Research results of the 2012 National Tourist Satisfaction Survey Report

Tourist satisfaction exceeded 80 points for the first time

On January 9, 2013, the China Tourism Academy released the 2012 National Tourist Satisfaction Survey Report in Chengdu. The report shows that the current level of tourist satisfaction in my country is generally increasing steadily. For the first time since the launch of the national tourist satisfaction survey, the score has exceeded 80 points, reaching the "satisfactory" level. In particular, the satisfaction of domestic individual tourists and tourism complaints has increased rapidly. The satisfaction level of tourists in the three major markets of domestic, inbound and outbound is at the "satisfactory" level, with inbound tourists relatively high, outbound tourists second, and domestic tourists relatively low. The on-site satisfaction of inbound tourists was 86.87, continuing to maintain the "relatively satisfied" level, which was 1.3 and 1.78 higher than the 85.57 and 85.09 in 2010 and 2011 respectively. From the first to the fourth quarter, they were 84.31, 92.39, 82.71 and 88.08 respectively, which were generally consistent with the situation in each year and showed regular fluctuations. The satisfaction of inbound tourists in the port cities surveyed throughout the year from high to low is Beijing, Shanghai, Chengdu, Hangzhou, Chongqing, Shenyang, Xi'an and Guangzhou, which is basically the same as in 2011. The order of tourist satisfaction from high to low is Africa, Canada, the United States, Russia, India, the Netherlands, Germany, France, Sweden, Spain, North Korea, Indonesia, the United Kingdom, Singapore, Australia, Taiwan, Thailand, Italy, and South Korea. , Japan, Hong Kong, New Zealand, Macau, Malaysia, Philippines and Mongolia. Among them, the satisfaction level of inbound tourists from the Philippines and Mongolia is only 59.17 and 57.50. The on-site satisfaction of outbound tourists was 85.26, entering the "relatively satisfactory" level for the first time in recent years, which was 0.59 and 3.72 higher than the 84.67 and 81.54 in 2010 and 2011 respectively. From the first to the fourth quarter, they were 84.24, 86.86, 83.66 and 86.27 respectively, with steady fluctuations in the "satisfactory" and "relatively satisfactory" levels in each quarter. The satisfaction of outbound tourists in the port cities surveyed throughout the year from high to low is Shanghai, Beijing, Shenyang, Chengdu, Chongqing, Hangzhou, Xi'an and Guangzhou. The order of tourist satisfaction of outbound destinations from high to low is Canada, Indonesia, Spain, Australia, Japan, South Korea, Germany, the United States, Argentina, Singapore, Thailand, Switzerland, the United Kingdom, Vietnam, New Zealand, Malaysia, Hong Kong, Macau, Taiwan, France, Russia, Brazil, Philippines, Egypt, South Africa and Italy. The on-site satisfaction of domestic tourists is 84.15, which is at the "satisfactory" level, which is 0.6 and 2.09 higher than the 83.55 and 82.06 in 2010 and 2011 respectively. From the first to the fourth quarter, there was a steady increase, reaching 83.84, 82.36, 83.29 and 87.11 respectively. The improvement in domestic tourist satisfaction mainly comes from individual tourists. The domestic individual tourist satisfaction rate in 2012 was 84.02, which was 2.86 and 3.17 higher than the 81.16 and 80.85 levels in 2010 and 2011 respectively, and was roughly equivalent to the group tourist satisfaction rate of 84.4 in 2012. Judging from the results of each quarter, the satisfaction levels of group tourists and individual tourists are in the "satisfied" and "relatively satisfied" ranges. As the satisfaction level of individual tourists continues to approach that of group tourists, the competitiveness of travel agencies deserves attention. The report's survey of online reviews found that departments using modern information technology had higher levels of satisfaction. The satisfaction scores of each review object from high to low are: online booking 95.43, attractions 87.91, city comprehensive 86.55, accommodation 82.45, shopping 81.51, leisure and entertainment 79.17, catering 78.88, destination image 77.24, attitude of local residents 77.13, return rate/recommendation Degree is 67.79, transportation is 62.10, cost performance is 59.97, travel agency is 49.17, and tourism industry management is 12.31, which are consistent with the results of each year. Among them, reservations, attractions, accommodation and other businesses that carry out online operations and apply modern service technology have higher satisfaction levels, and online booking satisfaction has been above 95 points for a long time. The report's investigation of tourist complaints found that tourism complaints are at the "unsatisfactory" level, the gap in tourism quality supervision and complaint services between regions has not been further narrowed, and the improvement trend has stagnated, but the level of complaints and complaints has declined. The tourist complaint satisfaction level in 2012 was 59.2, which was at the "dissatisfied" level, which was 14.19 and 4.61 higher than the 45.01 and 54.59 in 2010 and 2011 respectively. The convenience of the complaint procedure and the publicity of complaint results have been improved. The degree of improvement of the complaint system, such as the construction of the website/page of the Quality Supervision Institute, the number of systems and news, etc. should be strengthened. In 2012, the complaint proportions of individual tourists, group tourists and inbound tourists were 30.46%, 31.44% and 26.05% respectively, and the complaint proportions were 7.19%, 7.98% and 8.39% respectively. Although the above proportions are lower than the levels in 2010 and 2011, The continued improvement in each quarter is noteworthy. The report's analysis of factors affecting tourist satisfaction across the country found that tourists' expectations are relatively high. Among them, the gap between expectations and actual feelings about environmental facilities and industry services is relatively small, and the gap between expectations and actual feelings about public services is relatively large, which are 1.94 and 1.94 respectively. 2.69 and 4.75. The overall satisfaction with environmental facilities has improved, but the satisfaction with convenience measures is low and has declined; the satisfaction with public services has improved, but overall is relatively low; the satisfaction with industry services has also shown an improvement trend, but the satisfaction with attractions, accommodation, transportation, prices Satisfaction has declined. Tourists' scores for various tourism factors from high to low are: resident friendliness 77.25, city appearance 77.09, civilization level 76.96, tour guides and tour leaders 76.28, travel agencies 76.24, sense of security 76.07, entertainment 76.05, airports 75.78, scenic spots 75.68, and ecological climate 75.50 , accommodation 75.04, openness 74.92, restaurants 74.84, walking trails 74.76, train stations 74.26, shopping 73.93, government websites 73.92, long-distance vehicles and ships 73.85, traffic signs 73.76, information consultation 73.73, traffic roads 73.69, emergency management 73.60, buses and cars Stations 73.56, taxis 73.36, market order 73.09, health management and public toilets 72.77, prices 72.33, quality supervision complaints 71.42. In the fourth quarter of 2012, tourist satisfaction in sample cities from high to low was Huangshan 88.55, Suzhou 88.30, Shanghai 87.71, Ningbo 86.94, Chengdu 86.62, Xiamen 86.43, Hangzhou 86.32, Chongqing 85.78, Wuxi 85.47, Nanjing 83.73, Beijing 83.65, and Yantai 83.45, Zhuhai 83.44, Qingdao 83.11, Kunming 83.02, Guang'an 82.69, Tianjin 81.84, Guilin 81.66, Dalian 81.38, Jinan 81.25, Jilin 81.20, Shenyang 81.14, Taiyuan 80.85, Zhengzhou 80.78, Haikou 80.21, Wuhan 80.19, Zunyi 8 0.17, Xi'an 80.13, Yanbian 80.10, Zhangjiajie 79.96, Guangzhou 79.85, Datong 79.82, Shenzhen 79.54, Harbin 79.36, Nanning 79.13, Hohhot 79.11, Changsha 79.03, Qinhuangdao 78.84, Lijiang 78.71, Luoyang 78.43, Xiangtan 78.33, Urumqi 78.32, Yan'an 78.28, Hefei 78.25, Ganzhou 77.70, Guiyang 77.51, Jiujiang 77.41, Changchun 77.33, Nanchang 76.70, Fuzhou 75.61, Chengde 75.15, Wenzhou 75.13, Sanya 74.94, Shijiazhuang 74.72, Yinchuan 74.36, Shantou 74.21, Lhasa 73.82, Xining 73.41, Lanzhou 72.94 and Beihai 72.7 4. Tourist satisfaction in sample cities throughout 2012, from high to low, is Suzhou 85.96, Shanghai 85.84, Huangshan 85.15, Nanjing 84.68, Chengdu 84.17, Xiamen 84.15, Ningbo 84.06, Hangzhou 83.30, Wuxi 83.14, Chongqing 83.02, Beijing 82.73, Yantai 81.96 , Shenyang 81.78, Guang'an 81.62, Guilin 81.47, Qingdao 81.40, Zhuhai 81.25, Kunming 80.86, Guangzhou 80.62, Dalian 80.59, Changsha 80.35, Guiyang 80.25, Jinan 80.15, Wuhan 80.02, Tianjin 79.96, Xi'an 79.88, Nanning 79.77, Harbin 79.73, Zhangjiajie 79.48, Zhengzhou 79.38, Jilin 79.06, Hohhot 78.72, Lijiang 78.72, Taiyuan 78.61, Luoyang 78.61, Datong 78.54, Wenzhou 77.89, Hefei 77.80, Yanbian 77.71, Haikou 77.68, Xining 77.39, Shenzhen 77.38, Chengde 76.69, Wuhan Lumuqi 76.55, Qinhuangdao 76.18, Yinchuan 76.13, Zunyi 76.11, Changchun 75.76, Jiujiang 75.53, Lanzhou 75.16, Fuzhou 75.15, Lhasa 75.08, Shijiazhuang 74.68, Ganzhou 73.71, Xiangtan 73.66, Yan'an 73.50, Nanchang 73.40, Sanya 72.62, Beihai 72.18 and Shantou 70.98. Tourist satisfaction in the current sample cities continues to improve. The tourist satisfaction rate of Suzhou, the first city in 2012, was 85.96, which was 3.42 and 1.13 higher than the 82.54 of Nanjing, the first city in 2010, and 84.83, respectively, of Suzhou, the first city in 2011. The tourist satisfaction rate of Shantou, the last city in 2012, was 70.98, which was also higher than that of 2010 and 2011. cities were 4.84 and 1.18 higher respectively. In 2012, there were 52 cities with a satisfaction score of 75 or above, accounting for 86.7% of the sample cities, which was higher than 34% in 2010 and 78% in 2011. The data from the first to the fourth quarter also showed an upward trend. From the perspective of spatial distribution, tourist satisfaction in the Yangtze River Delta urban agglomeration is relatively high. Among the top ten cities in satisfaction ranking, 7 are in the Yangtze River Delta.