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

DATA ANALYSIS 
Eleven participants were male and 9 were female. All of the interview participants had more than ten years 
industry experience and produce some of the leading shows in the United States. Interviews were conducted 
between July and September of 2006. The interviews used a semi-structured format containing seven questions. The 
first three questions pertained to the decision making criteria they use as show managers before, during, and after a 
show which will be addressed in future research. The remaining questions were aimed to clarify drivers and sub-
drivers of value, brand, and relationship equity specific to the convention industry.
To better identify key words and phrases, the researcher grouped responses for each question and then 
analyzed by individual questions. To validate coding and categorization, five upper level university students read the 
interview responses which were grouped for each particular question and identified key words and phrases used by 
each respondent in answering the specific question. The researcher went through the same process and then grouped 
analysis of seven people to determine the repetitiveness of key words and phrases. This process was validated using 
NVivo7 software.
RESULTS 
The following section includes each interview questions, concepts summary obtained in the data, and key 
statements from the interviewee to support sub-driver clarifications.
Question 1: When you think of the value a convention center provides, what do you think is most important about 
value? 
The most reported concepts of value were location, quality, and then price. Quality and price are further 
discussed in subsequent interview questions. The prominent theme of value was the overall package of the show 
based on what was paid. Price is extremely important but it is not everything to consider. What the destination has to 
offer plays a vital role in the perception of show value for all shows discussed in the 21 interviews, ranking location 
as the primary determinant of value. It was evident that show managers are highly sensitive to the value perceived 
by their customers, exhibitors and attendees. Many of their decisions are based on feedback provided by their 
customers. The value a location provides includes: hotel room rates, food, and transportation cost. These are highly 
important in the site selection process because they are all related to the convention experience. If registration costs 
are low but transportation, lodging and food cost are perceived as high, it effects attendance. Attendee’s perception s 
of value has a strong impact on show manager’s perceptions of value a convention center provides.

---