Konferera i solen?
En studie kring konsumentval inom konferensbranschen
In today's society, consumers get in touch with hundreds of advertising messages a day from companies. It is up to the consumer to choose the messages they want to listen to and ignore the ones they want. Today, there is an advertising saturation and this has implications for both producers and consumer. Companies must be innovative and come with fresh ideas to get us consumers to pay attention to their particular message. It is through the marketing that companies have an opportunity to spread their message. The challenge is to make themselves visible to consumers and make them aware of their message. This challenge means that companies need to know everything and then some of his audience. A market survey is a good tool to meet this challenge. The purpose of this paper is to investigate what factors influence consumer choice of conference facilities. The company that is the focus of this investigation is Visit Karlstad, who is a company that?s providing conference services for businesses and organizations. The conference industry is a part of the experience industry and conference facilities have in pace with todays increased focus on experiences. Companies need to invest more in particular on activities to attract consumers. The advertising is now more focused on the experiences and events, and many researchers argue that there are experiences that attract consumers to consume today. Today's tough advertising climate means that firms are facing greater challenges to reach out with their message. A quantitative study in the form of a survey was the basis for this thesis. Respondents to the survey have been conferences buyers from all over Sweden. The results from the survey show that the determining factors in the choice of the conference are: the location, good communications, price, standard of the facility, the environment and the range of activities available. These are factors that are critical to the overall impression of the conference center and conference stay.