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规模化和国际化是展览会未来发展的重要趋势。根据双边市场理论和品牌理论,建立了展览会规模化和国际化指标之间的影响路径模型。以2013~2014年欧洲三类展览会为样本,对该模型分两步进行检验。相关分析发现:专业观众型展览会的国外展商比增量、国外观众比增量与展商数增比正相关;所有展览会的国外观众比增量与国外展商比增量、国外展商租用面积比增量、观众数增比不相关。路径模型检验进一步证实了专业观众型展览会规模化与国际化发展之间的相互影响关系。作者认为,短期内仅有专业型展览会的规模化与国际化之间存在互动,而且这种相互影响也是有限的。
Scale and internationalization is an important trend of the exhibition’s future development. According to the bilateral market theory and brand theory, the model of the path of influence between exhibition scale and internationalization index was established. Taking the three categories of exhibitions in Europe from 2013 to 2014 as samples, the model was tested in two steps. Correlation analysis showed that the number of foreign exhibitors in the professional exhibition was positively correlated with the increase of the number of foreign visitors and the number of foreign exhibitors. The foreign audience of all the exhibitions was more than the increase of the foreign exhibitors, the renting area ratio of foreign exhibitors Increase, the number of visitors is not related to increase. The path model test further confirms the interaction between the scale of the professional audience and the development of internationalization. The author believes that there is interaction between the scale and internationalization of only professional exhibitions in the short term, and this kind of interaction is also limited.