节事活动参与者期望与满意度关系研究——以第29届北京玉渊潭樱花节为例

Study on Relationship between Festival Participators' Expectations and Satisfaction——A Case Study of the 29th Beijing Yuyuantan Sakura Festival

文章以第29届北京玉渊潭樱花节为例,以该节事活动参与者为重点研究对象,通过严格的理论分析和实证研究对期望与满意度的关系进行理清,找出可调节两者关系的因子,构建理论模型,为今后有关的研究提供一定的参考。

The arrival of the era of experience economy requires festival organizers place more emphasis on customers＇ participation. In recent years, more and more research on festival tourism is conducted, but there are contradictory opinions on the relationship between customers＇ expectation and satisfaction. This article takes the 29th Beijing Yuyuantan Sakura Festival as an example, and conducts both theoretical and empirical analysis of the customers＇ expectation and satisfaction, toying to locate the effective elements and construct a theoretical mode in this respect.