Research results of the national tourist satisfaction survey report in the first quarter of 2014

In the first quarter of 2014, the national tourist satisfaction index was 72.62, which was at the "average" level, with both year-on-year and month-on-month declines. It was the lowest level since monitoring in 2009, and was lower than the outbound tourist satisfaction index of 78.92. In addition to high satisfaction with online booking services, tourists are also less satisfied with destination commercial reception services such as transportation, shopping, and accommodation, especially environmental factors such as air quality. This increasingly reflects the characteristics of the times of tourism development: tourism is where people In a short-term lifestyle in a different place, the destination’s commercial reception system, public service system and overall environment are much more important than traditional landscape resources. In addition to improving traditional tourism quality, large-scale project construction and actively promoting smart tourism, the government should pay more attention to tourists' demands for daily life-oriented commercial services, public services and destination environmental factors. 1. The overall situation and main characteristics of national tourist satisfaction in the first quarter of 2014. The national tourist satisfaction index in the first quarter of 2014 was 72.62, which was at the "average" level, with a year-on-year and month-on-month decrease of 5 points and 0.5 points respectively. The national tourist satisfaction index in this quarter The main characteristics of satisfaction include the following two aspects: 1. Daily life services and environmental factors such as smog have attracted much attention from tourists. Judging from the behavioral characteristics of tourists this quarter, more than half of domestic tourists spend 500-2,000 yuan per capita, with spending items scattered on attractions, transportation, accommodation, catering, and shopping. , culture and entertainment and other aspects, the consumption of tourist attractions accounts for less than 20% of the total expenditure, the proportion of tourists traveling by air is only 10%, about 70% of tourists choose trains, cars, and medium-sized hotels such as budget hotels and three-star hotels. More than 60% of tourists choose hotels in the price range, while less than 10% choose luxury hotels with four stars or above. Data show that the popular characteristics of tourism consumption are more obvious. In addition to paying attention to scenic spots, tourists are increasingly paying attention to the overall environment, public services and commercial reception facilities of the destination. Tourism has increasingly become a short-term way of life for people in other places. . Foreign tourists and local residents share the daily needs of public facilities such as subways, trains, buses, and public services such as social security. They pay more attention to old alleys, bar streets, theaters, business districts, snack streets, cultural districts, etc. that are close to people's daily lives. Service places for consumption. The widespread haze weather across the country this quarter has a decisive impact on tourists' travel decisions and travel experience. There is a big gap between domestic tourists' evaluation of air quality and overseas destination countries such as New Zealand, Australia, Canada, Singapore, and the United States. Inbound tourists Tourists are more sensitive to environmental quality. This quarter, smog was ranked first in global travel warnings. Inbound tourists' evaluation of domestic tourism service quality is even lower than that of domestic tourists, and their evaluation of air quality in Beijing, Hangzhou, and Shenyang is relatively low. 2. Online booking of travel services has wide coverage and high satisfaction. Network technology and mobile communications are gradually changing the way tourists travel. This quarter, the proportion of tourists who obtain information through traditional methods such as travel agency stores is less than 20%. The Internet has become the main information affecting more than half of tourists. Channels, the proportion of outbound tourists who book hotels and flights through the Internet has even reached more than 70%, and the proportions of outbound tourists who search and book travel routes and dining places through the Internet have reached 50% and more than 20% respectively. Most tourists believe that online booking is not only fast and convenient, but also allows them to get more preferential information in a timely manner. Tourists' satisfaction with online booking reached 97.76, which is much higher than that in transportation, catering, accommodation, attractions, shopping, leisure and entertainment, travel agencies and other industries. evaluation score. The satisfaction evaluation of online booking service quality is higher than the cost-effectiveness evaluation of online booking, indicating that service competition has replaced price competition as the pursuit goal of travel online service agents. Further judging from the complaints about online booking services from tourists searched on the Internet, the timeliness and effectiveness of online travel agencies in handling travel complaints are much higher than those of local governments and tourism authorities. Qunar.com, Ctrip.com, etc. The complaint response rate of the Net 3·15 complaint channel is close to 100%. 2. Main reasons for the decline in tourist satisfaction across the country in the first quarter of 2014. Satisfaction with the overall urban environment in this quarter was basically stable. The main reason for the decline was that tourists from different source markets had a greater decline in satisfaction with tourism industry services, especially It is the satisfaction of inbound group tourists that has dropped significantly. This quarter, the satisfaction of domestic and inbound tourists was 68.93 and 71.49 respectively, both year-on-year and month-on-month. Among them, the satisfaction of inbound tourists dropped the most month-on-month, especially the satisfaction of inbound group tourists with travel agencies dropped from 71.51 to 45.55. The satisfaction level of services in industries such as environment and scenic spots has also dropped significantly, from 71.67 and 70.49 to 69.66 and 56.66 respectively. In addition, the satisfaction level of inbound tourists from China, Hong Kong, Macao, Taiwan and Southeast Asia is relatively low. Compared with the relatively stable tourist satisfaction level abroad, there is still a certain gap in the quality of domestic tourism services in China. The main reasons for the decline in tourist satisfaction across the country this quarter are the following three aspects. 1. The level of satisfaction with environmental quality and barrier-free facilities is low. In this quarter, tourists' overall environmental satisfaction in the sample cities is at an "average" level, which is basically stable compared with the previous quarter. Tourists' satisfaction with aspects such as urban construction and urban management has been to a certain extent compared with the previous quarter. With the improvement, the satisfaction with folk characteristics, cultural atmosphere, construction management and other aspects has been greatly improved. The satisfaction with air quality has dropped the most, and it is the only tourism environment indicator below 70 points. For example, the Forbidden City has orange haze in Beijing. The number of tourists during the warning period dropped by more than 70% compared with normal days. When sightseeing in the mountains and rivers turns into "seeing haze in the fog", air conditions have increasingly become an important factor affecting passenger travel. Compared with overseas destinations with better air quality, the environment The problem is also a bottleneck restricting inbound tourism and inbound tourist satisfaction. Recently, some travel agencies have provided free anti-smog masks to tourists, and Ctrip has launched innovative measures such as "smog insurance" travel insurance products, which have helped improve the quality of tourists' travel experience. Relief, but with little effect. Overall, the number of indicators at the "basic satisfaction" level this quarter is basically stable, in order: popularity, beauty, informatization, modernization, openness, and cultural atmosphere. The indicators at the "general satisfaction" level are in order: City appearance, urban planning, sanitation facilities, citizen image and behavior, protection of old cities and historical buildings, folk characteristics, landscaping, emergency rescue systems, natural ecology, construction management, convenience, and barrier-free facilities. 2. Tourism industry satisfaction has generally declined, and travel agency service quality issues have been highlighted. This quarter, tourists' satisfaction with the overall services of the tourism industry in the sample cities has been basically stable month-on-month, at the "average" level of 71.72. Tourists' satisfaction with entertainment and catering has increased month-on-month this quarter. Satisfaction with shopping has basically remained the same, while satisfaction with travel agencies, accommodation, transportation and attractions has declined significantly. This quarter, only the catering industry's tourist satisfaction reached the "average" level of more than 70 points. The satisfaction ratings of the other industries from high to low are: entertainment, attractions, transportation, shopping, accommodation, and travel agencies. Among them, tourists' satisfaction with travel agencies has dropped by more than seven points, and travel agencies have the lowest evaluation score for cost-effectiveness. In particular, winter tourism hotspot cities such as Harbin, Kunming, and Sanya have more negative evaluations, although the introduction of the Tourism Law has certain restraints on compulsory shopping. , but the investigation found that the intention of tour guides to induce consumption is still relatively prominent, such as the price and tipping of self-funded attractions in ski resorts, the itinerary of "pure fun" group tours and the increase of shopping points, the opacity of itinerary information and the shrinkage of food and accommodation services, etc. Appears more frequently. 3. The evaluation of tourism public services for individual tourists has dropped significantly. This quarter, tourists' satisfaction with the tourism public service industry in the sample cities has declined year-on-year and month-on-month, and is at the "passing" level below 70 points. The evaluation of public services by group tourists Relatively stable, the evaluation of tourism public services for individual tourists has declined significantly. The indicators that are at the "basic satisfaction" level throughout the year are: convenience of bank card swiping, power supply, airports, railway stations, pedestrian and bicycle paths, and Internet coverage. The indicators that are at the "general satisfaction" level are: taxis, long-distance passenger transportation , mobile phone signal coverage, traffic signs, urban buses, water supply and water quality, industrial tourism, agricultural modernization. From the comparison of sample cities, the overall evaluation of public services in cities such as Haikou, Hangzhou, Shanghai, and Nanjing is relatively high, while the evaluation of supporting services in cities such as Xiangtan, Harbin, Yan'an, Urumqi, and Hohhot is relatively low. Looking further at specific indicators, compared with cities with higher public information service evaluations such as Beijing, Shanghai, Wuxi, Hangzhou, Xiamen, Chengdu, and Suzhou, the public information services and network coverage evaluation of tourist hot cities such as Lijiang, Guilin, and Sanya are It is relatively low. Compared with Guilin, Wuhan, Chengdu, Xiamen, Zhuhai, Ningbo, Huangshan, Beijing and other cities with high public transportation evaluations, the satisfaction evaluations of taxis, buses, etc. in Sanya, Kunming, and Haikou are also relatively low. Low.