An Research On Effect To Participants Perceived Value Of Tourism Fair Exhibitor Sponsorship Marketing

As the interaction platform of information and trade transactions in tourism industry, Tourism Expo exhibits commodities and technologies, cities and government. Which plays an important role in the development of regional economy and the city. With the continuous increase of Tourism Expo exhibits species, the development model of government financial support will hinder the development of our countrys Tourism Expo exhibits, the reality of lack of resources and funds makes the Tourism Expo exhibits organizers turns to market to find new business model through sponsoring. The corporate sponsorship Tourism Expo exhibits has become a new field of enterprise self marketing, Travel Expo sponsorship marketing is also a new field of practice and challenges for enterprise marketing.While participants perception to Tourism Expo sponsorship marketing is the key to the success of sponsorship, also Is the most basic tests.In this paper, we made the impact of Tourism Expo sponsorship marketing on the participants perceived value as a starting point. On the basis of the original research, Questionnaire survey was conducted from the participants’ Perceived Value,to research if Tourism Expo sponsorship have effect on the participants and what is the effect. This study selected China Eastern Airlines sponsored the Shanghai World Expo as the object of study, based on the viewpoint of the participants to study the effects of Tourism Expo sponsorship marketing on the perceived value of participants. Through SPSS17.0and structural equation analysis, We reached the following conclusions.(1)There are six factors of Tourism Expo sponsorship which influence the participants perceived value:the credibility of sponsorship enterprises, participants’ perception to sponsorship motivation, participants’ intervention to the sponsors, participants’ attitude of Tourism Expo, matching degree between sponsored enterprises and Tourism Expo, form and sponsored propaganda of sponsorship marketing.(2) Under the background of sponsorship, participants’ perceived value has three major factors:"function value","emotional value","social value".(3)In six factors of Tourism Expo sponsorship, matching degree between sponsored enterprises and Tourism Expo, the credibility of sponsorship enterprises, participants’ attitude toward Tourism Expo and participants’ intervention to the sponsors have significant influence on the three dimensions of perceived value.Form and sponsored propaganda of sponsorship marketing have effect on emotional value and social value, impact on functional value is not significant, participants’ perception to sponsorship motivation. Only have a weak effect on the social value, impact on emotional value and functional value is not significant.Finally, according to the results of empirical study, some suggestions are given in the paper aiming at the Tourism Expo exhibits and sponsored enterprises.