重大节事形象的感知差异:基于参展商国籍和参展特征的比较  

Perception Differe nces of Mega Event Images:Based on the Comparison of Nationality and Characteristics of Exhibitors

作　　者：任欣惠 张宏梅 REN Xinhui;ZHANG Hongmei(School of Tourism,Shanghai Normal University,Shanghai200234,China)

机构地区：[1]上海师范大学旅游学院,上海200234

出　　处：《上海管理科学》2021年第4期73-78,共6页Shanghai Management Science

基　　金：上海市哲学社会科学规划一般项目“重大事件形象效应及其形成机制:以中国国际进口博览会为例”(2019BGL027)。

摘　　要：研究的主要目的是以2019中国国际进口博览会为例,对进博会国外参展商(n=249)和国内参展商(n=144)两个群体进行比较,探讨参展商对节事形象的感知差异。节事形象量表包括展会服务、主旨/影响、展品和活动、展览环境和设施四个维度,运用T检验与单因素方差分析进行差异对比。研究发现:国籍对主旨/影响、展品和活动的感知存在显著影响,对展会服务与展览环境和设施的感知影响不显著。参展商职务显著影响主旨/影响、展品和活动的感知,公司参展人数显著影响展品和活动的感知。The main purpose of this research is to take the 2019 China International Import Expo(CIIE)as an example to compare the two groups of foreign exhibitors(n=249)and domestic exhibitors(n=144),and to explore the differences in the perception of festival image of exhibitors.The event image scale includes four dimensions:exhibition service,theme/influence,exhibits and activities and pavilion exhibition environment and facilities.T test and ANOVA were used to compare the differences.It is found that nationality has a significant impact on the perception of theme/influence and exhibits and activities,but not on the perception of exhibition services and pavilion environment and facilities.The exhibitor’s position significantly influences the perception of theme/influence and exhibits and activities.The number of exhibitors significantly affects the perception of exhibits and activities.

关 键 词：节事形象 形象感知 进博会 参展商 

分 类 号：C939[经济管理—管理学]