摘要当前会展场馆竞争空前激烈，会展场馆需要从各个方面进行改善，提升竞争力。服务场 景是服务经历、交易或事件所处的有形环境和社会环境，服务场景要素对会展场馆观众的服 务感知质量、情绪、满意度和停留意愿都存在影响。因此，有必要了解观众对会展场馆的感 知情况，从而改善服务场景，这可以有效提升场馆竞争力。由于网络文本内容分析法具有定 量、定性、省时省力、客观等优点，本文选择通过网络文本内容分析法对会展场馆服务场景 的观众感知展开研究。首先，本文综合了前人研究，构建了包括室外要素、一般室内要素、 配套设施要素、空间布局要素、人员要素的会展场馆服务场景模型和观众情感模型。通过研 究 11 个会展场馆的网络平台观众评论，发现观众对会展场馆服务场景的感知涵盖五要素， 但感知强烈程度是不同的，情感认知也有正面和负面。观众对很多要素的感知与场馆面积、 观众数量、周边情况、交通条件密切相关，且观众对便利性的需求强烈。观众对会展场馆服 务场景的感知以较高程度的积极情感为主，但在服务场景五个要素的体验上，都有观众产生 过消极情感。因此会展场馆服务环境存在改善的必要，且需要全面的改善。最后本文综合研 究发现，还提出了对会展场馆服务场景的综合性的改善对策，同时还对研究样本内的会展场 馆提出了针对性的改善对策。88811

毕业论文关键词：会展场馆； 服务场景；网络评论；内容分析法

At present, the competition of exhibition venues is very fierce。 The venues need to improve various aspects to enhance their competitiveness。 Servicescapes is the physical environment and social environment which contain the service experience, transaction or event , and its elements have an impact on the perceived quality, emotion, satisfaction and desire to stay。 Therefore, it’s necessary to  know vistors’ sense perception for improving the servicescapes。 Considering the advantages like quantitative, qualitative, time-saving, objective of Network Text Content , this paper choose this analysis method to study vistors’perception to the exhibition venues’ servicescapes。 This paper first build model of the exhibition venues’ servicescapes which includes exterior elements, general interior elements, supporting facilities elements, spatial layout elements, personnel elements and the model of vistors’emotion。 By the vistor comments of 11 venues, the study finds vistors’ perception covers all the five elements, but the degree of sense is different, and have both positive and negative feelings about elements。 The vistors’perception of many elements is closely related to the size of the venue, the number of vistor, the surrounding situation, traffic conditions and vistors have strong demand for convenience。 The vistors' perception of the servicescapes is dominated by high degree of positive emotion, but in the experience of the five elements of the servicescapes, the vistors will all may produce negative emotion。 Therefore, it is necessary to improve the servicescapes to venues。 According to the research, this paper puts forward the comprehensive countermeasures to improve the servicescapes, and puts forward some specific for the 11 exhibition venues。源Q于D优G尔X论V文Y网wwW.yOueRw.com 原文+QQ75201`8766

Keyword: exhibition venus; servicescapes; web comments; content analysis

目 录

0 引言 5

1 文献综述 5

1。1 服务场景 5

1。1。1 服务场景概念 5

1。1。2 服务场景要素