第九届中国体育旅游博览会参展商满意度的研究

发布时间：2018-01-24 11:52

本文关键词： 体育旅游博览会参展商满意度　出处：《山西大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国"十二五"计划的完成,人民的政治、经济、文化水平都得到了显著提高,居民人均体育消费显著增加,而体育旅游作为体育服务中的一种越来越受到人们的关注,因为在旅游时不仅可以欣赏到心旷神怡的景色,也可以同时参与体育活动增强体质、娱乐身心。中国体育旅游博览会是国内唯一的以体育与旅游业相结合的国家级博览会,它集中展示、推广、宣传体育旅游产品,引导促进体育旅游消费者积极把中国的体育旅游产品推向国际市场。参展商在博览会中扮演的角色很重要,他们需要向在场的观众展示、宣传本地特色体育旅游资源、产品及项目。因此如何办好一场有影响力的体育旅游博览会具有重要研究意义。本文主要采用文献资料法、访谈法、问卷调查法、数理统计法、逻辑分析法对第九届中国体育旅游博览会现场参展商进行满意度调查,并运用数据统计法对所收集到的问卷进行统计分析,结合参展商的现场评价来阐述本届体育旅游博览会开展的满意度情况,进而针对存在的问题提出相应的对策,为今后博览会更好的有序开展提供理论支持。研究结果表明:(1)编制的参展商满意度量表由4部分组成,即形象、参展预期、感知价值、总体满意度。形象共2个因子分别是展会知名度和组展方知名度;参展预期共2个因子分别是高预期和期望一般;感知价值共3个因子分别是展会条件、展会组织和人员服务;总体满意度共3个因子分别是总体评价、参展是否值得的评价和参展是否成功的评价,通过SPSS分析得出此问卷具有较好的信度与效度。(2)通过调研得知,参展商对太原中国体育旅游博览会的展会总体情况表示基本满意。但由于参展商地域、参展次数、参展性质、参展目的等自身条件的不同,使得参展商对太原中国体育旅游博览会的满意度差异呈显著性。(3)通过分析数据,可知参展商对博览会知名度、高期望和期望一般的满意度均值都低于4,在这三个方面未能做到让参展商满意,今后在这些方面要努力做到让参展商满意;参展商对组展方知名度、展会组织、展会条件和人员服务的满意度均值都高于4,在这三个方面做到了让参展商满意,但离非常满意还存在一定差距,因此要在保持优势的情况下,继续提高。
[Abstract]:With the completion of the 12th Five-Year Plan, the people's political, economic and cultural levels have been significantly improved, and the per capita consumption of sports has increased significantly. As a kind of sports service, sports tourism has attracted more and more attention, because it can not only enjoy the pleasant scenery, but also participate in sports activities to enhance physical fitness. Recreation body and mind. China Sports Tourism Expo is the only national exposition combining sports and tourism, which focuses on displaying, promoting and publicizing sports tourism products. Guide and promote sports tourism consumers to actively promote Chinese sports tourism products to the international market. Exhibitors play an important role in the Expo, they need to show to the audience. Promote the local characteristics of sports tourism resources, products and projects. Therefore, how to run an influential sports tourism exposition has an important research significance. This paper mainly uses the method of literature, interviews and questionnaires. Mathematical statistics, logical analysis of the 9th China Sports Tourism Exposition site exhibitors satisfaction survey, and the use of data statistics to collect the statistical analysis of the questionnaire. Combined with exhibitors' on-site evaluation to elaborate the satisfaction of this sports tourism exposition, and then put forward the corresponding countermeasures against the existing problems. The research results show that the exhibitor satisfaction scale is composed of four parts: image, exhibition expectation and perceived value. Overall satisfaction. The image of a total of two factors are the visibility of the exhibition and the group of publicity; The two factors of exhibitors' expectation are high expectation and average expectation respectively; The three factors of perceived value are the conditions of the exhibition, the organization of the exhibition and the personnel service. Overall satisfaction is a total of three factors are the overall evaluation, whether the participation is worth the evaluation and whether the successful evaluation of exhibitors. SPSS analysis shows that this questionnaire has good reliability and validity. Exhibitors are basically satisfied with the overall situation of Taiyuan China Sports and Tourism Expo. However, due to the exhibitors' region, the number of exhibitors, the nature of the exhibitors, and the purpose of the exhibitors, there are differences in their own conditions. Through the analysis of the data, we can know that the average satisfaction of exhibitors to the fair popularity, high expectations and expectations are lower than 4. In these three aspects can not make exhibitors satisfied, in the future we should strive to make exhibitors satisfied; Exhibitors on the group party visibility, exhibition organization, exhibition conditions and staff service satisfaction is higher than 4, in these three areas to make exhibitors satisfied, but there is still a certain gap from very satisfactory. Therefore, it is necessary to maintain the advantage of the situation, continue to improve.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F592;F713.83;G812

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