China's Generation Z: Students' Motivations for Conference Attendance and Preferred Conference Design

Abstract

The future growth of the conference industry will depend on how well it understands the demographic trends influencing it. As members of Generation Z reach adulthood and become a target market for the conference industry, an understanding of their motivations, needs, and expectations is crucial. To date, this topic has received limited research attention. Targeting Chinese students from Generation Z, this study used an online survey to examine their motivations for conference attendance and their expectations with regards to conference design. China is an emerging market with huge conference potential. The key findings show that: 1) destination characteristics and educational and professional opportunities are important motivators for China’s Generation Z to attend a conference; 2) edutainment, interactivity, short sessions, use of technology, and sustainability practices are expected to be implemented into event design; and 3) face-to-face, web site and e-mail are the preferred communication channels with the conference organiser and other conference participants. Although for the most part, the characteristics of Generation Z in China seem to be aligned with Generation Z elsewhere, in the conference sector context it is important to acknowledge and appreciate the country-specific nuances in Generation Z preferences, and conference organisers must acknowledge and adapt to these preferences. This research will assist the conference industry to make necessary adjustments to existing products and services, and to identify new opportunities to develop products and services that will resonate with this new market.