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Research on Indirect Influence of Booth Staff’s Emotional Display on Visitor’s Communication Intention

Author: WangMeng
Tutor: LiuDaKe
School: Beijing International Studies University
Course: Tourism Management
Keywords: booth staff visitor emotional display communication intention
CLC: F713.83
Type: Master's thesis
Year: 2014
Downloads: 1
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Abstract


In recent years, the development of exhibition industry has maintained a great momentum. Each year exhibitions of all industries are held all over the country.Professional audience thus has more choice and more opportunities. In thisbuyer-based market, the exhibitors who can facilitate business communication withprofessional audience in a timely way will effectively achieve their marketing goals.In the past research, when it comes to the factor that attract visitors, most scholarsjust focused on the impersonal promotional aspects such as the exhibitor‘s boothdesign, area and position, and ignored the influence of booth staff‘s performance.While the process of communication between booth staffs and visitors also belong toservice contact, which need correct language and non-verbal communication ways.Therefore, this paper will try to find the preferred emotional expression way of boothstaff and provide suggestions for exhibitor‘s personnel training by researching theemotional display variables of booth staff based on emotional labor theory.Based on the predecessors‘research and relevant theories, this paper attempts tobuild a relationship model between emotional display of staff and visitor‘scommunication intention with visitors‘emotional response as intermediate variable.At the same time, combined with employee communication behavior index and thecharacteristics of the exhibition in China, this paper explores some new variables tomeasure the booth staff‘s emotional display. Based on the304valid sample datacollected from4professional exhibitions in Beijing, this paper verified the proposedmodel using structural equation model analysis. In addition, this article explores acomparative study between different characteristics of the visitors. The specificconclusions are as follows:Firstly, respectful language‘, apology‘, volume‘, tone‘, intonation‘, posture‘and watching behavior‘are the increased measurement variables of emotional display.In the final model, all variables passed the verification except watching behavior’.Secondly, among the three potential variables of emotional display, behavior‘factor and secondary language‘factor have significant influence on visitor‘semotional response, and language‘factor did not pass inspection. However language‘factor and the other two factors have covariant relations, which mean the language‘factor has an indirect effect on visitor‘s emotional response. In addition, the visitor‘semotional response has significant effects on visitor‘s intention to communicate. Thirdly, visitor‘s evaluation on emotional display factor doesn‘t show anydifference with staff gender. In other words, visitors do not perceive any differentemotional display from male and female staff.Finally, visitors with different characters show different evaluation on emotionaldisplay factors. Visitors with different education level have significant differences onthe evaluation of language‘factor. There are significant differences in the evaluationof language‘factor between visitors with different education level and visitors withdifferent participating experience have a different evaluation on secondary language‘factor.

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising > Trade shoe
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