Research On Perception Characteristics Of Exhibitors At The Exhibition Site Services In Changsha

The development of exhibition industry is rapid. The potential of exhibition economy market is tremendous.Exhibition activities are the important contents of the exhibition. Service is the core of the exhibition. The Exhibition Organizers, Exhibitors and Professional visitors are the three main parts of the exhibition. So we should study the perceived characteristics of the exhibitors at the exhibition site service.Through the IPA analysis method, we can analysis the combination of importance and satisfaction evaluation about exhibitors perception of the exhibition site services,which can provide scientific plan to improve the exhibition service for the exhibition organizers and the exhibition operators,which provides a theoretical reference for the sustainable development of China’s exhibition industry.This paper combed the overseas and domestic research status about the exhibition site service and exhibitors perception. We referred to the related literature. We initially selected the39measured variables. Through the means of Delphi fixed measured variables, we removed the seven measured variables that do not conform to the conditions.In this paper, I use the questionnaires of the exhibitors for the empirical research and make use of SPSS17.0to statistical software processing data. Extracting four key public factors, they are live layout, supporting facilities, information communication, security. Using of One-way analysis of variance, we can explores the differences of exhibitors perception in gender, age, education level, characteristics of the enterprise, work experience, post, access to information. Through K-means cluster, we explore the perception classification of the exhibitors, which are divided into three types, they are the strong perception crowd, the general perception crowd and the weak perception crowd. We also know the differences of exhibitors’perception in gender, age, education level, characteristics of the enterprise, work experience, post and access to information. Combining with IPA analysis method, establishing I-P matrix, we evaluate the exhibitors’perception factors of the main areas, the oversupply District, the lower priority district and the focusing improved district. At last, from the perception point of view, we provide the optimization scheme about exhibition site service.