The Effects of cluster and service quality on trade fair's Revisit intention:Evidence from non-central city of the Guangdong-Hongkong-Macao Greater Bay Area

Abstract

For evaluating the correlation of industrial cluster, service quality and revisit intention in the trade fairs, we chose Zhongshan, the non-central city of Guangdong-Hongkong-Macao Greater Bay Area as a case to use scales such as cluster effect, destination accessibility and quality of service to test the professional visitors’ behavior intention, satisfaction and revisit intention. The overall service quality of the trade fair is evaluated by measuring cluster effect (host city leadership in the industry , host city as a source of exhibitors), destination accessibility and service quality. The correlation between the overall service quality and behavioral intention is evaluated through a questionnaire survey. The result shows that, for trade fairs in non-central city, cluster effect is an important influencing factor for professional visitors to participate in trade fairs, rather than destination accessibility and service quality. This study provides valuable information for the organizers of trade fairs in non-central cities in mainland China. It also provides reference for the government administrative departments of the Guangdong-Hongkong-Macao Greater Bay Area and even non-central cities in mainland China to explore the development path of local MICE industry.