Nutzungsabsicht und Akzeptanz von Dienstleistungsangeboten eines bundesdeutschen Branchenverbands durch Mitglieder und Relevanz für Verbandserfolg – eine empirische Analyse am Beispiel des DEHOGA Baden-Württemberg

This study attempts to redefine association success. The level of organization that has so far been recognized as a success-determining indicator is neither necessary nor sufficient to va-lidly measure association success. Among other things, the corona pandemic has clearly de-monstrated that this causal relationship cannot be confirmed in reality.
Other business calculation bases, such as the profit and loss statements of associations, are also not effective due to the specific organizational purpose (non-profit organizations). Many association services are provided to members free of charge or at cost price.
This work examines the connection between association success, intention to use and accep-tance of association services by members. The case study refers to the industry association DEHOGA Baden-Württemberg, the regional hospitality association with the largest number of members in Germany.
A mixed-methods approach was used to analyze documents, interviews (n = 15, volunteer members (N = 40/600) and a survey (n = 556) among all DEHOGA members who can be reached by email (N = 9,168/12,400). The document analysis led to factual and legal insights, while interviews and the survey additionally identified emotional influences among the associ-ation members.
The work can prove that determining association success based on organizational levels is not appropriate and valid. It also confirms the previous theoretical findings that usage intention and member acceptance are both shaped by factual and emotional motives Factors form the basis for a newly developed acceptance formula to make association success measurable. The mathematical model allows the first measurements of association success to be made. The acceptance formula presented in the study can lead to further insights, but cannot measure concrete acceptance values.
This work makes a contribution to the theory of association success. However, the topic needs to be deepened in further empirical studies in order to arrive at a generally valid model of association success.