Research results of the National Tourist Satisfaction Survey Report for the Second Quarter of 2012

On July 12, 2012, the China Tourism Academy released the National Tourist Satisfaction Report for the Second Quarter of 2012 in Beijing, believing that tourist satisfaction increased steadily in the second quarter, reaching the "basic satisfaction" level of 79.93. Tourist perception is related to the environmental facilities, public services and industry service levels of the entire city. Tourism industry management, travel agencies, and tourism prices are sensitive factors that restrict tourist satisfaction in the long term. The sharp decline in satisfaction with tourist prices such as tickets is a prominent problem in this quarter. 1. The overall situation of national tourist satisfaction in the second quarter of 2012. The national tourist satisfaction index in the second quarter of 2012 was 79.93, which was at the "basic satisfaction" level. It increased by 1.10 and 0.13 year-on-year and month-on-month respectively, mainly due to the satisfaction of inbound tourists. There is a significant improvement. The satisfaction levels of tourists’ on-site questionnaires, online comments and tourism complaints were 83.36, 80.87 and 58.91 respectively. 1. On-site questionnaire survey: Tourist satisfaction in the three major markets are all at the "satisfied" level and above. In the second quarter of 2012, the on-site questionnaire survey showed that tourist satisfaction was at the "satisfied" level of 83.36, a decrease of 0.53 from the previous quarter. The satisfaction levels of all types of tourists are at "satisfactory" and above, and the gap between domestic tourists' satisfaction and inbound tourists' satisfaction has widened. Price is a sensitive factor affecting domestic tourists' satisfaction. Domestic tourist satisfaction this quarter was at the "satisfied" level of 82.36, a decrease of 1.48 compared with the previous quarter. The main reason is that domestic tourists' satisfaction with travel prices and cost-effectiveness has dropped significantly. Rational expectations and quality service are the dual conditions for inbound tourists to be satisfied. The satisfaction level of inbound tourists this quarter was 92.39 at the "very satisfied" level, a significant increase both year-on-year and month-on-month. The main reasons are: First, inbound tourists have become more rational in their expectations of domestic city tourism image, and second, satisfaction with industries such as transportation, catering, accommodation, and shopping has increased significantly. Outbound tourists pay more attention to a high-quality comprehensive travel experience rather than just shopping. This quarter, outbound tourist satisfaction was at the "relatively satisfied" level of 86.86, which increased year-on-year and month-on-month. The main reason is that satisfaction with services in various industries and travel cost-effectiveness has increased significantly. Judging from the satisfaction ranking of overseas destinations, the top five countries this quarter are the UK, Switzerland, Spain, Australia, Canada and other leading destinations in providing tourism services. 2. Online review survey: Tourism industry management, travel agencies, and travel prices are still the three major outstanding issues. The tourist satisfaction index from the online review survey is at the "satisfactory" level of 80.87, an increase of 2.43 from the previous quarter. The main reason is that the network of transportation and travel agencies The review score has been greatly improved. Judging from the survey results in the past three years, the three major service systems of online booking, city and scenic spots have the highest satisfaction, which is at the "very satisfactory" level. Tourism industry management, travel agencies, and tourism prices are the three prominent tourism issues found in the survey. 3. Tourism Complaint Survey: Lack of smooth complaint acceptance channels and effective complaint handling mechanism. Tourism complaint satisfaction is 58.91. The convenience of the complaint procedure and the perfection of the complaint system have improved, which is higher than the levels in previous periods but is still at the "unsatisfactory" level. . Tourists are more willing to post online for exposure rather than go to relevant departments to complain and defend their rights. The main reasons are poor complaint acceptance channels and inefficient complaint handling mechanisms. 2. Analysis of factors influencing national tourist satisfaction in the second quarter of 2012. Tourist perception is related to the environmental facilities, public services and industry service levels of the entire city. The low quality of tourism public services is a constraint on national tourist satisfaction in this quarter and in the past three years. Short board. The satisfaction scores of environmental facilities, public services and industry services were 75.96, 74.48, and 74.93. Environmental facilities were basically stable at the "basic satisfaction" level, the satisfaction of public services increased, and the satisfaction of industry services declined slightly. 1. Public services: Tourism market order, tourism complaint system, etc. have low evaluations. Tourists' satisfaction with the tourism complaint system has slightly improved, while satisfaction with tourism information provision and emergency response systems has declined. Incidents such as "tour guide commission exposure" and "frequent tourist bus accidents" reflect that there are still many areas for improvement in the tourism market environment. The purification of the tourism market requires strengthening daily management rather than just centralized rectification. 2. Industry services: Satisfaction in all industries is at the "average" level, and price satisfaction has dropped significantly. In this quarter, satisfaction in all industries is at the "average" level, and satisfaction has declined, with catering, attractions, etc. experiencing a larger decline. Due to the increase in China's tourism industry price index caused by the increase in scenic spot tickets and oil prices this quarter, tourists' price satisfaction with all aspects of tourism has declined. With the increase in graduation tourism and leisure summer travel in the third quarter, air tickets, hotels, etc. Price increases will remain a sensitive factor affecting tourist perceptions. 3. Tourist satisfaction in 60 sample cities In the second quarter of 2012, tourist satisfaction in the sample cities from high to low is: Shanghai 86.61, Nanjing 85.93, Huangshan 84.54, Suzhou 84.03, Shenyang 83.31, Chengdu 82.74, Xiamen 82.68, Chongqing 82.53 , Beijing 82.30, Ningbo 82.11, Kunming 82.11, Wuxi 82.01, Hangzhou 81.56, Xi'an 81.47, Dalian 81.31, Guiyang 81.30, Guang'an 81.08, Yantai 81.03, Guilin 80.93, Zhuhai 80.70, Nanning 80.45, Harbin 80.34, Jinan 80.18, Changzhou Sha 80.18, Qingdao 80.14, Zhengzhou 79.55, Guangzhou 79.20, Hefei 79.12, Wenzhou 79.10, Hohhot 78.93, Zhangjiajie 78.79, Luoyang 78.71, Lijiang 78.59, Xining 78.31, Chengde 78.30, Wuhan 78.18, Tianjin 78.02, Datong 77.99, Jilin City 77.89 , Taiyuan 77.18, Yinchuan 77.12 , Yanbian 76.37, Haikou 76.25, Shenzhen 75.81, Urumqi 75.66, Fuzhou 75.54, Lanzhou 75.52, Lhasa 75.25, Qinhuangdao 75.14, Jiujiang 75.00, Shijiazhuang 74.71, Changchun 74.64, Zunyi 74.53, Beihai 72.56, Nanchang 71.64, Sanya 71 .41, Xiangtan 70.66, Ganzhou 70.41, Yan'an 69.58, Shantou 69.44.