The sample refers to the event stakeholders from the Malaysian business event industry. Purposive sampling was adopted to select informants based on their respective roles in the business event industry that suit the research objective. The method utilised under this type of sampling was expert sampling. EXpert sampling is valuable for this study since the research area is new, and the researcher must identify whether further study will be completely worth it. Thus, the researcher identified vital informants from various stakeholders in the business event industry, MyCEB and the MACEOS database.