Abstract

International conferences serve as important platforms for knowledge exchange, professional interaction, and the formation of new perspectives among participants. However, the specific communication mechanisms that lead to sustainable attitude change in such multicultural environments have not been sufficiently explored. This study aims to identify and explain the communication strategies that influence changes in participants’ attitudes and understanding in international conferences. The research adopts a qualitative approach using thematic analysis. Data were collected through in-depth semi-structured interviews with 14 Iranian experts who have extensive experience participating in international conferences. The analysis identified five key factors influencing attitude change: the prominent role of informal interactions, the importance of cultural adaptation in communication, the need for balance between scientific data and experiential narratives in presentations, the credibility of speakers, and the facilitating role of technical infrastructure. These findings are interpreted within the frameworks of the Elaboration Likelihood Model (ELM), Communication Accommodation Theory (CAT), and Hofstede’s cultural dimensions theory. The results suggest a three-stage process through which sustainable attitude change may occur in international conferences: first, engagement and trust-building through informal interactions; second, persuasion and message reinforcement through cultural adaptation and balanced content delivery; and finally, consolidation through speaker credibility and supportive communication infrastructure. The study provides a deeper understanding of communication dynamics in international conferences and offers a practical framework that may help organizers enhance the effectiveness of such events.