Research results of the National Tourist Satisfaction Survey Report in the Second Quarter of 2014

There are many positive factors, and tourist satisfaction across the country rebounded in the second quarter. On July 9, the China Tourism Academy released the national tourist satisfaction survey report for the second quarter of 2014. The report shows that the national tourist satisfaction index in the second quarter of 2014 was 72.84, an increase of 0.22 from the first quarter. The report points out that with the results of the special rectification work on the tourism market order and the continuous efforts of the sample cities, the satisfaction of typical tourism industries such as attractions and travel agencies has begun to rebound, further driving a significant recovery in the satisfaction of domestic and inbound tourists. However, the "old problem" of the quality of industry development has not been effectively solved. Safety, social and other factors have a superimposed impact, and the satisfaction of outbound tourists has further declined. 1. National tourist satisfaction situation and characteristics in the second quarter of 2014 The national tourist satisfaction index in the second quarter of 2014 was 72.84, an increase of 0.22 from the first quarter, still at the "average" level. The main characteristics of national tourist satisfaction in the second quarter are: (1) The satisfaction of domestic tourists and inbound tourists has rebounded significantly. In the second quarter, China's tourism consumption environment is generally better, the market order is more standardized, corporate service innovation is accelerating, and industry factors are more effective. Conducive to tourist needs, the satisfaction of domestic tourists and inbound tourists has rebounded significantly. The domestic tourist satisfaction index was 70.26, the highest in the past three quarters, an increase of 1.33 from 68.93 in the previous quarter. Among them, group tourists were 69.70, an increase of 0.74 from the previous quarter; individual tourists were 70.56, an increase of 1.64 from the previous quarter. There are some significant phenomena of domestic tourist satisfaction in this quarter that require attention. For example, the satisfaction of tourists on medium-distance and low-cost routes is lower than that of tourists on short-term, long-distance and higher travel expenses. The satisfaction of tourists in the sightseeing market is lower than that of leisure vacations. The satisfaction of outsiders is lower than that of locals, the satisfaction of transportation modes such as cars and ships is lower than that of airplanes, trains, self-driving, etc., and the satisfaction of staying in star-rated hotels is lower than that of luxury hotels and budget hotels. In addition, tourism satisfaction among frequent travelers, highly educated people, high-income people, middle-aged people and rural residents is relatively low. The inbound tourist satisfaction index was 74.20, the highest in the past four quarters, an increase of 2.71 from 71.49 in the previous quarter. Inbound tourists' satisfaction with my country's tourism image, industry service quality, tourism prices, etc. has rebounded significantly. The main problem is that the satisfaction of group inbound tourists and multiple-entry tourists is relatively low. According to the source of tourists, those with higher satisfaction are tourists from New Zealand, the Netherlands, Macau, Japan, India, Hong Kong, South Korea and other places, while those with lower satisfaction are tourists from France, Italy, Australia, Russia, Singapore, Sweden and other places. The satisfaction level of the port of entry cities from high to low is Hangzhou, Xi'an, Shanghai, Chengdu, Chongqing, Beijing, Shenyang, and Guangzhou. (2) Satisfaction in the tourism industry has also rebounded. In the second quarter, satisfaction in all tourism industries has rebounded, with the satisfaction index being 72.63, an increase of 0.91. Scenic spots have the highest satisfaction level, and those who choose the same travel agency and revisit the destination hit a new high. The on-site satisfaction of each factor from high to low is attractions 73.15, entertainment 71.81, catering 71.62, transportation 71.16, shopping 70.92, price 70.50, travel agency 70.30, accommodation 70.27, and public services 69.12. In terms of online comments, this quarter’s transportation 89.17, catering 84.19, shopping 84.95, entertainment 87.01, travel agencies 93.63, and tourism industry management 54.76, respectively increased by 1.86, 3.07, 2.32, 2.2, 3.73, and 11.14 compared with the previous quarter. (3) The work of improving tourist satisfaction continues to advance in depth. In the second quarter, tourist satisfaction in 31 sample cities increased. Tourist satisfaction in top-ranking cities such as Wuxi, Chengdu, and Hangzhou continued to improve, which effectively promoted related work in other cities. At the city and scenic spot levels, Xining, Qinhuangdao, Jiaxing and other places have continuously carried out special work to improve tourist satisfaction, and have achieved remarkable results in terms of work system, work experience and tourist satisfaction. This quarter, Zhejiang and Jiangsu provinces publicly released the results of local tourist satisfaction surveys in the media on a quarterly basis and innovated ways to utilize the results. These measures have effectively promoted the improvement of local city satisfaction. 2. Problems in tourist satisfaction across the country in the second quarter (1) "Old problems" such as holiday tourism are still prominent. "Old problems" that affect tourist satisfaction, such as illegal operations in the tourism industry, holiday price increases and congestion, are still prominent. Before the May Day holiday, CCTV focused on exposing problems such as illegal "One-day Tours to Beijing" and tours such as Lingyin Temple and Jiuzhaigou, which forced extra charges, threatened tourists, changed routes, and arranged shopping. Judging from the problems reported by tourists and online comments, the issue of rising tourism prices and congestion during the May Day holiday has become the focus. Judging from the survey results, the tourist satisfaction indexes of Huangshan and Beijing in the second quarter were 75.41 and 71.72 respectively, ranking 14th and 31st respectively, and both experienced a large decline. Another case of "old problems" in tourism development quality that has attracted widespread public attention this quarter is that Bama, the "hometown of longevity" in Guangxi, has suffered serious negative impacts from over-development and market expansion. (2) The impact of safety, social and other new factors is more obvious. The tourist satisfaction survey results in the second quarter are the first steady recovery since the impact of the external environment and industry transformation in the first quarter of 2013. Tourist satisfaction in industries and cities is trending. Yu Xianghao. However, the impact of new factors such as life, safety, society and emergencies is becoming increasingly obvious and requires great attention. This quarter, on-site tourists' satisfaction with urban environment, urban construction, urban management and public services has declined; online comments involve 1.06 million evaluation points, and the satisfaction index is 82.89, a decrease of 3.88 from the previous quarter, of which the comprehensive evaluation is satisfactory The degree index was 89.77, down 0.86 from the previous quarter. The unofficial complaint satisfaction monitored by the National Tourist Satisfaction Survey showed a continuous downward trend, with satisfaction levels in the first and second quarters being 69.08 and 68.52 respectively. Inbound tourists' satisfaction with public services is also low. Violent terrorist cases and other emergencies that occurred this quarter also had a certain impact. For example, on-site tourists' satisfaction with sense of security and emergency rescue dropped by 1.49 and 0.84 respectively. (3) Outbound tourist satisfaction has declined. In 2013, my country became the world's largest outbound tourist source market, and overseas tourism consumption also surpassed the United States and Germany to become the world's largest. It has continued to maintain a growth trend since 2014. In this quarter, the media reported that 7,000 people traveled to the United States as a tour group, and the European Union and the United Kingdom simplified tourist visas for Chinese citizens, etc., which aroused strong public concern. At the same time, my country's outbound tourist satisfaction has shown a continuous downward trend since 2013. This quarter's outbound tourist satisfaction index was 76.48, a decrease of 2.44 from the previous quarter. The instability of the tourism environment in various destination countries and regions, especially developing countries, is prominent. The satisfaction of destinations such as the Philippines and Vietnam has dropped significantly, and Vietnam's tourism satisfaction has dropped to the last place in the sample destinations. The scale of tourism to South Korea has expanded rapidly, but complaints have also increased significantly. Destinations such as Thailand and Dubai impose "tourist fees" on tourists, and the issue of excessive visa fees revealed in the "Consulate Price Ranking" reported by the media in June has aroused social concern and negative comments from tourists.