文献类型：期刊文献

中文题名：从会展服务场景到参会者忠诚度:体验价值的中介作用

英文题名：From conventionscape to attendee loyalty:The mediating role of experiential value

作者：林柏雨[1];王翊儒[1];徐铭阳[1];汪秋菊[2]

第一作者：林柏雨

机构：[1]澳门城市大学国际旅游与管理学院,中国澳门999078;[2]北京联合大学旅游学院,北京100101

第一机构：澳门城市大学国际旅游与管理学院,中国澳门999078

年份：2025

卷号：15

期号：4

起止页码：735-748

中文期刊名：中国生态旅游

外文期刊名：Journal of Chinese Ecotourism

基金：国家自然科学基金面上项目(42271255)。

语种：中文

中文关键词：会展场馆;服务场景;体验价值;满意度;人工神经网络分析

外文关键词：convention center;conventionscape;experiential value;satisfaction;artificial neural networkanalysis

摘要：会展场馆在功能设计与服务环境上的持续优化是影响参会者体验的重要因素。基于服务场景理论,文章提出“会展服务场景(conventionscape)”概念,并构建设施服务、空间属性服务、附加价值服务、员工服务4个维度的变量来测量参会者的体验价值。借助体验营销理论,文章将体验价值划分为个人与共享体验价值。文章以横琴文化艺术中心的三星堆特展为实证案例,收集231份有效问卷,结合结构方程模型与人工神经网络分析方法,讨论会展服务场景如何影响参会者的体验价值。结果表明:(1)会展服务场景的4个维度均正向影响参会者的个人体验价值;(2)设施服务与附加价值服务显著影响共享体验价值,而空间属性服务与员工服务未对其产生显著影响;(3)两类体验价值均显著改善参会者满意度,进而促进其忠诚度提升。文章验证了服务场景在会展场馆中的影响机制,拓展了服务场景理论的应用,也展示了结构方程模型与人工神经网络分析互补使用的价值,为提升会展场馆竞争力和优化服务设计提供了实践参考。
Continuous optimization of functional design and service environment in convention centers has made them critical factors influencing attendees'experiences.Based on the servicescape theory,this study proposes a concept of"conventionscape"and constructs four key dimensions:facility services,spatial attribute services,added-value services,and staff services.Drawing on experiential marketing theory,the study categorizes experiential value into personal and shared experiential value.Using the Sanxingdui Special Exhibition at the Hengqin Culture and Art Center as a case study,a total of 231 valid questionnaires were collected and analyzed using Structural Equation Modeling(SEM)and Artificial Neural Network(ANN)analysis.The results reveal that:(1)all four dimensions of the exhibition servicescape positively affect attendees'personal experiential value;(2)Facility services and added-value services significantly influence shared experiential value,whereas spatial attribute services and staff services show no significant impact;(3)Both types of experiential value significantly enhance attendees'satisfaction,thereby fostering loyalty.This study validates the influence mechanism of servicescape in exhibition centers,extends the application of servicescape theory,and demonstrates the complementary values of integrating SEM and ANN,providing practical implications for improving convention centers'competitiveness and service design.