农业类展会观众满意度分析——以北京农业嘉年华为例

Audience Satisfaction of Agricultural Exhibition—A Case Study of Beijing Agricultural Carnival

随着社会经济的发展,中国会展业不断走向成熟。以北京农业嘉年华为例,通过分析参展观众感知价值影响参会观众满意度以及忠诚度的因素,指出展会主办方在客户管理中存在的问题。结果表明,北京农业嘉年华参展观众的满意度受收益价值和成本价值影响,而服务价值对参展观众满意度及忠诚度影响均不显著,北京农业嘉年华服务质量有待提高。最后指出,未来北京农业嘉年华应在注重服务质量提升、加强服务人员专业素质提高以及基础设施不断完善的同时,加强农业嘉年华功能的拓展。

With the development of social economy, China’s convention and exhibition industry has continued to mature. Taking Beijing Agricultural Carnival as an example, the authors analyzed the factors affecting the audience satisfaction and loyalty of the participating audience, and pointed out the problems existing in the customer management by exhibition organizer. The results showed that the satisfaction of the audiences of Beijing Agricultural Carnival was affected by the value of revenue and cost value, while the service value had no significant impact on the satisfaction and loyalty of the participating audience, and the service quality of Beijing Agricultural Carnival needed to be improved. Finally, it was pointed out that in the future, Beijing Agricultural Carnival should strengthen the function of agricultural carnival while paying attention to the improvement of service quality, strengthening the professional quality of service personnel and improving the infrastructure.