摘要：作为我国的朝阳产业，会展业的发展越来越迅速，与此同时也暴露出了众多问题，其中一个便是组织方对观众满意度的重视程度不够高。随着体验经济时代的来临，传统会展管理模式已不再适用，组织方必须将会展项目与体验融合，重视观众的体验度，从而提高竞争力，促进会展业可持续发展。本文以展会观众满意度为研究对象，采用体验及顾客满意度理论，结合会展实际情况，借鉴美国顾客满意度指数模型，构建体验式会展观众满意度测度模型和指标体系。运用问卷调查法和IPA分析法，根据22项指标重要性-满意度的分析结果，研究展会的优劣势，并提出提升展馆配套服务水平、优化展会现场服务质量、创造多样互动体验等改进建议以供参考。70052

关键词：体验；会展；观众满意度；IPA

 Study of Visitor Satisfaction under Experiential Exhibition Mode

Abstract：As a sunrise industry in China, exhibition industry develops more and more rapidly, at the same time many problems are exposed. One of them is that organizers do not pay high enough attention to the visitor satisfaction. With the experience economy coming, the traditional management mode of exhibition has not been applied. The organizers should integrate the exhibition project with the experience and pay attention to the visitor satisfaction, so as to enhance the competitiveness and promote the sustainable development of the exhibition industry. This article chooses the visitor satisfaction as the research object and constructs the visitor satisfaction model of experiential exhibition and its index system. The model is based on the theory of experience and customer satisfaction, combined with the actual situation of the exhibition and used the American Customer Satisfaction Index as a source of reference. According to the analysis result of 22 factors’ importance-satisfaction by using of the questionnaire and IPA method, we can summarize the exhibition’s advantages and disadvantages, and put forward the suggestions for reference: improving the level of pavilion supporting services, optimizing the quality of the exhibition site services and creating various interactive experience, etc.

Keywords：experience; exhibition; visitor satisfaction; IPA

目录

1 研究概述 1

1.1 研究背景、目的和意义 1

1.1.1 研究背景 1

1.1.2 研究目的 1

1.1.3 研究意义 2

1.2 研究现状和发展趋势 2

1.2.1 研究现状 2

1.2.2 发展趋势 2

1.3 论文的写作框架与结构 3

2 相关理论综述 4

2.1 体验理论 4

2.1.1 体验的概念 4

2.1.2 体验的维度 4

2.2 顾客满意度理论 5

2.2.1 顾客满意度的概念