Organisational channel discrepancies between CVBs and meeting planners in the USA

Abstract

Abstract The purpose of the study is to compare the perception of advertising and communication channels between convention and visitor bureaus (CVBs) and meeting planners in the USA. By employing 245 of CVBs and 226 meeting planners through an online survey method, the results of the study reveal clear channel discrepancies between CVBs and meeting planners in terms of preference, attitude and usage of communication and advertising channels. In addition, the study identifies different linkages between advertising channels and advertising effects in the two different groups. Implications for industry practitioners as well as suggestions for future study are discussed. Copyright © John Wiley & Sons, Ltd.