Pavluković, V.; Carmer, A.B.; Vujičić, M.D.; Cimbaljević, M.; Stankov, U. Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation. Sustainability2023, 15, 13989.
Pavluković, V.; Carmer, A.B.; Vujičić, M.D.; Cimbaljević, M.; Stankov, U. Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation. Sustainability 2023, 15, 13989.
Pavluković, V.; Carmer, A.B.; Vujičić, M.D.; Cimbaljević, M.; Stankov, U. Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation. Sustainability2023, 15, 13989.
Pavluković, V.; Carmer, A.B.; Vujičić, M.D.; Cimbaljević, M.; Stankov, U. Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation. Sustainability 2023, 15, 13989.
Abstract
This study addresses the motivations behind Generation Z's attendance at conferences and aims to contribute to a better understanding of their conference participation behavior. The study identified six latent factors that influence conference attendance motivation: Green and Digital Conference Experience, Educational and professional opportunities, Conference costs, Destination and conference stimuli, Stimulating factors, and Conference accessibility. These factors align with Generation Z's unique characteristics and preferences, such as their environmental consciousness, reliance on digital technologies, desire for continuous learning, career advancement, and experiences. The study also found that destination characteristics and educational and professional opportunities are significant motivators for Generation Z's conference attendance across different cultural contexts. Additionally, Generation Z's strong interest in sustainability and financial challenges highlights the need for eco-friendly practices and affordable registration fees to make conferences more appealing and accessible. The study further explores the impact of socio-demographic characteristics, revealing the gender and past conference attendance differences in motivation. Finally, the study discusses the implications for the conference industry and suggests areas for future research to enhance the understanding of conference attendance motivation among Generation Z.
Keywords
Generation Z; Conference motivation; Attendees’ decision-making; Conference industry
Subject
Business, Economics and Management, Business and Management
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
