本文關(guān)鍵詞： 體育旅游博覽會(huì) 參展商 滿(mǎn)意度　出處：《山西大學(xué)》2016年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著我國(guó)"十二五"計(jì)劃的完成,人民的政治、經(jīng)濟(jì)、文化水平都得到了顯著提高,居民人均體育消費(fèi)顯著增加,而體育旅游作為體育服務(wù)中的一種越來(lái)越受到人們的關(guān)注,因?yàn)樵诼糜螘r(shí)不僅可以欣賞到心曠神怡的景色,也可以同時(shí)參與體育活動(dòng)增強(qiáng)體質(zhì)、娛樂(lè)身心。中國(guó)體育旅游博覽會(huì)是國(guó)內(nèi)唯一的以體育與旅游業(yè)相結(jié)合的國(guó)家級(jí)博覽會(huì),它集中展示、推廣、宣傳體育旅游產(chǎn)品,引導(dǎo)促進(jìn)體育旅游消費(fèi)者積極把中國(guó)的體育旅游產(chǎn)品推向國(guó)際市場(chǎng)。參展商在博覽會(huì)中扮演的角色很重要,他們需要向在場(chǎng)的觀眾展示、宣傳本地特色體育旅游資源、產(chǎn)品及項(xiàng)目。因此如何辦好一場(chǎng)有影響力的體育旅游博覽會(huì)具有重要研究意義。本文主要采用文獻(xiàn)資料法、訪談法、問(wèn)卷調(diào)查法、數(shù)理統(tǒng)計(jì)法、邏輯分析法對(duì)第九屆中國(guó)體育旅游博覽會(huì)現(xiàn)場(chǎng)參展商進(jìn)行滿(mǎn)意度調(diào)查,并運(yùn)用數(shù)據(jù)統(tǒng)計(jì)法對(duì)所收集到的問(wèn)卷進(jìn)行統(tǒng)計(jì)分析,結(jié)合參展商的現(xiàn)場(chǎng)評(píng)價(jià)來(lái)闡述本屆體育旅游博覽會(huì)開(kāi)展的滿(mǎn)意度情況,進(jìn)而針對(duì)存在的問(wèn)題提出相應(yīng)的對(duì)策,為今后博覽會(huì)更好的有序開(kāi)展提供理論支持。研究結(jié)果表明:(1)編制的參展商滿(mǎn)意度量表由4部分組成,即形象、參展預(yù)期、感知價(jià)值、總體滿(mǎn)意度。形象共2個(gè)因子分別是展會(huì)知名度和組展方知名度;參展預(yù)期共2個(gè)因子分別是高預(yù)期和期望一般;感知價(jià)值共3個(gè)因子分別是展會(huì)條件、展會(huì)組織和人員服務(wù);總體滿(mǎn)意度共3個(gè)因子分別是總體評(píng)價(jià)、參展是否值得的評(píng)價(jià)和參展是否成功的評(píng)價(jià),通過(guò)SPSS分析得出此問(wèn)卷具有較好的信度與效度。(2)通過(guò)調(diào)研得知,參展商對(duì)太原中國(guó)體育旅游博覽會(huì)的展會(huì)總體情況表示基本滿(mǎn)意。但由于參展商地域、參展次數(shù)、參展性質(zhì)、參展目的等自身?xiàng)l件的不同,使得參展商對(duì)太原中國(guó)體育旅游博覽會(huì)的滿(mǎn)意度差異呈顯著性。(3)通過(guò)分析數(shù)據(jù),可知參展商對(duì)博覽會(huì)知名度、高期望和期望一般的滿(mǎn)意度均值都低于4,在這三個(gè)方面未能做到讓參展商滿(mǎn)意,今后在這些方面要努力做到讓參展商滿(mǎn)意;參展商對(duì)組展方知名度、展會(huì)組織、展會(huì)條件和人員服務(wù)的滿(mǎn)意度均值都高于4,在這三個(gè)方面做到了讓參展商滿(mǎn)意,但離非常滿(mǎn)意還存在一定差距,因此要在保持優(yōu)勢(shì)的情況下,繼續(xù)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.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F592;F713.83;G812

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