展会专业观众与普通观众满意度比较研究——以第十三届中国国际中小企业博览会为例

Comparative Study on Degree of Satisfaction with Exhibition between Professional Visitors and Ordinary Visitors

观众是展会成功的关键要素,针对性地提高展会专业观众和普通观众满意度,才能最终实现展会的经济效益和社会效益。运用探索性因子分析法和逐步回归分析法,比较分析了展会专业观众与普通观众满意度影响因素的差异,研究发现:展会专业观众与普通观众满意度影响因素存在很大差异,对专业观众满意度影响较大的因素主要是展会的信息服务,其次为入馆登记与展位服务、展馆周边配套服务,而对普通观众满意度影响较大的是展馆周边配套服务与展品价格,其次为展馆布局与展会信息服务。

Visitors are the key factors to guarantee the success of an exhibition. The paper compares the satisfaction with the exhibitions between professional and ordinary visitors and studies the differences and the influential factors by using the exploratory factor analysis method and the gradual regression analysis method. Data shows that there is a great difference in the influential factors about the degrees of satisfaction with theexhibition between professional and ordinary visitors--- for professional visitors, the influential factors areinformation service, entrance register, exhibition stall service and the systematic service around the exhibition hall; for ordinary visitors, prices of the exhibits, the systematic service around the exhibition hall, the layout of the exhibition and the information service.