Research results of the National Tourist Satisfaction Survey Report in the third quarter of 2014

The domestic tourism market order management has achieved initial results. On October 10, 2014, the China Tourism Academy released the National Tourist Satisfaction Survey Report for the Third Quarter of 2014 in Beijing. The survey showed that the national tourist satisfaction index in the third quarter of 2014 was 74.52. Although it was still at the "average" level, it increased by 0.23 year-on-year and 1.68 month-on-month. Domestic tourist satisfaction is generally improving. The quality of tourism services such as "food, accommodation, transportation, shopping and entertainment" as well as the satisfaction of two major industries such as travel agencies and scenic spots are at the highest value since the survey, reaching the "basic satisfaction" level. Satisfaction of group tourists increased significantly. In the third quarter of 2014, domestic tourist satisfaction was 72.90, a year-on-year increase of 1.60 and a month-on-month increase of 0.80. Among them, the satisfaction of group tourists increased the most, with a satisfaction index of 73.24, a year-on-year increase of 2.35, and a month-on-month increase of 3.54. The satisfaction of domestic individual tourists also increased, with a satisfaction index of 72.73, a year-on-year increase of 1.20, and a month-on-month increase of 2.16. It is worth pointing out that the satisfaction of group tourists is higher than that of domestic individual tourists for the first time since the second quarter of 2013, which shows that after the promulgation and implementation of the "Tourism Law" and industry governance, the service quality of travel agencies has been significantly improved. Among them, group tourists' satisfaction with overall tourism services such as "food, accommodation, transportation, shopping and entertainment" was 76.27, which was the highest since the release of national tourist satisfaction in 2010 and was at the "basic satisfaction" level, with a year-on-year increase of 3.51 and a month-on-month increase of 3.57. Group tourists' satisfaction with travel agencies also hit a new high, with an index of 76.29, at the "basic satisfaction" level, a year-on-year increase of 1.08 and a month-on-month increase of 6.08. "One law, two services" promotes the continuous optimization of tourism services and the development environment of the tourism industry. In the past year since the official implementation of the "Tourism Law", travel agencies, scenic spots and other tourism industries have carried out targeted rectifications in response to hot and difficult issues that have been strongly reported by tourists. The city is facing The public service system for tourists continues to improve, and the level of commercial services continues to improve. In the third quarter of 2014, satisfaction with tourism services, urban public services, and urban environment all increased. The satisfaction index for tourism services such as "food, accommodation, transportation, shopping and entertainment" was 75.98, which is at the "basic satisfaction" level. It also increased by 3.48 year-on-year and 3.35 month-on-month. Tourism services are at the highest level since the release of the National Tourist Satisfaction Index in 2010, reaching the service industry quality development goal of customer satisfaction of more than 75% in the lifestyle service industry proposed in my country's "Quality Development Outline (2011-2020)" in 2015. Scenic area services are the focus of current society and tourists. At present, the popularization of tourism is developing in an in-depth direction, and it is increasingly obvious that scenic area services have become the normal state of public life and urban development. It has become the focus of attention of society and tourists. This quarter’s national tourist satisfaction survey collected 145,000 online comments from tourists about scenic spots, accounting for 12.2% of the total. It mainly focuses on scenic area capacity management, tourism project innovation, ticket discounts, tourist civilized behavior, informatization, etc. Scenic spots are accelerating the improvement of services in the context of increased social attention and strengthened tourism market governance. The acceleration of market-oriented reforms in scenic spots and the continuous launch of corporate business strategic measures have contributed to the continuous improvement of service quality in scenic spots. For example, the Forbidden City diverted tourists by opening its doors in advance, Baidu launched a direct service to scenic spots, and Ctrip and Tongcheng accelerated information cooperation on scenic spot reservations. In the third quarter of 2014, the satisfaction level of scenic spot services reached a new high since the survey was released, with an index of 75.68, which is at the "basic satisfaction" level, a year-on-year increase of 0.79 and a month-on-month increase of 5.38. Tourists' satisfaction with travel agencies, shopping, and online tourism in the inbound and outbound market is relatively low. In particular, satisfaction with tourism complaints has continued to decline. Since 2014, tourists' complaint satisfaction index has continued to decline. From the first to the third quarter respectively are 69.08, 68.52 and 66.88. Inbound and outbound tourists' satisfaction with travel agency services and shopping is also low and declining. For example, inbound tourists' satisfaction in this quarter was 74.07, a decrease of 0.13 from the previous quarter. From the survey data, inbound tourists' satisfaction with transportation, shopping, and travel agencies is relatively low, which are 70.73, 70.61, and 70.11 respectively. In addition, in the third quarter, outbound tourists' satisfaction with travel agency services was only 70.33, which is also far lower than other indicators.