Research On The Relationship Between Exhibition Attachment And Audience Loyalty

With the rapid development of the exhibition industry and the intensification of competition in the exhibition market,the loyalty of the audience has been increasingly concerned by the research of the exhibition industry and exhibition venues.For each exhibition venue,the primary purpose is to bring huge economic benefits to the exhibition and promote the economic development of the city.How to attract a large audience of visitors and form a fan flow has become an issue that exhibition organizers need to solve.Brand exhibition construction and loyalty training have become the key to attracting and retaining audiences,and the research on the driving mechanism of loyalty has become a hot spot in exhibition research.The main purpose of this study is to explore the impact of show attachment on audience loyalty.On the basis of relevant research,the theoretical model of the relationship between exhibition attachment,perceived value,satisfaction and audience loyalty is put forward,and the corresponding research hypotheses are put forward.This study takes the cultural exposition in the exhibition as the research object.Taking the Western Cultural Industry Expo as an example,the questionnaire survey method is used to analyze the survey data using statistical software SPSS19.0 and AMOS19.0,and the research model and hypothesis are carried out.test.The research conclusions show that the attachment attachment has no direct influence on the loyalty of the audience,but has a significant positive impact on the loyalty of the audience through the intermediary effect of perceived value.The audience perceived value of the show has a significant direct positive impact on the show's audience loyalty and satisfaction.Satisfaction has a significant direct positive impact on audience loyalty,but exhibition attachment has no significant direct positive impact on satisfaction.The research conclusion verifies the role of exhibition attachment-perceived value-viewer loyalty,enriches and deepens the research of local attachment theory in the exhibition field,and expands the research on the driving mechanism of audience loyalty.Guidingsignificance.The organizers of the exhibition can create in-depth interactive experience projects by creating a unique local image,deepen the audience's participation in the on-site activities,and deepen the participation of the audience at the exhibition venue to cultivate the audience's attachment attachment emotions.