Study on Evaluation Elements of China-ASEAN Expo Based on CIPP Theory
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PSYCHOLOGY AND EDUCATION (2021) 58(4): 2262-2277 Article Received: 08th October, 2020; Article Revised: 15th February, 2021; Article Accepted: 20th March, 2021 Study on Evaluation Elements of China-ASEAN Expo Based on CIPP Theory Xue He 1 1 International College, National Institute of Development Administration, Klong-Chan, Bangkapi, Bangkok, THAILAND. ABSTRACT The China-ASEAN Expo is an international economic and trade event co-sponsored by the economic and trade authorities of China and the 10 ASEAN countries and the ASEAN Secretariat. It is China's national-level exhibition. Based on the CIPP theory, this research has established 4 dimensions, 20 key evaluation elements and 77 evaluated points of the China-ASEAN Expo through reviewing and combing the literature, and confirmed the applicability of the evaluation elements through in-depth interviews with the stakeholders of the China-ASEAN Expo. The establishment of the evaluation elements of the China-ASEAN Expo is of great significance to the comprehensive, objective and effective evaluation of the China-ASEAN Expo. Keywords China-ASEAN Expo, Exhibition, CIPP Theory, Stakeholders, Evaluation Elements Article Received: 10 August 2020, Revised: 25 October 2020, Accepted: 18 November 2020 Introduction China has become the permanent venue of the In November 2002, at the 6th China-ASEAN CAEXPO. Summit (10+1) held in Phnom Penh, the capital of ―To consolidate and upgrade the China-ASEAN Cambodia, Zhu Rongji, then Premier of the State open platform, we must innovate regional Council of China, and the leaders of the ten cooperation mechanisms, form high-level ASEAN countries signed the Framework dialogue platforms and professional cooperation Agreement on Comprehensive Economic platforms with different subjects, distinctive Cooperation Between China and ASEAN, themes and outstanding characteristics, and officially starting the process of establishing a unblock the ‗Nanning Channel‘‖, said Xi Jinping, China-ASEAN Free Trade Area (Huang, 2019; president of the People's Republic of China, when Zhang, 2018). This process requires the he was inspecting in Guangxi in April, 2017 (Sun, establishment of a platform to implement specific 2018). Over the past 15 years since it was measures, and the "China-ASEAN Expo" arises in successfully held, the CAEXPO has played an response to the demand. increasingly important role in the cooperation In October 2003, at the 7th China-ASEAN between China and ASEAN, and the cooperation Summit (10+1) in Bali, Wen Jiabao, who attended between China and ASEAN and other regional the meeting as Premier of the State Council of economies. It is an important platform for China, proposed: "In order to promote business gathering consensus among all partners, closely cooperation between the two sides, China following the China national development proposes to hold China-ASEAN Expo in Nanning, strategy, implementing the construction of China- Guangxi, China every year from 2004." This ASEAN Free Trade Area, promoting cooperation initiative received positive responses from the in various fields and integrating into the global leaders of attending countries. The China-ASEAN value chain. Expo (hereinafter referred to as the CAEXPO) As a service platform for the upgrading and was first officially held in November 2004. It has development of the China-ASEAN Free Trade been a grant international economic and trade Area, a public platform for multi-field exchanges event co-sponsored by the economic and trade between China and ASEAN community of shared authorities of China and the 10 ASEAN countries future, and a core platform for cooperation on the and the ASEAN Secretariat (Li, 2003). By 2018, 21st Century Maritime Silk Road, CAEXPO not the China-ASEAN Expo has been successfully only has the function of general exhibitions, but held for 15 sessions, and Nanning, Guangxi, also undertakes major missions such as politics, economy, society, and diplomacy. 2262 www.psychologyandeducation.net PSYCHOLOGY AND EDUCATION (2021) 58(4): 2262-2277 Article Received: 08th October, 2020; Article Revised: 15th February, 2021; Article Accepted: 20th March, 2021 1.1 Problem Statement various stakeholders, and furthermore have According to the literature review of China- determined the value of exhibition activities. The ASEAN Expo, the relative literature are sorted out exhibition evaluation allows exhibition managers in five aspects of ―research on the sustainable to think about how to solve and improve the development of the China-ASEAN Expo‖, problems that have arisen in the process of ―research on the social and economic impact of summarizing the experience. Therefore, exhibition the China-ASEAN Expo on Guangxi‖, ―research evaluation is a significant approach to better hold on the influence of China-ASEAN Expo on the next exhibition activities and achieve high- Guangxi and sub-regional cooperation‖, ―research quality development of the exhibition industry; In on the management of China-ASEAN Expo‖ and addition, the exhibition evaluation can also ―research on the propaganda of China-ASEAN promote the sustainable development of the Expo‖. Although there is a small amount of exhibition industry, thereby polishing the literature on the evaluation of a single project of exhibition brand. China-ASEAN Expo, for example, Liu (2012) At the moment, there are several problems in the evaluates customer satisfaction; Wang and Yin exhibition evaluation in China as follows. Firstly, (2020) evaluate the efficiency of exhibition the evaluation indicators are relatively unitary, resource allocation; Chen (2019) evaluates the which is unfavourable for accurate evaluation of service of peripheral diplomacy, but does not project performance; Secondly, the definition of evaluate the China-ASEAN Expo the indicators is relatively obscure, which is comprehensively and systematically. unfavourable for the quality improvement of In view of the fact that the existing studies have exhibition activities (He & Li, 2019). Yang (2018) not comprehensively and systematically evaluated suggests that only some of the evaluation the China-ASEAN Expo, and therefore have not standards introduced from foreign countries established the comprehensive evaluation comply with China's national conditions. In elements of the China-ASEAN Expo.This study addition, the brand status of exhibition cannot be finds that the knowledge gap of China-ASEAN substituted by evaluation and certification. The Expo is to establish the evaluation elements of most prominent problem in China's exhibition China-ASEAN Expo based on the CIPP theory. evaluation is how to establish evaluation Thus, the research question of this study is: How indicators or elements. This study takes the China- to establish the evaluation elements of the China- ASEAN Expo as evaluation object, and it is ASEAN Expo based on the CIPP theory? particularly significant to establish the evaluation 1.2 Research Significance elements. 1.2.1 Broaden the Application Scope of CIPP Based on the CIPP evaluation theory model, this Theory study establishes the evaluation elements of The CIPP evaluation theoretical model is China-ASEAN Expo through the collation of generally used in the field of education evaluation literature, which can evaluate China-ASEAN in the past, and now it is used in various fields of Expo comprehensively, objectively and economic management. This paper applies it to effectively, and provide the basis for decision- the field of exhibition management for the first makers to make decisions on exhibition time, which broadens the application scope of management. CIPP evaluation theory, enriches the theoretical basis of exhibition evaluation, and provides a new 2. Relevant Theories theoretical perspective for subsequent research. 2.1 CIPP Theory 1.2.2 Establish Evaluation Elements for China- The CIPP evaluation model, also referred to as ASEAN Expo improvement-oriented evaluation theoretical Exhibition evaluation is an important means in model or decision-making-oriented model modern exhibition management (Jin & Luo, (Stufflebeam, 1983). It includes context 2012). Yu (2021) believes that exhibition evaluation, input evaluation, process evaluation evaluation can verify whether exhibition activities and product evaluation. The English initials of the have achieved the objectives of the organizers, four elements constitute the CIPP (Stufflebeam, whether they have fulfilled the demands of 1968). This theoretical model is gradually formed 2263 www.psychologyandeducation.net PSYCHOLOGY AND EDUCATION (2021) 58(4): 2262-2277 Article Received: 08th October, 2020; Article Revised: 15th February, 2021; Article Accepted: 20th March, 2021 and developed in the historical evolution of the enterprise. However, a specific exhibition continuous improvement and prosperity of involves various groups such as exhibition education evaluation theory. organizers, exhibitors, as well as industry support Based on the review of development history of the systems, who can effectively guarantee the CIPP evaluation model, it can be found that the successful implementation of the exhibition model was initially used in education evaluation, projects. For this reason, each exhibition project but it has developed and been used in the will involve its stakeholders. According to the evaluation in various fields in many countries at definition of stakeholders, and based on the present (Li, 2017). For example, Wang et al. ―multi-dimensional classification method‖ (2016) used the CIPP model to evaluate