绿色会展运营模式对展会品牌价值的影响研究——以展会组织者环境责任履行作为中介变量

A Study on the Influence of Green Exhibition Operation on Exhibition Brand Value:Taking Environmental Responsibility Fulfillment as the Mediator

在国家大力推动下,绿色会展已成为会展界关注的热点之一。然而,国内外学术界在绿色会展实证研究方面的成果还不多见,尤其是从参与者对绿色会展的系统化感知角度,探讨绿色会展运营模式对参与者以及展会品牌价值的影响是该研究领域中亟待填补的一个空白点。为此,选择了在澳门连续举办10年以上的两个国际展会,通过实证分析,探讨绿色会展运营模式对展会组织者环境责任履行的感知,及其对展会品牌价值的影响。研究结果显示,绿色会展运营模式能够强化对展会组织者履行环境责任的认同感,以及提升展会品牌形象感知和品牌忠诚度。最后,也提出了绿色展会的发展策略建议。

Green exhibition has become one of the hot spots in the exhibition industry.However,there are not many empirical researches,especially on the economic effect of green exhibition.This research takes two international exhibitions held in Macao as research target,to explore the impact of green exhibition on the exhibition brand value through the empirical research.The organizer＇s environmental responsibility fulfillment was set as the mediator.The results show that the green exhibition operation mode can significantly enhance the participants＇ perception of organizer＇s environmental responsibility fulfillment,and it can also improve the brand value of the exhibition,such as enhancing the brand image awareness and brand loyalty.Finally,based on the findings of the study,this research also puts forward some recommendations to green exhibition organizers.