Millennial Subgroups' Attendance and Participation in Events

Abstract

The purpose of the study was to investigate the heterogeneity among age subgroups within the Millennial generation in terms of their preferences, motivation, and preferred communication channels regarding attending events, conferences, and conventions. Out of 1,968 respondents who participated in this study, 1,372 respondents were part of the useable Millennial generation sample. Majority of the respondents were familiar with conference and convention prior to the study. An exploratory factor analysis indicated that career development, environmental consciousness, socialization, personal benefit, familiarity, and timing are part of the Millennials motivation for attending conferences and conventions. In addition, the findings indicated that there are significant statistical differences in 16 out of 26 items of preferences among age subgroups.