Abstract：
In order to improve the reform efficiency of the “supply side” in tourism industry in Henan, this paper takes the exhibitors and professional audiences participating in the nationally well-known brand exhibition CIAAF as the research sample, and analyzes their travel desires and influencing factors by adopting SPSS21.0 software and a variety of mathematical and statistical methods including the discrete selection model. It is found that the travel intentions of the exhibitors and audiences are affected mostly by factors such as “participation motive, itinerary arrangement and number of times of exhibition participation”. Overall, 67% of the merchants are willing to travel, and 33% of the merchants are less willing due to factors such as “insufficient time, absence of arrangements from the organizing committee and inconvenient transportation”. Therefore, through cooperation with the exhibition organizers and integration of social resources, the tourism enterprises should provide products that meet the exhibitors’ demand under the guidance of their behavioral law. Providing high-quality tourism experience for exhibitors is not only an effective means of eliciting travel desires and developing tourism market, but also a must for the profound combination of exhibition and tourism.
ZHAO Xian-hong, WU Li-xia.A Research on Travel Desire of Exhibitors and Its Influencing Factors ——A Case Study of CIAAF[J] Economic Survey, 2018,V35(3): 123-129
2018 
