Unveiling the Motivational Factors behind Generation Z’s Conference Attendance for Sustaining Future Participation

Abstract

This study addresses the motivations behind Generation Z’s attendance at conferences and aims to contribute to a better understanding of their conference-participation behavior. The study identified six latent factors that influence conference-attendance motivation: green and digital conference experience, educational and professional opportunities, conference costs, destination and conference stimuli, stimulating factors, and conference accessibility. These factors align with Generation Z’s unique characteristics and preferences, such as their environmental consciousness, their reliance on digital technologies, and their desire for continuous learning, career advancement, and experiences. The study also found that destination characteristics and educational and professional opportunities are significant motivators for conference attendance by members of Generation Z across different cultural contexts. Additionally, their strong interest in sustainability and financial challenges highlights the need for eco-friendly practices and affordable registration fees to make conferences more appealing and accessible. The study further explores the impact of socio-demographic characteristics, revealing gender and past-conference-attendance differences in motivation. Finally, the study discusses the implications of its findings for the conference industry and suggests areas for future research to enhance the understanding of conference-attendance motivation among members of Generation Z.

1. Introduction

Business tourism, also known as meetings, incentives, conferences, and-exhibitions (MICE) tourism, has emerged as a significant contributor to the global travel and tourism industry in recent years. The growth of business tourism can be attributed to the rise of globalization and technological advancements that have made it easier for companies to conduct business on a global scale. In addition, business events have become a vital platform for the exchange of knowledge, networking, and business development. As a result, destinations, particularly emerging ones, are investing heavily in developing their MICE infrastructure to attract business travelers and capture a share of this lucrative market [1].

In developing economies, business travel is often a key contributor to the growth of the wider travel and tourism sector [2]. By attracting business events and visitors, these economies can boost their overall tourism industry, generate significant long-term benefits for the host community [3], and increase their brand recognition. Hence, many emerging destinations are making a concerted effort to attract business travelers and grow their business-tourism sector.

As Generation Z becomes an influential consumer group and a growing cohort in business tourism, understanding the driving factors that influence the participation by members of Generation Z in business events, such as conferences, is becoming increasingly crucial for the success of the MICE-tourism sector [4]. The consumer behavior, purchasing decision-making styles, and travel characteristics of Generation Z individuals have been the subject of several previous academic and commercial studies [5,6,7]. However, there is a significant research gap in the business-events sector when it comes to Generation Z, with most relevant commentary limited to industry-related media instead of academic research [4]. This study aims to fill this gap by exploring the factors that influence the motivations Generation Z individuals to attend conferences. The study will concentrate on Generation Z in Serbia, a developing economy in southeastern Europe where, according to the Strategy on Tourism Development of the Republic of Serbia 2016–2025 (the Strategy), MICE tourism is regarded as a high-priority tourist product. The Strategy recognizes MICE tourism as an essential driver of economic growth, job creation, and regional development, with a particular emphasis on attracting international business events and conferences to the country. In recent years, the country has hosted several high-profile international events, which have helped to boost its profile as a MICE-tourism destination [8].

The study aims to address the following research questions:

• What are the dimensions of the conference-attendance motivations of Generation Z individuals?
• Are there differences in terms of respondents’ gender, level of education, employment status, and previous conference attendance that affect the motivations of Generation Z individuals to attend conferences?

This study has important implications for the conference industry in general, and for Serbia in particular, as it provides valuable insights that can help organizers and destinations to attract more Generation Z participants and enhance their conference experience.

2. Literature Review

2.1. Business Events

An event can be defined as a planned and organized happening that gathers people in a physical or virtual setting to engage in shared experiences. These experiences can range from educational conferences to social gatherings, business expos to cultural festivals, and sporting events to political rallies. Events are designed to serve specific purposes, such as exchange of knowledge, networking, celebration, promotion, or fostering social interactions. They can be small-scale, intimate affairs or large, extravagant affairs that attract participants from all over the world. Events play a crucial role in stimulating tourism and occupy a prominent position in the growth and promotional strategies of most destinations [9].

Getz and Page [10] presented a classification of four primary types of planned events—business events, festivals and other cultural celebrations, sports events, and entertainment events. According to the International Congress and Convention Association (ICCA) [11], business events hold a significant position within the event industry and stand out as one of its rapidly expanding sectors [12]. They play a vital role in fostering economic development and contributing to regional prosperity [13,14]. Business events are often encompassed within the acronym MICE [1]. Broadly speaking, MICE events are characterized as gatherings or programs where attendees with shared interests come together at a specific location for business purposes [12]. Among the four components of the MICE industry, this paper focuses on conferences.

Conferences are formal gatherings where experts, professionals, researchers, and enthusiasts convene to discuss and exchange knowledge on specific subjects [1]. They often consist of keynote speeches, presentations, workshops, and panel discussions. Conferences play a crucial role in the dissemination of academic research, industry best practices, and emerging trends. They facilitate collaboration and offer a platform for participants to enhance their understanding of a chosen field. In particular, academic conferences are essential for the advancement of knowledge in various disciplines. They provide opportunities for networking, collaboration, and the sharing of groundbreaking research, fostering innovation and intellectual growth. Conferences have a significant impact on career development, enabling scholars to present their work, receive constructive feedback, and establish professional connections [15].

According to Davidson [1], the future of the conference industry (as well as entire MICE industry) is being shaped by a range of global megatrends, such as globalization, demographic shifts, technological advancements, safety considerations, and a growing emphasis on sustainability. Among various demographic variables, such as age, gender, marital status, income, occupation, education, some authors emphasize the importance of exploring the influence of generational cohorts on population behavior, needs, and preferences. It is assumed that individuals belonging to the same generational cohort share similar mindsets, due to their shared cultural, political, and economic experiences [16,17]. Consequently, these shared mindsets give rise to distinct beliefs, attitudes, behaviors, and values within each generation [18]. This phenomenon is relevant in the context of the MICE industry. Accordingly, this study focuses on Generation Z, a segment of the labor market that exhibits noticeable growth.

2.2. Main Characteristics of Generation Z39

Generation Z, often abbreviated as Gen Z and also known as the iGeneration, Gen Tech, the Online Generation, the Facebook Generation, the Switchers, and the “always clicking” generation, refers to the demographic cohort born in the mid-1990s or later [19,20]. As the first generation to grow up in the digital age, they have distinct characteristics that set them apart from earlier generations. A summary of some of the research highlighting the key characteristics of Generation Z individuals is provided in

Table 1. Main characteristics of Generation Z individuals.

Characteristic	Research
Digital natives	[21,22]
Tech-savvy and connected	[23]
Innovative and creative	[24]
Entrepreneurial spirit	[25]
Value diversity	[16,26]
Concerned about environmental issues and sustainability	[6,27]
Pragmatic and realistic	[25]
Short attention spans	[16,28]
Desire for authenticity	[29]
Value work-life balance	[30]

.

Members of this dynamic and influential demographic are highly educated, technologically savvy, innovative, and creative [23,24]. One of the defining features of Generation Z individuals is their status as digital natives [21]. They were born into a world where the internet, smartphones, and social media were already prevalent. This has shaped their communication style, their preference for online interactions, and their access to vast amounts of information [22]. Gen Z individuals are quick adopters of new technologies and are highly proficient in using various digital tools and platforms [23]. They are connected through social media and are active participants in online communities. Growing up in the age of constant information overload, members of Gen Z are known for having shorter attention spans. They prefer short, visually engaging content and are less likely to engage with traditional long-form media [16,28]. Unlike previous generations, Gen Z shows a strong interest in entrepreneurship and self-employment [25]. They are resourceful and keen on creating their own opportunities. Generation Z individuals are deeply concerned about environmental issues and sustainability. They are more likely to support eco-friendly products and businesses that have a strong commitment to social and environmental responsibility [6,27]. Growing up in a more globalized world, they embrace diversity in all aspects of life [26]. After witnessing economic downturns and global uncertainties, Gen Z members tend to be pragmatic and practical in their approach to education, career choices, and financial decisions [25]. Generation Z individuals value authenticity and transparency. They are more skeptical of marketing efforts and seek genuine, meaningful connections with brands and individuals [29]. Members of Gen Z are more likely than individuals from previous generations to value a work–life balance [30], flexible work arrangements, and a workplace that allows them opportunities for advancement [31].

As members of Generation Z enter the global workforce [4] and become an influential consumer base [32], understanding their needs, preferences, and behaviors is crucial for businesses, educators, and policymakers in effectively engaging with and catering to this generation as they continue to shape the world in the years to come.

2.3. Conference-Attendance Motivation

Understanding the factors that influence conference-attendance decision-making is crucial for conference organizers and host destinations to effectively attract potential attendees and to derive maximum benefits from their participation [4,33,34,35]. While there has been increasing interest in exploring the motivations behind conference attendance, only a limited number of studies have specifically focused on the factors that drive Generation Z individuals’ motivations to attend conferences (

Table 2. Factors influencing conference-attendance decision-making.

Main Motives for Attending Conferences	Research
Personal/business factors	Oppermann and Chon, 1997 [36]
Association/conference factors
Location (destination) factors
Intervening opportunities
Association/conference factors	Zhang et al., 2007 [37]
Personal/business factors
Location factors
Total-cost factors
Destination stimuli	Yoo and Chon, 2008 [38]
Professional and social networking opportunities
Educational opportunities
Safety and health situations
Travel abilities
Networking factors	Mair and Thompson, 2009 [39]
Personal and professional development factors
Cost factors
Location factors
Time and convenience factors
Health and security factors
Professional and prestige factors	Malekmohammadi et al., 2011 [40]
Pleasure-seeking factors
Destination factors
Conference factors
Networking opportunities	Jung and Tanford, 2017 [34]
Educational benefits
Location factors	Liang and Latip, 2018 [41]
Total-cost factors
Association/conference factors
Personal factors
Personal and professional development	Mair et al., 2018 [15]
Networking opportunities
Social drivers of attendance
Academic development	Aktas and Demirel, 2019 [42]
Networking opportunities
Free time for leisure and recreational activities
Personal interests	Stuart et al., 2019 [43]
Educational enrichment opportunities
Cost
Networking opportunities
Destination stimuli	Pavluković and Cimbaljević, 2020 [35]
Costs and accessibility of the destination
Educational and professional opportunities
Intervening opportunities
Location factors
Conference factors
Career development factors	Scott et al., 2020 [44]
Environmental consciousness
Socialization factors
Personal benefit factors
Familiarity factors
Timing factors
Destination and leisure factors	Lopez Bonila et al., 2023 [45]
Academic and professional development factors
Networking factors
Travel ability factors
Cost factors
Destination stimuli	Pavluković et al., 2022 [4]
Educational and professional opportunities
Conference facilitators

).

The first model that addressed the decision-making process of potential conference attendees was proposed by Oppermann and Chon [36]. Their model identified influencing variables and categorized them into four factors: personal/business factors, association/conference factors, location (destination) factors, and intervening opportunities. Zhang et al. [37] built upon Oppermann and Chon’s model and refined it. They used the original model as a foundational framework and introduced some modifications. In their revised model, they identified four main factors that influence conference-participation decision-making: association/conference factors, personal/business factors, location factors, and total-cost factors. Yoo and Chon [38] developed a measurement scale to examine the factors that influence convention-participation decision-making. Their study involved members from international tourism and hospitality-related associations. They identified five underlying dimensions of convention-participation decision-making: destination stimuli, professional and social networking opportunities, educational opportunities, safety and health situations, and travel abilities. These factors aligned with the models proposed by Oppermann and Chon [36] and Zhang et al. [37], despite different labeling.

Mair and Thompson [39] focused on the conference-attendance decision-making process in the UK and identified six important components: networking, personal and professional development, cost, location, time and convenience, and health and security. In the research conducted by Malekmohammadi et al. [40], four dimensions of conference motivations were identified: professional and prestige factors, pleasure-seeking factors, destination factors, and conference factors. The pleasure-seeking factors, which included aspects such as getting away from home, seeking new experiences, and visiting new destinations, and the conference factors, encompassing the quality and the topic of the conference, networking opportunities, and renowned speakers, were found to have the most significant influence on conference-participation decision-making. Jung and Tanford [34] conducted a meta-analysis of convention-and-meeting articles in academic journals. Their findings emphasized that networking opportunities and educational benefits were the primary contributors to convention attendees’ satisfaction and their likelihood of returning for future events. Liang and Latip [41] investigated the factors that influence convention attendees’ participation decision-making in Malaysia. Their study focused on association/conference factors, location factors, total cost factors, and personal factors. The results revealed that location and total cost factors significantly influenced convention attendees’ decision-making processes. Mair et al. [15] emphasized that the main motives for academics to attend conferences were networking opportunities, personal and professional development, and the social drivers of attendance (e.g., the opportunity to meet old friends and spend time with like-minded people). However, they also mentioned the challenges faced by academics, due to budget constraints on conference attendance. Aktas and Demirel [42] conducted a study specifically focusing on the conference-participation decision-making process among academics in Turkey. Their findings aligned with earlier studies, indicating that academic development, including improving knowledge and skills, and networking opportunities are the most influential factors in academic-conference participation. Their research also highlighted that academics value free time for leisure and recreational activities within conference programs, suggesting the importance of balancing professional and personal aspects during conferences. In Stuart et al.’s [43] study of student participants in a regional conference, the results demonstrated that intrinsic factors, such as personal interest and educational enrichment opportunities, were considerably more influential in determining conference attendance than extrinsic factors such as cost and networking opportunities. Pavluković and Cimbaljević [35], in their study conducted in Serbia, identified six factors that played a role in the decision-making process of conference participation: destination stimuli, costs and accessibility of the destination, educational and professional opportunities, intervening opportunities, location factors, and conference factors.

Scott et al. [44] conducted a study to examine the diversity within different age subgroups of the millennial generation. Their research focused on participants’ preferences, motivations, and preferred communication channels when attending events, conferences, and conventions. An exploratory factor analysis revealed that the motivation of millennials to attend conferences and conventions included factors such as career development, environmental consciousness, socialization, personal benefit, familiarity, and timing. Consistent with prior research, Lopez Bonila et al. [45] found five motivating factors for attending conferences: destination and leisure, academic and professional development, networking, travel ability, and cost. Notable gender disparities were observed in the first four factors, with female conference attendees assigning greater significance to these factors than their male counterparts.

In one of the few studies conducted among members of Generation Z students from China, three factors that influenced conference attendance decision-making were found: destination stimuli, educational and professional opportunities, and conference facilitators [4]. This research revealed that destination characteristics (costs, attractiveness, leisure activities) and opportunities for education and professional growth played significant roles in motivating Generation Z individuals to attend conferences, which aligned with the current body of literature, which is not specifically related to Generation Z. Moreover, Generation Z individuals in China expect conferences to incorporate elements of edutainment, interactivity, short sessions, technological integration, and the inclusion of sustainability practices in event design. While limited research has been conducted in this area to date, Pavluković et al. [4] emphasized that there was growing recognition of the need to explore the motivations, unique expectations, and preferences of Generation Z individuals when it comes to conference design.

Based on theoretical background on Generation Z’s profile and the factors that influence conference-attendance decision-making, the following hypotheses are proposed:

H1a: 

Opportunities for education and professional growth influence Generation Z individuals’ conference-attendance decision-making.

H1b: 

Conference-destination characteristics influence Generation Z members’ conference-attendance decision-making.

H1c: 

Costs of attending conferences influence Generation Z individuals’ conference-attendance decision-making.

H1d: 

Sustainability practices and initiatives implemented by conference organizers influence Generation Z members’ conference-attendance decision-making.

H2a: 

Gender affects the motivations of Generation Z individuals to attend conferences.

H2b: 

Levels of education affect Generation Z individuals’ motivating factors for attending conferences.

H2c: 

Employment status affects Generation Z individuals’ motivating factors for attending conferences.

H2d: 

Previous conference experiences affect Generation Z individuals’ motivating factors for attending conferences.

Figure 1 sets out the research model and Hypotheses H1–H2.

3. Methodology

From June 2021 to January 2022, an online survey was administered to members of Generation Z, specifically targeting students from Serbia who were born in 1995 or later. Considering the increasing interest among conference organizers in second-tier destinations, this study holds significant importance, as it specifically focuses on Serbia—an emerging economy with considerable potential for hosting international conferences and various types of business events.

The survey questions used in this research were derived from a study conducted by Pavluković et al. [4], which focused on exploring the motivations of Generation Z individuals to attend conferences. The survey was divided into two sections. In the first section, there were 37 items that aimed to assess the factors that influence the decision-making process for attending conferences. Respondents were required to rate the importance of these items on a five-point Likert scale, ranging from 1 (not at all important) to 5 (very important). The second section of the survey focused on gathering sociodemographic information about the respondents, including gender, age, current program of study, employment status, and their conference attendance within the past five years.

A link with an invitation to participate in the research was distributed to students attending the University of Novi Sad, one of the major universities in Serbia, using the university’s social media accounts (Facebook and university email addresses). All students aged up to 27 were invited to complete the survey. Participation in this research was completely voluntary and anonymous. The respondents were familiar with the goals and purposes of the research. A total of 208 valid questionnaires were collected. Pallant [46] suggested that an acceptable sample size falls within the range of 150 to 300, while MacCallum et al. [47] proposed that for conducting both descriptive and factorial analyses, a sample size of 100 to 200 observations would be sufficient. The respondents were mainly students who studied tourism management, hotel management, geography, economy, psychology, chemistry, mathematics, and software engineering. The obtained data were processed by the Statistical Package for Social Sciences (SPSS), version 23, which was used for exploratory factor analysis (EFA) calculus; for confirmatory factor analysis (CFA) calculus, the authors applied R and RStudio (lavaan 0.6-16, semPlot 1.1.6, psych 2.3.6 and semTools 0.5-6 packages). For the final analysis, an independent t-test, and one-way ANOVA, the authors again used SPSS.

4. Results

4.1. Study Sample Characteristics

The sample size comprised 208 participants who fell within the Generation Z age range. The majority of the participants were female, accounting for 61% of the respondents. Furthermore, a significant proportion of the participants were unemployed (67.8%) or pursuing postgraduate studies (60%). It is noteworthy that over two-thirds of the respondents had prior experience attending conferences within the last five years (

Table 3. Sociodemographic characteristics of respondents (N = 208).

	z1	%
Gender
Male	79	38
Female	127	61
Prefer not to say	2	1
Age
19–21	41	19.7
22–24	106	51.0
25–27	61	29.3
Current program of study
Undergraduate	86	41.3
Postgraduate degree	108	60
Doctoral studies	14	6.7
Currently employed?
Yes	67	32.2
No	141	67.8
Attendance at a conference in the past five years
Yes	151	72.6
No	57	27.4

).

4.2. Exploratory Factor Analysis (EFA)—Generation Z Conference-Attendance Motivations Scale

To explore the dimensions of Generation Z members’ conference motivations, a principal component analysis (PCA) was carried out with Varimax rotation. To test the assumptions for conducting the PCA, Kaiser’s measure of sampling adequacy and Bartlett’s test of sphericity suggested that the data were suitable for factor analysis, with Kaiser–Meyer–Olkin (KMO) values = 0.775 and p = 0.000. The optimal number of factors was determined by a range of cut-off criteria such as an eigenvalue near to one, percentage of variance, item communalities, factor loadings, and parallel analysis [48]. Items with loadings lower than 0.5 or with cross-loadings were discarded from further analysis [49]. Based on the parallel analysis and scree plot suggestions, 10 items with factor loadings lower than 0.5 were extracted from the further analysis and a six-factor solution for the motivation of Generation Z individuals was suggested, which explained 51.17% of the variance (

Table 4. Results of EFA for the Generation Z members’ conference-attendance motivations scale.

Label	Factor Loading	Eigenvalue	Variance Explained	Alpha
F1—Green and Digital Conference Experience		7.029	18.997	0.744
Strong Internet/social media presence of conference	0.749
Conference marketing and program is available online rather than hardcopy	0.641
Conference embraces “green” practices	0.610
Conference provides an environment for generating and sharing ideas	0.566
Well-known, reputable speakers	0.546
Environmental impact of traveling to the conference	0.507
F2—Educational and professional opportunities		3.547	9.588	0.820
Opportunity to learn and gain new knowledge	0.738
Professional advancement/development	0.717
New contacts with colleagues	0.705
Interesting conference theme	0.666
Interesting conference program	0.623
New contacts with keynote speakers	0.596
Self-achievement	0.570
F3—Conference costs		2.796	7.557	0.887
Transportation cost	0.870
Accommodation cost	0.864
Conference-registration cost	0.852
F4—Destination and conference stimuli		2.165	5.852	0.740
Attractive conference destination	0.749
Scenery/sightseeing/shopping opportunities at the conference destination	0.724
Weather at the conference destination	0.676
Fun social events as part of conference	0.572
F5—Stimulating factors		1.880	5.080	0.756
Previous experience of the conference	0.745
Previous destination experiences	0.716
Family support/family responsibilities	0.683
Personal recommendation by a friend/colleague/family member	0.576
Conference reputation	0.563
F6—Conference destination accessibility		1.518	4.104	0.589
Easy access to the conference destination	0.725
Time required to travel to the conference destination	0.722
Location close to home	0.520
Safety and security at the conference destination	0.502

). The results presented a clean factor structure with relatively higher loadings on the appropriate factors. The Cronbach’s alpha for the six motivation factors varied from 0.589 to 0.887, suggesting high internal consistency. The factors were labeled based on the core variables that constituted them.

4.3. Confirmatory Factorial Analysis (CFA)

The latent-factors measurement model was estimated to check for innate construct validity and reliability using CFA. Initial model fit indices showed good results and good fit indices, except for the root mean square error of approximation (RMSEA) which was above the threshold (comparative fit index (CFI) = 0.873 (>0.9), Tucker–Lewis index (TLI) = 0.857 (>0.9), RMSEA = 0.085 (<0.08), standardized root mean squared residual (SRMR) = 0.100 (<0.08), and degrees of freedom (DF) = 378, p < 0.000), thus revealing potential problems associated with the model. Therefore, the modification indices needed to be used. Six items in total, with high residuals, were excluded (M22—well-known, reputable speakers, M23—interesting conference theme, M29—fun social events as part of the conference, M19—family support/family responsibilities, M10—time required to travel to the conference destination, M11—location close to home), thus defining a model with the satisfactory fit (CFI = 0.942, TLI = 0.932, RMSEA = 0.069, SRMR = 0.080, DF = 253, p < 0.000). The final scale for Generation Z conference-attendance motivation included six latent factors, with 23 items in total.

Factor one, “green and digital conference experience” (F1), captures the idea that a conference is environmentally responsible and digitally connected, with a strong online presence and digital program materials. It also suggests that the conference provides a rich and collaborative environment for sharing and generating ideas. Factor two, “educational and professional opportunities” (F2), comprises six items related to knowledge and experience that an individual can gain through a conference program and in contact with other participants. The third factor describes “conference costs” (F3), including transportation costs, accommodation costs and conference registration costs. Factor four, “destination and conference stimuli” (F4), refers to the conference destination’s attractiveness/scenery/sightseeing/shopping opportunities and weather, which can stimulate an individual to attend a conference. Factor five, “stimulating factors” (F5), is associated with the set of social components and previous experiences which can encourage an individual to participate in a conference. The last factor, “conference accessibility” (F6), is presented through two variables related to the spatial accessibility of a conference and safety at the destination.

The convergent validity of each dimension was examined by calculating the score of the average variance extracted (AVE) [50]. A substantial convergent validity is achieved when all item-to-factor loadings are significant and the AVE score is higher than 0.50 within each dimension, but an AVE higher than 0.40 is still acceptable if the composite reliability (CR) is higher than 0.60 [50,51]. The results showed that all dimensions had an AVE higher than 0.40 and a CR higher than 0.60 (

Table 5. Reliability of the instruments.

Constructs	AVE	CR
F1 Green and Digital Conference Experience (5 items)	0.41	0.77
F2 Educational and professional opportunities (6 items)	0.55	0.84
F3 Conference costs (3 items)	0.81	0.97
F4 Destination and conference stimuli (3 items)	0.56	0.91
F5 Stimulating factors (4 items)	0.49	0.84
F6 Conference accessibility (2 items)	0.42	0.6

), which indicated good convergent validity.

The discriminant validity was then checked by comparing the square root of each AVE with the correlation coefficients for each latent construct. Fornell and Larcker [50] noted that the discriminant validity is guaranteed when the square root of each AVE is greater than the correlation coefficients estimate. The authors also applied the heterotrait-monotrait ratio (HTMT) to check the discriminant validity, where the HTMT criterion is met if the HTMT ratio is close to one [52]. Some authors suggested a cut-off value of 0.85 [53,54], whereas others propose a cut-off value of 0.90 [55,56].

Table 6. Discriminant validity—(Fornell–Larcker criterion and HTMT).

	F1	F2	F3	F4	F5	F6
F1	0.64
F2	0.51 (0.461)	0.74
F3	0.038 (0.096)	0.193 (0.177)	0.9
F4	0.459 (0.435)	0.14 (0.196)	0.165 (0.150)	0.74
F5	0.539 (0.531)	0.426 (0.383)	0.171 (0.169)	0.511 (0.502)	0.7
F6	0.408 (0.447)	0.445 (0.438)	0.456 (0.408)	0.499 (0.477)	0.54 (0.540)	0.64

Note: Bold indicate square root of each average variance extracted (AVE). HTMT values are shown in italics and brackets.

shows that all values were below 0.85 (values mentioned in italics in brackets), indicating that there were no violations of HTMT_0.85, thus proving discriminant validity.

The square roots of the AVE values were all higher than the correlation values of the constructs compared to all other constructs; thus, the results confirmed that all dimensions had sufficient discriminant validity; see Table 6 [50,57].

4.4. The Role of Socio-Demographic Variables

One of the objectives of the study was to examine the impact of various socio-demographic characteristics of the respondents on the extracted factors related to conference-participation decision-making, as perceived by members of Generation Z. To achieve this goal, the authors utilized the independent sample t-test to explore differences in gender, employment, and past conference-attendance experience. Additionally, an ANOVA test was conducted to assess differences in education levels.

The independent t-tests showed certain differences in responses based on gender and past conference-attendance experience. Females were more motivated than male respondents by F2 (educational and professional opportunities) (t = −3.114, p = 0.002) and F4 (destination and conference stimuli) (t = −2.347, p = 0.02). Respondents who attended conference(s) in the last 5 years were more motivated by F1 (green and digital conference experience) (t = 2.264, p = 0.029) and F2 (educational and professional opportunities) (t = 3.946, p = 0.000) than those who had not. Regarding employment status, there were no statistically significant differences between respondents in the importance of the extracted factors of conference-participation decision-making.

The results of the one-way ANOVA and post hoc LSD eest showed significant differences in the responses concerning the level of education for factors F2 (educational and professional opportunities) and F4 (destination and conference stimuli). Undergraduate students were the most motivated by F2 and F4, while postgraduates were moderately motivated and doctoral students were least-motivated (F = 6.301, p = 0.02; F = 3.479, p = 0.33).

5. Discussion and Conclusions

The present study was undertaken to address the current need for research that delves deeper into the factors driving Generation Z members’ attendance at conferences [4]. By examining these motivations, the study aimed to contribute to a better understanding of conference-participation behavior among members of Generation Z.

The empirical findings supported the hypotheses H1a–d, highlighting the importance of six latent factors that influence Generation Z individuals’ motivations to attend conferences. These were green and digital conference experience (F1), educational and professional opportunities (F2), conference costs (F3), destination and conference stimuli (F4), stimulating factors (F5), and conference accessibility (F6). These factors encompassed various aspects, including environmental responsibility, digital connectivity, knowledge acquisition, networking, cost considerations, destination attractiveness, and accessibility. The findings aligned with previous studies on motivation factors [58]. in the context of conference attendance [15,35], although such previous studies were not specifically related to Generation Z.

Additionally, the dimensions identified in this study can be closely linked to the core characteristics of Generation Z members [16,25,27]. For instance, the focus on green and digital conference experiences aligns with Generation Z’s heightened environmental consciousness [6] and reliance on digital technologies [5]. The emphasis on educational and professional opportunities resonates with Generation Z members’ desire for continuous learning and career advancement [16,31]. Furthermore, the consideration of destination attractiveness reflects Generation Z members’ desire for experiences and social connections [26,29].

By establishing these connections, this study reinforces the relevance and applicability of the identified dimensions to Generation Z members’ unique characteristics and preferences. While past studies have predominantly employed exploratory factor analysis (EFA) to investigate the dimensions of conference attendees’ motivations, this study, to the best of the authors’ knowledge, is the first to utilize confirmatory factor analysis (CFA) to capture the underlying constructs of Generation Z members’ conference-motivations. By employing CFA, this study aimed to provide a more robust and confirmatory examination of the latent factors influencing Generation Z individuals’ motivations to attend conferences.

It is intriguing to note that destination characteristics, such as attractiveness, leisure activities, costs, and safety, along with educational and professional opportunities, have emerged as significant motivators for Generation Z members’ conference attendance in both Serbia (the present study) and China [4]. This similarity in findings across different cultural contexts suggests that these factors hold universal importance in shaping the motivation of Generation Z members when it comes to attending conferences. This further emphasizes the significance of considering these factors when organizing conferences and targeting Generation Z attendees, regardless of the specific location.

The present study confirms that Generation Z members have a strong interest in sustainability. Therefore, conferences that incorporate eco-friendly practices and address social and environmental issues can create a more engaging and more meaningful experience for Generation Z attendees. Moreover, as Generation Z mostly comprises students who are often faced with financial challenges, the costs of attending conferences emerged as an important factor in the present study, as well as in previous studies on conference attendees’ motivations [15,41]. Hence, in order to appeal to Generation Z individuals and encourage their participation, conference organizers should consider offering affordable registration fees, providing discounted rates specifically for students, or even extending travel and accommodation assistance. Such measures can help alleviate financial barriers and make conference attendance more accessible and appealing to members of Generation Z.

The importance of studying Generation Z members’ motivations lies in their unique characteristics and expectations, compared to those of previous generations. As members of a generation that grew up with advanced technology, Generation Z individuals have distinct requirements that need to be considered when designing conferences. Factors such as networking opportunities, technological integration, personalization, sustainability, and cost-effectiveness are likely to influence their decisions to attend conferences. They also prioritize networking and seek opportunities to connect with industry professionals and keynote speakers. Technology plays a significant role in their lives, so incorporating social media integration and interactive applications can enhance their conference experience.

In addition, Generation Z is an important demographic to consider when targeting young MICE attendees. As they are currently building their careers through professional and educational activities, they represent a significant portion of the young workforce. Capturing the attention and loyalty of Generation Z attendees can have long-term benefits. When they form positive experiences and associations with events and organizations early in their careers, they are more likely to continue their patronage and participation in the future. By establishing a strong connection with this demographic now, event organizers and businesses can potentially foster long-lasting relationships that extend well into the next decade and beyond.

This study also investigated the impact of socio-demographic characteristics on conference-attendance motivations. The results supported all hypotheses except for H2c, underscoring the significance of gender, levels of education, and previous conference experiences in shaping Generation Z individuals’ motivational factors to attend conferences. The independent sample t-tests revealed differences in motivation based on gender and past conference attendance experience. Female respondents showed higher motivation than male respondents in terms of educational and professional opportunities (F2) and destination and conference stimuli (F4). These findings aligned with similar studies conducted by Lopez Bonila et al. [45] and Pavluković and Cimbaljević [35], which discovered a gender-based difference in motivation among conference attendees. These consistent results suggest that gender may play a significant role in shaping the motivational factors related to conference-participation decision-making, particularly in relation to educational and professional opportunities, as well as destination and conference stimuli. Additionally, respondents who had attended conferences in the last five years exhibited higher motivation in green and digital conference experience (F1) and educational and professional opportunities (F2) than those respondents who had not attended conferences.

Regarding employment status, no statistically significant differences were found in the importance of the extracted factors for conference-participation decision-making. Therefore, H2c was not supported. These findings suggested that employment status may not significantly differentiate Generation Z members in terms of conference-attendance motivation, due to the fact that the current composition of this generation primarily consists of students. The one-way ANOVA results demonstrated significant differences in motivation based on the level of education for factors F2 (educational and professional opportunities) and F4 (destination and conference stimuli). Undergraduate students exhibited the highest motivation, followed by postgraduates, while doctoral students demonstrated the lowest motivation. As a result, factors such as gender, past conference-attendance experience, and levels of education may play a more substantial role in shaping the motivation of Generation Z individuals to attend conferences than their employment status. However, it is important to note that as Generation Z members transition into the workforce, their employment status may become a more influential factor in their conference-attendance motivation.

Overall, this study sheds light on the complex factors that shape Generation Z members’ motivations to attend conferences, as well as the impact of socio-demographic variables on this process. The results are relevant for various stakeholders in business tourism, including convention bureaus, destination-marketing organizations, destination-management companies, professional conference organizers, meeting planners, and venues. Particularly in the current challenging times, where increasing attendance is a common struggle, the findings of this research could be valuable for these intermediaries and suppliers.

However, it is important to note that the findings are based on self-reported data from a specific sample of Generation Z respondents—students from Serbia—which may limit generalizability. Future research could explore additional socio-demographic factors and employ a larger and more diverse sample to further enhance the understanding of conference-attendance motivation among Generation Z members. It is worth noting that motivations identified in this study may vary among individuals within Generation Z, as they are a diverse group. Conducting further research specifically targeting Generation Z members’ motivations toward conference attendance, particularly in different countries or geographic regions, can provide deeper insights and help conference organizers and host destinations cater to their unique needs and maximize the benefits derived from these events.