作　　者： ;

机构地区： 中山大学旅游学院

出　　处： 《旅游科学》 2007年第5期 57-65,共9页

摘　　要： 本文以展览业发达的东莞为研究案例地，通过对523家参展商进行问卷调查分析，探究参展商的参展目的和绩效评估以及两者之间的相关关系。结果表明：类型各异的参展商的销售目的均甚过非销售目的，但性质不同的参展商参展目的存在差异；参展商衡量参展效益的重要指标是结识新客户的数量、参展商的数量和质量、专业观众的数量和质量，不同经营性质的参展商评估展览会的绩效标准一致；参展目的明确与否与参展绩效感知好坏存在很强的正相关关系。 This paper takes 4 trade shows hosted at Dongguan city as samples to study exhibitors＇ objectives and performance evaluation, and the correlation between them. The findings of a questionnaire survey of 523 exhibitors indicate that exhibitors value sales objectives higher than non-sales objectives, and that different types of exhibitors have different objectives. The result tells that the number of new customers and the quantity and quality of exhibitors and visitors are the most important variables in performance evaluation, and these identical indexes are used coincidently by exhibitors of different businesses. The study also shows that there is a strong positive correlation between objective setting and performance evaluating. That is the clearer the objectives are set, the higher perceptions on performance evaluations are expected.

关 键 词： 展览会 参展商 参展目的 参展绩效 相关关系

分 类 号： [F59]

领　　域： []