Research results of the National Tourist Satisfaction Survey Report in the third quarter of 2012

In the third quarter of 2012, tourist satisfaction across the country increased steadily. It exceeded 80 points for the first time this year and was at the "satisfactory" level. Scenic area services, tourism prices, etc. are still the focus of tourists' concerns. Since the beginning of this year, the satisfaction of inbound tourists has fluctuated greatly and the proportion of complaints has continued to rise. This should also be highly concerned. 1. The overall situation of national tourist satisfaction in the third quarter of 2012. The comprehensive national tourist satisfaction index in the third quarter of 2012 was 80.04, which was at the "satisfactory" level. An increase of 0.11 from the previous quarter and a decrease of 0.42 from the same period last year. Tourist satisfaction in three aspects including on-site, online comments and complaints were 83.23, 81.36 and 59.79 respectively. Tourists' satisfaction with on-site and online reviews is relatively stable, and satisfaction with tourism complaints continues to increase steadily. (1) On-site questionnaire survey: The satisfaction level of domestic and outbound tourists is relatively stable, but the satisfaction level of inbound tourists fluctuates greatly. In the third quarter of 2012, the on-site questionnaire survey satisfaction level was 83.23, which was at the "satisfactory" level, down 0.13 from the previous quarter. A decrease of 2.02 from the same period last year. The main reason is that the satisfaction level of inbound tourists fluctuated greatly, which dropped by 9.68 points from the previous quarter. The satisfaction levels of domestic, inbound and outbound tourists were 83.29, 82.71 and 83.66 respectively, all at the "satisfactory" level. Domestic market: Individual tourists are more satisfied than group tourists. Domestic tourist satisfaction was 83.29, an increase of 0.93 from the previous quarter, but a decrease of 1.96 from the same period last year. Compared with the same period last year, the main reason for the decline in domestic tourists' satisfaction is that tourists' satisfaction with shopping and attractions has dropped significantly, and individual tourists' satisfaction with travel prices has dropped significantly. In recent years, the satisfaction of individual tourists and group tourists has continued to converge. This quarter, the satisfaction of individual tourists exceeded that of group tourists. Domestic group tourist satisfaction was 83.14, an increase of 0.37 from the previous quarter and a decrease of 3.38 from the same period last year. Domestic individual passenger satisfaction was 83.37, an increase of 1.23 from the previous quarter and a decrease of 1.2 from the same period last year. The reason for the relatively high satisfaction of individual tourists is mainly due to their relatively low expectations, and their satisfaction with most services is still lower than that of group tourists. Inbound market: Tourist satisfaction has dropped significantly, which should be taken seriously in the current context of sluggish growth in the inbound tourism market. Inbound tourist satisfaction was 82.71, a decrease of 9.68 from the previous quarter and a decrease of 2.48 from the same period last year. The main reason is that inbound tourists' satisfaction with attractions and entertainment services has dropped significantly, falling by 8.97 and 3.63 respectively. Inbound tourists also have more opinions on public services such as attraction prices, environmental sanitation, English-speaking environment, taxi services and visas. The satisfaction of inbound tourists in the port cities surveyed this quarter from high to low is: Shanghai, Chengdu, Chongqing, Beijing, Hangzhou, Shenyang, Xi'an, and Guangzhou. Among them, the satisfaction of inbound tourists in Beijing has declined. From the perspective of the source of inbound tourists, tourists from long-distance markets such as Russia, the United States, Sweden, Africa and India have higher satisfaction levels, while tourists from short-distance markets such as Hong Kong, Malaysia, South Korea, Macau, New Zealand, Philippines and Mongolia have lower satisfaction levels. Outbound market: Satisfaction with public services and public facilities has declined. Outbound tourist satisfaction was 83.66, down 3.2 from the previous quarter and up 0.75 from the same period last year. Compared with the previous quarter, the main reason for the greater decrease in outbound tourists' satisfaction is the greater decrease in satisfaction with public services, transportation, accommodation and attractions, such as Chinese signs, traffic guidance, accommodation environment, attraction content and shopping services wait. In terms of outbound tourism destinations, developed countries such as Spain, Argentina, the United States, South Korea, Canada, Australia, New Zealand, and Germany are mainly rated higher by outbound tourists, while developing countries are mainly rated lower by outbound tourists, such as Brazil, Egypt, South Africa, Italy and the Philippines. (2) Online review survey: Satisfaction is generally on an upward trend, but the public service evaluation is still not high. The tourist satisfaction index from the online review survey is 81.36, which is at the "satisfactory" level, an increase of 0.49 from the previous quarter, and an increase from the same period last year. 1.79. Satisfaction with local residents' attitudes, online travel service prices, catering and accommodation has increased, while satisfaction with recommendations, transportation, entertainment, travel agencies and tourism industry management has declined. From the perspective of sub-indicators, tourists’ satisfaction with online booking is the highest, with an index of 96.17. Tourists are relatively satisfied with online booking, leisure and entertainment, shopping, attractions, accommodation, catering, attitude of local residents, and destination tourism image, with a satisfaction index higher than 70. Tourists are generally satisfied with cost-effectiveness, repeat rate/recommendation, and the satisfaction index is between 60-70. Tourists are relatively dissatisfied with tourism industry management, travel agencies, and transportation, with the satisfaction index below 60. (3) Tourism complaint survey: The satisfaction index is close to 60, but the proportion of complaints from inbound tourists continues to rise. The tourism complaint satisfaction index this quarter was 59.79, an increase of 0.88 from the previous quarter and an increase of 4.99 from the same period last year. Since the launch of the national tourist satisfaction survey, tourist complaint satisfaction has continued to increase. The satisfaction index has risen from 33.70 in the first quarter of 2010 to 59.79 this quarter, approaching 60 for the first time. This quarter, satisfaction levels such as the convenience of online tourism complaints, the construction of quality supervision institutions, the frequency of tourism service quality announcements, the detailed level of announcements, and the effectiveness of handling tourism complaints have all improved. The complaint proportions of domestic individual tourists, groups and inbound tourists were 27.6%, 30.5% and 23.7%, and the complaint proportions were 4.27%, 6.4% and 8.18%. Judging from the trends, the stability of the tourism government network and the proportion of complaints from inbound tourists continued to rise from 5.19% to 8.18% in the first three quarters. These two issues should be highly concerned. 2. Analysis of Factors Influencing National Tourist Satisfaction in the Third Quarter of 2012 (1) Environmental Facilities: Satisfaction with convenience facilities is relatively low. Satisfaction with environmental facilities this quarter was 75.20, an increase of 0.09 from the previous quarter, and an increase of 1.86 from the same period last year. There is also an overall upward trend. Looking at the sub-indicators, the destination’s travelability, openness and development, and residents’ friendliness are on the rise, which are also fully reflected in online comments. The degree of civilization and cultural connotation of the destination has steadily increased, while the ecological climate satisfaction has shown seasonal fluctuations. Satisfaction with city appearance has not changed much, and the sense of security is relatively stable. The main problem is the decrease in satisfaction with convenience measures, such as bicycle paths, walking paths, sanitation management and public toilets. (2) Public services: Inadequate standardization and internationalization, structural improvement is needed. Among the various factors that affect tourist satisfaction, the satisfaction level of public services is relatively low. This quarter was 71.04, a decrease of 0.63 from the previous quarter and a decrease of 0.63 from last year. A decrease of 0.06 over the same period. According to online comment surveys, satisfaction with public services such as tourism industry management has also been lagging behind. Due to the large regional differences in tourism complaint services, satisfaction with this indicator has been low for a long time. In recent years, the complaint system and quality supervision services have been continuously improved, and basic public services such as information provision, website construction and emergency response systems need to be strengthened. In terms of tourist types, inbound tourists are the least satisfied with public services and find them the most inconvenient. Their satisfaction has always been low and showing a downward trend. Individual tourists are also not very satisfied with public services, while group tourists are relatively satisfied. (3) Industry services: Satisfaction with attractions, prices, etc. continues to decline and is relatively low. The stability of the service quality of each element needs to be strengthened. This quarter, industry service satisfaction showed a fluctuating downward trend, which was 71.78, a decrease of 0.36 from the previous quarter, and a decrease of 0.36 from the previous quarter. It fell by 0.5 in the same period last year. In the tourism industry, satisfaction levels are declining for scenic spots, accommodation, shopping and prices. Satisfaction with various monitoring indicators such as safety and health management, passenger flow management, and explanations in the scenic area has declined, and satisfaction with ticket prices is only 69.78. In the accommodation industry, satisfaction has also declined due to insufficient provision of tourism information and issues such as price and service personnel. The main factors affecting shopping satisfaction are freedom, promotion methods and product features. Tourism price is currently the lowest indicator of satisfaction. Satisfaction with culture and entertainment is on the rise. The main reasons are the improvement of cultural content and the increase in evening activities. Travel agency satisfaction is also on the rise, but the "likelihood of choosing a travel agency again" has dropped below 60%, showing that the short-term behavior of corporate operations cannot be ignored. Similar problems exist in the hygiene and service attitude of the catering industry, as well as the service and management of the transportation industry, such as traffic signs and manuals. Taxi satisfaction also dropped significantly. Tourists' scores for each service element from high to low are: resident friendliness 78.21, urban civilization 77.30, ecological climate 77.21, travel agency 77.13, city appearance 76.90, entertainment 76.65, tour guide and tour leader 76.36, openness 76.29, sense of security 76.23 , airport 76.10, accommodation 74.99, train station 74.75, catering 74.47, walking trails 73.87, scenic spots 73.78, long-distance vehicles and ships 73.50, market order 73.49, government website 73.27, traffic roads 73.24, buses and bus stations 73.23, information consultation 73.05, shopping 73.04 , traffic signs 72.81, emergency management 72.60, taxis 72.58, sanitation management and public toilets 71.96, complaint system 71.57, price 71.35. 3. Tourist satisfaction in 60 sample cities. In the third quarter of 2012, tourist satisfaction in the sample cities from high to low is: Shanghai 86.49, Suzhou 85.32, Huangshan 84.70, Chengdu 84.68, Nanjing 84.21, Xiamen 83.81, Beijing 83.58, Ningbo 82.89 , Chongqing 82.35, Wuxi 82.20, Guang'an 82.17, Yantai 82.00, Guiyang 81.93, Dalian 81.80, Hangzhou 81.80, Qingdao 80.69, Shenyang 80.64, Guangzhou 80.51, Zhuhai 80.44, Changsha 80.23, Harbin 80.07, Nanning 80.03, Jinan 79.64, Kunming 79.31, Guilin 79.21, Tianjin 79.14, Xi'an 79.05, Yanbian 78.89, Hohhot 78.64, Zhengzhou 78.49, Wuhan 78.23, Datong 78.08, Jilin 77.85, Lijiang 77.20, Chengde 77.07, Qinhuangdao 76.89, Zhangjiajie 76.83, Taiyuan 76.64, Luoyang 76.28 , Hefei 76.15, Haikou 75.90, Xining 75.69, Urumqi 75.62, Ganzhou 75.42, Zunyi 75.40, Wenzhou 75.36, Jiujiang 75.23, Shenzhen 74.85, Changchun 74.65, Fuzhou 74.27, Yan'an 73.73, Xiangtan 73.63, Lhasa 73.30, Yinchuan 73.28, Shijiazhuang 73.19, Lanzhou 73.11, Sanya 72.01, Nanchang 71.59 , Beihai 70.35, Shantou 68.95. Currently, cities with higher satisfaction levels are mainly distributed in the Yangtze River Delta urban agglomeration, the West Coast urban agglomeration and the Chengdu-Chongqing urban agglomeration. Among them, the Chengdu-Chongqing urban agglomeration has better effects on improving and maintaining tourist satisfaction. This quarter, there were 47 cities with "Basically Satisfactory" and above levels, accounting for 78.3% of the total number of samples. Both the overall situation and the structure remained basically stable. In the first three quarters, satisfaction levels in Shanghai, Xi'an, Yan'an and other cities showed an upward trend. The satisfaction of tourism complaints in cities such as Yan'an, Shenzhen, Tianjin, and Guang'an has increased significantly, while the satisfaction of tourism complaints in Shijiazhuang, Sanya, Yinchuan and other places has declined. The cities with the highest individual passenger satisfaction are Shanghai, Chengdu, Beijing, Xiamen and Yantai. The cities with the highest willingness to revisit and recommend are Guang'an, Shanghai, Qingdao, Beijing and Chongqing.