Research On The Satisfaction Index Of Exhibitors And Professional Visitors In Tourism Fair

Since the late 1990s, the benefit and scale of exhibition industry in China gradually increased, and exhibition industry played an increasingly important role in the national economy. As the exhibition industry increasingly competes, the categories of tourism exhibition will be clearer. The exhibition organizers will pay more attention to the quality, and improving the customer satisfaction and loyalty will be the new focus of the exhibition.Travel fair is an important form of special events in tourism organizations and corporate, one of the important ways for the tourism organizations and enterprises to promote their products and services, and publicize the achievement of tourism organizations and the image. In this paper, the author centers on customer satisfaction evaluation, thinks of exhibition economic theory as a guide, combines with the existing exhibition research achievements and applies correlation analysis, comparative analysis, cluster analysis and other methods in statistical software SPSS to survey the satisfaction of exhibitors and professional visitors in the 7th EAITF in Dalian.Firstly, this paper arranges the feature, function and development status of travel fairs.Secondly, through the comparation analysis on Kano Model, four quadrant model and model of US satisfaction index (ACSI), the paper proposes the professional customer satisfaction index model and the corresponding evaluation index system in travel fair combining with the advantages of ACSI and four quadrant model. Thirdly, On the basis of field surveys on the professional customers in the 7th EAITF, this paper deeply analyzes the professional customers' attendance goals and satisfaction of items, and the relationships among the goals, satisfaction and the repeated attendance. Finally, the analysis reveals the strengths and weaknesses about the travel fair by the comparative chart and four quadrant chart analysis on the importance and satisfaction, and proposes some suggestions to improve the customer satisfaction.The results show that the main attendance goals of the exhibitors are to establish new business contacts and promote the new products, and the main goals of professional visitors are to hunt for the latest travel information and establish new business contacts. Both exhibitors and professional visitors feel more satisfied with the exhibition scale, domestic and foreign exhibitors (professional visitors) and the attendance environment, while not satisfied with the service. On the repeated attendance,44.0% of exhibitors would attend the 8th EAITF in Dalian, and 50.0% of exhibitors would recommend the show. 44.6% of the professional visitors said they would definitely participate in the next show, and 52.2% of the professional visitors said they would recommend the show. Satisfaction is from the evaluation of their participation in the fair and influence the behavior of their next participation. The professional customer satisfaction affects customer loyalty by participation behavior, which will also work on the participation effect. Among the satisfaction indexes of travel fair, the attendance environment, the quality of exhibitors and professional visitors home and abroad, the scale, overall quality and on-site service are the main factors for the professional customer perception.