Promoting sustainable events engagement: a cross-country analysis

This study advances the current knowledge on sustainable business event management by developing and testing a novel conceptual model that predicts the intention to pay for and participate in such events. By integrating the perception of sustainability and business motivations as predictors, the model offers pragmatic insights into the behaviours of American and Korean participants. A multi-analytical approach identified in our study found significant cultural differences affecting participants’ willingness to pay and participate in sustainable events. American participants focused on the sustainability aspects of business events, whereas Korean participants adopted a more complex approach to engaging in sustainable business events. Our findings offer practical guidance for the events industry.