The Analysis And Applied Research On The Factors Affecting The General Visitor Satisfaction In The Fair And Exhibition Industry

The world exposition has been held successfully in shanghai in 2010 and the fair and exhibition industry of China shows the beautiful future. However, the general visitors, one of the most important parts supporting the whole industry, have not been put into enough attentions. This article will focus on the general visitors, and try to explore and analyze the main factors affecting theit satisfaction. Based on the research, several theories and practice improvements will be formulated to improve the present situation.On the base of America Customers Satisfaction Index (ACSI), SERVQUAL and the rules of fair and exhibition industry, the author designed and formed the evaluation checklist of satisfaction. The questionnaire is one important way to collect the first hand data. The hypothesis about the satisfaction and the model on the relationships between the satisfaction and the affecting factors are formed. Combined with the Descriptive statistical analysis, Independent sample T-test, Factorial analysis, variance analysis, correlation analysis, regression analysis of SPSS statistical analysis software, the date has been analyzed, the hypothesis has been tested and the conclusions have been summarized.The final conclusions include:There are three major aspects affecting the general audience of fair industry, which include visit exception, perceived quality and perceived value. The perceived quality refers to six major parts:fair topic perception, auxiliary facilities perception, appearance perception, worker perception, environment perception and location perception.There are little differences among different visitors in the aspects of visit exception and satisfaction. However, there are significance differences among different visitors in percevied quality and percevied value.The visit exception takes negative influents to the satisfaction, however, perceived quality and percevied value affecthe satisfaction of the general visitors positively.