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Determinants affecting the use of an intermediary when buying meeting services

Johanna Kokkomäki (Based in the Department of Economics and Business Administration, University of Joensuu, Joensuu, Finland)
Tommi Laukkanen (Based in the Department of Economics and Business Administration, University of Joensuu, Joensuu, Finland)
Raija Komppula (Based in the Department of Economics and Business Administration, University of Joensuu, Joensuu, Finland)

Tourism Review

ISSN: 1660-5373

Article publication date: 27 July 2010

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Abstract

Purpose

The objective of this paper is to identify the factors determining a business organisation's use of an intermediary when buying convention packages and meeting services.

Design/methodology/approach

The data are based on a case, a public organisation responsible for promoting and intermediating meetings, incentives, contentions and events (MICE) services provided by small and medium‐sized tourism organisations in southern Finland. An online questionnaire was used for the data collection and a total of 223 valid responses were collected. Explorative factor analysis was used to analyse the research results.

Findings

Based on explorative factor analysis it is suggested there are three distinct factors as determinants of the phenomenon, namely “Attractive convention packages”, “Know‐how of the personnel”, and “Ease of buying a convention package”. The results of the structural equation modelling reveal that ease of buying a convention package is the primary reason for using the intermediary, while attractive convention packages and know‐how of the personnel have a much lower effect.

Research limitations/implications

More research is needed to explore if there are more attributes affecting the use of an intermediary in the buying process.

Practical implications

Intermediaries of meeting services can develop their services by paying more attention to how to make the buying process easier and more flexible for the customer.

Originality/value

Earlier studies have not analysed the structure of the interrelationships among variables affecting the use of an intermediary in the purchase of meeting services, or empirically verified constructs to measure these factors.

Keywords

Citation

Kokkomäki, J., Laukkanen, T. and Komppula, R. (2010), "Determinants affecting the use of an intermediary when buying meeting services", Tourism Review, Vol. 65 No. 2, pp. 21-27. https://doi.org/10.1108/16605371011061598

Publisher

:

Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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