基于重要—功能双维度的会展场地参展商吸引力因子研究——以福州海峡国际会展中心为例

Research on the Attraction Factors of Exhibitors in Exhibition Venue Based on the Two Dimensions of Important and Function——Take Fuzhou Strait International Convention and Exhibition Center as an Example

近年,习近平主席多次出席中国国际进口博览会、中国北京世界园艺博览会等重要展览活动,并发表主旨讲话。可见,会展已成为展示政策、思想、文化,推动经济、政治、文化、社会与生态文明"五位一体"总体布局与发展的重要平台。那么,作为会展平台承载实体的会展场地又是如何发挥作用,吸引参展商前来参展的呢?这是一个值得探讨的问题。本文以福州海峡国际会展中心为例,设计一份拥有20个会展场地属性的研究方案,并以2019年海交会参展商为研究目标,继而基于李克特五点量表与重要—功能双维度评价分析了会展场地吸引参展商的具体因子,研究发现目的地属性仍然是吸引参展商出席展会或商业活动的基本因子。

In recent years, chairman Xi has attended many important exhibitions such as China International Import fair and China Beijing World Horticultural Exposition, and delivered keynote speeches. It can be seen that the exhibition has become an important platform for displaying policies, ideas and culture, and promoting the overall layout and development of "Five-in-One"of economy, politics, culture, society and ecological civilization. So, how does the exhibition venue as the bearing entity of the exhibition platform play a role in attracting exhibitors to participate? This is a question worthy of discussion. Taking Fuzhou Strait Interna-tional Convention and Exhibition Center as an example, this study designed a research scheme with 20 exhibi-tion venue attributes, and took the exhibitors of the June 18, 2019 Strait Innovation Project Results Fair as the research goal. Then, based on the Likert Five Point Scale and the Importance-Functionality Dimensions di-mensional evaluation, it analyzed the specific factors of attracting exhibitors in the exhibition venue, and found that the destination attribute is still to attract exhibitors to attend the exhibition or business Basic factors of industrial activities.