Research results of the National Tourist Satisfaction Survey Report for the third quarter of 2013

The battle to regulate the travel agency industry must be won

On October 14, the China Tourism Academy released the National Tourist Satisfaction Survey Report for the third quarter of 2013. The report shows that in the third quarter of 2013, national tourist satisfaction still has not gotten out of the low level this year, at an "average" level of 74.29. The survey shows that under the background that the government's improvement of tourism complaint management has achieved initial results, and the overall environment of urban and rural destinations is attracting great attention from all parties, issues such as tourism shopping, forced consumption, and civilized tourism directed at travel agencies are affecting tourists, especially Key elements of group visitor satisfaction. Taking advantage of the opportunity of the official implementation of the Tourism Law, strengthening law enforcement and supervision on typical issues of travel agencies is a key measure to boost confidence in the tourism market. 1. The overall situation of national tourist satisfaction in the third quarter of 2013. In the third quarter of 2013, the national tourist satisfaction index was at an "average" level of 74.29, basically the same as the previous quarter, with a year-on-year and month-on-month decrease of 5.75 and 0.20 respectively. Visitors' satisfaction indexes in on-site questionnaires, online comments and quality supervision complaints are at the "average" level (71.39), "relatively satisfied" level (87.26) and "passing" level (69.10) respectively. The online review satisfaction index The quality supervision complaint satisfaction index has increased year-on-year and month-on-month, and the on-site questionnaire satisfaction index has decreased year-on-year and month-on-month. (1) On-site questionnaire survey: The satisfaction index remains at the "average" level, and the satisfaction level of group tourists is the lowest. The tourist satisfaction rate of the on-site questionnaire in the third quarter of 2013 was 71.39 at the "average" level, a year-on-year and month-on-month decrease of 11.84 and 11.84 respectively. 1.91. The satisfaction levels of domestic, inbound and outbound tourists were 71.31, 72.17 and 77.23 respectively, which also declined year-on-year and month-on-month. Domestic tourist satisfaction is basically stable, with an index of 71.31, maintained at the "general satisfaction" level, a year-on-year and month-on-month decrease of 11.98 and 1.84 respectively. The satisfaction of group tourists and individual tourists has also declined, to 70.89 and 71.53 respectively. The satisfaction of group tourists is lower than that of individual tourists, and the satisfaction with accommodation, travel prices and tourism public services is significantly lower than that of individual tourists. Domestic tourists' satisfaction with air quality has improved this quarter, and the quality of public service industries such as travel agencies and accommodation has also improved. The main reason for the decline is domestic tourists' satisfaction with urban environment, public services and shopping, entertainment, attractions and other industries. Satisfaction has declined, especially the evaluation of shopping and tourism public services is relatively low. The satisfaction level of inbound tourists dropped significantly month-on-month, with an index of 72.17, maintaining the "general satisfaction" level, with a year-on-year and month-on-month decrease of 10.54 and 3.77 respectively. This quarter, inbound tourists' evaluation of the service quality of travel agencies and shopping industries has improved, and their satisfaction with air quality, natural ecology, and landscaping has also improved. The main reason for its decline is that inbound tourists' satisfaction with most aspects of urban construction, urban management, public services and industry services is still not high, and there is a downward trend. From the source of inbound tourists, the order of tourist satisfaction from high to low is Kazakhstan, the United Kingdom, Canada, the United States, Australia, South Korea, Taiwan, Russia, Thailand, Malaysia, Singapore, Japan, France, Germany, Macau, China, and Hong Kong, China. . The satisfaction level of outbound tourists has stabilized at the "basic satisfaction" level. The satisfaction score of the outbound tourist questionnaire survey was 77.23, basically the same as in the first and second quarters. The main factors that have higher tourist satisfaction include the overall service level of the destination, emergency response system, accommodation, website construction and tourism information, service staff appearance, price transparency, complaint system, etc. The main factors with low satisfaction include security, dining convenience, travel prices, transportation services, Chinese services, product quality, tour guides and tour leaders, shopping service staff, etc. (2) Online review survey: The satisfaction index has recovered steadily, with price and travel agency satisfaction being the lowest. In the third quarter of 2013, the online review survey’s tourist satisfaction index has recovered steadily, with an index of 87.26, which is at a relatively high level in recent years. "The level increased by 5.90 and 4.76 year-on-year and month-on-month respectively. Congestion of tourists in scenic spots, lack of humanized services in scenic spots, insufficient travel time for travel agencies, low quality of tourism shopping, insufficient entertainment items, and irregular tourism market order appear more frequently in tourists' comments. In descending order of satisfaction, each indicator is online booking, shopping, attractions, repeat rate/recommendation, catering, transportation, accommodation, leisure and entertainment, destination tourism image, travel agency, and cost-effectiveness. The lowest level of satisfaction is still with price and travel agencies. (3) Quality Supervision Complaint Survey: The satisfaction index continues to increase, but complaints from travel agencies occur frequently. In the third quarter of 2013, tourist complaints and satisfaction with quality supervision services increased steadily. The index was 69.10, which is close to the "average" level. Compared with the same period last year and The month-on-month increases were 2.70 and 4.76 respectively. In this quarter, the satisfaction scores for the convenience of the complaint procedure, the perfection of the complaint system, and the degree of publicity of complaint results were 97.52, 69.75, and 72.18 respectively, which were improved compared with the previous quarter. However, the number of tourism complaints was higher than that of the previous quarter. On-site complaints and online The number of complaints were 750 and 1047 respectively, and there were nearly 400 complaints on the China Tourism Integrity Network alone. Online complaints are mainly concentrated in the domestic tourism market, and the targets of complaints are mainly concentrated on service operators such as travel agencies, accounting for 58% of the total. 2. Analysis of factors influencing national tourist satisfaction in the third quarter of 2013 1. Overall urban environment: Satisfaction with urban construction is high, but satisfaction with urban management is low. This quarter, tourists’ satisfaction with the air quality, city appearance, informatization level, and sanitation facilities of the sample cities has greatly improved, but they are less satisfied with the old city and Satisfaction with historical building protection, folk custom characteristics, citizen image and behavior, and urban convenience has declined significantly. The indicators at the "basic satisfaction" level this quarter are: visibility, openness, emergency rescue system, modernization, beauty, informatization, sense of security, city appearance, and health facilities. The indicators at the "general satisfaction" level In order: natural ecology, landscaping, urban planning, barrier-free facilities, air quality, citizen image and behavior, cultural atmosphere, protection of old cities and historical buildings, construction management, folk characteristics, and convenience. 2. Public industry services: Basic services such as Internet and water supply in tourist areas, and emerging industries such as industrial and agricultural tourism need to be improved. This quarter, tourists' satisfaction with the convenience of bank card swiping in the sample cities has greatly improved, but there is still a need for industrial tourism, mobile phone signal coverage, Satisfaction with internet coverage, traffic signs and taxis has declined significantly. The indicators at the "basic satisfaction" level this quarter are: convenience of bank card swiping, power supply, and railway stations. The indicators at the "general satisfaction" level are: walking paths and bicycle paths, airports, long-distance passenger transportation, self-driving cars, and urban buses. , taxis, Internet coverage, traffic signs, water supply and water quality, mobile phone signal coverage, rural tourism, the only indicator that is at the "passing" level is industrial tourism. 3. Tourism industry services: Problems in the tourism and shopping industry are more prominent. In the on-site questionnaire survey, tourists' satisfaction with travel agencies, accommodation, and catering in the sample cities has greatly improved this quarter, but their satisfaction with tourism public services, attractions, shopping, entertainment, and transportation Satisfaction has dropped significantly. The indicators at the "general satisfaction" level this quarter are: travel agencies, attractions, transportation, accommodation, catering, entertainment, and tourism public services. The satisfaction level of the shopping industry is only at the "passing" level. 3. Tourist satisfaction in 60 sample cities In the third quarter, tourist satisfaction in 60 domestic sample cities from high to low is: Huangshan 80.72, Wuxi 79.77, Chengdu 79.19, Ningbo 77.77, Qingdao 77.72, Hangzhou 77.62, Guilin 77.37, Xiamen 77.20, Chongqing 76.87, Suzhou 76.72, Yantai 76.44, Beijing 76.44, Dalian 76.08, Nanjing 76.05, Zhuhai 75.73, Zhengzhou 75.30, Shanghai 75.17, Zhangjiajie 75.16, Datong 75.15, Luoyang 74.88, Wenzhou 74.85, Tianjin 74.75, Kunming 74 .69, Changsha 74.65, Xi'an 74.63, Shenzhen 74.47, Jinan 74.41, Taiyuan 74.35, Harbin 74.28, Hefei 74.27, Shenyang 74.16, Wuhan 74.15, Chengde 74.13, Zunyi 74.09, Jiujiang 73.75, Fuzhou 73.71, Hohhot 73.61, Haikou 73.55, Guangzhou 73.49 , Guiyang 73.40, Guang’an 73.37 , Ganzhou 73.37, Nanning 73.34, Changchun 72.59, Lijiang 72.33, Yanbian 72.01, Jilin 71.68, Beihai 71.64, Sanya 71.50, Yan'an 70.77, Urumqi 70.75, Nanchang 69.79, Yinchuan 69.13, Qinhuangdao 68.60, Xiangtan 67.82, Xi'an Ning 67.05, Shantou 66.29, Lanzhou 65.72, Shijiazhuang 65.61, Lhasa 63.88. The main characteristics of tourist satisfaction in sample cities this quarter are as follows: tourist satisfaction in most sample cities has improved, and only 6 sample cities have experienced a slight decrease in tourist satisfaction, accounting for 10%. Wenzhou, Zunyi, Zhuhai, and Hefei The tourist satisfaction index of , Wuxi, Changsha, Luoyang and Chengde increased rapidly, reaching more than 5 points. The vast majority of cities are at the "average" and "basically satisfactory" levels, accounting for about 30% and 50% of the sample cities respectively. Huangshan broke through the critical point of 80 points to reach the "satisfactory" level, and 15% of the cities are still at "passing" level. The ranking of urban tourist satisfaction is relatively stable, with Huangshan, Chengdu, Qingdao, Hangzhou, Guilin, Xiamen, and Chongqing remaining in the top ten. The satisfaction index of cities such as Yan'an, Guang'an, and Lijiang is also relatively stable. The main reason for the decline in ranking is that the satisfaction index of other cities has greatly improved.