China Tourism Academy releases the 2010 fourth quarter and full year national tourist satisfaction survey report

On January 6, 2011, the National Tourist Satisfaction Survey Report Conference (the fourth quarter and the whole year of 2010) hosted by the China Tourism Academy and co-organized by the People's Daily Online Travel Channel was held in the People's Daily Online studio. Dean Dai Bin of the China Tourism Academy and Associate Professor Li Zhongguang, executive leader of the National Tourist Satisfaction Survey Research Group, attended the meeting. Representatives from the People’s Daily, Xinhua News Agency, CCTV, Economic Daily, Tourism Satellite TV, China Tourism News and other media organizations attended the meeting. Representatives also attended the press conference. Dean Dai Bin made a keynote speech on the national tourist satisfaction situation in 2010 and elaborated on the basic concepts of this work. Associate Professor Li Zhongguang introduced the results of the national tourist satisfaction survey for the fourth quarter and the whole year of 2010 to the attending media. In 2010, the National Tourist Satisfaction Survey Research Team conducted monthly surveys in the sample cities included in the National Tourism Administration's "Domestic Tourist Sampling Survey Data" and in key cities monitored by the National Holiday Office in conjunction with the Golden Week holidays, mini-long holidays, World Expo and other tourist hotspots. Publish survey reports quarterly. Throughout the year, 30,191 valid questionnaires, 41,368 tourist comments, and 7,363 tourist complaints were collected. The survey shows that the national tourist satisfaction index in the fourth quarter of 2010 was 77.85 and the national tourist satisfaction index in 2010 was 78.95, both at the "basic satisfaction" level. Since the beginning of this year, the satisfaction of domestic group tourists and inbound tourists has remained at a high level, and the satisfaction of online reviews and tourism quality supervision has continued to increase, but the satisfaction of individual tourists has been low. Domestic group tourists are more satisfied than individual tourists. The satisfaction levels of group tourists and individual tourists throughout the year were 87.66 and 81.16 respectively, both of which were at relatively satisfactory levels. From the first to the fourth quarter, the satisfaction of group tourists was 93.90, 85.05, 87.95 and 83.75 respectively, and the satisfaction of individual tourists was 86.53, 84.12, 79.20 and 74.80 respectively. The satisfaction of group tourists in each quarter is always higher than that of individual tourists. The satisfaction level of inbound tourists throughout the year was 86.77, and the satisfaction levels from the first to the fourth quarter were 85.78, 89.61, 80.12 and 86.77 respectively, showing obvious seasonal fluctuations. Inbound tourists' satisfaction with price, entertainment, and attractions is relatively high, but their satisfaction with travel agency services, accommodation, public services, and transportation is relatively low. As of the fourth quarter, the top five source destinations for inbound tourists with satisfaction are Africa, Macau, Philippines, New Zealand, and the United States, and the bottom five are Kazakhstan, Sweden, Italy, France, and Thailand. The satisfaction level of outbound tourists throughout the year was 84.67, but there was a downward trend. The satisfaction levels from the first to the fourth quarter were 87.98, 90.06, 88.12 and 72.53 respectively. The main reason for the decline is that tourists' expectations for tourism quality such as the overall service level of the destination and the image of the destination's tourism industry have increased, and their actual satisfaction with overseas tourism public services has declined significantly. Satisfaction with travel agency services has greatly improved. From the perspective of outbound tourism destinations, long-distance markets have higher satisfaction scores. As of the fourth quarter, the order of satisfaction scores from high to low is Australia, the United States, Africa, Europe, Japan and South Korea, China, Hong Kong, Macao and Taiwan, South America, and Southeast Asia. The satisfaction level of tourists' online comments throughout the year was 82.49, showing an overall positive trend and reaching a relatively satisfactory level. From the first to the fourth quarter, tourist online review satisfaction levels were 75.09, 83.97, 82.84 and 88.08 respectively. The online evaluations of leisure and entertainment, return rate, attractions, reservation network, and city comprehensive services are relatively high. The online evaluations of tourists on catering, shopping, and destination tourism image are relatively stable. The online evaluations of tourism industry management, transportation, cost-effectiveness, and travel agencies need to be improved urgently. The tourism industry management department should promptly monitor and properly handle tourists' opinions on tourism market order, tourism complaints and tourism services. The tourism complaint satisfaction rate for the whole year was 45.01, and the satisfaction level of complaint handling has improved. The tourism complaint satisfaction scores from the first to the fourth quarter were 33.70, 45.70, 45.31 and 55.32 respectively. The level of complaints and complaints from domestic individual tourists has decreased, and the degree of satisfaction of domestic individual tourists, group tourists and inbound tourists with the handling of complaints has increased. The ecological environment and tourism infrastructure in the destination that is livable and tourist-friendly need to be accelerated. The annual satisfaction level of the tourism environment was 70.74, among which the satisfaction level of domestic group tourists was relatively high. Satisfaction levels from the first to the fourth quarter were 73.27, 74.36, 66.71 and 68.64 respectively. Tourists' satisfaction with the sense of security, informatization, cultural connotation, and city appearance is relatively high, while their evaluations of climate and ecology, health conditions, public toilets, walking paths, and bicycle paths need to be improved. The satisfaction level of scenic spots is relatively high, and the satisfaction level of tourism-related industries needs to be comprehensively improved. The annual satisfaction level of the scenic spot was 72.27, and the satisfaction levels from the first to the fourth quarter were 75.33, 75.99, 68.66 and 69.10 respectively. Scenic area safety and health management, passenger flow, and signage have higher satisfaction levels, while ticket prices, barrier-free facilities, and service personnel have lower satisfaction levels. The travel agency's satisfaction for the whole year was 69.49, and the satisfaction from the first to the fourth quarter were 72.46, 74.38, 63.73 and 67.40 respectively. The satisfaction of tourist routes, paid items, tour guides and tour leaders is relatively high. The full-year satisfaction level for catering was 68.87, and the satisfaction levels from the first to the fourth quarter were 70.94, 70.82, 64.79 and 68.93 respectively. Tourists' satisfaction with the flavor of the dishes, catering service staff, and dining convenience are relatively high, but their evaluations of catering prices, food hygiene, and dining environment need to be improved. The full-year accommodation satisfaction score was 68.55, and the first to fourth quarter satisfaction scores were 70.62, 70.46, 64.72 and 68.39 respectively. Tourists have high satisfaction ratings for safety management, location, and accommodation prices, but their ratings of tourism information provision and accommodation service personnel need to be improved. Transportation satisfaction for the whole year was 68.76, and satisfaction from the first to the fourth quarter were 72.95, 72.66, 61.70 and 67.73 respectively. Tourists have high satisfaction ratings for airports, train stations, and taxis, while their ratings of buses and bus stations, traffic signs and manuals, and road facilities need to be improved. The shopping satisfaction for the whole year was 68.49, and the satisfaction from the first to the fourth quarter were 70.68, 71.41, 63.98 and 67.89 respectively. Individual tourists are less satisfied with shopping prices, inbound tourists are less satisfied with shopping quality, and group tourists are less satisfied with shopping time. The full-year entertainment satisfaction rating was 70.37, and the satisfaction ratings from the first to the fourth quarter were 71.06, 73.04, 68.39 and 68.98 respectively. Tourists' satisfaction with local entertainment features and cultural content is relatively high, but their evaluation of the richness and price of evening entertainment needs to be improved. In the fourth quarter of 2010, the city tourist satisfaction from high to low is: Chengdu 87.54, Ningbo 85.83, Nanjing 84.11, Shanghai 83.81, Beijing 83.53, Tianjin 82.83, Suzhou 82.55, Huangshan 82.29, Xiamen 82.01, Harbin 81.87, Hohhot 80.96, Qingdao 80.56, Lhasa 79.85, Dalian 79.71, Shenzhen 79.69, Wuxi 79.45, Zhuhai 78.63, Hefei 77.91, Chongqing 77.03, Chengde 76.87, Guiyang 76.68, Hangzhou 76.63, Wuhan 76.09, Jinan 76.07, Nanning 75.66, Jilin City 75.41, Shenyang 75.04, Guangzhou 74.62, Luoyang 74.23, Guilin 74.20, Fuzhou 74.17, Xining 74.15, Sanya 74.13, Taiyuan 74.06, Urumqi 73.83, Kunming 73.74, Shijiazhuang 73.35, Zunyi 73.24, Qinhuangdao 72.54, Xi'an 71.78, Yinchuan 70.86, Haikou 70.52 , Changsha 70.43, Zhengzhou 70.19, Guang'an 70.13, Lanzhou 70.03, Nanchang 69.76, Changchun 69.69, Zhangjiajie 68.73, Yan'an 67.86. Tourist satisfaction in sample cities throughout 2010 from high to low is: Nanjing 82.54, Ningbo 82.29, Beijing 81.01, Shanghai 80.73, Chengdu 80.31, Suzhou 79.96, Xiamen 78.37, Wuxi 78.11, Qingdao 77.86, Huangshan 77.79, Tianjin 77.75, Shenyang 77.15, Hohhot 77.06, Dalian 76.79, Hangzhou 76.43, Guangzhou 76.34, Shenzhen 75.19, Lhasa 74.85, Zhuhai 74.85, Chengde 74.67, Wuhan 74.65, Jilin City 74.38, Harbin 74.37, Sanya 74.26, Guiyang 74.21, Chongqing 73.8 2. Hefei 73.42, Guilin 73.14, Kunming 72.91, Jinan 72.26, Luoyang 72.20, Zunyi 72.00, Taiyuan 71.77, Fuzhou 71.60, Urumqi 71.44, Qinhuangdao 71.33, Changsha 70.99, Nanning 70.74, Xining 70.74, Haikou 70.63, Zhangjiajie 70.58, Yinchuan 70.58 , Changchun 70.44, Xi'an 70.36, Shijiazhuang 69.70, Zhengzhou 69.54, Lanzhou 68.68, Nanchang 67.94, Guang'an 67.40, Yan'an 66.14. The above ranking shows the following four characteristics: First, the regional characteristics of urban tourist satisfaction are relatively obvious. The top ten are mainly cities in the east, especially in the Yangtze River Delta region, and the bottom ten are mainly cities in the central and western regions. Second, the level of urban tourist satisfaction needs to be further improved. There are only 5 cities with scores above 80, 12 cities with scores between 75 and 80, and as many as 33 cities with scores below 75. Third, from the score structure, tourists in cities with higher satisfaction levels also have higher online evaluations, the tourism quality supervision system is more complete, and tourist complaint satisfaction is relatively high. Fourth, from the first to the fourth quarter of 2010, changes in the rankings of sample cities can be basically divided into two types: quarterly and external shocks. Tourist satisfaction in Chengdu, Ningbo, Suzhou and Wuxi increased steadily.