Working "very hard", tourists "like" it - Research results of the national tourist satisfaction survey report in the first quarter of 2015

On April 9, 2015, the China Tourism Research Institute released the first quarter national tourist satisfaction survey report for 2015 in Beijing. The survey results show that the national tourist satisfaction index in the first quarter of 2015 was 75.02, stable at the level of "basic satisfaction", with a year-on-year increase of 2.40. From a historical comparison perspective, the biggest characteristic of tourist satisfaction in the first quarter of 2015 is that in areas where the tourism administrative authorities focus on, strengthen supervision, and investigate and rectify, and in areas where the destination party committee and government attach great importance and have a high level of management, the level of tourist satisfaction is generally high and shows a further upward trend. This applies to all industries involved in team tourism services, tourism complaint handling, traditional "six elements of tourism", as well as top ranked domestic cities and overseas destinations. The survey also shows that as long as the tourism regulatory authorities dare to speak up for tourists and work hard, the market will have confidence and tourists will give timely "likes". The quality of group tourism has steadily improved, the image of the tourism industry has significantly improved, and the satisfaction with tourism public services is relatively high. The first quarter is the off-season for tourism, and holidays such as New Year's Day and Spring Festival are relatively dense. Tourist satisfaction is usually relatively low, but with the strengthening of supervision and rectification by tourism administrative authorities, the satisfaction of inbound and group tourists has increased significantly, maintaining a stable and upward trend since the "rule of law in tourism". The rectification and action of China's tourism market order have received positive evaluations from tourists. Affected by the increase in domestic and inbound tourist satisfaction, the national tourist satisfaction index in the first quarter of 2015 increased by 2.40 year-on-year, reaching 75.02, and remained stable at the level of "basic satisfaction". Among them, the satisfaction rate of inbound tourists was 79.00, a year-on-year increase of 7.51; The satisfaction rate of group tourists was 73.63, a year-on-year increase of 4.66; Individual customer satisfaction was 72.83, a year-on-year increase of 3.91. Since the beginning of this year, the national tourism administrative department and relevant departments have strengthened the supervision of Spring Festival tourism, issued the "Three Year Action Plan" to crack down on cheating and overcharging tourists, implemented the "blacklist" system for uncivilized tourists, issued civilized tourism tips, a list of scenic spots with trustworthy prices, and regulations on scenic spot traffic management. They have issued warnings to a number of A-level scenic spots, travel agencies, and star rated hotels. These efforts have led to a "double decline" in complaints and uncivilized cases of Spring Festival tourism, and have laid a solid foundation for the relatively stable and year-on-year increase in tourist satisfaction in the first quarter. From the perspective of significant influencing factors, the image of the tourism industry has significantly improved. The satisfaction rate of domestic and foreign tourists with the city's image is 76.38, an increase of 2.42 year-on-year; The satisfaction with the image of the tourism industry was 77.34, an increase of 2.32 year-on-year. The satisfaction rate of handling tourism complaints was 70.79, a year-on-year increase of 1.71. The satisfaction rate of tourists in the tourism window industry, as well as hot areas such as Hainan and Northeast China with rich tourism activities and emphasis on public services, is relatively high. In the first quarter of 2015, the satisfaction rate of basic tourism elements such as catering, accommodation, transportation, scenic spots, shopping, entertainment, and travel agencies was relatively high among 45 indicators related to various industries. The comprehensive satisfaction of industries closely related to the traditional "six elements of tourism" is 75.31, an increase of 3.59 year-on-year, reaching the level of "basic satisfaction". Especially in industries such as tourist attractions, travel agencies, and tourism shopping that were targeted for rectification in the first quarter, tourist satisfaction increased significantly year-on-year, reaching 77.06, 75.70, and 74.68, respectively. This means that the service satisfaction of the tourism window industry is generally lower than the unfavorable situation of other related industries, and is being effectively improved. From the perspective of urban samples, destinations that offer a variety of tourism activities and strengthen the supply of tourism public services have relatively high levels of tourist satisfaction. Tourists from top ranked cities such as Chongqing, Yantai, and Tianjin have significantly improved their on-site experience. It is worth noting that the overall satisfaction of tourists in the hot tourist areas, especially Hainan and Northeast China, has significantly increased in the first quarter, which has initially reversed the passive situation for a long time. The satisfaction with public services such as tourism complaint handling and tourism toilets needs to be improved, and regional differences need to be narrowed. There are obvious regional imbalances in tourism public services in major areas such as the central and western regions, tourist cities, group travelers, and tourism toilets. The satisfaction with tourism public services is relatively high in Beijing at 84.11, Yantai at 83.83, Qingdao at 82.77, Tianjin at 82.73, and Shanghai at 82.48. Chongqing, Yantai, Tianjin, Qingdao and other places have a high satisfaction rate in handling tourism complaints, and the special work for handling complaints in some tourist cities urgently needs to be improved. Overall, the main responsibilities of local governments, especially the sample city party committees and governments, have not been effectively implemented. In the first quarter of 2015, the satisfaction rate of domestic tourists with tourist toilets was 73.00 points, which was at an "average" level, a decrease compared to the previous quarter and the same period last year. From historical data, individual tourists generally have lower satisfaction with tourist restrooms than group tourists. Among the sample cities in China, the top ranked tourist toilet satisfaction is mainly in the eastern region (Chongqing and Chengdu are the top ten mega cities in the west), while the bottom ranked cities are mostly in the central and western regions. This quarter, the top 10 cities in terms of tourist satisfaction with tourist restrooms are Shanghai, Chongqing, Beijing, Tianjin, Ningbo, Shenyang, Chengdu, Yantai, Nanjing, and Qingdao. The comprehensive coordination efforts of the destination government also need to be improved. In the first quarter, there were many complaints from tourists about the increase in Spring Festival tourism prices and insufficient supporting services. From the perspective of factors affecting tourist satisfaction, the main one is the increase in tourism prices, with cost-effectiveness being the most important influencing factor. At present, the services of travel agencies, star rated hotels, A-level scenic spots, etc. have improved, but the satisfaction of products in the mass market is still relatively low, and relevant departments have not yet joined the joint regulatory action. Some tourists mentioned in their comments, "The domestic (scenic spots) are quite chaotic, so it's better to go abroad to save trouble!" "We look forward to our place also carrying out (tourism market order) rectification" and so on. Tourists, especially individual travelers, have relatively low satisfaction with agricultural and industrial tourism. In terms of supporting services, satisfaction with supply and water quality, accessibility facilities, mobile Internet, visa facilitation, etc. is also low. In terms of urban management, the satisfaction level of urban construction management, citizen friendliness, and tourist oriented bicycle and pedestrian lanes is relatively low. The frequent occurrence of air quality issues and travel safety incidents during outbound tourism are the main factors affecting the improvement of satisfaction among inbound and outbound tourists in the first quarter. Hotspot areas and window industries need to effectively guide social public opinion on tourism complaints and media exposure issues while maintaining tourist satisfaction. Areas and industries with high levels of tourism complaints and media exposure may also have higher overall tourist satisfaction, but the satisfaction of tourism image will definitely be affected. Beijing, Shanghai, Guangzhou, and other major tourist destinations, as well as Hainan (Haikou), Northeast China, and other popular tourist destinations in the first quarter, have seen a significant increase in satisfaction with outbound destinations such as Hong Kong. Hong Kong continues to rank first in online reviews. The satisfaction level of online travel booking, which has recently received much attention, has also remained at a high level of over 90 points. Therefore, hotspot regions and industries need to adhere to the principle of tourist satisfaction as the main focus, actively guide social public opinion to objectively, comprehensively, and dialectically view issues such as development scale, quality improvement, and standardized management, and try to avoid affecting the tourism image satisfaction of regions and industries as much as possible. In the first quarter of 2015, the tourist satisfaction index of sample cities were 84.20 in Chongqing, 84.00 in Yantai, 80.78 in Tianjin, 80.57 in Qingdao, 79.32 in Chengde, 79.14 in Ningbo, 78.91 in Hangzhou, 78.60 in Jilin, 78.46 in Wuxi, 78.09 in Guang'an, 78.00 in Qinhuangdao, 77.96 in Mount Huangshan, 77.90 in Shanghai, 77.78 in Beijing, 77.78 in Nanjing, 77.62 in Chengdu, 76.65 in Jinan, 76.47 in Datong, 76.44 in Nanning, 76.42 in Yan'an, 76.24 in Shenyang, 76.21 in Zhengzhou, 75.76 in Haikou, 75.73 in Shijiazhuang, 75.65 in Harbin, and 75.65 in Suzhou 75.39, Xi'an 75.26, Wuhan 75.15, Taiyuan 75.00, Xiamen 74.88, Shenzhen 74.82, Zhuhai 74.82, Fuzhou 74.76, Changchun 74.67, Guilin 74.59, Changsha 74.44, Luoyang 74.39, Beihai 74.15, Hefei 74.02, Hohhot 73.63, Zhangjiajie 73.62, Wenzhou 73.59, Xiangtan 73.38, Jiujiang 73.38, Lhasa 73.31, Guiyang 73.15, Zunyi 73.07, Kunming 73.00 Sanya 72.78, Guangzhou 72.77, Yanbian 71.80, Urumqi 71.43, Yinchuan 71.09, Lijiang 70.80, Ganzhou 70.51, Nanchang 69.81, Dalian 68.88, Shantou 68.57, Lanzhou 68.31, Xining 65.63.