Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

 
2007 Annual International CHRIE Conference & Exposition 
173
ORGANIZATIONAL CHANNEL DISCREPANCY IN THE MEETINGS AND CONVENTION 
INDUSTRY: A COMPARISON OF CVBS AND MEETING PLANNERS 
Dae-Young Kim 
University of Missouri-Columbia 
Columbia, Missouri, USA 
ABSTRACT 
The purpose of the study was to compare the perception of advertising and communication channels 
between CVBs and meeting planners in order to figure out the more comprehensive picture of their marketing 
communication activities in convention and meeting industry. By employing an on-line survey method, the study 
clearly revealed that there are clear channel discrepancy between CVBs and meeting planners in term of preference, 
attitude, and usage of communication and advertising channels. Based on the results, CVBs and meeting planners 
should better understand each other’s channel preference and usage, and more effective communications and 
marketing strategies should be possible.