China Tourism Academy releases the research results of the national tourist satisfaction survey report for the fourth quarter and the whole year of 2011

In the fourth quarter of 2011, the national tourist satisfaction index remained above 80 points, which was considered "satisfactory", and remained at 78.61 points, which was considered "basically satisfactory", for the whole year.

In 2011, the National Tourist Satisfaction Survey Research Team collected a total of 30,390 valid questionnaires, 57,741 tourist comments, and 3,201 tourist complaints. The national tourist satisfaction index in the fourth quarter of 2011 was 80.09, and it was at the "basic satisfaction" level of 78.61 throughout the year, basically the same as 78.95 in 2010, showing a significant quarterly improvement trend. 1. On-site questionnaire survey: Tourist satisfaction is generally at the "satisfactory" level. The tourist satisfaction level in the on-site questionnaire survey in the fourth quarter of 2011 was 84.05, and it was at the "satisfactory" level of 82.36 for the whole year, slightly lower than the 83.75 in 2010. The satisfaction levels of all types of tourists are at the "satisfied" level and above, and the satisfaction level of domestic tourists is higher than that of outbound tourists. Domestic tourist satisfaction has increased rapidly, and the gap in satisfaction between individual tourists and group tourists has been narrowing. Domestic tourist satisfaction in the fourth quarter of 2011 was 83.60, and it was at the "satisfactory" level of 82.06 for the whole year, slightly lower than the 83.55 in 2010. The satisfaction with attractions, entertainment, travel agency services, accommodation, and transportation is relatively high, while the satisfaction with shopping, catering, prices, and tourism public services is relatively low. The satisfaction levels of domestic group tourists and individual tourists are 84.30 and 80.85 respectively. The overall satisfaction of group tourists with tourism public services, attractions, accommodation and other services is higher than that of domestic individual tourists. The satisfaction gap between domestic individual tourists and group tourists is as follows: Decreasing trend. The overall satisfaction of inbound tourists exceeds the satisfaction of domestic tourists. In the fourth quarter of 2011, the satisfaction level of inbound tourists was 88.11, and it was at the "relatively satisfactory" level of 85.09 for the whole year, slightly lower than the 86.77 in 2010. The satisfaction with entertainment, attractions, accommodation, travel agency services, and transportation is relatively high, while the satisfaction with shopping, catering, price, and tourism public services is relatively low, which is basically consistent with the evaluation of domestic tourists. The annual inbound tourist satisfaction in the surveyed port cities from high to low is: Beijing, Shanghai, Shenyang, Chengdu, Xi'an, Guangzhou, and Chongqing. From the perspective of the source of inbound tourists, the satisfaction level of long-distance tourists is higher, while the satisfaction level of tourists from short-distance and surrounding source areas is lower. The top five satisfaction levels are Kazakhstan, Australia, Canada, the United States, and the United Kingdom. Outbound tourist satisfaction shows a volatile downward trend. The satisfaction level of outbound tourists in the fourth quarter of 2011 was 79.04, and the satisfaction level of outbound tourists for the whole year was 81.54, which was at the "satisfactory" level, lower than the 84.67 in 2010. Outbound tourists are more satisfied with most services than domestic tourists, but their evaluation of travel agencies and public services is relatively low and showing a downward trend. At the same time, their expectations for the image and service level of overseas destinations are higher than those of domestic tourists, which makes outbound tourists more satisfied with most services than domestic tourists. Tourist satisfaction is slightly lower than in China. The satisfaction of short-distance tourists to Europe and Asia throughout the year is higher than that of long-distance markets in the Americas and Africa. The satisfaction of tourists to China, Hong Kong, Macao and Taiwan is still not high. The top five countries with the highest satisfaction level for overseas destinations are: Singapore, Germany, and Malaysia. , Japan, and the United Kingdom. 2. Online review survey: Overall at the "satisfactory" level, with a stable change trend. The tourist satisfaction index of the online review survey in the fourth quarter of 2011 was 79.55, reaching a "satisfactory" level of 80.06 for the whole year, lower than the average level of 82.49 in 2010. Online reviews of online bookings, shopping, travel cost-effectiveness, accommodation, leisure and entertainment, attractions, and transportation have improved compared with 2010. The main reasons for the decline in online review satisfaction are tourism industry management, destination tourism image, travel agencies, and the attitude of local residents, etc. has declined. Consistent with the historical monitoring results, the online review satisfaction index of tourism industry management, travel agencies, transportation, tourism prices, local residents’ attitudes and other tourism characteristic services in each quarter continues to be low. 3. Tourism complaint survey: at the "unsatisfied" level, but continuing to improve. The tourism complaint satisfaction level in the fourth quarter of 2011 was 58.57, and it was at the "unsatisfactory" level of 54.92 for the whole year, which was higher than the average level of 45.01 in 2010, and was high in each quarter. Compared with the same period in 2010, it shows a continuous improvement trend. In the fourth quarter, tourism quality supervision satisfaction reached the highest value since the survey. The main reason is that tourists' satisfaction with the handling of tourism complaints has greatly improved. Compared with 2010, the degree of satisfaction with the disclosure of complaint results has increased significantly. The long-term low index of the degree of perfection of the complaint system and the degree of satisfaction with complaint handling are the main reasons that restrict the increase in the satisfaction index of tourism complaints and quality supervision.

The quality of tourism supply and tourists' actual experience improved throughout the year. The satisfaction with urban environment and facilities remained at a relatively high level. The improvement in industry service satisfaction was more obvious. The satisfaction with public services was still relatively low and improved slowly.

In the fourth quarter of 2011, environmental facilities, public services and industry services were 74.83, 73.01 and 75.07 respectively, and 74.91, 73.05 and 74.86 respectively for the whole year, all of which were at the "average" level, but higher than 74.19, 72.77 and 72.71 in 2010 respectively. 1. Satisfaction with environmental facilities is relatively high. Throughout the year, tourists' satisfaction with the climate and ecology, the friendliness of residents and other aspects of the on-site experience has greatly increased, while the satisfaction with the degree of openness has decreased. The satisfaction of each indicator from high to low is: travel comfort, the beauty of the city appearance, the degree of civilization and cultural connotation, the sense of security, the pedestrian paths and bicycle paths, the friendliness of residents, the sanitation and public toilets, the degree of openness, the climate and ecology. 2. Satisfaction with public services is relatively low and improves slowly. Throughout the year, the satisfaction with the government tourism website and the emergency response system has slightly increased, while the satisfaction with the tourism market order and the tourism complaint system has slightly decreased. The satisfaction of each indicator from high to low is: tourism information provision, government tourism website, tourism market order, tourism complaint system, and emergency response system. 3. Satisfaction with industry services has generally improved significantly. The satisfaction with service quality in all industries throughout the year was higher than in 2010, and the satisfaction with catering, transportation, entertainment, and shopping increased rapidly. The satisfaction of various industries in the on-site tourist questionnaire survey was ranked from high to low: attractions, entertainment, travel agencies, accommodation, transportation, shopping, and catering. The satisfaction with the catering, shopping, and transportation industries has always been low during the historical monitoring period, mainly due to low satisfaction with food hygiene and catering prices, commodity prices and sales methods, public transportation, and road facilities.

The quality of tourism services in cities such as Beijing continued to lead the country, with nearly 80% of sample cities reaching a "basic satisfaction" level of more than 75 points, and Yan'an rose to 49th place.

In the fourth quarter of 2011, tourist satisfaction in sample cities from high to low is: Suzhou 88.81, Guilin 87.94, Xiamen 86.35, Ningbo 85.70, Chengdu 85.49, Hangzhou 84.63, Wuhan 83.92, Changsha 83.75, Qingdao 83.32, Shenyang 83.00, Xining 82.93 , Guangzhou 82.79, Yinchuan 82.71, Nanjing 82.33, Huangshan 82.33, Guiyang 81.79, Beijing 81.61, Zhangjiajie 81.48, Wuxi 81.24, Zhuhai 80.95, Shenzhen 80.87, Chongqing 80.86, Jinan 80.71, Lanzhou 80.56, Shanghai 80.45, Tianjin 80.13, Luo Yang79.89, Harbin 79.89, Taiyuan 79.84, Guang'an 79.61, Nanning 79.52, Lhasa 79.36, Haikou 78.23, Jilin City 78.19, Kunming 78.07, Changchun 78.03, Dalian 77.37, Xi'an 77.10, Zhengzhou 76.91, Zunyi 76.29, Fuzhou 75.69, Hohhot 75.39, Sanya 74.69, Hefei 74.66 , Chengde 74.47, Shijiazhuang 74.32, Urumqi 74.28, Nanchang 74.07, Yan'an 74.07, Qinhuangdao 71.74. Tourist satisfaction in sample cities throughout 2011 from high to low is: Suzhou 84.83, Ningbo 83.99, Xiamen 83.52, Chengdu 83.47, Hangzhou 83.09, Wuxi 82.70, Guilin 82.54, Huangshan 82.44, Beijing 81.78, Shanghai 81.22, Nanjing 81.19, Shenyang 81.02, Guangzhou 80.72, Qingdao 80.64, Changsha 80.28, Chongqing 79.71, Jinan 79.71, Guiyang 79.42, Yinchuan 79.07, Luoyang 78.73, Dalian 78.45, Tianjin 78.17, Xining 77.91, Kunming 77.77, Wuhan 77.71, Zhuhai 77.70, Zhang Jiajie 77.66, Harbin 77.25 , Jilin City 77.22, Nanning 77.21, Shenzhen 76.94, Guang'an 76.63, Zhengzhou 76.32, Taiyuan 76.19, Changchun 76.07, Xi'an 75.99, Shijiazhuang 75.79, Lanzhou 75.54, Lhasa 75.02, Haikou 74.86, Hefei 74.83, Zunyi 74.13, Hohhot 74 .02, Chengde 73.90, Sanya 73.56, Urumqi 73.40, Fuzhou 73.28, Nanchang 72.43, Qinhuangdao 70.30, Yan'an 69.80. From the three sources of composition, the ten cities with the highest satisfaction from on-site evaluations throughout the year are: Huangshan, Suzhou, Chengdu, Hangzhou, Shenyang, Ningbo, Yinchuan, Guangzhou, Changsha, and Guilin; the top ten cities with the highest satisfaction from online evaluations by tourists are : Xiamen, Chengdu, Nanjing, Wuxi, Suzhou, Beijing, Dalian, Qingdao, Hangzhou, Zhuhai; those with the highest satisfaction levels in tourism complaints and quality supervision surveys are: Guang'an, Ningbo, Xiamen, Guilin, Changchun, Shanghai, Wuxi, Tianjin, Suzhou, Hefei. The main characteristics of tourist satisfaction in the sample cities in 2011 are: (1) The quality of tourism services in some cities continues to lead the tourist satisfaction in the national sample cities. Eight cities including Beijing, Shanghai, Chengdu, Suzhou, Ningbo, Wuxi, Xiamen and Huangshan It has been in the top ten for two consecutive years, and the satisfaction level of five cities including Beijing, Shanghai, Chengdu, Ningbo and Nanjing has exceeded 80 points for two consecutive years. (2) The satisfaction level of 90% of the sample cities has improved, and the tourist satisfaction level of nearly 80% of the sample cities has reached the "basic satisfaction" level. Since this year, there are 45 cities where tourist satisfaction has continued to improve, including Guilin, Changsha, and Guang'an The satisfaction index of , Yinchuan, Jinan, Xining, Zhangjiajie, Lanzhou, Zhengzhou, and Hangzhou has increased to more than 6 points. There are 15 sample cities with annual tourist satisfaction scores of more than 80 points, and 39 sample cities with more than 75 points, respectively. Higher than 5 and 17 in 2010, as of the fourth quarter, tourist satisfaction in all sample cities has increased to above 70 points. Yan'an has improved to 74.07 points in the fourth quarter, ranking 49th among sample cities. (3) Urban tourist satisfaction in the eastern region is higher, while tourist satisfaction in the central and western regions increases rapidly, and the gap between regions shows a decreasing trend. In 2011, tourist satisfaction in eastern, central, and western cities were 78.97, 77.01, and 77.17 respectively, which were 2.61, 4.31, and 5.35 higher than in 2010. The top ten cities were 7 and 1 in the east, central, and west respectively. and 2. The top ten cities with the fastest improvement are 2, 3 and 5 in the east, central and west respectively. The standard deviation coefficient of tourist satisfaction in the sample cities dropped from 3.91 in 2010 to 3.52 in 2011. .