Study on Exhibition Participation Objectives of Visitors:Factor Analysis & Cluster Analysis--Case Study of Trade shows at Gongguan City,China
The success of exhibitions largely depends on visitors,so international exhibitions enter into a visitor-oriented era.This research utilizes factor & cluster analysis to focuse on the content,structure and categories of visitors” objectives when they participate in exhibitions,which is a vacant research area in China.This paper takes 5 trade shows hosted at Dongguan city as case studies.Findings from survey of 3630 professional visitors indicate that attendees” non-purchase objectives overweight purchase ones,which support the previous international research results.The structure of visitors” objectives can be categorized into four dimensions:information-searching,relation-building,incentive and purchasing activity.Among them,objectives of information-searching and relation-building are the most influential,while purchasing activity the least.This study has classified visitors into 3 categories by attending objectives:ambiguous objective ones,information-searching-oriented ones and multi-dimension-objective ones.
Exhibitions Visitors Participation Objectives Factor Analysis Cluster Analysis
Luo Qiu-ju
School of Tourism Management Sun Yat-Sen University,Guangzhou 510275,China
国内会议
上海
英文
634-649
2008-12-01（万方平台首次上网日期，不代表论文的发表时间）