作　　者： ; ;

机构地区： 中山大学旅游学院

出　　处： 《旅游论坛》 2016年第5期1-9,共9页

摘　　要： 展会品牌是一个展会区别于其他展会的某种特定标志,对参展商的参展决策有重要的影响。参展商作为展会的三大主体之一,他们的满意度与忠诚度是展会可持续发展的关键。以第35届中国(广州)国际家具博览会为例,探讨展会品牌形象,即主办方形象、采购商形象和展会自身形象对参展商满意度和忠诚度的影响。利用SPSS 21.0与AMOS 17.0软件对数据进行分析。研究发现,参展商满意度对参展商忠诚度有积极的影响,采购商形象和展会自身形象对参展商满意度有积极的影响,主办方形象对参展商忠诚度有积极的影响,采购商形象对参展商满意度和忠诚度的影响大于主办方形象和展会自身形象。 Event brand is the intangible equity of an exhibition, it is a special symbol which makes the exhibition different from others and influences the exhibitor＇s decision making. As one of the three main part in exhibition, exhibitors determine the quality of such exhibitions to a great extent, whose satisfactory and loyalty becomes essential factors of the sustainable development of exhibitions. This study investigates the relationship between the link of brand image and exhibitor satisfaction and the link of brand image and exhibitor loyalty of the 35th China International Furniture Fair （CIFF）, The Event Brand Image Model is based on the Biel＇s Brand Image Model, which can be divided into three parts, the sponsor image, the buyer image and the event image. Structural Equation Analysis is applied in statistic progressing, together with the implement of software AMOS17.0 and SPSS20. 0. Results include the description analysis of variables, conclusion from confirmatory factor analysis and hypothesis testing from the collected data. Analysis indicated that buyer image and event image both are positively related to exhibitor satisfaction, with the positive relationship between exhibitor satisfaction and exhibitor loyalty. Sponsor image is found positively related to exhibitor loyalty. The conclusion of the study has an important significance to the management of event brand. At last, the paper indicates the study limitations and future research direction.

关 键 词： 品牌形象 参展商 满意度 忠诚度

领　　域： [经济管理] [经济管理]