Visitors' Satisfaction Research On On-the-spot Service Of Exhibitions

Exhibitions and Fairs are regarded as low cost intermediate tools of marketing and sales. They have the same features as other general tools of marketing and sales, such as advertisement, promotion, direct sales and public relation. They have the function to display brand and image. As a place to investigate and collect related information, exhibitions and fairs can help exhibitors and visitors to command the development trend of related industry and make tactics and plans according to the actual production and operation strategies. The above-mentioned functions have made exhibitions and fairs be warmly welcomed by exhibitors and visitors. Besides, they can bring a great number of international visitors for the city so that they can bring great profit to the local hotel industry, catering industry, retail industry and public transportation industry. Therefore, exhibitions and fairs are supported by the governments all through the world.However, what requires our attention is that exhibitions and fairs should be supported by visitors. Without visitors, it is hard to imagine exhibitions and fairs. It is priceless. Whether a fair or an exhibition is meaningful largely depends on the attention and participation of visitors. If a fair or an exhibition wants to attract visitors and enhance the attention and participation of visitors so as to give full display of the functions of exhibitions and fairs, to enhance the quality of the on -the-spot service of a fair or an exhibition is a must. To realize the functions of exhibitions and fairs so that the economic benefit and social benefit of the fairs and exhibitions industry can be obtained, the quality of the on -the-spot service of a fair or an exhibition should be guaranteed and visitors should get the experience of good service.The paper took on-the-spot service of exhibitions in Shanghai New Expo Center as an example and did the research of on-the-spot service of exhibitions in Shanghai New Expo Center. The specific ways include main indexes analysis. investigation results analysis by using Excel and SPSS software so as to put forward main factors that will influence the satisfaction of the visitors and use IPA analysis to find out the existing problem which may occur in the on-the-spot service of exhibitions in Shanghai New Expo Center. And the paper put forward the suggestions to solve the problems finally.