摘要：AbstractMalaysia Meetings, Incentive, Convention and Exhibitions (MICE) industry are growing rapidly and turn to become a high potential industry to attract local and international exhibitors. The evolution of this industry it is significantly affecting tourism sectors such as hotel, air transport, wholesale and retail trade thus contributing to Gross National Income. As a venue operator, the big challenge for Kuala Lumpur Convention Centre is to maintain a high quality of services that provided in order fulfil the demand from industry. Therefore, the researchers decide to investigate how physical dimension influence exhibitors’ satisfaction by using ambient conditions, spatial layout/functionality, and signs, symbols, artifacts.
关键词：Servicescape;Physical Dimensions;Exhibitors Satisfaction;Kuala Lumpur Convention Centre
