An empirical study on

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An empirical study on Shanghai Community-based
prospective perceptions of The 2010 Shanghai
World Expo Impact
Lijia XIE
School of Hospitality and Tourism Management,
Hong Kong Polytechnic University (Hong Kong,
China)
Yingzhi GUO
Department of Tourism, Fudan University (Shanghai
200433, China)
Luorong WU
Department of Tourism, Fudan University (Shanghai
200433, China)
Yunxia YE
Department of Tourism, Fudan University (Shanghai
200433, China)
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The 2nd ITSA Bi-annual Conference
Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
3

• Shanghaithe convention city

• The 32nd ICC
• Fortune Global Forum
• APEC Summit
• The 9th APEC Economic Leaders' Meeting
• Master Cup
• The Annual Meeting of Asian enterprises
• Summit Conference of Shanghai five

?The obvious economic and social benefit for the
city ?An impact on life of local residents
Industry growth
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• Shanghaithe convention city
• The 2010 World Expo

Olympic of Global Economy The concentrated
exhibition of global economy, science,
technology, and culture The platform for
different nations to exchange development
experience
?Spread the city charm ?Promote development of
its tourism/MICE industry
World Expo
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• Shanghaithe convention city
• The 2010 World Expo2010
• Residents and convention industry

Each resident involved in the construction of
economy, culture and society of his/her
city. Residents support and understanding
becomes a vital factor to the success of the
World Expo.
?How to win residents cooperation and support
for the 2010 World Expo
Promotion policy Marketing strategy
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Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
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Final aim
Providing reference on wining residents support
for the 2010 World Expo through effective
promotion strategies and public policies.

• Focused on Perceptions and Attitudes
• To Tourism/MICE Research regarding Destination
  Residents

Practical guidance

• To Market Promotion
• To Public Policy

Academic contribution
8
Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
9
Overseas
Domestic
Topic
10
Overseas
Domestic
Theory
11
Overseas
Domestic
12
Overseas
Domestic
13
Overseas
Domestic
14
Overseas
Domestic
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Introduction
1
Significance of Research
2
Literature Review
3
Research Framework
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
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Research objectives and analysis methods
Expert Interview
Survey
Revise
Optimized questionnaires
Questionnaire Design
Pilot Study
Purify
Literature review
Main Survey
484 final samples
SPSS Statistical Analysis
Factor Analysis
Descriptive Analysis
Perception dimensions
Respondents social demographic profile
Cluster Analysis
Descriptive Analysis
Cluster differentiation based on influence of
information channels
Perception cluster
Crosstabs Analysis and Chi Square test
Residents segmentation
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Research Process
Survey design and pilot test
Sample collection
Data collection
Age Typical Sample
Response rate Effective rate
Structure Pilot
Key word

• Respondents Age was concentrated between 14 to
  75 years old
• Selected Survey sites were concentrated in the
  top ten districts of Shanghai, whose population
  in all has covered 50 of the citys total
  population.

• Random sampling method
• A total of 500 questionnaires were sent out
• The response rate was 98.6
• The effective rate was 96.8

Content

• The consisted of 36 impact variables on a Likert
  5-point rating scale social demographic
  questions Information channel influence
• 50 pilot questionnaires distributed at the 2007
  Shanghai Wold Tourism Exhibition

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Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
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Cluster differentiation
Cluster segmentation
Perception cluster
Perception dimension
To better understand local residents perception
structure through factor analysis
To cluster residents perception of the 2010
World Expo impact through cluster analysis
To understand segmentation characteristics of the
local residents
To explore the most efficient information channel
for promotion
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The Scree Plot of factor analysis of the 2010
World Expo impact items
Eigenvalue
Component Number
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The Shanghai residents perception Dimensions of
the 2010 World Expo impact
Public economic benefit
M4.37
M4.24
Social Cost
Fame of China
Commercial opportunities
Society impulse
M4.15
M4.21
Development of cultural knowledge
Social pride enhancement
Social image upgrade
Life relaxation
M4.15
Family emotion enhancement
M4.20
Shanghai and China propaganda
To facilitate infrastructure construction
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Perception clusters of the 2010 World Expo impact
Multi-impact concern
2
Publiceconomic benefit
Life relaxation
1
Leisure concern
Perception clusters of Shanghai residents
Social Cost
Family emotion enhancement
3
knowledge concern
4
Development of cultural knowledge
Society impulse
Benefit concern
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Segmentation characteristics of fours clusters of
Shanghai residents
The majority with university or junior college
education, monthly average income per capita
concentrated below 2999 Yuan, middle aged and
civil servants, sales/service men and housewives
as the most
More males than females, most of them were young
people occupied as professionals ,teachers and
sales/service man, university educated and
monthly average income per capita 4000 to 6000
Yuan.
Respondents aged 1425 years old were the
majority. Students as the most and educational
level were mainly junior college and senior high
school. Monthly average income per capita was
below 2000 Yuan.
Most of respondents in this cluster were between
36 to 55 years old, junior college educated and
monthly average income per capita was low.
Sales/service men accounted for a large portion
in this cluster.
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1
Primary channels
1
5
Important channels
4
7
6
Little propaganda influence
8
Multi-impact concern
2
Leisure concern
Influence of information channels
Main information source
1
3
Of some influence
1
2
3
4
5
7
6
Almost the same
2
4
5
7
6
8
Knowledge concern
4
3
6
Attractive source
Less interest
4
7
Benefit concern
2
Not very familiar
3
Friendsrelatives
Travel agency/ ciceroni
Newspaper/magazine/book
Hotel/restaurant
1
2
3
4
Flyerbrochure
Computer/Internet
Direct mailing
TV/radio/movie
5
7
6
8
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Channels where residents received the information
of the 2010 World Expo
Great attention should go to increase the
accessibility of information about the 2010 Word
Expo
Filmed advertisement
Special coverage
Serial news
Public-interest ad
Portal websites
Travel pages
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Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
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1
2
Effort should be put on enhancing the public
benefit and reducing the social cost. Cultural
knowledge should be highlighted and upgrade of
the local life quality is also important.
Superior information channels like TV, movie,
radio, newspaper, magazine ,Internet should be
all employed to promote the public perception of
the 2010 World Expo impact.
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Segmentation characteristics of the local
residents based on their different perceptions of
the 2010 World Expo should be fully realised. The
demographic features of Shanghai residents
indicated that the an efficient World Expo which
includes interesting programs designed for easy
family participation with exotic knowledge and
culture will be very welcomed by Shanghai local
residents.
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Introduction
1
Significance of Research
2
Literature Review
3
Research Process
4
Results of Data Analysis
5
Conclusions
6
Limitations
7
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Longitudinal study should be introduced in
further studies.
More efficient ways could be used to the data
collection.
Only the data advancing with the time will
significantly aid future researches on the
important topic
More typical data with relatively high
representative could be obtained by ways like
gift encouragement to the respondents if the fund
allows.
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Thank you.
Presenter Luorong WU Undergraduate
Student Dep. of Tourism Management Fudan
University Email Luorong.Wu_at_gmail.com