THE GENUINE NEEDS OF CONFERENCE ATTENDEES: AN ANALYSIS BY THE MODERN QUALITY FUNCTION DEPLOYMENT

The primary purpose of this research is to understand the genuine needs of conference attendees regarding conference participation within a multi-dimensional perspective and to identify the priority of those needs via modern QFD methodology. The findings support the early studies on the fact that academic development and networking are the most important needs towards conferences. Following these two primary need categories, organization-related needs are also given importance by the participants of this research. Offering free time for leisure and recreation activities within conference programs is valued more than pre-arranged social activities by attendees. It is anticipated that the research offers insight into the development and improvement of conference services through the identification of value-adding attributes, which would have practical implications for conference organizers and destination marketers. Unlike most of the extant literature in event management, this research employs the in-depth interviews, focus group, KJ method and AHP within modern QFD methodology.