Family-friendly business events – A “mule” within the industry?
(R2024-122605)

AUTHORS

Kitti Boros, Budapest Business University; Eva Markos-Kujbus, Corvinus University of Budapest; Tamás Csordás, Corvinus University of Budapest

ABSTRACT

Business events play an essential role in sharing knowledge and professional practices. The organisation of such events has seen a shift in client demand and focus in the past years with family-friendliness as one of the key market trends. The main research question of the present study is: Can a family-friendliness approach be implemented by event organisers in the planning and management phases of business events in Hungary? 20 in-depth expert interviews were conducted with event organisers and representatives of event venues. Based on the research results, the market of family-friendly events still has a lot to evolve. We investigate the corporate levels of family-friendly business events and the related B2B business opportunities and explore the possible catalysts to the development of the niche market. The empirical findings of this research contribute to the academic discourse of the business events market and the managerial implications are of practical use.