Based on the diversity of exhibitorsȁ9; needs and complexity of exhibition services, this research used SPSS 15.0 and IPA method to analyze the importance and performance of 22 factors that might influence the perceived satisfaction of exhibitors to an exhibition, so as to identify the various needs of exhibitors encounter at an exhibition, to rank their relative importance and measure what extent these needs should be delivered by exhibition organizers, expo center and related service institutes through the case of East China Fair 2009(ECF2009). This research will provide a better way to understand the needs of Chinese exhibitors, give suggestions to exhibition organizers and venues, and also contribute to the existing body of knowledge in an attempt to understand exhibitor satisfaction in different economic and cultural settings.
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