Multi-Genre Conventions: Who Let the Nerds Out?- A SOR Exploration

Abstract

Despite their central role in the MICE (Meetings, Incentives, Conferences, and Exhibitions) framework, conventions, particularly fandom conventions, remain underexplored in academic literature. Fandom conventions alone represent a booming global market valued at $6.1 billion, with the U.S. contributing approximately $2.4 billion in 2024. Yet, scholarly attention to this vibrant sub-sector is scarce (MarketIntelo, 2024). With over 1,370 fandom conventions projected worldwide in 2025 (Fancons.com, 2025), this study addresses a critical gap by introducing and defining the concept of the multi-genre convention (MGC), a distinct and increasingly influential sub-genre within fandom events. Grounded in the Stimulus-Organism-Response (SOR) framework (Mehrabian & Russell, 1974), this research examines the cognitive and emotional responses of MGC attendees, based on prior tourism studies (Kim et al., 2020). It investigates how stimuli at conventions affect attendee motivations, behaviors, and post-event actions such as electronic word of mouth (eWOM) and revisit intentions. By providing a formal definition of MGCs, events that encompass multiple fandoms and genres, this study distinguishes them from traditional, single-focus fandom conventions. Key motivational drivers such as escapism, novelty, self-development, and sense of community are analyzed to understand how MGCs foster deeper engagement. The results provide practical insights for event organizers to improve attendee satisfaction, boost repeat attendance, and enhance organic promotion through eWOM. As MGCs grow in popularity across the U.S., this study offers a foundational framework for future empirical research and strategic planning in this evolving and under-explored segment of the convention industry.