Understanding Business Event Experiences: The Mediating Roles of Eventscape and Business Goal Accomplishment

Abstract

Business event attendees always have their business goals to achieve when attending a business event, and hence it is worthwhile to investigate whether and to what extent event experiential benefits can help accomplish attendees' business goals and enhance their perceived eventscape and satisfaction. This study investigates the roles of attendees' business goal accomplishment and perceived eventscape in the relationship between event experiential benefits and satisfaction. Based on a quantitative survey for an annually held trade fair and business conference in Macao, a conceptual model and hypotheses are proposed and examined. The results reveal the multimediating roles of the eventscape and business goal accomplishment in the relationships between the three-dimensional experiential benefits and attendees' satisfaction. The findings indicate how the event experiential benefits, eventscape, and business goal accomplishment interacted with each other to determine attendees' satisfaction. This study has discussed its theoretical implications and managerial suggestions for enhancing attendees' experiences with business events.