| The International Horticultural Exhibition 2019 of Beijing is the world's highest international horticultural exposition(Grade A)sponsored by the Chinese government and hosted by Beijing.Not only can give feedback on the effectiveness of the World Expo,but also provide experience for improving audience satisfaction in such events in the future.On the basis of previous studies,this study is different from previous scholars who only focused on the satisfaction of service to the Expo.Based on the factors affecting satisfaction related to tourism,this study added "catering,accommodation,transport,Entertainment,shopping" and “internationalization” to the audience satisfaction system of the Beijing Horticultural Expo,and a system of the factors affecting the audience satisfaction of the World Horticultural Expo is proposed to construct a structural equation model of the audience satisfaction of the World Horticultural Expo.Collect information and satisfaction scores through interviews and questionnaire surveys,use SPSS 22.0 to process the questionnaire data,and perform stepwise multiple regression analysis on the corresponding items under the indicators of perceived quality to screen out the support for each index.High items.At the same time,using Amos 24.0 software,the analysis of each potential variable and its corresponding secondary indicators has verified the effect path of each influencing factor on satisfaction.The conclusions of the study are as follows: In terms of sample empirical evidence,in the perceived quality,the satisfaction rating of the four indicators of infrastructure,park service and management,transportation and catering is above 4points,which is a very satisfactory state;and the content and design of the park,shopping,entertainment and international scores of the four indicators are between3-4,which is relatively satisfactory;the satisfaction score for accommodation is less than 3,which is unsatisfactory.In terms of the theoretical model,first,seven new indicators including infrastructure,park content and design,park services and management,catering,shopping,entertainment,and internationalization were added under perceived quality.The results of stepwise multiple regression analysis on the items under each index found that the items with high support for each index were: "the safety of various facilities in the infrastructure,the comfort of the lighting and sound effects of the exhibition hall,Free drinking water,emergency exit and fire equipment identificationin the park ";the content and design of the park include " exhibition of exhibition content,scientific and technological experience in the exhibition hall,display of flowers and horticultural species,exhibition content science,the visual appeal of venues and garden";in the park service and management,there are " convenient and effective feedback channels,cleanliness of the park and venues,prompt and effective processing of feedback,adequate security personnel and efficient entry,and friendly and proactive attitude of service staff,and various ticket sales methods and ticketing channels are convenient ";while the items under accommodation,catering,entertainment,and shopping all have high support for each;international indicators include " international entertainment activities,types of foreign goods,and the number of foreign exhibition areas".Second,regarding the action paths of various potential influencing factors,it is verified that "the image of the World Horticultural Expo is acting on the expectations of visitors,the expectations of visitors are acting on perceived quality and perceived value,and the perceived quality is acting on perceived value.And visitor satisfaction,the perceived value is positively affecting visitor satisfaction ",and among these factors,perceived quality has the strongest effect on visitor satisfaction,with total effect of 0.989.Therefore,when hosting similar events in the future,we can start from the dimension of perceived quality to improve visitor satisfaction. |
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