,500 18 4.33 .485 .114

More than 1,500 44 3.98 .952 .144

Total 261 3.91 .960 .059

Availability of facilities that cater to

the needs of visitors with disabilities

special needs

Below 100 57 3.93 .884 .117 1.972 1.874

101 to 500 74 3.68 .952 .111

501 to 1,000 68 3.99 .837 .102

1,001 to 1,500 18 4.17 .985 .232

More than 1,500 44 3.98 .762 .115

Total 261 3.90 .886 .055

Availability of facilities that cater for

the needs of female travellers

Below 100 57 3.75 1.057 .140 2.391 .642

101 to 500 74 3.55 .894 .104

501 to 1,000 68 3.74 1.087 .132

1,001 to 1,500 18 3.83 1.295 .305

More than 1,500 44 3.80 .765 .115

Total 261 3.70 .993 .061

Strong reputation as a safe

destination

Below 100 57 4.16 .841 .111 .003 .635

101 to 500 74 4.23 .837 .097

501 to 1,000 68 4.16 .840 .102

1,001 to 1,500 18 4.28 .826 .195

More than 1,500 44 4.39 .754 .114

Total 261 4.23 .822 .051



Below 100 57 3.81 .875 .116 .935 .612

101 to 500 74 3.70 .947 .110

501 to 1,000 68 3.65 .974 .118

1,001 to 1,500 18 3.94 1.211 .286

More than 1,500 44 3.86 1.025 .155

Total 261 3.75 .969 .060

88


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F



Below 100 57 3.77 .887 .117 .207 .525

101 to 500 74 3.74 .922 .107

501 to 1,000 68 3.88 .955 .116

1,001 to 1,500 18 4.00 1.188 .280

More than 1,500 44 3.93 .974 .147

Total 261 3.84 .949 .059



Below 100 57 4.07 .923 .122 .124 .723

101 to 500 74 4.28 .803 .093

501 to 1,000 68 4.07 1.027 .125

1,001 to 1,500 18 4.28 .895 .211

More than 1,500 44 4.18 .843 .127

Total 261 4.16 .903 .056



Below 100 57 3.46 1.087 .144 .966 1.855

101 to 500 74 3.62 .961 .112

501 to 1,000 68 3.76 1.081 .131

1,001 to 1,500 18 4.11 .963 .227

More than 1,500 44 3.52 .902 .136

Total 261 3.64 1.019 .063

Availability of exotic nature and

cultural experience

Below 100 57 3.51 1.104 .146 .654 1.941

101 to 500 74 3.64 .973 .113

501 to 1,000 68 3.75 1.177 .143

1,001 to 1,500 18 3.83 1.043 .246

More than 1,500 44 3.23 1.097 .165

Total 261 3.58 1.091 .068



Below 100 57 3.89 .772 .102 1.998 1.298

101 to 500 74 3.69 .978 .114

501 to 1,000 68 3.96 1.028 .125

1,001 to 1,500 18 4.17 .924 .218

More than 1,500 44 3.93 .998 .150

Total 261 3.88 .953 .059

89


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Desirable weather/ climate Below 100 57 3.77 .982 .130 .364 .847

101 to 500 74 3.80 .965 .112

501 to 1,000 68 3.71 .931 .113

1,001 to 1,500 18 4.06 .998 .235

More than 1,500 44 3.59 .948 .143

Total 261 3.75 .958 .059


infrastructure

Below 100 57 3.86 .833 .110 .193 .985

101 to 500 74 3.89 .915 .106

501 to 1,000 68 3.94 .929 .113

1,001 to 1,500 18 4.28 1.018 .240

More than 1,500 44 4.07 .925 .139

Total 261 3.95 .910 .056

Friendly and hospitable local

community

Below 100 57 4.11 .920 .122 .878 .299

101 to 500 74 3.97 .891 .104

501 to 1,000 68 4.03 .930 .113

1,001 to 1,500 18 4.17 .857 .202

More than 1,500 44 4.00 .747 .113

Total 261 4.03 .879 .054

Availability of administrative

support by the local office

Below 100 57 4.11 .795 .105 .630 1.275

101 to 500 74 3.93 .764 .089

501 to 1,000 68 4.09 .910 .110

1,001 to 1,500 18 4.22 .647 .152

More than 1,500 44 4.25 .751 .113

Total 261 4.08 .804 .050

Availability of planning, logistical

and promotional support from the


Below 100 57 3.86 .875 .116 .361 2.642

101 to 500 74 3.86 .941 .109

501 to 1,000 68 4.25 .904 .110

1,001 to 1,500 18 4.28 .826 .195

More than 1,500 44 4.14 .878 .132

Total 261 4.04 .911 .056

90


attributes and event venue

There were significant differences in organisers’ perception of the importance of destination

attributes, based on type of venue used. Firstly, availability of high-quality on-site accommodation

(F=2.340, p=.056). Post-hoc test using Bonferroni correction revealed that perceptions are

statistically different between events held in hotel and corporate office (p=.027). Organisers holding

events in hotel are more likely to rate the importance of high-quality on-site accommodation higher.

Secondly, absence of military strikes, natural disasters and other adverse events (F=4.186,

p=.003). Post-hoc test using Bonferroni correction revealed that perceptions are statistically different

between events held in hotel and university (p=.030). Statistical differences were also observed

between events held in the conference/ exhibition centre and the university (p=.031), and between

other venues and university (p=.033). These findings suggest that organisers holding events in hotel,

conference/exhibition centre and other venues are more likely to rate the absence of adverse events

higher than those held in the university.

Lastly, availability of planning, logistical and promotional support from the destination’s

Convention Bureau (F=2.381, p=.052). Post-hoc test using Bonferroni correction revealed that

perceptions are statistically different between events held in conference/ exhibition centre and hotel

(p=.029). Organisers holding events in conference/ exhibition centre are more likely to perceive the

availability of support from Convention Bureau as more important.

Table 4.12 below presents the mean and standard deviation of all forms of destination

attributes for different categories of event size. The table also shows the different significant effects

based on SPSS analysis.

91

Table 4.12: Results of analysis of variance of the perceived important levels of destination attributes based on event venue

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F


Corporate office 19 4.11 .809 .186 .726 1.813

Hotel 73 4.14 .976 .114

Conference/ Exhibition Centre

140 3.93 .949 .080

University 19 3.58 1.071 .246

Other 10 4.30 .675 .213

Total 261 3.99 .955 .059


Corporate office 19 4.11 .737 .169 .543 .709

Hotel 73 4.40 .846 .099


140 4.23 .851 .072

University 19 4.26 .733 .168

Other 10 4.30 .675 .213

Total 261 4.27 .827 .051

Reasonable travel time Corporate office 19 4.21 .713 .164 1.016 .262

Hotel 73 4.07 1.018 .119


140 4.01 .971 .082

University 19 3.95 .970 .223

Other 10 4.10 .568 .180

Total 261 4.04 .952 .059

Convinience flight connectivity Corporate office 19 4.16 1.015 .233 .447 2.136

Hotel 73 4.34 .885 .104


140 3.96 .981 .083

University 19 3.95 1.026 .235

Other 10 4.20 .632 .200

Total 261 4.09 .959 .059

Reasonable travel restrictions Corporate office 19 3.79 1.228 .282 .386 .693

Hotel 73 4.03 .928 .109


140 3.86 .969 .082

University 19 4.05 1.129 .259

Other 10 4.20 .789 .249

Total 261 3.93 .982 .061

92

Table 4.12: Results of analysis of variance of the perceived important levels of destination attributes based on event venue (Continued)

N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F


Corporate office 19 3.63 .761 .175 1.274 1.436

Hotel 73 4.00 .972 .114


140 4.01 .941 .080

University 19 3.63 1.165 .267

Other 10 4.20 .422 .133

Total 261 3.96 .946 .059


Corporate office 19 3.89 .658 .151 2.131 .460

Hotel 73 3.81 .967 .113


140 3.96 .940 .079

University 19 3.84 1.119 .257

Other 10 4.10 .738 .233

Total 261 3.91 .934 .058



Hotel 73 3.90 1.016 .119


140 4.13 .928 .078

University 19 4.11 .875 .201

Other 10 4.00 .816 .258

Total 261 4.05 .935 .058



Hotel 73 3.93 1.018 .119


140 3.92 .953 .081

University 19 3.63 .955 .219

Other 10 4.00 .667 .211

Total 261 3.90 .943 .058



Hotel 73 4.00 .614 .072


140 3.97 .546 .046

University 19 4.03 .584 .134

Other 10 3.87 .395 .125

Total 261 3.97 .561 .035

93


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Reasonable rental cost of activities Corporate office 19 4.16 .898 .206 1.025 1.911

Hotel 73 4.41 .796 .093


140 4.08 .922 .078

University 19 4.00 1.054 .242

Other 10 4.10 .568 .180

Total 261 4.17 .893 .055

Availability of high-quality

services


Hotel 73 4.22 .870 .102


140 4.14 .833 .070

University 19 4.32 .749 .172

Other 10 261

4.20 4.17

.789

.821 .249 .051

Total


accomodation

Corporate office 19 3.26 1.046 .240 1.347 2.340

Hotel 73 4.00 .850 .099


140 3.87 .995 .084

University 19 3.79 .918 .211

Other 10 3.80 .632 .200

Total 261 3.85 .954 .059

Availability of cutting-edge

information communication

tectnology and infrastructure


Hotel 73 3.89 .891 .104


140 3.90 1.027 .087

University 19 4.26 .872 .200

Other 10 3.50 .850 .269

Total 261 3.91 .960 .059

Availability of facilities that cater

to the needs of visitors with

disabilities special needs


Hotel 73 3.78 1.057 .124


140 3.96 .830 .070

University 19 4.05 .780 .179

Other 10 3.70 .823 .260

Total 261 3.90 .886 .055

94


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Availability of facilities that cater

for the needs of female travellers


Hotel 73 3.44 1.054 .123


140 3.84 .964 .081

University 19 3.84 1.068 .245

Other 10 3.70 .675 .213

Total 261 3.70 .993 .061

Strong reputation as a safe

destination


Hotel 73 4.36 .823 .096


140 4.15 .848 .072

University 19 4.21 .855 .196

Other 10 4.50 .527 .167

Total 261 4.23 .822 .051




Hotel 73 3.66 1.083 .127


140 3.78 .937 .079

University 19 3.68 1.003 .230

Other 10 3.90 .738 .233

Total 261 3.75 .969 .060




Hotel 73 3.77 .950 .111


140 3.89 .990 .084

University 19 3.79 .918 .211

Other 10 3.50 .850 .269

Total 261 3.84 .949 .059




Hotel 73 4.26 .850 .100


140 4.22 .840 .071

University 19 3.58 1.305 .299

Other 10 4.60 .516 .163

Total 261 4.16 .903 .056

95


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F



Corporate office 19 3.47 1.124 .258 1.114 1.144

Hotel 73 3.48 1.042 .122


140 3.70 1.030 .087

University 19 3.95 .848 .195

Other 10 3.70 .675 .213

Total 261 3.64 1.019 .063

Availability of exotic nature and

cultural experience

Corporate office 19 3.47 1.219 .280 .120 .158

Hotel 73 3.53 1.068 .125


140 3.63 1.102 .093

University 19 3.58 1.071 .246

Other 10 3.50 1.080 .342

Total 261 3.58 1.091 .068




Hotel 73 3.82 1.005 .118


140 3.95 .969 .082

University 19 3.63 .831 .191

Other 10 3.70 .675 .213

Total 261 3.88 .953 .059

Desirable weather/ climate Corporate office 19 3.58 .692 .159 1.431 1.148

Hotel 73 3.95 .880 .103


140 3.69 1.025 .087

University 19 3.63 .955 .219

Other 10 3.80 .919 .291

Total 261 3.75 .958 .059


infrastructure


Hotel 73 3.85 .877 .103


140 4.03 .929 .078

University 19 4.05 .780 .179

Other 10 3.60 1.265 .400

Total 261 3.95 .910 .056

96


N Mean Std.

Deviation

Std.

Error

Levene

Statistic

F

Friendly and hospitable local

community


Hotel 73 4.08 .894 .105


140 3.99 .917 .078

University 19 4.00 .882 .202

Other 10 4.00 .471 .149

Total 261 4.03 .879 .054

Availability of administrative

support by the local office


Hotel 73 3.96 .889 .104


140 4.14 .789 .067

University 19 4.21 .713 .164

Other 10 3.90 .738 .233

Total 261 4.08 .804 .050

Availability of planning, logistical

and promotional support from the



Hotel 73 140

3.79 4.19

.971

.845 .114 .071

Conference/ Exhibition Centre University 19 4.05 .970 .223

Other 10 3.90 .876 .277

Total 261 4.04 .911 .056

97


attributes and event destination

A significant effect of event type on organisers’ perception on Strong reputation for

promoting environmental sustainability was observed (F=4.717, p=.031). Organisers holding events

in Malaysia are likely to rate the attribute as more important than those holding events in other

countries.

4.5.2 Regression analysis of the relationship between destination attributes, event

characteristics, event motivations, and related destination attributes

Multiple regression analysis was carried out to test the hypothesis of direct relationship

between important destination attributes; three dimensions of event motivations, namely, brand

marketing, business networking, and corporate lobbying; and four dimensions of event

characteristics, namely, event type, event size, event venue, and event destination. The analysis also

included test on the relationship between destination attributes.

4.5.2.1 Regression analysis of the relationship between important destinations attributes, event

characteristics, and event motivations with Accessibility of a destination

A regression model with accessibility of a destination as the dependent variable was tested. In

the model, four event characteristics and three event motivations as well as related destination

attributes were entered in the regression equation as independent variables. The statistical results

were generated from SPSS and shown in table 4.13 below

The value of R square indicates that the event characteristics, event motivations and related

destination attributes accounted for 30.2 percent of the variance in destination environment. Analysis

of variance indicates that the model as a whole was significant (F = 8.923; p <.000). Only three

attributes, namely; Event facilities (β = .337; ρ <.000), destination information (β = .146; ρ <.030),

and destination environment (β = .239; ρ <.002) had positive and significant relationships with

accessibility of a destination.

98

Table 4.13: Summary of regression analysis with accessibility of a destination as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) 1.276 .360 3.539 .000 .302 8.923***

Event type -.013 .033 -.023 -.410 .682

Event size -.019 .031 -.036 -.616 .538

Event destination -.024 .080 -.017 -.308 .758

Event venue -.031 .049 -.037 -.638 .524

Brand marketing .028 .065 .029 .432 .666

Business networking -.047 .080 -.045 -.594 .553

Corporate lobbying -.093 .063 -.106 -1.471 .143

Local support .053 .065 .058 .825 .410

Event facilities .420 .093 .337*** 4.517 .000

Extra-conference opportunities -.046 .088 -.043 -.515 .607

Destination information .156 .071 .146** 2.187 .030

Destination environment .277 .090 .239** 3.083 .002

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: Accessibility

99


characteristics, and event motivations with local support

A regression model with local support as the dependent variable was tested. In the model,

four event characteristics and three event motivations as well as related destination attributes were

entered in the regression equation as independent variables. The statistical results were generated

from SPSS and shown in table 4.14 below


destination attributes accounted for 42.4 percent of the variance in local support. Analysis of

variance indicates that the model as a whole was significant (F = 15.208; p <.000). Only two

attributes, namely; corporate lobbying (β = .192; ρ <.000), and extra-conference opportunities (β

= .331; ρ <.002) had positive and significant relationships with local support.

Table 4.14: Summary of regression analysis with local support as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) .383 .362 1.056 .292 .424 15.208***

Event type -.046 .032 -.075 -1.450 .148

Event size .049 .030 .085 1.622 .106

Event destination .014 .078 .009 .183 .855

Event venue .022 .048 .025 .465 .642

Brand marketing .082 .063 .079 1.303 .194

Business networking .036 .079 .032 .460 .646

Corporate lobbying .182 .061 .192** 2.978 .003

Accessibility .051 .062 .047 .825 .410

Event facilities .108 .095 .080 1.143 .254

Extra-conference opportunities .377 .084 .331*** 4.513 .000

Destination information .053 .070 .046 .756 .451

Destination environment .045 .090 .036 .498 .619

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: local support

100


characteristics, and event motivations with event facilities

A regression model with event facilities as the dependent variable was tested. In the model,

four event characteristics and three event motivations as well as related destination attributes were

entered in the regression equation as independent variables. The statistical results are presented in

Table 4.15 below.


destination attributes accounted for 53.2 percent of the variance in event facilities. Analysis of

variance indicates that the model as a whole was significant (F = 23.481; p <.000). Four attributes,

namely; Business networking (β = .113; ρ <.071), accessibility of a destination (β = .226; ρ <.000),

extra-conference opportunities (β = .219; ρ <.001), and destination environment (β = .275; ρ <.000)

had positive and significant relationships with event facilities.

Table 4.15: Summary of regression analysis with event facilities as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) .528 .240 2.200 .029 .532 23.481***

Event type .013 .021 .029 .622 .534

Event size .029 .020 .069 1.463 .145

Event destination .059 .052 .052 1.141 .255

Event venue -.012 .032 -.018 -.386 .700

Brand marketing -.003 .042 -.003 -.063 .950

Business networking .094 .052 .113* 1.813 .071

Corporate lobbying .025 .041 .035 .598 .550

Accessibility .181 .040 .226*** 4.517 .000

Local support .048 .042 .065 1.143 .254

Extra-conference opportunities .185 .057 .219** 3.253 .001

Destination information .033 .047 .039 .702 .483

Destination environment .255 .058 .275*** 4.418 .000

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: Event facilities

101


characteristics, and event motivations with extra-conference opportunities

A regression model with extra-conference opportunities as the dependent variable was tested.

In the model, four event characteristics and three event motivations as well as related destination

attributes were entered in the regression equation as independent variables. The statistical results are

presented in Table 4.16 below


destination attributes accounted for 60.2 percent of the variance in extra-conference opportunities.

Analysis of variance indicate that the model as a whole was significant (F = 31.223; p <.000). Five

attributes, namely; Corporate lobbying (β = .145; ρ <.007), local support (β = .229; ρ <.000), event

facilities (β = .187; ρ <.001), destination information (β = .259; ρ <.000), and destination

environment (β = .300; ρ <.000) had positive and significant relationships with extra-conference

opportunities.

Table 4.16: Summary of regression analysis with Extra-conference opportunities as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) -.019 .265 -.072 .943 .602 31.223***

Event type -.011 .023 -.020 -.470 .639

Event size -.028 .022 -.057 -1.295 .197

Event destination -.105 .057 -.078 -1.851 .065

Event venue .018 .035 .023 .513 .608

Brand marketing -.040 .046 -.043 -.858 .392

Business networking -.070 .057 -.070 -1.223 .222

Corporate lobbying .121 .045 .145** 2.696 .007

Accessibility -.023 .046 -.025 -.515 .607

Local support .201 .045 .229*** 4.513 .000

Event facilities .221 .068 .187** 3.253 .001

Destination information .263 .049 .259*** 5.392 .000

Destination environment .330 .062 .300*** 5.309 .000

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: Extra-conference opportunities

102


characteristics, and event motivations with destination information

A regression model with destination information as the dependent variable was tested. In the

model, four event characteristics and three event motivations as well as related destination attributes

were entered in the regression equation as independent variables. The statistical results were

generated from SPSS and shown in table 4.17 below


destination attributes accounted for 37.8 percent of the variance in destination information. Analysis

of variance indicates that the model as a whole was significant (F = 12.574; p <.000). Only three

attributes, namely; Extra-conference opportunities (β = .405; ρ <.000), accessibility of a destination

(β = .130; ρ <.030), and event size (β = .132; ρ <.016) had positive and significant relationships with

destination information.

Table 4.17: Summary of regression analysis with destination information as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) 1.070 .320 3.347 .001 .378 12.574***

Event type .012 .029 .023 .423 .673

Event size .065 .027 .132** 2.435 .016

Event destination -.086 .070 -.064 -1.219 .224

Event venue -.014 .043 -.018 -.327 .744

Brand marketing .018 .057 .020 .315 .753

Business networking .114 .070 .116 1.626 .105


Accessibility .122 .056 .130** 2.187 .030

Local support .043 .057 .050 .756 .451

Event facilities .060 .086 .051 .702 .483


Destination environment -.055 .081 -.050 -.679 .498

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: Destination information

103


characteristics, and event motivations with destination environment

A regression model with destination environment as the dependent variable was tested. In the

model, four event characteristics and three event motivations as well as related destination attributes

were entered in the regression equation as independent variables. The statistical results were

generated from SPSS and shown in table 4.18 below


destination attributes accounted for 54.8 percent of the variance in destination environment. Analysis

of variance indicates that the model as a whole was significant (F = 25.028; p <.000). Four attributes,

namely; Extra-conference opportunities (β = .340; ρ <.000), event facilities (β = .266; ρ <.000),

accessibility of a destination (β = .155; ρ <.002), and brand marketing (β = .109; ρ <.043) had

positive and significant relationships with destination environment.

Table 4.18: Summary of regression analysis with destination environment as the dependent variable

Model

B

Std.

Error

Beta

t

Sig. R2 F Test/

significance

(Constant) .405 .255 1.584 .114 .548 25.028***

Event type .021 .023 .041 .904 .367

Event size -.013 .021 -.028 -.603 .547

Event destination .068 .055 .055 1.226 .222

Event venue -.038 .034 -.053 -1.132 .259

Brand marketing .091 .045 .109** 2.033 .043

Business networking .081 .055 .090 1.472 .142


Accessibility .133 .043 .155** 3.083 .002

Local support .022 .045 .028 .498 .619

Event facilities .286 .065 .266*** 4.418 .000


Destination information -.034 .050 -.037 -.679 .498

*P <0.100; **P <0.05; ***P <0.01 Dependent Variable: Destination environment

104

4.6 New Conceptual Framework

Figure 4.1 below shows the new conceptualised relationships among the variables in the

current study. The results of the destination attributes measures under the composite variables

revealed thirteen variables that measure the antecedents and outcomes of destination selection for

business events. As many items did not add significance to the current study, the new variables have

been renamed based on the characteristics of the items.

Event characteristics and event motivations are modelled as independent variables. Event

characteristics are measured by four dimensions, namely; event type, event size, event venue and

event destination. Event motivations on the other hand are measured by two dimensions, namely;

brand marketing, business networking, and corporate lobbying.

In this conceptual framework, the dependent variables are the destination attributes which are;

accessibility, local support, event facilities, extra-conference opportunities, destination information,

and destination environment.

Moreover, an additional model was added to this framework that made it different from the

general conceptual framework in chapter 1. This model was added after the regression analysis of

this study was done. The regression analysis showed that there are significantly positive relationship

between the individual dependent variables (ie destination attributes) and it’s shown in Figure 4.1

below. This model has been labelled in the conceptual framework above as “related destination

attributes”.

105

Figure 4.1: The new conceptualised relationship between independent and dependent variables.

Independent variables


Event type

Event size

Event venue

Event destination

Dependent variables


Accessibility

Local support

Event facilities

Extra- conference

opportunities

Destination

information

Destination

environment

Event motivations

Brand marketing

Business networking

Corporate lobbying

Related destination attributes

Accessibility

Local support

Event facilities

Extra- conference

opportunities

Destination

information

Destination

environment

106

Based on the multiple regression analysis on these variables, it shows that there are

significantly positive relationships between them and it’s presented below;

There are significantly positive relationships between accessibility and three other

variables namely; event facilities, destination information and destination environment.

There are significantly positive relationships between local support and extra-

conference opportunities

There are significantly positive relationships between event facilities and three other

variables namely; accessibility, extra-conference opportunities and destination environment.

There are significantly positive relationships between extra-conference opportunities

and four other variables namely; local support, event facilities, destination information and

destination environment.

There are significantly positive relationships between destination information and two

other variables namely; accessibility and extra-conference opportunities

There are significantly positive relationships between destination environment and

three other variables namely; accessibility, event facilities and extra-conference opportunities.

The above observation from the multiple regression analysis is an indication that the

variables have a significant effect on each other. This also shows the importance of each individual

variable to the event organisers. Evidently, the mean score presented in table 4.7 also shows that the

variables are all rated above average by event organisers and planners. This also signifies the

importance of all the variables to event organisers with regards to having a business event in

Malaysia.

However, the above correlation does not mean that there is causation as this study is testing

the effects of the independent variables on the dependent. The dependent variable might correlate

among each individual variable to show its importance and interdependent on each other, but to

determine its importance and effect on destination selection, it will be tested with a causation

(independent) variable. The test result will be presented in subsequent sections.

107

4.7 Findings of Hypothesis Testing

This chapter so far has presented the results of ANOVA and multiple regression analysis

conducted to test the significant differences and direct relationships between destination attributes,

event motivations, and event characteristics. The results of the hypothesis testing are presented in

table 4.19 and discussed below.

Hypothesis one (H1): There are significant differences in Malaysian event organisers’

perceptions of the importance of destination attributes, across different event

characteristics.

Hypothesis one investigates the significant differences between organisers’ perception of the

importance of destination attributes, with respect to event characteristics. It will be subdivided into

the four event characteristics as all four has a significant effect on important destination attributes.

The first one argues specifically, that there are significant effects of event type on organisers’

perception on the importance of availability of professional/ trade related opportunities (F=1.895 ,

p=.096). Significant difference on perception of the importance of availability of professional/ trade

related opportunities can be traced to statistical different between incentive and exhibition organisers

(p=.044), with exhibition organisers more likely to perceive availability of professional/ trade related

opportunities as important more than incentive organisers.

Secondly, significant difference exists between organisers’ perception of important

destination attributes, with respect to event size. The results of the analysis of variance for this

hypothesis indicated that statistical differences exist. Specifically, there are significant effects of

event size on organisers’ perception on the importance of reasonable travel time (F=3.474, p=.009),

ease of access to destination information (F=3.243, p=.013), availability of high-quality on-site

accommodation (F=3.969, p=.004), and availability of planning, logistical and promotional support

from the destination’s Convention Bureau (F=2.642, p=.034).

Next argues that there significant differences in respondents’ perception of destination

attributes, with respect to event venue. The results of the analysis of variance for this hypothesis

indicated that statistical differences exist. Specifically, there are significant effect of event venue on

organisers’ perception on the importance of availability of high-quality on-site accommodation

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(F=2.340, p=.056), absence of military strikes, natural disasters and other adverse events (F=4.186,

p=.003), and availability of planning, logistical and promotional support from the destination’s

Convention Bureau (F=2.381, p=.052).

Lastly, there is a significant difference in respondents’ perception of destination attributes,

with respect to event destination. The results of the analysis of variance for this hypothesis indicated

that statistical differences exist. Specifically, there is a significant effect of destination choice on

organisers’ perception of strong reputation for promoting environmental sustainability (F=4.717,

p=.031). Organisers holding events in Malaysia are likely to rate the attribute as more important than

those holding events in other countries.

Therefore, the statistical findings provide support for hypothesis one as it covers all

categories of event characteristics.

H2: Event characteristics are significant predictors of Malaysian event organisers’


Hypothesis two argues that the dimensions of event characteristics (event type, event size,

event venue, and event destination) can reliably predict the importance of destination attributes

(accessibility, local support, event facilities, extra-conference opportunities, destination information,

and destination environment.

Results of the multiple regression analyses indicated that only event size is significant and

positively related to destination information. As for event type, event venue, and event destination,

they showed some form of significant relationship. Some are negative while others are positive.

Therefore, hypothesis two is partially supported.

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H3: Event motivations are significant predictors of Malaysian event organisers’


Hypothesis three investigated the whether event motivational dimensions (brand marketing,

business networking, and corporate lobbying) can reliably predict the importance destination

attributes (accessibility, local support, event facilities, extra-conference opportunities, destination

information, and destination environment).

The result of the multiple regression analysis of this hypothesis indicated that all dimensions

of event motivations are significant and positively related to destination attributes. Brand marketing

is significant and positively related to destination environment, business networking is significant

and positively related to event facilities, and corporate lobbying is significant and positively related

to both local support and extra-conference opportunities. Therefore, hypothesis three is fully

supported.

H4: Destination attributes are significant predictors of Malaysian event organisers’


Hypothesis four argues that the dimensions of destination attribute (accessibility, local

support, event facilities, extra-conference opportunities, destination information, and destination

environment), can significantly predict each other in determining a destination for business events

The result of the multiple regression analysis of this hypothesis indicated that all dimensions

of destination attributes are significant and positively related to each other. Accessibility is

significant and positively related to event facilities, destination information, and destination

environment; local support is significant and positively related to extra-conference opportunities;

event facilities are significant and positively related to accessibility, extra-conference opportunities,

and destination environment; extra-conference opportunities are significant and positively related to

local support, event facilities, destination information and destination environment; destination

information is significant and positively related to accessibility and extra-conference opportunities;

and destination environment is significant and positively related to accessibility, event facilities and

extra-conference opportunities. Therefore, hypothesis three is fully supported.

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Table 4.19: The summary of the hypotheses and test results

Hypothesis Results

H1 There are significant differences in Malaysian event organisers’

perceptions of the importance of destination attributes, across different

event characteristics.

Supported

H2 Event characteristics are significant predictors of Malaysian event

organisers’ perceptions of the importance of a destination attribute.

Partially

supported

H3 Event motivations are significant predictors of Malaysian event


Supported

H4 Destination attributes are significant predictors of Malaysian event


Supported

4.7 Summary

This chapter presents the results of the various statistical analyses carried out to test the hypotheses.

Multiple regression analyses were rigorously conducted according to published procedures and the

results presented in table format. The major findings with regards to the hypotheses have been

highlighted in this chapter. Generally, the proposed hypotheses received moderate support from the

collected and analysed data. The next chapter focuses on the discussions regarding the tested

hypotheses.

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CHAPTER 5

DISCUSSION OF FINDINGS

5.0 Introduction

This chapter provides an overview of the research questions and objectives, followed by a

discussion on the significance of the research findings, together with its justification.

5.1 Background

The present study aims to determine how Malaysian event organisers perceive the importance

of destination attributes in selecting event destination, based on event characteristics and motivations.

To achieve the aim, the study pursues the following research objectives:

i. To measure Malaysian event organisers’ perceptions of the importance of destination

attributes in determining event destination.

ii. To investigate the differences that may exist among Malaysian event organisers regarding

their perception of the importance of destination attributes.

iii. To determine if event characteristics, event motivations and destination attributes

significantly predict Malaysian event organisers’ perceptions of the importance of a

destination attributes.

5.2 Discussion of Findings

This section discusses the findings of the study in relation to the research objectives and

hypotheses discussed in the previous chapter.

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Research objective 1: To measure Malaysian event organisers’ perception of the

importance of destination attributes in determining event destination.

The present study measured Malaysian event organisers’ perception of the importance of 28

destination attributes in determining event destination. The attributes are listed in the table 5.1 below.

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Table 5.1: Ranking of destination attributes based on mean score

Attributes Mean S.D

Ease of access to destination 4.2720 .82668

Strong reputation for safety 4.2261 .82196

Reasonable rental cost of facilities 4.1724 .89279

Availability of high quality services 4.1724 .82098

Absence of adverse events 4.1648 .90281

Convenient flight connectivity 4.0881 .95871

Availability Suitable-sized event facilities 4.0843 .92849

Admin support by the local office 4.0843 .80419

Access to destination information 4.0460 .93531

Support from local Convention Bureau 4.0383 .91066

Reasonable travel time 4.0383 .95196

Friendly and hospitable locals 4.0345 .87857

Affordable travel cost 3.9885 .95468

Strong reputation as event destination 3.9579 .94571

High quality public infrastructure 3.9540 .91030

Reasonable travel restrictions 3.9310 .98207

Attractive destination marketing activities 3.9119 .93433

Cutting-edge ICT and infrastructure 3.9080 .96035

Past event success at the destination 3.9004 .94342

Facilities for special needs 3.8966 .88623

Professional/trade related opportunities 3.8774 .95288

High quality on-site accommodation 3.8544 .95367

Reputation as economic/ business destination 3.8352 .94851

Reputation for environmental sustainability 3.7548 .96935

Desirable weather/ climate 3.7510 .95839

Facilities that cater the needs of female travellers 3.7050 .99283

Unique dining and entertaining experience 3.6398 1.01932

Exotic nature and cultural experience 3.5824 1.09101

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The current study also measured Malaysian event organisers’ perception of the importance of

13 motivational items in determining event destination. The items are listed in the table 5.2 below.

Table 5.2: Ranking of event motivations based on mean score

Event motivations Mean S.D

Improves awareness of the company's brand 4.2184 .89990

Exposes delegates to new insights, knowledge and ideas 4.1992 .84498

Facilitates networking opportunities 4.1992 .84498

Creates new business relationships 4.1533 .85004

Reaches an identified target market 4.0920 .94826

Strengthens the company's profile 4.0805 .99481

Raises public and government awareness of industry issues 3.9003 .93523

Gains government and private sector support 3.9003 .99886

Showcases local talents from the company 3.8774 1.00015

Receives favourable local/international media coverage 3.8621 .92203

Makes financial profit from the event 3.8391 1.03262

Increases domestic /export sales 3.7356 1.03172

Provides opportunities to lobby the government 3.6284 1.04320

The sampled event organisers rated the importance of 28 destination attributes in determining

the destination of the largest event that they organised in the last three years. In addition, they also

provided information related to the event characteristics, and event motivations. The attributes and

motivations were rated on a five-point Likert scale where 1= not important at all and 5= extremely

important was used for rating the variables. In general, all destination attributes were rated as

important as the average ratings ranged from 4.272 to 3.582, while the average range for

motivational items ranged from 4.218 to 3.628.

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Finding 1: Five destination attributes with the highest ratings were ease of access to

destination, strong reputation as a safe destination, reasonable rental cost of facilities,

availability of high quality event facilities, and absence of adverse events

The five destination attributes with the highest mean score based on the view of respondents

reflect the respondents’ concern over destination accessibility, safety and security, as well as facility

cost and quality. These are further elaborated in the following paragraphs.

Ease of access to destination

The results from the survey questionnaire showed that the respondents highly perceive ease

of access to destination as the most important attribute in considering a destination for business

events. In consistence to previous studies, Roger (2013) mentions that easy accessibility to a location

is of high importance for destinations organising conventions for economical and logistical reasons.

Economic and logistical reasons as stated in the literature, represents the benefits that participants do

bring to the destination such as their spending power on local products and services as well as

transportation and other services they receive within the destination. Oppermann and Chon (1997)

also suggest that ease of accessibility is one of the most crucial factors of importance when selecting

a destination for business events.

This explains why proximity of participants to the destination site is highly significant to

event organisers. They might consider the fact that making a destination easy to access without

unnecessary barriers to entry will attract more participants to the location. Considering the economic

benefits that it brings to the destination, the convention industries in Malaysia will have to ensure

that to enter or exit the country is not too strict for visitors attending business events.

Strong reputation for safety

Godlewska (2006) in her study on rating of destination selection variables by event planners

suggested that safety and security within a destination can be a critical attribute in choosing a site for

business event. As a result of recent terrorist acts in some destinations, participants consider this

attribute as an important attribute when making a decision on a destination. Previous studies have

shown that strong reputation for safety is a very important attribute that event organisers consider

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while making a decision for a location to have business events (Baloglu & love 2004; Katz 2007;

Dipetro et. al. 2008; Ritchie & Crouch 2003). Some researchers (Opperman 1996; Nelson & Rys

2000; Chacko & Fenich 2000; Dipetro et al. 2008) have also ranked this attribute as an important

destination attribute to consider while deciding on a destination for business events. This shows that

the importance of safety and security has not been ignored in previous studies.

In the context of this study, having a strong reputation for safety is important to a destination

as it will attract more attendees to the destination for future events. Participants want to know the

quality of security a destination provides. Safety can range from law enforcement to ensuring food

safety. How a destination is perceived by organisers for safety will have an impact on the number of

visitors as well as the profitability of the destination. Consequently, Malaysia as a safe destination

will likely attract future events to the country and promote it as a safe destination for business events.

Reasonable rental cost of facilities

The event organisers and planners perceived rental cost of facilities as a very important

attribute in choosing a destination to have business events. Crouch and Louverine (2004) in their

research suggested that the cost of the facilities might hurt the site if it is too high. Although they

explained that some evidence show that very cheap facilities might be unattractive because of the

word ‘cheap’ which might signal poor facilities. Therefore, the event organisers would prefer sites

with reasonable rental cost of facilities. This attribute ranked one of the most important in the study

done by Crouch and Louverine (2004).

Moreover, rental cost of facilities is important to sustainability of the event and it reduces the

cash outflows. Event organisers have to ensure that the cost of renting the facilities for the event does

not affect the overall cost of running the event. Sustaining the event is very important to the overall

success of the event. Reasonable rental cost of the facilities will mean that event organisers will have

the resources to spend on other aspects of planning. This will further ensure that satisfaction of

participants is achieved through provision of comfortable facilities during the event.

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Availability of high quality services

High quality services are also an attributes operationalised under composite variable ‘event

facilities’. The business dictionary explained high quality service as an assessment of how well a

delivered service conforms to the clients’ expectation. It is vital to note that service business

operators like business event destinations often assess the quality of service provided by the

participants, for future improvements. The importance of this attribute is in line with previous studies

by Lee and Back (2005). Lee and Back (2005) in their literature suggested that high quality service is

an important attribute to consider while selecting a destination for business event. This is evident to

the fact that in their literature, the attribute was ranked as one of the highest. Prior to that, the study

by Bonn et al. (1994) also ranked this attribute as one of the highest in their ranking of important

attributes.

Based on the above evidence, it may be argued that high quality service is important to

enhance the reputation of the destination as a hospitable environment. This is because the nature of

service the destination offers will likely determine how it’s perceived by participants. Subsequently,

it is very important for Malaysian convention industries to recognise the need to ensure total quality

of service during business events.

Absence of adverse events

Adverse events include military strikes, natural disasters and other natural or macro factors

that might affect a destination. The result of the survey shows that the respondents rate this attribute

as highly important which is in line with previous research. Previous research suggests that

participants will likely not attend events in locations prone to war and natural causes (Ritchie &

Crouch 2003; Roger & Davidson 2015; Ritchie & Crouch 2010). The reasoning behind this is that

people want to attend events in destinations where security and safety is assured.

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Finding 2: Five destination attributes with the lowest ratings were the destination’s

reputation for environmental sustainability, desirable weather or climate, availability of

female-friendly facilities, unique dining and entertaining experience, and exotic nature

and cultural experience.

The respondents seemed to be neutral on the importance of the five destination attributes that

were ranked lowest. This may be due to the perception of these attributes as factors, though desirable,

do not directly determine the choice of destination.

Finding 3: The 28 destination attributes could be categorised into six, namely;

destination accessibility, availability of local support, quality of event facilities,

availability of extra-conference opportunities, availability of destination information,

and quality of destination environment.

Following Crouch and Ritchie (1997); Lee and Back (2005) these studies have grouped the

28 destination attributes into six categories based on the themes that reflect what the attributes were

measuring. The composite variables were, namely, (1) destination accessibility; (2) availability of

local support; (3) quality of event facilities; (4) availability of extra-conference opportunities; (5)

availability of destination information; and (6) quality of destination environment. The six composite

variables are elaborated in the following sections. The Cronbach alpha coefficient (Cronbach, 1951)

was used to evaluate the reliability of the items that measure a composite variable. The coefficients

ranged from 0.671 to 0.817. The high coefficient scores led to the conclusions that the composite

variables were acceptably reliable.

Destination accessibility

Destination accessibility refers to the overall ease of getting to a destination (Crouch 2010).

Mair (2012) stressed that it is critical to allow ease of flow of delegates and participants to a business

event by preventing unnecessary barriers to entry. By creating a perception of convenience in

logistics and connection to the destination, it will attract future events to the destination. A number of

researchers noted that rail services, air connection, road links and good quality map positioning are

all facilities that ensure attendees can easily access a destination (Rogers & Davidson 2015; Nelson

& Rys 2000). In this study, accessibility is measured by the affordability of travel cost, reasonable

travel time, convenience of flight connectivity and reasonable travel restrictions.

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Availability of local support

Availability of local support measures the extent of event organisers receive administrative

support from the local office at the destination, as well as planning, logistical and promotional

support from the destination’s convention bureau. The Sarawak Convention Bureau for instance,

offers both financial and non-financial support to event organisers. Financial support include travel

grants for bidding the hosting right of an event. Non-financial support includes facilitation in

securing the venues for the event, and introduction with leading government agencies, local

associations and business partners. Other forms of support include marketing and publicity support

such as street banner support, logo support, and event listing on business event website.

Quality of event facilities

Quality of event facilities refers to the availability and condition of on-site facilities, services,

accommodation, technology, as well as facilities that cater to the needs of visitors with special needs

and female travellers (Ritchie & Crouch 2010; Lee & Back 2008).

Attractiveness of extra-conference opportunities

Attractiveness of extra-conference opportunities refers to the extent the pre- and after event

entertainment, sightseeing and professional networking opportunities are interesting and would

attract more participants to an event. The activities include entertainment, sightseeing, shopping,

recreational activities, and even professional opportunities and business negotiations (Crouch &

Ritchie 1997). The availability of these extra activities will enhance the attractiveness of the

destination, as visitors will be more likely to stay longer and even bring their family. This will foster

the growth of the host destination (Malaysia specifically) economically through the increasing

spending of visitors. Other economic benefit might include job opportunities for locals involved in

guiding visitors to remote places and the sale of local craft items. Bulduc (2014) noted that

memorable entertainment will help retain attendance for future events.

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Availability of destination information

Availability of destination information refers to the extent event organisers were

knowledgeable of a destination and were able to obtain information about the destination. The

composite variable is measured by the destination’s reputation within the business events industry,

the effectiveness of destination marketing and promotion activities, ease of access to destination

information, and organisers’ past experience in holding events at the destination.

Molina et al. (2010) in their study explained that the information about a destination is

important for the promotion of a destination. Their study further explained that the reputation of a

destination in provision of quality accommodation, and its custom and culture might influence its

selection for future events. Successful destination marketing will further help event organisers and

planners to make a decision about the destination.

Desirability of destination environment

Desirability of destination environment refers to the general appeal of the destination. This

was measured by perceptions of safety, absence of adverse events, desirable weather/climate, and

availability of high-quality public infrastructure and the hospitality of the local community.

Becken (2010) in her study noted that the climatic condition on an environment will influence

the choice of selecting the destination for events. Furthermore, the safety of the participants might be

affected as a result of unfavourable weather conditions. The climatic change of the destination might

also affect the resource base of the destination and as a result will either prevent participants from

getting to the location or prevent them from accessing the destinations’ resources.

Finding 4: Five event motivational items with the highest ratings were event improves

awareness of the company's brand, exposes delegates to new insights, knowledge and

ideas, the event facilitates networking opportunities, creates new business relationships,

and reaches an identified target market

The five event motivations with the highest mean score based on the view of respondents

reflect the respondents’ concern over branding and marketing, sales and exposure, as well as

networking. These are further elaborated in the following paragraphs.

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The event improves awareness of the company's brand

The result of the survey place this attribute as the most important event motivation attribute

based on the mean score. Respondents perceived this attribute as having the most influence in

motivating participants to attend a business event. Davidson and Roger (2006) in their study

explained brand awareness as a means to advertise and promote a company’s brand as well as

educate people about it. They further explained that it is important to showcase the brand in front of

people that have no knowledge about it. The importance of exposing the brand and creating

awareness during business events is to allow highly specialised delegates and participants know

about the company brand. Davidson and Roger (2006) further noted that the way a company position

its brand during an event is vital as it influences the way in which the product is recognised.

Business events can help companies achieve this through promotion and advertisements such

as; through conference brochures, banners, conference documentations, and allowing the

representatives to make a presentation during the event. A study by Foley et al. (2014) of four

different cities rates this attribute as an important motivation to attend business events. This implies

that event organisers and planners believe that people will attend a business event if the outcome of

the event will improve awareness of their company brand. This could mean that companies are

motivated to send delegates for business events where they will have the opportunity to showcase

their company brand as well as create awareness on their products and services.

The event exposes delegates to new insights, knowledge and ideas

The finding from this study ranked this delegate exposure to new insights, knowledge and

ideas as the second most important event motivation attribute. This attributes shows the importance

of delegate exposure during business events. This result may suggest that delegates are more inclined

to attend a business event which provides a learning and knowledge platform.

This item according to previous studies (Foley et al. 2014) is important to both the local

delegates and international delegates. The reason is that it provides the host destination educators,

practitioners and researchers with access to a network of international colleagues. This network

further afford the local delegates with new business and research collaborations, which will generate

innovation, new ideas, and research agendas’ in the future. The international delegates on the other

hand are exposed to local knowledge, research capabilities, sites, and facilities. Foley et al. (2014) in

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their study considered this item as a motivation for people to attend business events. This may also

imply that corporations will be more inclined to send their staffs to business events to gain new idea

and knowledge that will be beneficial for them in the future.

The event facilitates networking opportunities

In this study, the results of the survey questionnaire have shown the importance of

networking during a business event. The perception of event organisers towards networking

opportunities provided during business events cannot be ignored. The respondents perceived an

event which facilitates networking opportunities a very important motivation to attract delegates.

Networking opportunities involves face to face conversation during business events (Foley et

al. 2014; Rogers & Davidson 2015). The importance of networking during a business event is that

delegates and participants share knowledge and idea which helps both parties expands their

knowledge and sees things from a different perspective. It also opens door for opportunities to

partner with potential investors as well as provides exposure to participants. Foley et al. (2014) noted

this item as one of the most important motivations to attend a business event.

This means that opportunity to interact and communicate with other delegates or participants

during a business event is an important motivational element for people to attend a business event.

Networking can also result to powerful advocates that support and promote ones business in the

future as participants learn differences in professional practice of different nations (Foley et al. 2014).

The event creates new business relationships

Creation of new business relationship is another attribute under the business networking. The

results show that people are more likely to attend business events to create new business relationship.

This means that promoting a business event where people will build new business relationship during

the event will likely attract the attention of people.

It is also vital for participants as it help them get exposure on potential business partners and

business insights from each other. New business relationships might come in form of future business

partners or future investors. This is in support of previous studies that have also classified the item as

important (Foley et al. 2014). Moreover, it may be because delegates want to diversify their business

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or join with other businesses. Therefore, it may be argued that corporations motivated to attend

business events to create new business relationships are start-ups or looking for business partnerships.

The event reaches an identified target market

The fifth most important event motivation is the idea that attending business events helps

corporations to reach their identified target market. The findings suggest that respondents also

perceive reaching out to an identified target market as an important event motivation. The

importance of identifying a target market is for the company to stay competitive and further sustain

its growth. Participants motivated to attend a business event for this reason will choose particular

events where they can have access to the audience they want to attract.

In the context of this study, event organisers will have to ensure that delegates motivated to

attend a business event for this reason get the opportunity to speak during the event. The delegate

will speak in the company’s area of expertise and should be able to communicate the aim of the

company to potential targets (Rogers & Davidson 2015); Foley et al. 2014). This can also be done

through virtual interaction. This means that some delegates might attend business events to market

their company and reach out to a new consumer segment; some may be because the delegates’ wants

diversify their target audience as well as target a new segment for their products or services. It is

imperative that the event organisers gave these delegates the opportunity to communicate their

interests to the audience.

Finding 5: Five event motivational items with the lowest ratings were the event

showcases local talents from the company, receives favourable local/international media

coverage, makes financial profit from the event, increases domestic /export sales, and

provides opportunities to lobby the government.

The respondents seemed to be neutral on the importance of the five event motivations that

were ranked lowest. This may be due to the perception of these items as factors, though desirable, do

not directly determine the choice of destination.

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Finding 6: The 13 event motivations could be categorised into three, namely; brand

marketing, business networking, and corporate lobbying

Following Ritchie and Crouch (2003); Dwyer and Kim (2003); Foley et al. (2014); Katie,

Carmel and Deborah (2013); Oppermann and Chon (1997); Rogers and Davidson (2015), these

studies have grouped the 13 event motivations into three categories based on the themes that reflect

what the attributes were measuring. The composite variables were, namely, (1) brand marketing; (2)

business networking; and (3) corporate lobbying. The three composite variables are elaborated in the

following sections. The Cronbach alpha coefficient (Cronbach, 1951) was used to evaluate the

reliability of the items that measure a composite variable. The coefficients ranged from 0.754 to

0.792. The high coefficient scores led to the conclusions that the composite variables were

acceptably reliable.

Brand marketing

Brand marketing refers to a means to advertise or promote a company’s product or service

and educate people about it (Crouch 2010; Foley et al. 2014). The importance of this variable is that

it serves as a motivation for corporations to attend business events. It will provide an opportunity for

companies to market their brand and maximise their target market by creating awareness. By

creating awareness during business events, it will allow highly specialised delegates and participants

know about the company brand. Davidson and Roger (2006) further noted that the way a company

position its brand during an event is vital as it influences the way in which the product is recognised.

By advertising the companies brand through event brochures and banners, it serves as a motivation

for corporations to attend business events.

Business networking

Business networking involves face to face meetings and sharing knowledge and insights

during business events (Foley et al. 2014). The attributes under this variable tends to establish how

significant networking with delegates and participants during business events are as a motivation for

attending events. These attributes will provide an opportunity for people to network on ideas, build

business relationships and promote local talents. Such opportunity will be beneficial for both local

and international delegates (Rogers & Davidson 2015). Local delegates will gain new insights to

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business and research collaborations, while international delegates will be exposed to local

knowledge and research capabilities.

Corporate lobbying

Corporate lobbying involves industrial support and awareness of specific issues, and lobbying

(Page & Connell 2014; Ritchie & Crouch 2003). The aim is to determine whether event organisers’

perceive the attributes as important while deciding on a destination for business events. Event

organisers’ perception of the attribute will help identify issues of concern as well as create awareness

for support by private and public sectors alike (Rogers & Davidson 2015). The importance of this

attribute is that it helps a destination identify issues of concern within the industries. Policy makers

within the destination might influence important decision about the destination.

Research objective 2: To investigate the differences that may exist among Malaysian

event organisers regarding their perception of the importance of destination attributes.

The study examined the differences in respondents’ perception of destination attributes based

on four event characteristics. These were event type, event size (i.e. number of attendees), type of

venue used and destination choice.

Finding 7: There is a significant difference in destination attributes, in relation to event

type

For event type, only one significant difference among event organisers was observed.

Specifically, exhibition organisers were more likely than incentive organisers to perceive availability

of professional/ trade related opportunities as important. There are no significant differences among

event organisers in terms of other destination attributes.

In the case of incentive organisers, the global report of meetings industry explained that

incentives are usually provided to employees or dealers or distributors as a reward and it tends to be

mostly leisure (UNWTO 2014). Incentive meetings are usually organised internally and it involves

employees of the same organisation or corporation. As a result, organisers of this type of event do

not perceive availability of professional or trade related opportunities as an important attribute.

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In the case of exhibition organisers, it was classified as an event at which products and

services are displayed (UNWTO 2014). Exhibition unlike incentive has to deal with different

corporations or organisations coming together at a location to display their products or services. The

purpose of exhibition is that it can serve as a test market for new products and as a research

instrument for companies (UNWTO 2014). Another reason might be to increase public awareness,

analyse the market situation and prepare the ground for selling products and services. Some new

companies use this opportunity to study their competitors, the performance and products (UNWTO

2014).

Therefore, in the context of the current study, it may be argued that the reason why exhibition

organisers are more inclined to perceive availability of professional or trade related opportunities as

important is because of the nature and characteristic exhibition events are known for. The idea that

attendees attend exhibition in order to promote their company products or services through displays

explains the need for organisers to recognise this attribute as more important to exhibition organisers

rather than an incentive.

Finding 8: There is a significant difference in destination attributes, in relation to event

size

In the current study, event sizes will be categorised as large, medium and small events. For

the purpose of this discussion, events below 100 and between 101 to 500 attendees will be classifies

as small events, events between 501- 1000 classified as medium, and events between 1001- 1500 and

above 1500 as large events. The study observed significant differences in event organisers’

perceptions of destination attributes, based on the attendance size of the largest event organised in

the last three years.

Large event organisers were more likely than small event organisers to perceive reasonable

travel time as important. Likewise, large event organisers were also more likely than medium event

organisers to rate ease of access to destination information as important.

Medium event organisers were also more likely than small event organisers to rate the

availability of planning, logistical and promotional support from the destination’s Convention

Bureau as important. They were also more likely than small event organisers to rate availability of

high-quality on-site accommodation as important.

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The results in the organisers’ perception of ease of access to destination information are

consistent with previous studies, which found that larger event attendees are more inclined to seek

information about the destination, which they intend to visit for business events than events with

lesser number of attendees (Opperman & Chon). Crouch and Ritchie noted that information about

the destination might include the reputation of the destination among other event planners, the

effectiveness of the destination marketing activities, and the past performance of the destination in

hosting events. Moreover, Opperman and Chon argue that event organisers spend more time in the

planning when it involves an event with larger participants as opposed to events with fewer

participants. This implies that the reputation of a destination and its past experiences in organising

events are important considerations for event organisers especially in planning a large event.

The results for organisers’ perception of the importance of availability of planning, logistical

and promotional support from the destination’s Convention Bureau are consistent with previous

studies that found differences in planning and organising a large event and a small event. The

differences for both event sizes covers both planning the event and implementation of the plans by

the organisers (Hiller 1995). In accordance with previous studies, Getz (1998) argued that larger

events have an extraordinary impact on the host area and the impact can encompass the number of

attendees and publicity support from convention bureau. In the context of this study, it may be

argued that event organisers, who are focused on bringing international events in Malaysia especially

larger events, are more inclined to ask for support from the convention bureau.

The results in the organisers’ perception of the importance of availability of high-quality on-

site accommodation are consistent with previous studies, which found statistical differences in

organisers’ perception of events with less attendees and events higher attendees (Fenich 1995). This

means that the respondents perception of the standard of accommodation provided on site is not only

considered important but also can be influenced by the number of attendees in participation.

There are no significant differences in event organisers’ perceptions of other destination

attributes, based on size of attendance. These differences suggest that as organisers anticipate larger

attendances, they are likely to regard reasonable travel time, accessibility to destination information,

availability of high quality on-site accommodation and support from destination’s convention bureau

as important.

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Finding 9: There is a significant difference of destination attributes, in relation to the

event venue

The study covers five venue types, namely, corporate office, hotel, conference/exhibition

centre, university and others. The study observed three significant differences in organisers’

perception of the importance of destination attributes, based on type of venue used. First, organisers

holding events in hotels were more likely than if they use corporate offices, to perceive high-quality

on-site accommodation as important. Second, organisers holding events in hotels,

conference/exhibition centre and other venues are more likely than if they use universities, to

perceive the absence of adverse events as important. And third, organisers holding events in

conference/exhibition were more likely than if they use hotels, to perceive the availability of support

from convention bureau as important.

Provision of high quality on site accommodation for delegates is regarded as one of the

important destination attributes as can be seen with an above average mean score ranking in table 5.1

above. The attribute is seen as one of the basis of the conference requirements to be fulfilled, and is

seen as an important attribute influencing destination selection (Opperman and chon 1997). However,

even though organisers agree on the importance of this attribute, they differ in terms of its

significance on venue selection. The reason maybe because events held in the corporate offices don’t

necessarily need hotel accommodation as its mostly board meetings, while events in hotels can range

from small to large events. This implies that the venue of an event is likely to determine the

importance of a particular destination attribute. Additionally, this may also signify that delegates

prefer events held in the same hotel that provides accommodation rather than events held in a

distance location.

Existence or absence of military strikes, natural disasters and other adverse events to

organisers is reflected on the ranking of importance where it’s ranked on the top 5 most important

attributes. The result of this analysis is in line with previous studies. Crouch and Ritchie (1997)

found that delegates will likely attend events in a location that is considered free from military strikes,

natural disasters, and other adverse events or a secured location. This implies that the perception of

organisers’ towards safety and security is still undivided but now different in terms of venue of the

event. This maybe because events organised in convention centres and hotels attracts a lot of

participants from different parts of the world and as such their perception of violence within the

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destination is vital for future events compared to universities where majority of events are organised

nationally.

The results for organisers’ perception of the importance of availability of planning, logistical

and promotional support from the destination’s Convention Bureau are consistent with previous

studies that found differences in planning and organising a large event and a small event. The result

is in line with Hiller’s (1995) study of conventions events, where he identified planning and logistics

as important variables involved in having a large event and is usually held in conference/exhibition

centres. The convention bureau offers event organisers and planners support in organising and

staging an event within the country (oppermann and chon 1997). Their study also suggests that the

convention bureau helps event organisers in promotion of the events. Therefore, in the context of the

current study, it may be argued that events organised in convention/exhibition centres are larger

events compared to the events organised in the hotels. Additionally, it can be argued that organisers

of events in the convention/ exhibition centres will likely need help from the convention bureau to

promote, market, and plan the event for awareness purposes.

There are no significant differences among event organisers in terms of their perception of

other destination attributes, based on event venues.

Finding 10: There is a significant difference of destination attributes, in relation to

event destination

For destination choice, organisers holding events in Malaysia are more likely to perceive a

destination’s reputation in promoting environmental sustainability as important. This finding is

consistent with previous studies which found there are significant differences in organisers’

perception of the importance of strong reputation for promoting environmental sustainability, with

respect to event destination. This result may be attributed to the fact that Malaysia has being

promoted as a destination for eco-tourism. Sarawak convention bureau also have promoted Sarawak

as a destination for sustainable tourism. Therefore, Event organisers in Malaysia may have

considered this attribute because of the nature of the environment and also because they feel that

attendees will want to visit the natural habitats while attending business events. Additionally, it may

be a way to attract visitors to Malaysia and to win event bids in the future.

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Research objective 3: To determine if event characteristics, event motivations and

destination attributes significantly predict Malaysian event organisers’ perceptions of the

importance of a destination attribute.

Each composite variable was regressed as a dependent variable; against event characteristics,

event motivation, and other destination attribute composite variables. The purpose of the regression

analyses was to determine whether event characteristics, event motivations and destination attributes

significantly predict event organisers’ perceptions of the importance of each destination attribute.

Event characteristics refer to the type of event, size of attendance, type of venue used and

destination choice. Event motivations refer to the purposes or objectives of organising an event, as

well as the reasons for attending one. In the present study, three motivation variables were

operationalised. These were brand marketing, business networking and corporate lobbying. Brand

marketing measures the perception of respondents towards creating awareness for their company

brand or product or services as a reason to attend business events. It consists of two items, namely,

marketing and branding. Sales and exposure were items measuring business networking. Corporate

lobbying consist of two items, they are; creation of awareness and industrial support.

In total, six regression models were analysed. The following paragraphs summarise the key

findings.

Finding 11: Event size was a significant predictor of Malaysian event organisers’

perception of the importance of accessible destination information

The regression analyses revealed that event characteristics were not significant predictors of

the perceived importance of destination attributes. In the six regression models, only a single

relationship between event characteristics and destination attributes was found to be significant,

namely between event size and accessible destination information. This implied that event size was a

significant predictor of accessible destination information.

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Finding 12: The importance of high quality event facilities, accessibility of destination

information and desirability of destination environment significantly predict perception

of destination accessibility

Event characteristics and motivations were not significant predictors of destination

accessibility. However, three destination attributes significantly predict the importance of destination

accessibility. These were high quality event facilities, accessible destination information and

desirable destination environment. The three predictors explained 30% of the variance in destination

accessibility.

Finding 13: The importance of corporate lobbying and availability of extra-conference

opportunities significantly predict perception of availability of local support

Event characteristics were not significant predictors of the importance of local support.

However, event motivation corporate lobbying significantly predicted the importance of local

support. The dependent variable was also significantly predicted by one destination attribute, namely,

availability of extra-conference opportunities. The two predictors explained 42% of the variance in

the importance of local support.

Finding 14: The importance of business networking, destination accessibility,

availability of extra-conference opportunities and desirability of destination

environment significantly predict perception of high-quality event facilities

Event characteristics did not significantly predict the importance of high-quality event

facilities. Event motivation business networking was a significant predictor of the destination

attribute. The importance of high quality event facilities was also significantly predicted by three

destination attributes, namely, destination accessibility, availability of extra-conference opportunities

and desirable destination environment. The four predictors explained 53% of the variance in the

importance of high-quality event facilities.

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Finding 15: The importance of corporate lobbying, availability of local support, high-

quality event facilities, accessibility of destination information and desirable destination

environment significantly predict perception of extra-conference opportunities

Event characteristics did not significantly predict the importance of extra-conference

opportunities. However, event motivation corporate lobbying was a significant predictor of the

destination attribute. Likewise, four destination attributes also significantly predict the importance of

extra-conference opportunities. These were availability of local support, high-quality event facilities,

accessibility of destination information and desirable destination environment. The four predictors

explained 60% of the variance in the importance of extra-conference opportunities.

Finding 16: The importance of destination accessibility and availability of extra-

conference opportunities, as well as event size significantly predict perception of

accessibility of destination information

Event size was a significant predictor of accessible destination information. None of the event

motivations significantly predict the destination attribute. However, two other destination attribute

were significant predictors of accessible destination information, namely, destination accessibility

and availability of extra-conference opportunities. The three predictors explained 38% of the

variance in the importance of accessible destination information.

Finding 17: The importance of brand marketing, destination accessibility, availability of

event facilities and availability of extra-conference opportunities significantly predict

perception of the desirability of destination environment

None of the event characteristics were significant predictors of the importance of desirable

destination environment. One event motivation, namely brand marketing, was a significant predictor

of destination environment. Likewise, the destination attribute was significantly predicted by three

other destination attributes, namely, destination accessibility, availability of event facilities and

availability of extra-conference opportunities. The three predictors explained 55% of the variance in

the importance of desirable destination environment.

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5.3 Summary

This chapter discussed the findings based on the research objectives. The key observations

from the research findings are; firstly, there are differences in the importance level of destination

attributes. Secondly, significant differences exist in destination attributes with respect to the event

characteristics. Lastly, event motivations and event characteristics significantly predict the

importance of destination attributes. The next chapter focuses on the theoretical and managerial

implications, the limitations of the study that affect its generalisability, and the recommendations for

future research.

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CHAPTER 6

CONCLUSION

6.0 Introduction

In recent years, the business event industry in Asia pacific has been growing at a fast pace

amid its growing importance in the global economy (Singapore Tourism Board 2015). The forecast

from the World Tourism Organisation (2012), project an annual increase of about 5.1% for business

events travel in the region from 2010 to 2020, and 3.7% from 2010 to 2030. The above figure

surpassed a global growth rate in the industry which is expected to be 3.5% and 2.7% respectively

over the same period of time. The study of the business event industry has being widely discussed in

academic literature and have centred on the delegates and participants perception towards attending a

business event. This study has focused on event organisers perception of the importance of

destination attributes in selecting a destination for business events.

The study on event organisers and planners perception towards selecting a destination for

business event has centred on developed; western countries as well as some developing economies.

The study of this phenomenon in Malaysia has not been identified yet. Hence, the current study has

identified the key variables that influenced destination selection for business events in Malaysia. This

was done by analysing selected destination variables (namely; accessibility, local support, event

facilities, extra-conference opportunities, destination information, and destination environment), and

event motivation variables (namely; brand marketing, business networking, and corporate lobbying).

The study also investigated the difference in terms of level of importance of destination attributes

and determined if event characteristics, event motivations and destination attributes significantly

predict Malaysia event organisers’ perception of importance of a destination attribute.

The findings from the current study have been discussed at length in the previous chapter.

This chapter concludes the discussions in previous chapters, and highlights the main theoretical

implications, policy and managerial implications of the study. It further outlines the major limitations

of the study and indicates the direction for future research in business event industry.

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6.1 Implications

The current study has a number of theoretical and policy /managerial implications for

researchers, practitioners audiences and policymakers.

6.1.1 Theoretical implications

The current study focused on determining the variables that influence the destination

selection for business events in Malaysia - a phenomenon that has been relatively discussed in

different western countries but untouched in business event literature in Malaysia. Specifically,

selected destination attributes derived from the composite variables, event characteristics, and event

motivations were analysed.

This study is believed to have added to the existing literature, by filling four important gaps.

Firstly, the study contributes to the knowledge on the important destination attributes that can

influence event organisers and planners choice of a destination for business events. Secondly, it

establishes the key variables that influence the outcome of event characteristics and motivations in

the context of business event industry in Malaysia. Thirdly, the study provides empirical evidence

establishing the attributes that characterise the activities of event organisers and planners in the

business event industry. Lastly, it establishes a distinction between different destination attributes

and event motivation items based on their importance in the Malaysia business event industry.

Other contributions include identifying and measuring the dimensions of event characteristics,

which help establish the importance of destination attributes and event motivations in selecting a

destination for business events. These dimensions comprise of event type, event size, event venue,

and event destination. The findings confirmed that some important destination attributes play more

significant role in selecting a destination for business events. In considering event characteristics, the

type, size, and venue of the event, has a direct impact on the selection of a destination for business

events as it influences the choice of event organisers and planners.

Moreover, the present study has also contributed to the event organisers and planners

approach to destination selection. It has added to the understanding of the importance of event

organisers and planners perception in the business event industry in Malaysia. This includes their

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perception towards; ease of access to destination, strong reputation for safety, reasonable rental cost

of facilities, availability of high quality services, and absence of adverse effects as the most

important destination attributes in having a business event in Malaysia. Sequel to that, the perception

of event organisers’ towards all twenty eight (28) destinations attributes revealed that all attributes

were important. These attributes will enhance relationship between event organisers and marketers in

promoting the destination.

This study adds empirical evidence to the understanding of the importance of event

motivations in attracting delegates and participants to business event meetings in Malaysia. The

variables for this study were concerned with the motives of expanding business network and target

markets, building new business relationships, and enhancing the growth performance. The

contribution based on these will be towards an organisation’s long term development which can be

done through networking and communication. Understanding the motivation of event organisers

enables convention bureaus to identify the strengths and opportunities of a destination.

Furthermore, the study’s investigation of the levels of importance of destination attributes

based on event organiser perception measured six composite variables from which the destination

attributes where derived. These variables are; accessibility, local support, extra- conference

opportunities, event facilities, destination information, and destination environment. As a whole, the

dimensions provide a useful framework that facilitates discussion and communication between

stakeholders on how to enhance the competitiveness of a destination. The dimensions can also be

used as the criteria for evaluating the attractiveness of a destination, and in guiding the development

of policy and strategy for attracting Malaysian business event organisers.

Additionally, the examination of the relationship between the destination attributes, event

motivations and event characteristics, revealed that the destination attributes generates a direct

positive relationship with event motivations and event characteristics. This relationship has a

significant impact in terms of attracting future events to a destination, improving destination’s

reputation, and bringing economic benefits to a destination.

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6.1.2 Policy and managerial implications

The Convention bureaus and private sectors independently or with the help of government

support and initiatives have promoted and marketed the business event industry around the world.

The reasons range from broad economic benefits to the destination, commercialisation, knowledge

sharing, building business relationships, networking, gaining new insights and ideas, business

diversification, brand awareness to targeting new consumer base.

The current study is able to draw several policies and managerial implications from the

empirical findings discussed below. In the following sections, these policies and implications will be

discussed.

Firstly, this study sheds more light on the perception of event organisers towards selection of

destination attributes for business events in Malaysia. This study has presented the perception of

event organisers on the level of importance of different destination attributes and event motivations.

For instance, organising an international event calls on a destination to provide a safe environment

for the convention, provide quality services to participants and ensure that the destination can easily

be accessed by participants. Hence, the perception of respondents implies that in other for a

destination to stay competitive and attract future events, these attributes have to be a priority.

The findings show that respondents most important destination attributes for making a choice

summarised in Table 4.3 and 5.1 were; ease of access to destination, followed by strong reputation

for safety, reasonable rental cost of facilities, availability of high quality services, and absence of

adverse effects. Table 4.4 and 5.2 presented respondents perception on items that motivate

participants to attend business events which were; the event improves awareness of the company’s

brand; exposes delegates to new insights, knowledge and ideas; facilitates networking opportunities;

creates new business relationships; and reaches an identified target market.

From these findings, event organisers clearly engaged in an array of activities with delegates

and participants during events to get a clear look on their need and their expectation during the event.

Considering the fact that the present study ranked destination accessibility as a top priority, policy

makers should intervene to ensure that attendees get to the destination for business events. Some of

the action plans that can be taken includes; relaxing the traveling restrictions to allow participants

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access the destination, improvement on the public transportation link to ensure participants get to

meeting venues on time, and provide incentives for transport companies transporting participants.

Consequently, the evidence of the direct impact of these attributes on the destinations

underlines the need for convention bureaus in Malaysia to set out strategies and policies to ensure the

destination remain competitive. A viable destination needs to be perceived as a safe destination. It is

recommended that policy makers pay attention to matters such as levels of policing within the

destination to ensure participants safety, provision of other emergency services such as health care

and fire services, provision of quality information and support services for participants in need of

assistance. They should also ensure that the providers of these services are regularly in contact with

event organisers. The main issue is their ability to respond to the needs of participants. It is also

recommended that event organisers provide participants with travel advice and information relating

to safety which is issued by governments of the country. Safety information such as emergency

helplines, Systems for dealing with emergency situations such as health scares, terrorism, natural and

industrial disasters. The organisers should ensure the safety measures are well rehearsed including

the provision of evacuation plans where necessary.

Additionally, event motivational variables considered most important for this study will

inform policy makers on specific target areas to focus their resources while promoting the destination.

For instance, getting insights on the extent that an event that facilitates networking opportunities and

improves a company’s brand awareness attracts future delegates to a destination is crucial for

designing policy intervention. It is important for policy makers to communicate the benefits the

event provides to future delegates as a means to encourage them to attend.

However, the evidence of the direct impact of other destination attributes and event

motivations on the destination should not be taken for granted as the mean score shows they are also

relevant attributes to be considered.

Secondly, policy makers must understand the differences that exist among event organisers in

terms of their perceptions while choosing a site for business events before forming policy, incentive

mechanism and strategy to promote and support the industry. The perceived destination attributes

considered in this study has significantly different impact on the business event industry based on the

different event characteristics. For instance, the type and size of a particular event has a direct impact

on the overall planning and organisers’ perception of accessibility to the destination. In forming

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policies and strategies to promote the business event industry, it is crucial for policy makers to focus

their resources towards the needs of events planners while considering the characteristics of the event.

Moreover, the findings suggest that the size of an event will have a direct impact on the

availability of planning, logistics and promotional support from the Convention Bureau, as well an

on the reasonable travel time. Among others, the findings also suggest that the venue of the event has

a direct impact on the quality of on-site accommodation as well as absence of adverse effects such as

military strikes and natural disasters.

From the above findings, event organisers have clearly distinguished the variables based on

their impact on destination selection. For instance, large events have an impact on promotional

support, planning and logistics. This implies that event organiser need more support from

Convention bureaus when organising a large scale event compared to small scaled events. Therefore,

it is recommended that the Convention bureau provide logistics support such as effective

transportation system and improving access to communities where business events are held or

participants are visiting to ensure the viability of the industry. Sequel to that, an effective market

access and promotion is recommended also as a promotional support to organisers. The Convention

bureaus in Malaysia should as a promotional action plan, delivers partnership marketing and trade

programs exclusively in the international business events market where they can target corporate

meetings, incentives, exhibitions and association events for Malaysia. It is an important promotional

strategy that will present the best of Malaysia as an international business event destination to

potential clients.

Additionally, the perception towards the venue where the event is being held implies that

concern about the safety and security of the participants is still a priority. The above findings also

imply that proximity to the venue from the accommodation site is an important consideration by

event organisers’. Event planners therefore should ensure that the distance from the venue to the

accommodation site is reasonably close and that participants can easily be transported. Policy makers

should on the other hand ensure that an effective transport system is provided and can easily be

accessed by event planners by improving the already existing transport system. These will ensure

that the participants are satisfied with the services provided by the destination. It will further serve as

a means of promotion as the participants can promote the destination through word of mouth.

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Consequently, event organisers perceive event characteristics as an important element that affects the

selection of a destination for business events.

Subsequently, the findings on the event motivational variables show that there are direct

significant impacts in connection with the destination attributes. This means that among others,

infrastructural developments, provision of a safe environment for business events, and availability of

promotional activities and support from the convention bureau will likely encourage decision makers

to select Malaysia as a destination to host international business events. For instance, a better grasp

of the relationship between event facilities and business networking or between destination

environment and brand marketing is crucial to designing policy interventions. This implies that

people motivated to attend business events as a result of either motivational variable (such as brand

marketing and business networking), are more inclined to expect better services or outcomes based

on the resulting destination attributes (such as destination environment and event facilities).

Therefore, if event facilities spur business networking, then policy makers should ensure event

facilities are up to the standard because business networking is a motivational variable that will

attract future business events to the destination.

Lastly, the importance of destination attributes, event motivations, and event characteristics

as a significant predictor of event organisers’ perception of destination attributes is also an important

aspect of this study that has direct impact on the event industry in Malaysia. Previous studies on

destination selection have emphasised the importance of destination variables and the role that event

organisers’ play in ensuring that business events are successful. However, from a policy perspective,

it is important to recognise the importance of different variables that might affect destination

selection. It is also important to recognise the needs of event organisers as they carry out their roles

in promoting and marketing the destination for future events.

The findings suggest that the factors (i.e. event characteristics, motivations and destination

attributes) can reliably predict the importance of each attribute. For instance, among others, business

networking, and destination accessibility can reliably predict the perception of high quality event

facilities. This implies that participants motivated to attend a business event to gain new insight, idea,

and build business relationships also want a destination with quality event facilities. Therefore, it is

recommended that the government provide quality event facilities in other for the destination to

remain competitive. This can be done by setting out budgets to build new convention centres or

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renovate the already existing convention centres, equip it with modernised facilities and Information

Communication Technologies (ICT) to facilitate the meetings to ensure that it is up to standard with

modern convention centres.

Additionally, given that event organisers play different roles in business event industry, and

are an important aspect of successful events, policies and strategies should be set to provide more

training and workshops to event organisers. For instance; programmes that foster organisational and

marketing skills, and also workshops and apprenticeship schemes that would ensure future organisers

rise up to the challenge. These programmes and workshops should focus on increasing the quality of

event organisers. More importantly, recognising the importance of variables that affect destination

selection will ensure that the destination stays competitive and channel their available resources to

the needs of event organisers.

Moreover, the Malaysia Convention and Exhibition Bureau (MyCEB) and Sarawak

Convention Bureaus (SCB) are both notable government organisations that help individuals,

associations and corporations in their events in Malaysia. Manemte (2008) noted that their role is to

manage and support the integration of different resources and activities through suitable policies and

actions. The World Tourism Organisation (2014) also noted that their roles are to steer development

within the destination. By supporting destinations and setting up policies for development, it will

encourage more events locally through increasing number of international business events in the

destination.

Sequel to that, in consideration of the fact that the research findings of this study are

consistent with the above argument, there are other roles that both MyCEB and SCB can play in

ensuring that business event industry in Malaysia continue to grow. There is need to involve local

communities in the planning as this might create synergy effect. Policies such as encouraging

networking, communication and interaction between them and the private sectors should be

considered. The aim is to get businesses to work more closely together with the local communities.

The importance of this partnership will ensure both parties benefit through sharing of resources and

objectives which will ensure sustainable development of the industry. It will also serve as a way to

build relationship between destination marketers, event organisers and the local community.

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Drawing on these research findings, the research proposes further guidelines that the

convention bureaus should follow to get the most value out of the event organisers and planners and

ensure that their needs are provided.

Firstly, it is crucial for convention bureaus to work collaboratively with event organisers’ and

planners’ to ensure that the destination stays competitive and attract future events. The research

findings shows that the availability of planning, logistics, and other promotional and marketing

support from the convention bureau has an impact on the type, size and venue of business events.

This may be attributed to event organisers’ perceiving collaboration with convention bureaus as a

means to ensure that the destination can attract future events as well as staying competitive. Sequel

to that, it is recommended that convention bureau provide education and training programs to

support the event organisers and make them aware of government strategies and incentives directed

to the industry.

Secondly, the different variables discussed in this study should be defined as a strategic part

of choosing a destination for business events. The destination attributes should be aligned with the

dimensions of event motivation, and event characteristics to develop strategies to address the needs

of a destination. If not, there is a high risk, and no point of investing, in policies that have little or no

impact. The point is that there should be a vision and objectives that define the impact of business

events to the destination. Business events that lack a link to the needs of a destination are unlikely to

be given enough attention.

Lastly, policy makers should invest in important destination attributes and event motivations

identified in this study. The research findings revealed that among other, gaining new insights and

knowledge, building new business relationships and improved awareness of company’s brand are all

variables that can motivate participation in business events. This confirms that promoting and

marketing a destination based on important motivation variables will be more beneficial to a

destination. This is because it will result in getting future events to the destination. Furthermore, the

survey findings show that among other, ease of access to destination, strong reputation for safety and

reasonable rental cost of facilities are the major factors that the organisers would consider when

choosing a destination for business events. The convention bureau should therefore emphasise on

accessibility, safety and costs/ affordability as the primary themes in marketing communication

campaigns that target business event organisers in Malaysia.

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6.2 Limitations of the Research

This study has several limitations. Firstly, the study was conducted only in Malaysia and the

respondents for this study were event organisers and planners in Malaysia. Therefore, the single

country focus offers limited possibilities for theoretical developments as findings from the study may

not be generalised to business event industries and event organisers’ perceptions in other countries.

In order to develop a more extensive understanding of event organisers’ perception towards

destination attributes, event motivations, and event characteristics on selecting a destination for

business events, the study on other countries could be included in the future.

Secondly, the fact that the result of this study depended on the extent to which respondents

understood the questions in the questionnaire, and responded according to their genuine perceptions

is another limitation. The data for all variables were event organisers’’ and planners’ perception,

hence, the results of the current study reflect only their perception. Some of the event organisers may

have responded for the sake of completing the questionnaire. These unfavourable behavioural

attribute might distort the reliability and validity of the instrument. Moreover, respondents were told

that the questionnaires were collected for research purposes, which lessens the benefits they may

receive compared with data collected for administrative purposes, and this may limit their effort in

answering the questions (Allam & Haggag 2012; Iqbal, Akbar & Budhwar 2015).

The third limitation considered is that the present study is not a longitudinal study, and like

any other cross-sectional study, it can only provide a static perspective on fit. The reason is that the

data was collected from event organisers at a fixed period of time and as a result, the direction of

causality cannot be determined. Longitudinal approach on the other hand would have placed the

researchers in a better position to draw causal conclusions. Therefore, only conclusions or

discussions of the general relationships between the variables of the interest could be drawn.

Fourthly, the destination attributes and event motivational variables that have being used in

the present study were solely based on the findings from paste literatures. While these has been

applied and validated in various event industries, previous studies have not tested the scales

measuring the dimensions in the context of business events in Malaysia. Notwithstanding this

limitation, by supporting the findings or previous studies, these findings contribute to, and extend the

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literature on understanding the significant impact that destination attributes, and event motivations

could have in selecting a destination for business events.

Lastly, the generalisation of the current study results may be limited by different cultural and

national context. The findings of this study might or might not have the same implications for

government or private organisations and convention bureaus in different cultural environment. This

may be because the dominant values of respondents in this study (Malaysia) may not be consistent

with individuals in other countries. However, to address this, comparative studies across different

geographical and geopolitical locations are needed in order to truly understand many of the

constructs discussed in this study.

6.3 Directions for Future Research

The analysis of factors that influence destination selection and the analysis of the research

findings on business events industry in Malaysia generated insights into the perception of event

organisers’ in Malaysia. Firstly, the current study has identified important factors that influence

destination selection by business event organisers in Malaysia. Additionally, the study have revealed

the major motivational variables that organisers expect from an event. Future research may be

conducted to determine if the destination attributes and event motivations that event organisers

perceive as important are also important to the event attendees.

Secondly, should similar studies be carried out in business events industries in other

geographical or geopolitical locations, it will hopefully determine whether any differences exist

compared to Malaysia and other competing destinations. Evidently, this is an area that requires

further investigation in other to synchronise the views of event organisers and planners globally.

Additionally, the quantitative methods used in this study may limit the amount of data that

can be gathered from event organisers and planners on the constructs under study. Therefore, it is

recommended that future study adopt more comprehensive qualitative methods that include

interviews in order for respondents to express their views in accordance to the interview questions.

This will further enhance the quality of information on the perception of event organisers’ on the

importance destination attributes, the levels of importance of the attributes and significant effects.

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Finally, since the competition among destinations to host events increases with the

expansions and additions of new facilities, it is important to conduct further research, which could

help those venues in maximizing their potential to host events that best suit their service providing

abilities. Such research would aid the facilities in providing the event organisers with the best service

mix that the organisers may be looking for, which further may be what the attendees are hoping to

find, and, in this way, all of the parties with a vested interest can be satisfied for a win-win situation.

6.4 Summary

The current study measured the perception of event organisers and planners on a range of

variables associated with destination selection for business events industry with focus on Malaysia.

These variables are accessibility, local support, event facilities, extra-conference opportunities,

destination information, and destination environment. Additionally, motivational variables were also

measured, they are; brand marketing, business networking, and corporate lobbying.

This study contributes to the existing knowledge on the important destination attributes that

event organisers consider most important in attracting a business event in Malaysia and the variables

that motivate participants to attend. This was achieved by firstly providing empirical evidence on the

factors that influence destination selection from which the destination attributes were derived. In

continuation, the attributes were analysed to and regressed against the event motivations and event

characteristics to determine the direct impact to the business event industry in Malaysia.

146

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APPENDICES

161

APPENDIX A: CONSENT INFORMATION STATEMENT

Consent Information Statement Project Title: Factors that influence destination selection for business events in Malaysia. Investigators

Dr Ngui Kwang Sing (First Investigator) Dr Voon Mung Ling (Associate Investigator) Stanley Nwobodo (Main Student Investigator)

Faculty of Business and Design, Swinburne University of Technology, Sarawak Campus Introduction to the Research Project and Invitation to Participate We would like to invite you to participate in a research project that will identify the factors that influence destination selection for business events in Malaysia. Your response will be crucial to understand the factors that event organisers and planners consider as important when choosing a destination for business events. You will be given a copy of this Consent Information Statement to keep as a record. What this project is about and why it is being undertaken The purpose of the survey is to measure the perception of event organisers and planners on a range of variables associated with destination selection. These encompass the accessibility of location, importance of meeting facilities, and the importance of site environment. In addition, the importance of outcomes such as improved brand awareness and creation of new business relations will also be measured, along with demographic variables such as gender, age and firm size. It is anticipated that the findings from the survey shall shed light on the factors that event organisers and planners consider as important while selecting a location for business events. We believe that the findings of this research project will contribute new knowledge on important factors affecting business events in Malaysia. These findings may inform policy makers on improving the business event industry in Malaysia and provide an opportunity for organisers to expand their business and attract more conventions to Malaysia. What Participation Will Involve? Your participation in this research project will involve filling in a survey questionnaire which will take approximately 15 minutes to complete. We encourage you to complete this survey in one sitting. Consent to Participate & Right to Withdraw It is important that you understand that your participation in this study is completely voluntary. If you do not wish to take part in the study, you are under no obligation to do so. Participant Anonymity Your answers will remain confidential. The researchers will not be tracking any identifying information of individual participants and their respective institutional affiliation. Your responses will be completely anonymous. Privacy & Confidentiality Your privacy and confidentiality will be protected at all times, as follows:

162

Research findings will be reported as aggregated results in any future publications to protect the identity of the respondents.

All data pertaining to the research will be converted to electronic form and kept on password-protected hard-drives.

Only the three people listed above who are involved in this research will have access to these records. Following completion of the study, the data will be kept for a minimum of 5 years and maximum of 7

years. After this time all data will be destroyed ((See Swinburne’s Policy on Conduct of Research http://www.research.swinburne.edu.au/induction/code-of-conduct.html).

Research output This research project is being undertaken by Stanley Nwobodo to fulfil the requirements of a Master of Commerce (by research) degree programme at Swinburne University of Technology, Sarawak Campus. It is anticipated that the work related to this research will be published in peer-reviewed journals and presented at national or international conferences. Individual participants will not be identified and only aggregated results will be reported. You may wish to obtain copies of written reports based on these research findings. If so, please notify the researcher in writing using the details below (no additional costs will be involved). Further information about the project- who to Contact If you would like further information about the project, please do not hesitate to contact:

Dr Ngui Kwang Sing Faculty of Business and Design Swinburne University of Technology, Sarawak Campus Jalan Simpang Tiga 93350 Kuching, Sarawak, Malaysia Tel +60 (82) 260702 (Work) Fax +60 82260815 Email: [email protected]

OR Dr Voon Mung Ling Faculty of Business and Design Swinburne University of Technology, Sarawak Campus Jalan Simpang Tiga 93350 Kuching, Sarawak, Malaysia Tel +60 (82) 260707 (Work) Fax +60 82260815 Email: [email protected]

OR Stanley Nwobodo Faculty of Business and Design, Swinburne University of Technology, Sarawak Campus Jalan Simpang Tiga 93350 Kuching, Sarawak, Malaysia Tel +6016 5791148 (Mobile) Fax +60 82260815 Email: [email protected]

http://www.research.swinburne.edu.au/induction/code-of-conduct.html

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Concerns or complaints about the project

This project has been approved by or on behalf of Swinburne’s Human Research Ethics Committee (SUHREC) in line with the Australian National Statement on Ethical Conduct in Research Involving Humans. If you have any concerns or complaints about the conduct of this project, you can contact:

Research Ethics Officer Office of Research & Graduate Studies (H68)

Swinburne University of Technology P O Box 218, Hawthorn VIC 3122, AUSTRALIA

Tel +61 3 9214 5218; E-mail: [email protected]

mailto:[email protected]

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APPENDIX B: COVER LETTER

Cover letter

Swinburne University of Technology, Sarawak Campus, Jalan Simpang Tiga, 93350 Kuching, Sarawak, Malaysia. 12 August 2015 Absolute Cool Event Sub Lot95, 2nd Floor,Premier 101 Commercial Centre, Jalan Tun Jugah. Kuching, Sarawak. Dear Ms Sim,

REQUEST TO COMPLETE SURVEY QUESTIONNAIRE I would like to invite you to participate in a postgraduate research on factors that influence corporate selection of destinations for business events (i.e. meetings, incentives, conventions and exhibitions). Respondents will evaluate the importance of factors such as accessibility to destination, infrastructure quality and destination reputation, in selecting a destination. Your participation will involve filling out the enclosed survey questionnaire which will take approximately 15 minutes to complete. It is anticipated that work related to this research will be published in academic journals and presented at national or international conferences. Individual participants will not be identified and only aggregated results will be reported. You may request for a copy of the findings by notifying me in writing using the details below (no additional costs will be involved). Thank you! Regards Dr. Ngui Kwang Sing, Dr Voon Mung Ling & Stanley Nwobodo Faculty of Business & Design Swinburne University of Technology, Sarawak Campus Jalan Simpang Tiga, 93350 Kuching Sarawak, Malaysia Tel: +60 82 260702/ 416353 ext 7702 Fax: +60 82 260815

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APPENDIX C: STUDY QUESTIONNAIRE

SURVEY ON FACTORS INFLUENCING

DESTINATION SELECTION FOR BUSINESS EVENTS

This survey aims to identify the key factors that influence decisions on the selection of destination for business events. Respondents will evaluate the importance of factors such as ease of accessibility, meeting facilities and site environment.

This survey is undertaken by a research team from Swinburne University of Technology, Sarawak Campus Malaysia, comprising of Dr Ngui Kwang Sing, Dr Voon Mung Ling and Stanley Nwobodo.

This survey requires about 15 minutes to complete. Most of the items will require you to indicate the level of importance of the statement, by ticking the appropriate number.

Please highlight a number that best represent the importance of the following destination attributes

Not important

Extremely important

1. Financial cost of travel (1) (2) (3) (4) (5)

1 = Not important 2 = Less important 3 = Neutral 4 = Important 5 = Extremely important Please highlight only one number If you have any queries about the survey or would like to contribute your opinion on the research topic, you are most welcome to contact Dr Ngui at 012 8098185 or [email protected] We thank you in advance for your time and participation. Swinburne University of Technology, Sarawak Campus Jalan Simpang Tiga, 93350 Kuching Sarawak, Malaysia Tel: +6082 416353 Fax: +6082 423594 Website: www.swinburne.edu.my

http://www.swinburne.edu.my/

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Demographic Information (Double click on the checkboxes to select “checked” or “unchecked”) Gender

Male Female

Age range

30 and below 31-40 41-50 51-60 61 and above

Company Information Your role

Executive Manager Senior/General Manager CEO Director President/Chairman

Number of full-time employees

Below 50 51-100 101-500 501-1,000 More than 1,001

Type of Industry:

What was the largest event that you have organised/ planned in the last 3 years?

Meeting Incentive Convention Exhibition Training Others:

Number of attendees

Below 100 101-500 501-1,000 1,001-1,500 More than 1,500

Location City: Type of venue used

Corporate office Hotels Conference/Exhibition Centre University Other:

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Referring to the largest event that you have attended/ planned in the last three years, please indicate the importance of the following factors in selecting the destination for the event. Please tick a number that best represent the importance of the following factors

Not important

Extremely important

1. Affordable travel cost (1) (2) (3) (4) (5)

2. Ease of access to the destination (1) (2) (3) (4) (5)

3. Reasonable travel time (1) (2) (3) (4) (5)

4. Convenient flight connectivity (1) (2) (3) (4) (5)

5. Reasonable travel restrictions (e.g. visas, customs, etc) (1) (2) (3) (4) (5)

6. Strong reputation as a destination for corporate events (1) (2) (3) (4) (5)

7. Attractive marketing activities to promote the destination (1) (2) (3) (4) (5)

8. Ease of access to destination information (1) (2) (3) (4) (5)

9. Past success in holding a corporate event at the destination (1) (2) (3) (4) (5)

10. Availability of suitable-sized event facilities (1) (2) (3) (4) (5)

11. Reasonable rental cost of facilities (1) (2) (3) (4) (5)

12. Availability of high-quality event services (1) (2) (3) (4) (5)

13. Availability of high-quality on-site accommodation (4-star and above)

(1) (2) (3) (4) (5)

14. Availability of cutting-edge information communication technology (ICT) infrastructure

(1) (2) (3) (4) (5)

15. Availability of facilities that cater to the needs of visitors with disabilities and special needs

(1) (2) (3) (4) (5)

16. Availability of facilities that cater to the needs of female travellers

(1) (2) (3) (4) (5)

17. Strong reputation as a safe destination (1) (2) (3) (4) (5)

18. Strong reputation for promoting environmental sustainability (1) (2) (3) (4) (5)

19. Strong reputation as an economic/ business destination (1) (2) (3) (4) (5)

20. Absence of military strikes, natural disasters and other adverse events

(1) (2) (3) (4) (5)

21. Availability of unique dining and entertainment experiences (1) (2) (3) (4) (5)

22. Availability of exotic nature and cultural experiences

(1) (2) (3) (4) (5)

23. Availability of professional/trade related opportunities (e.g. visiting local clients, negotiations, making contacts, etc)

(1) (2) (3) (4) (5)

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24. Desirable weather/ climate (1) (2) (3) (4) (5)

25. Availability of high-quality public infrastructure (1) (2) (3) (4) (5)

26. Friendly and hospitable local community (1) (2) (3) (4) (5)

27. Availability of administrative support by the local office (i.e. at the destination)

(1) (2) (3) (4) (5)

28. Availability of planning, logistical and promotional support from the destination’s Convention Bureau

(1) (2) (3) (4) (5)

Referring to the largest event that you have attended/ planned in the last three years, please indicate the importance of the following outcomes in selecting the destination for the event. Please tick a number that best represent the importance of the following outcomes

Not important

Extremely important

29. The company makes financial profits from the event (1) (2) (3) (4) (5)

30. The event strengthens the company’s profile (1) (2) (3) (4) (5)

31. The event improves awareness of the company’s brand (1) (2) (3) (4) (5)

32. The event reaches an identified target market (1) (2) (3) (4) (5)

33. The event receives favourable local/international media coverage (1) (2) (3) (4) (5)

34. The event increases domestic/export sales (1) (2) (3) (4) (5)

35. The event results in the creation of new business relationships (1) (2) (3) (4) (5)

36. The event facilitates networking opportunities for the delegates (1) (2) (3) (4) (5)

37. The event exposes delegates to new insights, knowledge, and ideas

(1) (2) (3) (4) (5)

38. The event showcases local talents from the company (1) (2) (3) (4) (5)

39. The event raises both public and government awareness of industry-specific issues

(1) (2) (3) (4) (5)

40. The event provides opportunities to lobby the government on issues of concern

(1) (2) (3) (4) (5)

41. The event results in expressions of support for the industry/company from government and/or the private sector

(1) (2) (3) (4) (5)

Thank you

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Documents

Factors that influence destination selection for business ... · revealed the top five destination attributes and top five event motivational variables considered by event organisers