基于IPA评价的义乌会展旅游特征感知研究

摘要

Analyzing 20 feature items of Yiwu MICE tourism by means of IPA evaluation, the results show that the actual performance and the positive impact have been recognized and affirmed by the participants. These features are malnly related to economic and social effects. However, the lack of exhibition site and culture impact have reduced satisfaction. This study makes suggestions on marketing resource al-location and work focus for Yiwu MICE industry.%通过运用IPA评价对义乌会展旅游20个特征项进行研究可知，义乌会展业在多个特征项目上的实际绩效和积极影响得到了会展参与者的认同和肯定。这些特征主要涉及经济效益、社会效应方面。但是，在会展选址和控制会展对地方文化的影响方面存在的不足降低了被访者对义乌会展旅游业的满意度，并为未来义乌会展业营销资源配置和工作重点提出建议。