Research results of the national tourist satisfaction survey report in the first quarter of 2013

Ecological and environmental issues led to a sharp decline in tourist satisfaction in the first quarter

On April 9, 2013, the China Tourism Academy released the National Tourist Satisfaction Survey Report for the First Quarter of 2013 in Beijing. The survey shows that the national tourist satisfaction index in the first quarter of 2013 was 77.62, which was at the "basic satisfaction" level and showed a significant decline. The main reason is that domestic and inbound tourists are significantly less satisfied with the ecological environment such as haze, sand and dust for many consecutive days, as well as the deterioration of water quality. The report believes that in the era of mass tourism dominated by individual travelers, self-service and leisure, more and more tourists are consuming non-traditional tourism resources, and satisfaction evaluation is closely related to the overall environment of the destination. Tourism departments and governments at all levels must make more efforts to allow tourists to see the beauty of China in real itineraries. 1. The overall situation of national tourist satisfaction in the first quarter of 2013. The national tourist satisfaction index in the first quarter of 2013 was 77.62, which was at the "basic satisfaction" level, with a year-on-year and month-on-month decrease of 2.19 and 5.25 respectively. The main reason was that domestic and inbound tourists On-site satisfaction dropped significantly. Tourist review satisfaction remained stable this quarter, while complaint satisfaction increased significantly. Visitors’ on-site satisfaction dropped significantly. The tourist satisfaction level of the on-site questionnaire survey in the first quarter of 2013 was at the "basic satisfaction" level of 78.05, a year-on-year and month-on-month decrease of 5.83 and 9.16 respectively. The on-site satisfaction of domestic tourists was 77.76, a year-on-year and month-on-month decrease of 6.09 and 9.35 respectively, basically close to the historical lowest level in the first quarter of 2011. The main reason for the decline in domestic tourist satisfaction in this quarter is that tourists' opinions on catering, travel prices, and public services have declined year-on-year, and their opinions on catering, accommodation, travel agencies, transportation, and overall service quality have declined month-on-month. Among them, tourists in the catering industry Satisfaction dropped significantly. Delays in tour groups caused by haze and harsh weather conditions are also important reasons for the decline in tourist satisfaction. The on-site satisfaction of inbound tourists was 80.72, a year-on-year and month-on-month decrease of 3.59 and 7.36 respectively, basically close to the historical lowest level in the first quarter of 2011. The main reason for the decline is that inbound tourists' evaluation of tourism public services, travel agencies, tourism prices, and overall service quality has declined from the previous quarter. In this quarter, inbound tourists' evaluation of domestic air quality is much lower than that of domestic tourists. The surveyed port cities with inbound tourist satisfaction from highest to lowest are Shanghai, Chengdu, Beijing, Guangzhou, Xi'an, Hangzhou, Chongqing and Shenyang. The order of tourist satisfaction from high to low is India, the United States, Taiwan, Australia, Canada, South Korea, Thailand, France, Singapore, the United Kingdom, Germany, Hong Kong, China, Macau, China, and Japan. The overall satisfaction level of tourist reviews remains stable. In the first quarter of 2013, the satisfaction level of tourists' online reviews was 82.30, continuing to be at the "satisfactory" level, with a year-on-year increase of 3.86 and a month-on-month decrease of 0.01. The satisfaction of each comment object from high to low is: online booking 94.95, attractions 88.07, accommodation 88.03, shopping 80.71, leisure and entertainment 79.24, catering 78.91, return rate/recommendation 75.51, destination tourism image 73.84, local residents' attitude 69.09 , transportation 65.48, cost performance 61.91, travel agency 46.15, tourism industry management 15.46. The Internet evaluation score of tourism industry management has been at a low level for a long time. One of the main reasons is that the response speed of government Weibo cannot keep up with the growth rate of Internet users’ information needs, and the level of detail is far from meeting the needs of Internet users to question. For example, Guangming.com’s Weibo on Huashan "One article believes that the government Weibo and scenic spot Weibo lagged behind in responding to the "Huashan Incident" during the 2012 Golden Week. According to a survey by the US-based Nielsen Company, Chinese netizens are more willing to post negative comments than positive ones (accounting for about 60%). Tourist complaint satisfaction increased to the "passing" level for the first time. In the first quarter of 2013, the tourism complaint satisfaction score was 65.82, which was higher than the monitoring results of each period since 2009, and was raised to the "passing" level for the first time. The number of complaints in this quarter was higher than that in the previous quarter. The total number of complaints from online investigations and on-site investigations was 1,536. Among them, the number of on-site complaints was more than that in the fourth quarter, and the number of complaints obtained through online channels was smaller. Complaints were mainly concentrated on travel agencies, accounting for more than half of the total. In particular, problems such as tour guides failing to perform their duties and shopping quality and price were not consistent were more prominent. According to data from the People's Daily Complaint Platform, there has been no significant change in the content of tourism complaints in the past two years. Tour guides require participation in self-funded projects, humiliate customers and force them to shop, shopping takes too long, it is easy to make reservations and refunds are difficult, and the attitude is poor. Shopping in scenic spots is entrusted and unauthorized. Changes in routes, hotels and attractions, falsely high jewelry prices in shopping stores, pure play tours turning into shopping tours, etc. will be difficult to improve for a long time. Illegal one-day tours in Beijing, low-price travel vouchers in Hong Kong, tourism chaos in Phoenix, Hunan, and Hainan housing prices will rise during festivals. , Taobao's 11% discount on air tickets and other issues have not been effectively rectified for a long time. 2. Factors affecting tourist satisfaction across the country in the first quarter of 2013. In addition to tourism public services and industry services, the city's detailed environment and service quality are key factors that affect tourists' actual perception. In the past few years, the survey content mainly involved the details of public services and industry services. Starting from this quarter, it will pay more attention to detailed factors such as city image, urban construction, and urban management. Judging from the actual scores in the on-site survey, tourists have a high evaluation of the city's image, and their satisfaction with detailed factors such as urban management and urban construction is basically lower than 75 points. Environmental facilities: Satisfaction with air quality was the lowest. In the first quarter of 2013, tourists' satisfaction with the destination's environmental facilities was 73.41, a year-on-year increase of 2.81 and a month-on-month decrease of 0.71. The environmental facilities satisfaction of domestic individual tourists, domestic groups, and inbound tourists were 73.19, 73.32, and 75.00 respectively. The satisfaction of each indicator of the city image is: popularity 76.31, beauty 75.45, informatization 75.42, modernization 75.28, openness 75.13. The satisfaction of each indicator of urban construction is: sanitation facilities 74.52, urban planning 74.45, old city And historical building protection 74.28, landscaping 74.19, natural ecology 73.98, convenience 73.69, barrier-free facilities 73.17, air quality 69.80, the satisfaction of each indicator of urban management is: cultural atmosphere 75.05, sense of security 74.81, city appearance 74.66, Citizen image and behavior 74.51, folk characteristics 74.29, emergency rescue system 74.06, construction management 73.98. Public services: Water supply and water quality were the least satisfied. In the first quarter of 2013, tourists' satisfaction with destination public services was 72.64, a year-on-year and month-on-month decrease of 0.62 and 0.57 respectively. The public service satisfaction of domestic individual tourists, domestic groups, and inbound tourists were 72.35, 73.16, and 72.73 respectively. The satisfaction of each factor from high to low is power supply 76.05, Internet coverage 75.03, walking and bicycle paths 75.01, mobile phone signal coverage 74.61, traffic signs 74.55, urban buses 74.53, water supply and water quality 73.92. Except for the catering industry, satisfaction levels in all industries have increased year-on-year. In the first quarter of 2013, tourists' satisfaction with destination industry services was 72.70, a year-on-year increase of 0.28 and a month-on-month decrease of 0.16. The industry service satisfaction of domestic individual tourists, domestic groups, and inbound tourists were 72.05, 72.66, and 75.87 respectively. Except for the catering industry, the satisfaction of all industries has increased year-on-year, and the satisfaction of the shopping industry has also increased month-on-month. The satisfaction of various industries from high to low is shopping 73.93, attractions 73.15, entertainment 73.14, travel agency services 73.08, accommodation 72.67, Transportation 72.37, catering 70.55. 3. Tourist satisfaction in 60 sample cities Suzhou, Huangshan, and Chengdu ranked among the top three in tourist satisfaction in the first quarter. Tourist satisfaction in sample cities in the first quarter of 2013, from high to low, is: Suzhou 85.47, Huangshan 83.30, Chengdu 82.52, Ningbo 82.47, Shanghai 82.46, Xiamen 82.29, Qingdao 82.27, Chongqing 82.03, Hangzhou 81.26, Wuxi 81.12, Beijing 80.97, Nanjing 80.22, Guilin 79.47, Kunming 78.99, Yantai 78.19, Guang'an 77.88, Zhangjiajie 77.65, Shenzhen 77.31, Zhuhai 77.11, Shenyang 77.04, Jinan 76.96, Dalian 76.72, Zhengzhou 76.68, Xi'an 76.67, Jilin 76.57, Yan'an 76.54, Wuhan 75.78, Changchun 75.59 , Lijiang 75.52, Datong 75.44, Tianjin 75.41, Taiyuan 75.20, Haikou 75.07, Guangzhou 74.75, Hohhot 74.53, Luoyang 74.50, Harbin 74.44, Qinhuangdao 74.44, Changsha 74.15, Jiujiang 73.97, Yanbian 73.60, Nanning 73.52, Hefei 73. 31. Zunyi 73.13, Fuzhou 73.02, Nanchang 72.82, Urumqi 72.48, Xiangtan 72.17, Shantou 71.86, Beihai 71.79, Chengde 71.65, Ganzhou 71.61, Guiyang 71.25, Sanya 71.23, Xining 70.71, Lhasa 70.34, Yinchuan 70.28, Shijiazhuang 70.18, Lanzhou 69.51, Wenzhou 69.19. Tourist satisfaction has declined in most sample cities. Compared with the fourth quarter of 2012, tourist satisfaction in all sample cities has declined. The main reason is that tourist satisfaction in on-site questionnaire surveys in each city has dropped significantly. In 17 cities, tourist satisfaction dropped by more than 5 points, accounting for 17% of the cities. The proportion of sample cities reached 28%, and the top five cities with the largest declines were: Zunyi, Yanbian, Tianjin, Zhuhai, and Guiyang. There are still 9 cities where tourist satisfaction has increased year-on-year, and the majority of cities have higher tourist satisfaction than The lowest level in history since 2010. About 80% of urban tourists' satisfaction is at the 70-80 level, and the ranking of urban tourist satisfaction is relatively stable. There are 12 cities with tourist satisfaction scores above 80 points. Suzhou, Huangshan, Chengdu, Shanghai, Ningbo, Xiamen, Chongqing, Hangzhou, Wuxi, Beijing and other cities continue to rank high in tourist satisfaction, with tourist satisfaction levels ranging from 70-75, There are 21 and 25 cities with scores between 75 and 80, accounting for 35% and 42% respectively. There are two cities with tourist satisfaction scores below 70, namely Lanzhou and Wenzhou. In cities where the government focuses on developing environmental improvements, tourist satisfaction continues to improve. The city tourist satisfaction rankings of Lijiang, Changchun, Yan'an, Shenzhen, Zhangjiajie, and Beihai improved by more than ten places. Yan'an City ranked 26th among the sample cities with a score of 76.54, reaching the highest level since 2009, indicating that Yan'an City has improved in recent years. In 2016, the city's tourism environment improvement work, which was directly managed by the Municipal Party Committee and the Municipal Government, has made substantial progress in stages. Beihai City's tourist satisfaction work has also been improved under the attention of the Guangxi District Party Committee and District Government.