世园会服务品质优化研究

Research on Service Quality of Beijing International Horticultural Expo Base on the Service Blueprint

随着市场化、国际化的日益扩大,博览会服务品质越来越受到参与者的关注,博览会的服务品质与服务体系的构建成为会展业发展的热点话题。本文面向北京世园会整体服务流程,构建2019年北京世园会服务蓝图,在服务流程研究中进行细致的服务要素分析,找出其中的关键服务接触点,为其他大型博览会的服务品质提升提供有效借鉴。研究表明,游客行为主要体现在7大阶段15个分动作,前置工作和园区主要工作阶段为服务的主要环节;智能服务在大型博览会运作中逐渐发挥着中枢作用,利用智能服务优化参观游览者的体验是提升展会服务品质的有效之道。

With the expansion of marketization and internationalization,the service quality of expo has attracted more and more attention from the participants,and the construction of service quality and service system of expo has become a hot topic in the development of exhibition industry.Focusing on the overall service process of Beijing expo,this paper constructs the service blueprint of Beijing expo in 2019,carries out a detailed service element analysis in the service process study,and finds out the key service contact points,so as to provide effective reference for the service quality improvement of other large-scale expos.The research shows that the tourist behavior is mainly reflected in 15 actions and in 7 stages.The pre-work and the main working stages of the park are the main links of the service.Intelligent service is gradually playing a central role in the operation of large-scale exhibitions.Using intelligent service to optimize the experience of visitors is an effective way to improve the service quality of exhibitions.