Corporate Meeting Destination Choice: The Influences of Consumption Value, Organizational Structure and Personality.

This study attempts to explore the relationships among novelty preference for corporate meeting destination choice, consumption value, organizational structure, and personality. A total of 75 corporate meeting planners from public listed service organizations were involved. The data was collected through questionnaire survey which was then analysed using multiple regression analysis. The results revealed that consumption value and personality contributed significantly to the prediction of novelty preference for corporate meeting destination choice. Interestingly, there was no statistical support found on the effect of organization structure on meeting destination choice. Finally, this study relates the importance of segmentation and targeting in the corporate meeting market. The study also helps bridge the gap between tourism marketing and organizational research. [ABSTRACT FROM AUTHOR]