Empirical Study On Influential Factors Regarding The Re-visit Intention Of Book Fair Visitors

With the rapid development of Convention and Exhibition Industry, some issues are highly concerned. Previous studies focused more on exhibitors. Even though studies in exhibition visitors become more important, studies on exhibition visitors’ re-visit intention are still rare. On the other hand, book fairs, as a critical market segment, play a major role in the development of spiritual civilization and the promotion of nationwide reading. The prosperous growth in book fairs can be reflected from the readers’ engagement. Thus, the main purpose of this research is to reveal the factors that affect book fair visitors’ re-visit intention.Based on the existing researches, this study focused on the perspective of exhibition visitors’ perception and formed a current research model regarding the influential factors on the re-visit intention of book fair visitors under certain hypothesis. Then, empirical studies were conducted to examine the research model and hypothesis by using the data collected from South China Book Festival and Guangzhou Book Fair 2014 and Hong Kong Book Fair 2014 through on-site survey. Finally, managerial implications were discussed on the basis of the study findings.Through the empirical studies and comparison, this study revealed that:(1) Perceived Service Quality, Perceived Value and Satisfaction positively influence book fair visitors’ Re-visit Intention. Perceived Value has the most significant direct effect in Re-visit Intention, followed by Satisfaction. Perceived Service Quality directly affect Perceived Value and Satisfaction, and indirectly affect Re-visit Intention through Perceived Value and Satisfaction.(2) Venue Facilities, On-site Management, Exhibition Content, On-site Staff Services and Promotion and Communication are the five dimensions of service quality perceived by book fair visitors. The importance of each dimension varies among different cases.According to the above results, four implications were suggested to book fair organizers:(1) Diversify exhibition content to increase visitors’ perceived value.(2) Optimize on-site management to raise visitors’ satisfaction.(3) Strengthen the promotion and communication to enhance book fair attractiveness.(4) Select proper exhibition venue to create favorable visiting experiences.