| Summary: | Despite convention tourism is becoming an important segment of the tourism industry in
many countries, the specific benefits that convention attendees see valuable when attending
conventions are inconclusive. Based on the consumption values theory, this study considers
the impacts of two types of value: perceived value and value of co-creation on convention
attendees’ attitude formation. Derived from a sample of 434 convention attendees and Partial
Least Squares Structural Equation Modelling (PLS-SEM) analysis, results indicate that value
of co-creation, together with another two dimensions of perceived value, emotional value and
functional value, have significant influences on convention attendees’ attitude towards the
convention attended. Particularly, it was found that perceived value by itself had limited
effects in contributing the positive attitude towards conventions in the contemporary business
world as consumers today are increasingly prefer co-creation of value and collaboration with
service providers. The study contributes to the convention tourism literature by being the first
to incorporate both perceived value and value of co-creation within the same model and
testing related hypotheses. The results may facilitate decision-making and strategic
development of tourism-related investments among convention organisers, destination
marketing organisations and government agencies, which can eventually strengthen a
country’s competitive edge in attracting convention attendees.
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