Business Commons^™

Evaluating Event Effectiveness Across Alternate Platforms, Kristin Malek, Sarah Tanford, Seyhmus Baloglu

Hospitality Faculty Research

Organizations are rapidly adopting new technologies and have justified their return on investment by examining new attendee rates, “click throughs” on links, and company-specific metrics. Despite advances in technology and growing consumer dependence on electronics, the meeting and events industry has been slow to adopt IT advances for fear of cannibalization. The purpose of this study was to gather foundational knowledge of how various event platforms, such as face to face and online, can affect overall event effectiveness. Variables examined include attendee satisfaction, loyalty, and content retention. This research used a multimethod approach in which one experimental study and one …