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The success of exhibitions largely depends on visitors,so international exhibitions enter into a visitor-oriented era.This research utilizes factor & cluster analysis to focuse on the content,structure and categories of visitors objectives when they participate in exhibitions,which is a vacant research area in China.This paper takes 5 trade shows hosted at Dongguan city as case studies.Findings from survey of 3630 professional visitors indicate that attendees non-purchase objectives overweight purchase ones,which support the previous international research results.The structure of visitors" objectives can be categorized into four dimensions:information-searching,relation-building,incentive and purchasing activity.Among them,objectives of information-searching and relation-building are the most influential,while purchasing activity the least.This study has classified visitors into 3 categories by attending objectives:ambiguous objective ones,information-searching-oriented ones and multi-dimension-objective ones.