Research results of the tourism economic operation and national tourist satisfaction survey report in the third quarter of 2011

On October 13, 2011, the 2011 Third Quarter Tourism Economic Operation and National Tourist Satisfaction Survey Report Release Conference was held in Beijing, hosted by the China Tourism Academy and organized by the People's Daily Tourism Channel. The report believes that the current tourism development environment in my country is generally favorable, and the tourism economy has maintained a relatively fast growth and tends to be positive. It is estimated that the total number of tourists in the first three quarters will be 2.08 billion, a year-on-year increase of 12%; the comprehensive benefits of tourism are obvious, and the total tourism revenue is 1.66 trillion yuan, a year-on-year increase of 17%. The comprehensive index of national tourist satisfaction continues to rise, and the satisfaction of domestic tourists in most sample cities also continues to rise. The comprehensive index of tourist satisfaction this quarter is 80.48, which is at the "satisfactory" level. It is expected that the annual development goals can be generally achieved, the development of the national tourism market exceeds expectations, and the inbound tourism market is lower than expected.

The national tourism market is growing rapidly, and satisfaction continues to improve. In terms of scale, the "two highs and one flat" pattern of the tourism market in the first three quarters has become clearer. Domestic tourism has grown steadily and rapidly, with 1.98 billion domestic tourists, a year-on-year increase of 12.6%, and domestic tourism revenue of 1.43 trillion yuan, a year-on-year increase of 20.1%. Among them, the number of urban residents who traveled was 1.18 billion, a year-on-year increase of 6%, and the tourism expenditure of urban residents was 1.14 trillion yuan, a year-on-year increase of 12%; the number of rural residents who traveled was 770 million, a year-on-year increase of 19%, and the tourism expenditure of rural residents was 300 billion yuan, a year-on-year increase of 80%. The growth of inbound tourism was lower than expected. The number of inbound tourists was 100 million, an increase of 1% over the same period last year, and the tourism foreign exchange income was 35 billion US dollars, a year-on-year increase of 2%, of which the number of overnight tourists was 42 million, a year-on-year increase of 1%. Outbound tourism continued to grow rapidly. It is estimated that the number of outbound tourists in the first three quarters will be 51 million, a year-on-year increase of more than 20%. In the first half of the year, outbound tourism expenditure was 33.1 billion US dollars, and the deficit in tourism service trade further expanded to 10.7 billion US dollars, accounting for 54.1% of the deficit in service trade. In terms of satisfaction, the satisfaction of domestic group tourists and individual tourists continued to improve, while the satisfaction of inbound and outbound tourists fluctuated. The satisfaction of outbound tourists has been lower than that of domestic tourists for two consecutive quarters. Specifically, the satisfaction of domestic tourists is 85.25, which is at the "relatively satisfied" level. Domestic tourists are an important target of the on-site questionnaire survey, and it is their continued upward momentum that has driven the continuous improvement of tourist satisfaction in the on-site questionnaire. The satisfaction of individual tourists has increased rapidly, and the gap with group tourists has continued to narrow. The satisfaction of inbound tourists is 85.19, which is at the "relatively satisfied" level.

The tourism industry's prosperity level continues to rise. In the first three quarters, the tourism industry was relatively prosperous, and the prosperity level continued to rise. The indices are 124.68, 132.79, and 133.61, respectively. The prosperity of travel agencies, hotels, scenic spots, and comprehensive tourism enterprises has remained at a "relatively prosperous" level, with comprehensive prosperity indices of 129.97, 134.36, 134.90, and 131.37, respectively. From the perspective of sub indicators of enterprise prosperity, the revenue indicator is relatively prosperous, but there is significant cost pressure. The comprehensive prosperity index of each indicator is 129.62 reception personnel, 128.26 operating income, 127.36 end of season employee wages, 126.60 ticket prices, 125.13 profit and tax amount, and 117.69 end of season employees. Since the beginning of this year, the business cost prosperity index has been relatively low, with 84.44, 82.82, and 84.04 in the first three quarters respectively, indicating an increase in cost pressure for tourism enterprises. From the perspective of corporate performance, the development momentum is good. From January to August, the average occupancy rate of star rated hotels in China increased by 3.5% year-on-year, operating revenue increased by 3%, travel agencies received domestic tourists increased by 40%, A-level tourist attractions received tourists increased by more than 40%, comprehensive income exceeded 20%, and passenger volume increased by 8.1% year-on-year. The satisfaction rate of tourism industry services is 76.02, at the level of "basic satisfaction", an increase of 1.19 compared to the previous quarter and an increase of 6.01 compared to the same period last year. The satisfaction levels of each indicator from high to low are as follows: scenic spots 76.37, travel agency services 75.57, cultural and entertainment 75.49, accommodation 75.07, transportation 74.93, shopping 74.01, and catering 73.94. From a trend perspective, satisfaction with transportation, shopping, and dining is relatively low. From the perspective of factors affecting tourist satisfaction in different markets, satisfaction levels such as price, sales methods, and complaint services are generally low. Specifically, the aspects that group tourists are most dissatisfied with are the prices of various factors, sales methods, modernization level, and complaint system; The most unsatisfactory aspects for individual customers are the prices of various factors, cultural content, sales methods, and complaint systems; The most unsatisfactory aspects for inbound tourists are ecological climate, public health, accessible services, traffic signs, catering hygiene, marketing methods, and complaint handling; The most unsatisfactory aspects for outbound tourists are shopping quality and complaint handling.

There are more regional tourism innovations and cooperation, and tourist satisfaction continues to improve. The tourism economy in the east, central and west regions was "relatively prosperous" in the first three quarters, and the prosperity gap between regions was small. The comprehensive prosperity index was 132.79, 131.41 and 130.51 respectively. High-speed rail tourism, summer tourism, red tourism, Xi'an Horticulture Expo, etc. have effectively promoted the three major regional tourism markets. However, the oil spill in the Bohai Bay has had a negative impact on coastal tourism in the region. At present, there is a trend of relying less and less on hot events such as short-term large-scale events to drive regional tourism development, and relying more on endogenous factors such as consumption habits, market rules, and economic and social development. The tourism economy has entered a relatively stable period of development. . The national tourist satisfaction scores of the 50 sample cities in the third quarter from high to low are: Suzhou 85.34, Xiamen 85.22, Huangshan 84.89, Shenyang 84.55, Chengdu 84.44, Hangzhou 84.10, Guilin 83.84, Ningbo 83.83, Jinan 83.69, Wuxi 82.82, Yinchuan 82.31, Shanghai 82.25, Qingdao 81.76, Nanjing 81.75, Chongqing 81.31, Beijing 80.98, Nanning 80.66, Harbin 80.47, Changsha 80.34, Dalian 80.32, Guangzhou 80.32, Kunming 79.65, Luoyang 79.58, Zhuhai 79.20, Guiyang 79.14, Guang'an 78. 77. Zhengzhou 78.44, Xining 78.28, Taiyuan 78.27, Shenzhen 78.26, Tianjin 78.17, Xi'an 78.03, Lanzhou 77.17, Zhangjiajie 77.15, Changchun 77.05, Haikou 76.88, Shijiazhuang 76.77, Jilin City 76.55, Wuhan 76.52, Hefei 75.74, Sanya 75.59, Fuzhou 75.2 1. Nanchang 74.90, Zunyi 74.51, Hohhot 74.16, Lhasa 73.80, Chengde 73.64, Urumqi 72.91, Qinhuangdao 70.86 and Yanan 69.21. Compared with the same period last year, the main characteristics of urban tourist satisfaction in this quarter are: First, many cities have improved satisfaction levels. There are 47 cities where tourist satisfaction has continued to improve this year. Second, satisfaction has increased significantly. There were 21 cities that improved by more than 5 points in the third quarter compared with the first quarter. The top three were Guang'an 10.80, Yinchuan 9.18 and Xining 8.86. Third, the gap between regions has narrowed. At present, cities with higher satisfaction levels are still mainly located in the east, but the gap between regions is narrowing. Looking at the urban satisfaction gap, the average gap continued to narrow from 0.38 in the first quarter to 0.32 in the third quarter. In terms of satisfaction levels, cities with higher satisfaction levels and cities with lower satisfaction levels in the third quarter were both in eastern, central and western cities. In terms of satisfaction improvement, 6 of the top 10 cities with higher improvements are in western cities. Yan'an and other cities have stepped up their efforts to improve the urban tourism environment. The overall satisfaction level in the third quarter increased by 3.68 points compared with the previous quarter. Tourist on-site satisfaction has continued to significantly increase by 7.27 points this year, reaching the "basic satisfaction" level of 78.37. .

Development forecast: The development environment is stable but tightening, and the tourism economy maintains a good growth trend overall. There are challenges in the development environment at home and abroad, but there are obvious opportunities. The leading indicator index of the tourism economy in the third quarter was 105.34, slightly lower than 106.1 in the second quarter, and still at a "slightly prosperous" level, indicating that the operation of the tourism economy will remain stable overall, but the uncertainty in the international economy and the development environment of the national economy in the adjustment period have a more obvious impact on the expected operation of the tourism economy. In the fourth quarter, the willingness of Chinese residents to travel was 85.3%, slightly higher than 84.7% in the same period last year. The tourism booking prosperity index was 131.43, up 4.48 from the previous quarter. The tourism entrepreneur confidence index reached 135, up 2.1 from the previous quarter. The tourism investment index was 119.25, equivalent to 120.07 in the previous quarter. In the future, tourism consumption will be more rational, returning from conspicuous consumption to mass consumption; tourism investment will also tend to be rational, gradually shifting from incremental regulation to stock adjustment. Hot events such as the National Day Golden Week, Red Tourism, the 100th anniversary of the Xinhai Revolution and the development of smart tourism in the fourth quarter will effectively activate the tourism market. We expect that the overall development goals of the tourism economy in 2011 can be achieved, with domestic tourism and outbound tourism growing faster than expected, but inbound tourism growing slower than expected. It is estimated that the total tourism revenue for the whole year of 2011 will be 2.15 trillion yuan, a year-on-year increase of 17%. The number of domestic tourists will be 2.6 billion, a year-on-year increase of 12%, and the domestic tourism revenue will be 1.85 trillion yuan, a year-on-year increase of 20%. The number of outbound tourists will be 65 million, a year-on-year increase of 15%. The inbound tourism index will be slightly lower than the target at the beginning of the year, with an estimated inbound tourism number of 136 million, a year-on-year increase of 1.5%; and tourism foreign exchange revenue will be 47 billion US dollars, a year-on-year increase of 2.5%.