中文摘要：

2010年上海世博园共接待游客7000万人次,其中不乏多次参观世博园区的重游者,文章运用SPSS16.0的判别分析法（Discriminant Analysis）,建立判别函数将园区重游者分为三类,即低满意度的＂补偿型重游者＂、中满意度的＂实用型重游者＂和高满意度的＂依恋型＂重游者。根据三类重游者对世博园区属性的11项满意度测量指标,分析比较产生重游行为的差异性。证实了满意度并非产生重游行为的惟一原因,重游行为的产生受多种动因的影响。文章的研究结论对于成功举办节事活动,提高游客的人数和满意度具有一定的借鉴作用。

英文摘要：

In 2010,about 70 millions visitors,including revisits,visited Shanghai EXPO.Adopting discriminant analysis method of SPSS16.0,this paper sets up a discriminant function,which divides the revisits into three categories,including ＂compensation type＂ at lowest satisfaction level,＂practical type＂ at medium satisfaction level and＂attachment type＂at high satisfaction level.According 11 satisfaction measure indexes of the EXPO attributes,the paper analyzes the differences of revisiting decision behavior.The results confirm that satisfaction is not the only reason for revisit,it is affected by multiple fac tors.The research results will have implication for holding festival activities,improving the quantity and satisfaction of the visi tors.