Research results of the national tourist satisfaction survey report in the first quarter of 2012

Overall satisfaction: In 2012, 10 new sample cities were added to the national tourist satisfaction survey, bringing the total sample cities to 60. The national tourist satisfaction index in the first quarter was at the "basic satisfaction" level of 79.80. Surveys show that the satisfaction level of individual tourists in more than half of the cities is lower than that of group tourists, and there has been no sign of improvement in individual tourists’ evaluation of the tourism reception environment and industry services. The individual tourist service system has become a key factor restricting the national tourism development strategic goal of "making the people more satisfied". 1. The overall situation of national tourist satisfaction in the first quarter of 2012. The national tourist satisfaction index in the first quarter of 2012 was at the "basic satisfaction" level of 79.80, an increase of 1.19 compared with last year. 1. On-site questionnaire survey: Individual tourists are the dominant factor restricting the satisfaction level of domestic and foreign tourists. The tourist satisfaction level of the on-site questionnaire survey in the first quarter of 2012 was at the "satisfied" level of 83.89, a decrease of 0.16 from the previous quarter and slightly higher than the 82.36 in 2011. The satisfaction levels of all types of tourists are at the "satisfactory" level, and the satisfaction level of domestic tourists is slightly lower than the satisfaction level of inbound tourists. The satisfaction level of domestic individual tourists is slightly lower than that of group tourists. Domestic tourist satisfaction is at the "satisfied" level of 83.84. Among them, satisfaction with shopping, attractions, and entertainment has improved, while evaluations of transportation and tourism public services have declined slightly. The proportion of complaints from inbound individual tourists is significantly higher than that from group tourists. The satisfaction level of inbound tourists was at the "satisfied" level of 84.31, a slight decrease both year-on-year and month-on-month. The main reason is that inbound tourists' evaluation of industries such as travel agencies, shopping, transportation, entertainment, and scenic spots has dropped significantly. The proportion of complaints among inbound individual tourists is 29%, which is significantly higher than that of group tourists (20%). The level of satisfaction with the handling of complaints is also much lower than that of group tourists. The satisfaction of inbound tourists in the port cities surveyed this quarter from high to low is: Beijing, Chongqing, Xi'an, Chengdu, Shanghai, Guangzhou, and Shenyang. The satisfaction of overseas tourists who use Beijing as the entry city is always higher. From the perspective of the source of inbound tourists, the satisfaction of inbound tourists from European and Northeast Asian countries has improved. The top five satisfaction levels are Russia, the United States, South Korea, North Korea, and the Netherlands. Outbound individual tourists' satisfaction evaluation of the overall tourism service quality is also lower than that of group tourists. Outbound tourist satisfaction is at the "satisfied" level of 84.24, higher than the 79.04 in the fourth quarter of 2011 and the annual average of 81.54. The main reason is that outbound tourists' evaluation of tourism public services and catering has greatly improved this quarter. The satisfaction of services in various industries is still higher than tourists' evaluation of domestic destinations. Among them, satisfaction with attractions, entertainment, and transportation is higher. . Outbound group tourists rate the overall service quality of travel agencies, accommodation, attractions, entertainment, etc. higher than individual tourists. Looking at overseas destinations, tourists visiting Europe, the United States and Southeast Asia are highly satisfied this quarter. The top five countries with the highest satisfaction levels are: Germany, Spain, the United States, Singapore, and Switzerland. 2. Online review survey: It reflects that individual tourists urgently need new service systems such as transportation and travel agencies. The tourist satisfaction index from the online review survey is at the "basic satisfaction" level of 78.44, which is lower than the average level in 2010 and 2011. The main reason for the decline is that the evaluation of travel agencies and transportation industries has dropped significantly. The evaluations of tourism industry management, travel agencies, transportation, and tourism cost-effectiveness have been low for a long time. None of them reached the "passing" level of 60 points this quarter, reflecting the dispersion in the era of mass tourism. Customized travel methods have put forward higher requirements for urban service quality. 3. Tourism Complaint Survey: The rate of individual travellers’ complaints is high and the degree of satisfaction with complaint handling is low. The tourism complaint satisfaction rate this quarter was 58.91, which is higher than the monitoring results of each period since 2009. It shows a continuous and steady improvement trend, but it is still in the "not good" state. Satisfactory" level. Among them, the convenience of the complaint procedure, the perfection of the complaint system, and the degree of publicity of complaint results have all been greatly improved. The number of tourist complaints has increased significantly, causing the complaint ratio score to drop significantly. This quarter, the number of complaints from online surveys and on-site surveys were 339 and 578 respectively, totaling 917. Among them, the complaint rate of individual customers was high and the satisfaction of complaint handling was low. The survey in the past year found that the proportions of complaints and complaints from individual tourists in on-site surveys were 34.40% and 8.87%, which were slightly higher than the 33.99% and 8.54% of group tourists. The satisfaction level of individual tourists and group tourists with complaint handling was only "passing" "Levels are 65.09 and 65.18 respectively. 2. Analysis of Factors Influencing National Tourist Satisfaction in the First Quarter of 2012. The satisfaction scores of environmental facilities, public services and industry services in this quarter were 75.90, 74.41, and 75.52. Environmental facilities and industry services have been upgraded to the "basic satisfaction" level. Public Service satisfaction has also been improved rapidly. Among them, individual tourists' evaluation of environmental facilities and industry services is slightly lower than that of group tourists. 1. Environmental facilities: Public health services for individual tourists and other environmental facilities that urgently need to be improved. This quarter, the satisfaction of tourists on-site has increased. Satisfaction with climate and ecology has increased significantly. Walking and bicycle paths, and sanitary conditions have also improved. Satisfaction ratings with public toilets have not been effectively improved. The satisfaction of each indicator from high to low is: city appearance, friendliness of residents, civilization and cultural connotation, ease of travel, sense of security, walking and cycling paths, degree of reform and opening up, climate and ecology, and health conditions with public restrooms. Judging from the historical monitoring data and this quarter's data, individual tourists have higher evaluations of the city's appearance, civilization and cultural connotation, and travelability, and they have higher evaluations of climate and ecology, sanitation conditions and public toilets, and the degree of reform and opening up. Always lower. 2. Public services: Satisfaction with the individual travel market order and complaint system is relatively low. This quarter, satisfaction with the tourist travel complaint system, tourism market order, and tourism information provision has slightly improved. Satisfaction with the emergency response system and government tourism website has improved slightly. Basically stable. Basically consistent with 2010, the top two indicators with higher satisfaction ratings this quarter are tourism information provision and government tourism website, while the lower ones are still the emergency response system, tourism market order, and tourism complaint system. . Judging from historical monitoring data and this quarter's data, the tourism complaint system for individual travelers and the tourism market order need to be improved urgently. This quarter, individual travelers' satisfaction with the tourism complaint system is only 71.42. 3. Industry services: The satisfaction of tourists, especially individual tourists, with shopping and transportation industries has been low for a long time. This quarter, the satisfaction level of catering, transportation, travel agencies and other industry services has increased rapidly. The satisfaction level of attractions and accommodation is basically stable. The satisfaction level of entertainment and shopping Satisfaction dropped slightly. There is little difference in the tourist satisfaction evaluations of various industries. The satisfaction of various industries in this quarter's on-site tourist questionnaire survey from high to low is: attractions, entertainment, catering, travel agencies, transportation, accommodation, and shopping. Consistent with the evaluations of all tourists, individual tourists' satisfaction with the catering, shopping, and transportation industries has always been low during the historical monitoring period, mainly due to food hygiene and catering prices, commodity prices and sales methods, and public transportation (buses and taxis). ) and lower satisfaction with road facilities. 3. Tourist satisfaction in 60 sample cities. Tourist satisfaction in the sample cities in the first quarter of 2012 is: Suzhou 86.19, Nanjing 84.84, Ningbo 84.30, Guilin 84.07, Xiamen 83.68, Hangzhou 83.51, Wuhan 83.49, Guangzhou 82.94, Wuxi 82.89, Huangshan 82.80, Chengdu 82.63, Shanghai 82.55, Zhangjiajie 82.34, Xining 82.16, Shenyang 82.03, Wenzhou 81.96, Changsha 81.95, Qingdao 81.66, Chongqing 81.43, Beijing 81.40, Yantai 81.37, Luoyang 81.01, Tianjin 80.83, Guang'an 80.55, Zhuhai 80 .42, Lijiang 80.37, Guiyang 80.28, Taiyuan 79.78, Yinchuan 79.77, Jinan 79.54, Nanning 79.46, Shenzhen 79.33, Jilin 79.29, Harbin 79.14, Lanzhou 79.09, Kunming 78.98, Xi'an 78.87, Zhengzhou 78.69, Haikou 78.36, Datong 78.29, Hohhot 78.21 , Lhasa 77.96, Dalian 77.86 , Hefei 77.67, Urumqi 76.60, Changchun 76.43, Chengde 76.23, Shijiazhuang 76.09, Yanbian 75.47, Fuzhou 75.19, Jiujiang 74.48, Zunyi 74.34, Qinhuangdao 73.86, Nanchang 73.66, Beihai 73.06, Yan'an 72.41, Sanya 72.11, Xiangtan 72.01, Shantou 71.32, Ganzhou 71.30.