Research results of the national tourist satisfaction survey report for the fourth quarter and the whole year of 2013

In 2013, the national tourist satisfaction index was 74.88, at a "general" level, down 5.78 points from 2012. Environmental factors represented by air quality, backwardness of destination infrastructure and public services including network coverage, and low cost-performance of tourism products have become the main factors restricting the improvement of tourist satisfaction. At present, there are many positive factors affecting tourist satisfaction. The satisfaction with tourism service quality continues to improve. The overall satisfaction of inbound tourists has rebounded in the fourth quarter. The satisfaction of tourists in online comments and tourism complaints has also continued to improve. Key tourist cities have continuously strengthened the work of improving satisfaction, and the satisfaction of tourism quality supervision throughout the year has made breakthrough progress. I. Overall situation of national tourist satisfaction in 2013 In 2013, the national tourist satisfaction index was 74.88, at a "general" level, down 5.78 points from 2012. The indexes from the first to the fourth quarter were 77.62, 74.49, 74.29 and 73.12 respectively, showing a continuous downward trend. The main characteristics of national tourist satisfaction throughout the year are as follows: Tourists' awareness of rights protection has increased, and the satisfaction with tourism complaints and quality supervision has increased significantly. With the awakening of tourists' awareness of tourism rights protection, tourists are more willing to express various emotions and complaints during their trips through third-party channels, especially online platforms. The number of unofficial complaints in 2013 was generally higher than the average level in 2012, with a total of 4,476 unofficial complaints, an increase of 934 cases over the previous year. Against the background of a significant increase in the number of tourist complaints, the satisfaction index of tourism complaints and quality supervision continued to increase significantly in 2013, with the first to fourth quarters being 65.82, 66.40, 69.10, and 70.79 respectively. The fourth quarter reached the "general satisfaction" level for the first time, and the annual highest value since the survey was 68.03, reaching "pass" for the first time, an increase of 8.83 over 2012. Among them, the satisfaction with the convenience of complaints in most sample cities is high, and the construction of complaint systems and the degree of publicity of complaint results still need to be improved, especially the official online tourism complaint system needs to be improved. Tourists' expectations are relatively stable and they are more sensitive to the comprehensive environment of urban tourism. Tourism has become a normalized lifestyle for the people. In the past, people were happy just to go out and take a walk, but now they are beginning to pursue quality, and their requirements for public and commercial services are getting higher and higher. Since the beginning of this year, tourists' expectations of the tourism image and service quality of sample cities have been basically stable. The actual experience is the main factor affecting tourists' satisfaction. Moreover, tourists' experience has gone beyond the boundaries of the traditional tourism industry and is closely related to the comprehensive environment of urban tourism, basic public services, and tourism window industry services. From the perspective of tourists' online comments, they not only focus on hot events in the tourism industry such as scenic spot tickets and the Tourism Law, but also include the impact of various social, economic, and environmental factors such as the friendliness of residents, price levels, and air quality on tourism. There are many comments on the persistent smog weather in many excellent tourist cities such as Beijing, Shanghai, Qingdao, Hangzhou, and even Sanya and Lhasa throughout the year. It is believed that no matter how good the scenery is, it cannot withstand the smog, and tourism has become "homesickness that is out of reach". The degree of government attention is closely related to the improvement of urban tourists' satisfaction. Since the beginning of this year, the tourist satisfaction rankings of Wuxi, Qingdao, Guilin and other cities have greatly improved compared with last year and are among the top sample cities. The tourist satisfaction rankings of Shenzhen, Fuzhou, Yan'an, Ganzhou, Beihai, Qingdao, Datong, Zhengzhou and other cities have increased by more than ten places. This is closely related to the fact that local governments and tourism authorities continue to attach great importance to tourist satisfaction. Cities such as Xining and Guiyang also attach great importance to the downward trend of tourist satisfaction and have taken targeted measures to improve service quality. In addition, most of the top-ranked cities have high scores in tourism complaints and quality supervision satisfaction. The top seven cities in terms of complaints and quality supervision satisfaction throughout the year, Wuxi, Suzhou, Huangshan, Guilin, Hangzhou, Ningbo, and Xiamen, rank at the top of the satisfaction comprehensive index score. Cities such as Zhengzhou and Yan'an have also effectively promoted the improvement of urban tourist satisfaction through the improvement of tourism complaints and quality supervision platforms. Qinhuangdao and Shantou are also promoting the improvement of the quality of tourism services in the entire city through the improvement of tourism complaints and quality supervision platforms. However, most of the cities ranked at the bottom still do not attach enough importance to the tourist satisfaction survey, and their tourism complaints and quality supervision satisfaction rankings are also below 60 points. II. Main reasons for the decline in national tourist satisfaction in 2013 In 2013, the satisfaction of national tourism complaints and quality supervision has made substantial progress, tourists' evaluation of the overall tourism service quality has also improved, and tourists' comments published on the Internet have also tended to be optimistic. The tourist satisfaction rankings of cities such as Suzhou, Huangshan, Chengdu, Ningbo, Xiamen, Hangzhou, and Beijing have remained stable in the forefront of sample cities. The main reason for the change in tourist satisfaction throughout the year is the impact of the macro environment, public services and key industries, such as air quality and environmental protection issues, high temperature and flood meteorological disasters, earthquakes and production and life accidents and other safety incidents. In addition, the tourist satisfaction of some cities in the northeast and northwest has still declined significantly, the development of the tourism industry has not yet attracted great attention, and the tourist satisfaction is still a certain distance from the fundamental concept and work focus of tourism industry supervision. The main reasons for the decline in tourist satisfaction throughout the year are as follows: The satisfaction of inbound tourists from major overseas source areas is relatively low. The satisfaction of inbound tourists throughout the year was 75.46, which was at the "basic satisfaction" level, down 11.41 from 2012. The main reason is that the satisfaction of inbound tourists with the natural ecology, barrier-free facilities, water supply and water quality and other urban details has declined. From the survey samples of inbound tourist source countries, the satisfaction of inbound tourists in 2013 was ranked from high to low in Canada, Australia, Japan, France, Malaysia, Russia, Thailand, Singapore, Macao, the United States, Taiwan, South Korea, the United Kingdom, Hong Kong, Germany. The satisfaction of inbound tourists from Hong Kong, Macao and Taiwan, which are the main overseas tourist source countries in my country, is still relatively low. Compared with overseas destinations with high tourist satisfaction, inbound tourists' evaluation of urban construction, urban management, public services and industry services in my country's destinations needs to be improved. The satisfaction of sensitive factors of urban environment such as air quality has declined. The overall environmental satisfaction of tourists in the sample cities was 74.11, which was at the "average" level, 0.35 higher than that in 2012. The survey throughout the year showed that compared with the city's image promotion and popularity, tourists' satisfaction with urban construction and urban management was relatively low. In the fourth quarter, tourists' satisfaction with urban construction and urban management in the sample cities declined to a certain extent compared with the previous quarter, and the satisfaction with folk customs declined the most, only at the "passing" level. The indicators that were at the "basic satisfaction" level throughout the year were: popularity, openness, modernization, and beauty. The indicators that were at the "general satisfaction" level were: emergency rescue system, informationization, citizen image and behavior, landscaping, city appearance, sanitary facilities, sense of security, natural ecology, urban planning, protection of old cities and historical buildings, cultural atmosphere, barrier-free facilities, construction management, folk characteristics, convenience, and air quality. The satisfaction with basic urban public services such as taxis and network coverage has not been effectively improved. The public industry service satisfaction of the sample cities throughout the year was 73.81, which was at the "general" level. Among them, the satisfaction with tourism public services was 71.61, a decrease of 0.15 compared with last year. In the fourth quarter, tourists' satisfaction with the public industry services of the sample cities also declined to a certain extent month-on-month, and the satisfaction with water supply and water quality and power supply declined the most. The indicators that were at the "basic satisfaction" level throughout the year were: convenience of bank card swiping, railway stations, and the indicators that were at the "general satisfaction" level were: walking paths and bicycle paths, airports, long-distance passenger transport, traffic signs, self-driving cars, urban public transportation, power supply, Internet coverage, taxis, mobile phone signal coverage, agricultural tourism, water supply and water quality. The only indicator that was at the "passing" level was industrial tourism. The satisfaction with typical tourism window industries such as catering has dropped significantly, and the satisfaction with tourism prices is the lowest. The tourism industry service satisfaction of the sample cities throughout the year was 72.37, which is at the "general" level, 0.07 higher than in 2012. The satisfaction of tourists with transportation, attractions, shopping and entertainment throughout the year has increased compared with last year, and the satisfaction with accommodation and travel agencies has remained basically the same, and the satisfaction with catering has dropped significantly. In terms of the catering industry, the evaluation of individual tourists and group tourists has declined throughout the year, and the evaluation score of catering cost performance is much lower than that of restaurant environment, food hygiene, dish characteristics and catering service staff. In the fourth quarter, tourists' satisfaction with the industry services of the sample cities has declined, among which the satisfaction with the entertainment industry has declined the most. The satisfaction of tourism industry services was at an "average" level throughout the year, from high to low: travel agencies, attractions, transportation, entertainment, accommodation, catering, shopping. Appendix: The score and ranking of city tourists' satisfaction in the fourth quarter and the whole year of 2013