一、研究意义2016年,国家级的旅游展会“广东国际旅游产业博览会”(旧称:中国(广东)国际旅游产业博览会,以下简称“旅博会”)于广州琶洲展馆举行。本届旅博会参展国家和客商数量创历史新高,共计有55个国家和地区、23个省市3000多家参展商参展,进场普通观众超50万人次。本文的研究对象为旅博会的普通观众,从旅博会的参展商组成、参展内容以及相关数据分析旅博会对普通观众的作用,并从针对刺激一般旅游者购买行为的角度提出改进建议,对组办方设 I. Research Significance In 2016, the state-level tourism exhibition “Guangdong International Tourism Industry Expo” (formerly: China (Guangdong) International Tourism Industry Fair, hereinafter referred to as “Travel Expo”) was held in Guangzhou Pazhou Complex. The total number of exhibitors and merchants participating in this year’s Expo has reached a record high, with a total of 55 countries and regions. More than 3,000 exhibitors from 23 provinces and cities attended the fair, reaching 500,000 ordinary visitors. The research object of this paper is the general audience of China International Travel Fair, the composition of the exhibitors, the content and the related data of the fair, the role of travel fair for ordinary visitors, and suggestions for improvement from the point of view of stimulating general tourists’ purchasing behavior Set up for the organizers