Research results of the survey report on Chinese citizens' overseas travel satisfaction in the first quarter of 2013

On April 24, 2013, the China Tourism Academy released a survey report on the satisfaction of Chinese citizens traveling abroad in the first quarter of 2013 in Beijing. The survey showed that the satisfaction index of Chinese citizens traveling abroad in the first quarter of 2013 was 78.07, which was at the "basic satisfaction" level. Among the 22 sample countries and regions, 16 reached the "basic satisfaction" level of more than 75 points. I. Overview of the satisfaction of Chinese citizens traveling abroad in the first quarter of 2013 The satisfaction index of Chinese citizens traveling abroad in the first quarter of 2013 was 78.07, which was at the "basic satisfaction" level. Among the 22 sample countries and regions, 16 reached the "basic satisfaction" level of more than 75 points. In terms of the composition of the indicators, the satisfaction of the questionnaire survey was 77.5, and the satisfaction of the online comments was 79.3. The main factors affecting the satisfaction score are low satisfaction with tourism complaints, high tourism prices, and insufficient Chinese signs and Chinese services. The services of foreign hostels and tour guides for traveling abroad are also the main factors leading to tourists' complaints. From the perspective of the quality perception of the six elements of tourism, the satisfaction index of outbound tourists for scenic spots is relatively high (82.5), followed by shopping (81.1), tourism transportation (80.8), culture and entertainment (80.2), accommodation environment (79.8), and catering (79.3). The satisfaction with travel agency services is relatively low (78.4). The proportion of outbound tourists surveyed who complained was 23.6%, of which 4.2% of tourists made complaints, and tourists were least satisfied with the handling of complaints, only 70%. The surveyed tourists said that the probability of revisiting the destination was 77.7, and the probability of recommending relatives and friends to visit the destination was 79.2. A total of 2,585 comments from tourists on the sample destination countries and regions were collected this quarter, and the score of online comments was 79.3. The analysis of online comments shows that tourists are relatively satisfied with the destination image, natural environment, scenic spots, monument protection, cultural atmosphere, etc. of the destination countries and regions, but are not very satisfied with travel prices, the cost-effectiveness of some tourism products, tourist safety, and complaint channels. The distribution of satisfaction factors in tourists' online comments is roughly consistent with the results of the questionnaire survey. II. Factors influencing the satisfaction of Chinese citizens in their overseas travel in the first quarter of 2013 In the first quarter of 2013, the average satisfaction of Chinese citizens with urban construction, urban management, public industry services and tourism industry services in foreign countries was 82.3, 80.1, 80.3 and 79.2 respectively, all of which were at a basic level of satisfaction. Tourists' satisfaction with foreign urban environment facilities, management and service levels remained at a relatively high level. In comparison, tourists' expectations for foreign destinations were also relatively high, at 82.5, but their actual satisfaction was relatively low, at 79.5. The service quality of travel agencies and the convenience of complaint channels need to be further improved. Satisfaction with urban construction was relatively high. Tourists were highly satisfied with the climate and ecology, natural environment, and degree of modernization on site. The satisfaction of each indicator from high to low was: beauty, natural ecology, degree of modernization, protection of historical buildings, and urban planning. The satisfaction with the urban management of the destination was relatively good, but the sense of security needed to be improved. In terms of urban management, overseas tourists were also highly satisfied with the urban management level of the destination countries and regions. The satisfaction of each indicator from high to low is folk characteristics, cultural atmosphere, citizen image and behavior, and sense of security. The satisfaction of sense of security is 79.3, which is the lowest among all indicators of urban management. The satisfaction of the transportation industry in public services is relatively good. Tourists are satisfied with the quality of public services, and the convenience of bank card use and airport management are the best. The satisfaction of the public service industry in the on-site tourist questionnaire survey is from high to low: airport management, bank card swiping convenience, pedestrian and bicycle lane construction, traffic sign clarity, urban public transportation, and taxis. The price of tourism products in the tourism industry is high, and the complaint handling ability needs to be improved. The factors that lead to low tourist satisfaction in tourism industry services are mainly the high price of tourism products, insufficient Chinese signs and Chinese services, and the service quality of travel agencies needs to be improved. The loyalty index of tourists to continue to choose this travel agency in the future is 76.8, and the poor channels for tourists' tourism complaints and the lack of timely handling of complaints have also caused tourists' satisfaction with tourism complaints to be only 70, which is the lowest among all perception indicators. III. Tourist satisfaction in 22 destination countries The tourist satisfaction in the first quarter of 2013 from high to low is: Canada 84.46, Italy 82.65, Spain 82.64, New Zealand 82.51, France 82.33, Argentina 81.00, Brazil 80.28, South Africa 80.19, Germany 80.04, Singapore 79.47, Philippines 78.94, UK 78.38, Australia 77.09, Japan 76.95, USA 75.71, Russia 75, Indonesia 74.5, South Korea 73.97, Malaysia 73.9, Thailand 73.23, Cambodia 72.32, Vietnam 71.79. From the perspective of the two-item source, the ten countries with the highest satisfaction in the questionnaire survey are: Australia, Singapore, Germany, Canada, Spain, France, USA, Japan, New Zealand, South Korea; the countries with the highest satisfaction in online tourist evaluations are: Argentina, Canada, Brazil, South Africa, Italy, New Zealand, France, Spain, Philippines, Vietnam.