任欣惠 张宏梅

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。

关键词： 节事形象;形象感知;进博会;参展商

中图分类号： C 939

文献标志码： A

Perception Differences of Mega Event Images： Based on theComparison of Nationality and Characteristics of Exhibitors

REN Xinhui ZHANG Hongmei

（School of Tourism， Shanghai Normal University， Shanghai 200234， China）

Abstract： 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 exhibitors position significantly influences the perception of theme/influence and exhibits and activities. The number of exhibitors significantly affects the perception of exhibits and activities.

Key words： event image; image perception; CIIE; exhibitors

节事活动作为一种旅游吸引物，动态特征明显、主题鲜明，举办也具有连续性和周期性，不仅能为举办地增加整体吸引力，还能带来持续的客流。节事活动的举办丰富了城市旅游资源，促进了城市经济的发展。例如博鳌亚洲论坛的举办使得琼海市成为了一个国际性会议城市，并且带动了贸易、旅游、交通、娱乐等相关产业的发展;悉尼奥运会也让澳大利亚在国际会议市场的排名直线上升。自2018年11月以来，中国国际进口博览会已经在上海成功举办两届，作为国家级盛会，不仅是中国的，也是世界的。进博会不仅为各国提供了一个交流合作的平台，也促进了世界政治、经济、文化的交流碰撞，为推动经济全球化做出了贡献。随着中国会展业的迅速发展，展会所涉行业不断增加，题材也更为丰富。……