国际会议选址因素重要性的感知差异分析——以北京为例

Analysis of Differences in Meeting Planners’Perceptions of International Convention Site Selection Factors: A Case Study of Beijing

北京建设国际会展之都是实现建设世界城市的重要组成部分,因此,研究国际会议选址因素及举办方对其的感知差异对北京具有实践意义。文章通过文献综述及访谈,基于会议组织方角度,总结了北京作为国际会议目的地的23个选址因素,并对会议组织方进行了调查问卷,从时间和举办主体两个维度分析了选址因素重要性的感知差异。文章指出,北京建设会展之都应当重视软实力的提升,加强会议场地的服务质量、会展专业人才、城市形象和目的地营销等方面的建设。

The development of the international convention and exhibition industry is very important for Beijing,which aims to be a ＇World City＇.It is therefore necessary to investigate the significance of international convention site selection factors and the differences in meeting planners＇ perceptions about these.This article focuses on the meeting planners＇ perspective and examines the decision-making factors in selecting Beijing as an international convention destination. This paper summarizes 23 convention site selection factors using a literature review and an in-depth interview.It also indicates the importance of convention site selection factors and the differences in meeting planners＇ perceptions using a questionnaire analysis.The questionnaire was designed in three parts,with both a Chinese and English edition.The importance and performance of convention site selection factors was measured in the first and second part based on a five-point Likert scale.Basic information from meeting planners was obtained in the third part.After a pre-test,the questionnaires were emailed to 500 randomly selected meeting planners and 226 returned the survey（45.2%）.Compared with previous related research,the response rate is satisfactory. Of the 226 meeting planners who returned surveys,114 had hosted international conventions in Beijing.Most respondents were professionals who had five years＇ working experience or more（56.64%）,were aged between 26 and 40 years（63.72%）,and at least had one college degree（79.65%）.Most of the respondents＇ organizations were not in Beijing（76.11%）,and some were foreign meeting planners. In order of importance,the 23 convention site selection factors are： quality of convention services,suitability and standard of local infrastructure,quality of convention facilities,social and political stability,quality of convention planning assistance,geographic accessibility.The convenience application press of international conventions,research and development cooperation opportunities,overall attractiveness of Beijing as an international convention destination,local ground transportation,government support,city image,choice of convention venues,quality of food and beverage,experience in hosting international conventions,entry formalities,media publicity creation,choice of accommodation,total cost of holding a convention,sightseeing attractions,climate,cost of airfares,and local people＇s foreign language skills. Compared with the conclusions of research carried out in 1997,the importance of convention site selection factors has changed markedly.Meeting planners now attach more importance to factors such as quality of convention services,quality of convention planning assistance and city image.Because of the many types of sponsorship available,the total cost of holding a convention is not important anymore.Climate,cost of airfares and local people＇s foreign language skills are still of least concern to meeting planners. In a highly competitive environment,it is imperative for convention cities to assess their strengths and weaknesses so that more effective marketing plans（strategies and tactics） can be developed.Beijing should take advantage of research and development cooperation opportunities and high quality hotels.Meeting planners who have held international conventions in this city are not satisfied with government regulations on holding international conventions and the general lack of government support.This paper suggests that measures should be taken to improve these areas.It also recommends that Beijing authorities should put more emphasis on the service quality of meeting facilities,convention planning assistance,city image and destination marketing.