摘    要如今城市发展会展经济的势头正旺，然而相比参展商这类会展利益主体，同样为会展业发展做出贡献的展会观众却没有得到足够的重视。本文将展会观众作为研究对象，通过理论及实证研究找出影响展会内容及服务质量的关键因素，为有效提升展会观众满意度提供理论与实践依据，同时也为会展业进一步扩大其影响力提供了思考与建议。89988

本文以国内外四个经典的满意度模型为基础，结合专家访谈等方法精选出服务质量评测指标，并结合样本展会类型特点制作调查问卷，以问卷调查的形式收集数据。后利用SPASS18。0软件结合IPA分析法对数据进行了信度分析、描述性统计分析、IPA分析，得出结论如下：

1。不同特征观众对展会满意度评价存在一定差异。

2。对观众满意度影响较大的指标为：展品类型丰富、展品展示方式能引起观众兴趣、音乐派表演及试听效果评价、展场环境整洁、展位设计新颖、论坛活动收获大小、观众休憩空间充足。

3。展会主办方及场馆方可从加强展会创新、注重观众需求、提升配套活动质量、提升后勤服务质量四个方面对展会内容及质量进行改进与提升。

毕业论文关键词:展会观众； 展会服务； 满意度； IPA；

Abstract Nowadays, the development of the city's exhibition economy is prosperous。 However, compared to exhibitors such as the main interests of the exhibition, the same exhibition industry to contribute to the development of the audience did not get enough attention。 This article will show the audience as the research object, through theoretical and empirical research to find out the impact of the exhibition content and quality of service key factors, not only provide theoretical and practical basis for effective exhibition to enhance audience satisfaction，but also thinking and provides recommendations for the exhibition industry to further expand its influence。

In this paper, four classic model-based satisfaction at home and abroad, combined with expert interviews and other methods selected out of service quality evaluation index, combined with the characteristics of the samples show the type of production questionnaire to collect data in the form of a questionnaire survey。 After using SPASS18。0 software and IPA analysis, the reliability analysis, descriptive statistical analysis and IPA analysis of the data were carried out。 The conclusions are as follows:

1。 Different characteristics of the audience satisfaction evaluation of the show there are some differences, 

2。 Indicators of greater impact on audience satisfaction are: Product type is rich, The way exhibits show can cause the audience interest, Performance evaluation of music performance and audition, The exhibition environment is clean and tidy, Booth design is creative, Forum event harvest, The audience ample open space。

3。 The organizers and venues of the exhibition will be able to improve and enhance the content and quality of the exhibition from four aspects: strengthening the exhibition innovation, paying attention to the needs of the audience, improving the quality of the supporting activities and improving the quality of logistics service。

  Keyword: Exhibition visitors； Exhibition services； Satisfaction； IPA

目    录

摘    要 2

Abstract 2

目    录 3

第一章：绪论 4

1。1研究背景及意义 4

1。1。1研究背景 4

1。1。2研究意义