会展专业观众的服务认知结构研究——兼论参展动因对服务认知的影响

作为媒介参展商与专业观众的平台，展会的运行依赖于参展商与专业观众的良好互动。会展服务质量的提升不应仅关注于可直接为主办方带来收益的参展商，亦应对影响参展商参展决策与参展效果的专业观众给予足够的重视。文章以中国专业观众为研究对象，通过探索性因子分析识别出其对会展服务认知的6个因子，分别为现场服务与管理、高档性就餐与住宿环境、展会目的地引导服务、参展过程中就餐便利、参观期间会场交通服务以及公共通讯服务。在此基础上，利用多元回归分析方法，检验了专业观众参展动因对会展服务认知的影响。其中，“会展举办地具有吸引力”、“参展商的数量较多”以及“可以获得一些产品或行业的信息”等参展动因对一些特定的会展服务要求具有显著影响。

Study on the Service Perceptive Structure of MICE Professional Visitors——The Impact of Participating Motives on Service Perception

As the platform between exhibitors and professional visitors,the successful operation of the trade show relies on their good interaction.Therefore,the upgrade of MICE service quality will not only result in direct profits for the sponsors and exhibitors,but also attach great importance to professional visitors who are to affect the decision-makings of exhibitors and attending effects.The paper,taking professtional visitors in China as study object,tries to differentiate six factors for MICE service percepti...