Attendees’ needs and service priorities in a large convention center: Application of the importance–performance theory

The study identified attendees’ needs and service priorities when attending an exhibition at a large convention center. Data was collected using self-administered questionnaires from 566 subjects attending five different exhibitions. The results indicated that overall cleanliness of the convention center, a well-maintained facility, and helpfulness of guest services personnel were top priorities for attendees regarding the convention center's facility services. Attendees also attributed high importance to the following features of the convention facility: directional signage within the convention center, availability of high quality lodging near the convention center, sufficient restrooms throughout the facility, and ability to get cell phone signal. Furthermore, statistically significant differences were found between the level of importance and performance of the majority of the facility services and features of the convention center. Implications for decision makers regarding these importance–performance gaps are discussed.