Analysis of tourism economic operation in the first half of 2011 and the research results of the second quarter national tourist satisfaction survey report

On July 6, 2011, the China Tourism Academy released the Tourism Economic Operation Report for the first half of 2011 in Beijing, stating that the development environment of my country's tourism economy was relatively favorable in the first half of the year, and it maintained stable and rapid operation overall, the national tourism market grew rapidly, the tourism industry continued to improve, and regional tourism development was active.

Tourism economy maintained a steady and rapid development momentum in the first half of the year

It is estimated that the total number of tourists received in my country in the first half of the year will be 1.4 billion, a year-on-year increase of 12% on a comparable basis; the total tourism revenue will reach 1.1 trillion yuan, a year-on-year increase of 20% on a comparable basis. The number of domestic tourists in the first half of the year was 1.33 billion, a year-on-year increase of 12.6% on a comparable basis; domestic tourism revenue was 930 billion yuan, a year-on-year increase of 23% on a comparable basis. The number of inbound tourists was 66 million, a year-on-year increase of 1%; the number of inbound overnight tourists was 27.5 million, a year-on-year increase of 1%; tourism foreign exchange revenue was US$22.5 billion, a year-on-year increase of 3%. The number of outbound tourists was 32 million, a year-on-year increase of 19%; outbound tourism expenditure was US$28 billion, a year-on-year increase of 17%. The trade deficit in tourism services was US$5.5 billion.

Judgment on the development trend of tourism economy in the second half of the year: relatively optimistic

The tourism economy is showing a positive trend. The favorable factors include relatively stable world economic development, high confidence of entrepreneurs and rapid investment growth, the recovery of residents' willingness to travel, and more tourist hotspots in the second half of the year. The unfavorable factors are mainly the uncertainty of the macro economy and the possibility that the effects of macroeconomic regulation will be transmitted to the tourism sector in the second half of the year. In general, the fundamentals supporting tourism consumption have not changed, and we are relatively optimistic about the tourism economy in the second half of the year.

There are many hot spots for tourism consumption in the second half of the year

There will be more hot spots for tourism consumption in the second half of the year. The late effects of the summer market, the 90th anniversary of the founding of the Communist Party of China and the red tourism boom, the National Day Golden Week and China Tourism Day will strongly drive the growth of the tourism market. The substantial increase in cross-strait flights, the implementation of Taiwan's free travel, and the opening of the Beijing-Shanghai high-speed rail will form multiple regional tourism hotspots. Tourism product innovation, the rise of group purchases, mergers and acquisitions of tourism companies, and the continuous application of information technology will make products more and more abundant, bringing greater convenience to travel.

The annual development tasks can be achieved

The report believes that this year's domestic tourism market will exceed expectations, and the inbound and outbound tourism market will achieve the target set at the beginning of the year. It is estimated that the number of domestic tourists in 2011 will be 2.55 billion, an increase of 250 million people and a year-on-year increase of 12% on a comparable basis over the target set at the beginning of the year; domestic tourism revenue will be 1.9 trillion yuan, an increase of 500 billion yuan and a year-on-year increase of 20% on a comparable basis over the target set at the beginning of the year. The development target of inbound and outbound tourism will be maintained, namely, the number of inbound tourists will be 138 million, an increase of 3%; the number of inbound overnight tourists will be 58.5 million, an increase of 5%; and the foreign exchange income from tourism will be 49.5 billion US dollars, an increase of 8%. The number of outbound tourists will be 65 million, an increase of 13%. The outbound tourism expenditure will be 55 billion US dollars, an increase of 14% on a year-on-year basis. The total tourism revenue for the whole year is expected to be 2.2 trillion yuan, an increase of 500 billion yuan and a year-on-year increase of 12% on a comparable basis over the target set at the beginning of the year. In the second quarter of 2011, the National Tourist Satisfaction Survey Research Group of the China Tourism Academy conducted on-site questionnaires, online comments and complaints during the three small golden weeks of Qingming, May Day and Dragon Boat Festival. On July 6, the China Tourism Academy released the 2011 Second Quarter National Tourist Satisfaction Survey Report in Beijing.

National tourist satisfaction rebounds from decline

The comprehensive index of tourist satisfaction in the second quarter was 78.83, which was at the "basic satisfaction" level, up 3.78 points from the previous quarter, the first time the index has risen since 2010. It is understood that the reason for the rebound is that the satisfaction of domestic tourists, especially individual tourists, has rebounded significantly, and the satisfaction of tourists in some cities has improved.

Inbound tourist satisfaction has declined for two consecutive quarters, with complaints reaching a record high

The satisfaction index of inbound tourists this quarter was 81.67, down 3.72 from the previous quarter and 7.94 from the same period last year. There are three main reasons for the downward trend. First, the service quality of industries with high evaluations by inbound tourists, such as travel agencies, accommodation, and entertainment, has limited improvement; second, inbound tourists have generally lowered their evaluation of the actual service quality of most domestic travel-related industries, especially the evaluation of tourism public services, which is relatively the lowest and has declined significantly, and the evaluation of scenic spots and shopping has also shown a downward trend. Third, the satisfaction of tourists from Macau and Taiwan to domestic tourism is also low, especially the evaluation of travel agency services and scenic spots is low. The proportion of complaints from inbound tourists this quarter reached %, which is not only higher than that of the previous quarter, but also higher than the complaint proportion of domestic and outbound tourists.

Tourists' satisfaction with travel agencies continues to improve, ranking among the top this quarter

The scores of factors influencing tourist satisfaction this quarter are as follows: travel agencies 72.85, entertainment 72.56, scenic spots 72.36, destination environment and facilities 72.03, accommodation 71.71, transportation 71.29, price 70.58, catering 70.13, shopping 70.09, and public services 69.28. Since the third quarter of 2010, tourist satisfaction with travel agencies has continued to increase from 59.5 to 75.39 this quarter.

Tourist satisfaction increased in more than half of the sample cities

Tourist satisfaction in sample cities in the second quarter of 2011 from high to low is: Wuxi 84.16, Huangshan 82.56, Ningbo 82.28, Shanghai 81.99, Beijing 81.95, Hangzhou 81.55, Chengdu 81.46, Suzhou 80.85, Xiamen 80.70, Nanjing 80.05, Dalian 79.53, Shenyang 79.04, Jinan 78.72, Guangzhou 78.64, Chongqing 78.57, Qingdao 77.96, Luoyang 77.56, Kunming 77.46, Shijiazhuang 77.27, Guilin 77.14, Guiyang 77.06, Changsha 76.82, Jilin City 76.26, Tianjin 76.21, Zhengzhou 75.62, Yinchuan 75.43 , Hefei 74.99, Nanning 74.91, Xi'an 74.88, Harbin 74.61, Zhuhai 74.45, Changchun 74.11, Zhangjiajie 73.84, Guang'an 73.65, Chengde 73.33, Shenzhen 73.02, Xining 72.89, Hohhot 72.66, Taiyuan 72.54, Urumqi 72.52, Sanya 72.42, Zunyi 71.9 6. Wuhan 71.49, Haikou 71.48, Fuzhou 70.87, Nanchang 70.79, Lhasa 70.67, Lanzhou 70.52, Qinhuangdao 68.86, Yan'an 65.52. This quarter, 32 cities have experienced an improvement in their satisfaction, accounting for 64% of the sample cities. Guang'an, Hangzhou, Jinan, Zhangjiajie, Xining and other cities have seen greater improvement in tourist satisfaction; 38 cities have maintained a relatively stable level of tourist satisfaction. The "Basically Satisfactory" level accounts for 76% of the sample cities. The number of cities with scores above 80 has increased to 10, and the number of cities with scores below 70 has decreased to 2.