Acceso usuarios
Meetings, conventions, and exhibition tourism are considered part of business travel and are viewed as a strategic component to grow tourism revenues. Meeting planners are especially key to influencing how and where these meetings exist, but as technology advances, virtual and hybrid meetings are evolving as the future meeting platform. This exploratory study further investigates the attributes that are considered by attendees within these meetings to enhance the marketing and management of these innovative meeting platforms. A modified technology acceptance model (TAM) is used to investigate path relationships between perceived usefulness, perceived ease of use, attitude toward use, and systems use. Additionally, the potential moderating effects of age, gender, and frequency of technology use within meetings were also tested. Each of the hypothesized direct paths was found to be significant. However, no moderating effects were found, contradicting extant literature. Implications to academics and practitioners are suggested and future research directions are provided.
