短期内展览会的规模化与国际化相互影响吗?

Whether the Short-term Interaction Exists between Large Scale Development and Globalization of Exhibitions?

规模化和国际化是展览会未来发展的重要趋势。根据双边市场理论和品牌理论,建立了展览会规模化和国际化指标之间的影响路径模型。以2013~2014年欧洲三类展览会为样本,对该模型分两步进行检验。相关分析发现:专业观众型展览会的国外展商比增量、国外观众比增量与展商数增比正相关;所有展览会的国外观众比增量与国外展商比增量、国外展商租用面积比增量、观众数增比不相关。路径模型检验进一步证实了专业观众型展览会规模化与国际化发展之间的相互影响关系。作者认为,短期内仅有专业型展览会的规模化与国际化之间存在互动,而且这种相互影响也是有限的。

Large scale development and globalization are important trends in the exhibitions industry. According to the two-sided market theory and brand theory, the authors establish the path model of those variables, which is tested step by step through the samples of exhibitions in 23 European countries from 2013 to 2014. The correlation analysis shows：（1）the changes of foreign-exhibitor proportion and foreign-visitor proportion correlate positively with the increment rate of Exhibitors in trade exhibitions;（2）the change of foreign-visitor proportion does not correlate with the change of foreign-exhibitor proportion, the change of foreign-exhibitors- rented space proportion and the increment rate of visitors in various exhibitions. The path model test further confirms the interaction between large scale development and globalization in trade exhibitions, which is believed unique and finite in short-time.