An Research On Satisfaction Of Tourism Fair Exhibitor

As the interaction platform of information and trade transactions in tourism industry, Tourism Expo exhibits the commodities and technologies cities and the government, which is just like the " concentration clouds " playing the important role in the area of social-economic development. The exhibitor is the important subject in the Tourism Expo value chain, exhibitors’satisfaction has a direct impact on the effection of tourism fair with their continuous participation and more attractive to audience,which may keep the value of the tourism Expo brand continuous development.It has important significance for the exhibitor and the exhibition organizer。In this paper, we made satisfaction as a starting point and exbitor as an object of study, and build the index system of the Expo exhibitor satisfaction from the perspective of exhibitors questionnaire to collect data.At the same time,on base of existing theoretical models about factors affecting consumer satisfaction we extracted the factors that influenced exhibitor satisfaction,taking the factors of branding image and the tourism environment into the model and made the quantitative researches about how and how much each factor impacting the exhibitor satisfaction, then we tested and amended our hypothetical model.From the investigation, we have got these conclusions:(1) Building tourism Expo exhibitor satisfaction index model(TEESI) which contains the seven variables including brand image, industry environment,exhibitor expection, perceived quality, perceived value,exbitor satisfaction and exhibit loyalty as the secondary variables;(2) The variable of industry environment affects exhibitor satisfaction indirectly, but its could through brand image and exhibitor expection affect exhibitors satisfaction indirectly;Brand image affect exhibitors satisfaction directly and indirectly through exhibitors expected satisfaction, Different types of the exhibitors on overall satisfaction do not have significant impact;(3)The estimation of exhibitor satisfaction on the seventh STF is very well;(4)To improve the exhibitor satisfaction and build the branding tourism fair,we could pass through the whole value and industrial chain theory and total factor chain theory, as well as relevant policy support with the international perspective to promote the sustainable development of tourism fair.