China Tourism Academy releases the 2010 third quarter national tourist satisfaction report

On October 13, the press conference for the National Tourist Satisfaction Survey Report for the Third Quarter of 2010 was held in Beijing. The event was hosted by the China Tourism Academy and co-organized by the People's Daily Online Travel Channel. The survey showed that the national tourist satisfaction index in the third quarter of 2010 was 77.80, which was a decrease compared with the same period last year and the previous quarter. The main reason was the decrease in the satisfaction of inbound tourists and domestic individual tourists, and the satisfaction of tourists with the reception links of various industries. Not high, but the proportion of complaints and complaints has increased. The "polarization" trend of tourist satisfaction in the sample cities is even more obvious. 1. National tourist satisfaction index in the third quarter of 2010 The national tourist satisfaction index in the third quarter of 2010 was 77.80, a decrease of 1.27 from the same period last year and a decrease of 2.25 from the previous quarter. Looking at the three components of the satisfaction index, the questionnaire survey, online reviews and tourism quality supervision index were 82.05, 82.84 and 41.57 respectively. Compared with the previous quarter, the three indexes dropped by 2.92, 1.13 and 0.39 respectively. 1. On-site questionnaire survey: The satisfaction of domestic group tourists increased, but the satisfaction of inbound tourists and domestic individual tourists decreased. The on-site questionnaire survey index in the third quarter of 2010 was 82.05, a decrease of 2.92 from the previous quarter. Judging from the three components of the index, the satisfaction of inbound tourists and domestic individual tourists decreased, while the satisfaction of domestic group tourists increased. The domestic tourist satisfaction index this quarter was 82.26, a decrease of 2.19 from the previous quarter. Among them, the domestic team satisfaction was 87.95, an increase of 2.90 from the previous quarter; the domestic individual customer satisfaction was 79.20, a decrease of 4.92 from the previous quarter. The substantial increase in the satisfaction of domestic group tourists has effectively slowed down the downward trend of the domestic tourist satisfaction index. Judging from the trend, the satisfaction of domestic group tourists has always been higher than that of domestic individual tourists. It shows that the service quality and management level of travel agencies are in the process of steady improvement. The "Year of Tourism Service Quality Improvement" promoted by the National Tourism Administration has obvious results among group tourists. The inbound tourist satisfaction index fluctuates in waves. The inbound tourist satisfaction index this quarter was 80.12, a decrease of 9.49 from the previous quarter. Among them, the evaluation of travel agency services is higher, while the evaluation of accommodation, transportation and shopping industries is lower. Inbound tourist satisfaction this quarter has recorded the largest drop since the second quarter of 2009, and one of the main reasons is the substantial increase in tourist expectations. Looking at the origins of inbound tourists, the top five countries and regions with the highest satisfaction ratings are Spain, Macau, Malaysia, the Philippines, and Russia, and the bottom five are Mongolia, the Netherlands, India, Australia, and Kazakhstan. The outbound tourist satisfaction index remains at a high level. The outbound tourist satisfaction index this quarter was 88.12, a decrease of 1.94 from the previous quarter. The satisfaction level dropped from "very satisfied" to "satisfied", mainly due to the sharp decline in transportation, shopping, travel agency and catering evaluations. This downward trend is basically consistent with the same period in 2009, indicating that the quality of overseas tourism services in the third quarter may be affected by the cycle. Seasonal effects of sex. From the perspective of outbound tourism destinations, the order of satisfaction scores this quarter from high to low is South America, Southeast Asia, the United States, Australia, Europe, Japan, South Korea, Africa, and China, Hong Kong, Macao, and Taiwan. 2. Online review survey: The overall index level is trending upward. The online review survey index in the third quarter of 2010 was 82.84. It increased by 6.98 compared with the same period last year, mainly due to the significant increase in tourists' evaluation of travel booking services and the attitude of destination residents. It decreased by 1.13 compared with the previous quarter. The main reason is that the return rate and recommendation evaluation have declined. The improvement of comments on service elements such as food, housing, transportation, travel, shopping, and entertainment has slowed down the downward trend of online comments. For the first time in this quarter, tourist satisfaction from the online review survey was higher than the results from the questionnaire survey, effectively mitigating the downward trend in tourist satisfaction across the country. Among them, the evaluations of recommendation level, destination image, and scenic spots are relatively high, while the evaluations of travel agencies, transportation, and tourism industry management need to be improved. 3. Tourism quality supervision survey: Tourists' satisfaction with complaint handling has increased. In the third quarter of 2010, quality supervision satisfaction was 45.31, a decrease of 0.39 from the previous quarter. The main reason for the decrease in quality supervision satisfaction in this quarter is that tourist complaints and the proportion of complaints have increased. The daily work of the tourism quality supervision department in the sample cities and the daily updates of the quality supervision website need to be strengthened. The degree of disclosure of complaint results and the evaluation of the number of complaints need to be improved. . This quarter, tourists rated the convenience of the complaint procedure and the perfection of the complaint system relatively highly. The improvement in the publicity of complaint results and tourists' satisfaction with complaint handling alleviated the decline in the tourism quality supervision index to a certain extent. 2. Analysis of factors influencing national tourist satisfaction in the third quarter of 2010. In the third quarter, tourists’ expectations for the overall service level of the destination, the image of the destination tourism industry, and the quality of tourism were 74.06, 72.90, and 76.73 respectively, down 0.79 and 0.79 respectively from the previous quarter. 0.04, 0.48. Among them, domestic group tourists and inbound tourists have slightly higher expectations than domestic individual tourists. Compared with tourists' expectations, tourists' perceived quality of various tourism industries in the destination has declined significantly this quarter, widening the gap with tourists' expectations, and therefore satisfaction has declined. Tourists' satisfaction with various departments is mostly below 70 points. Satisfaction with the reception links of various departments has generally declined, and satisfaction with the climate has also dropped significantly. Tourists' perceived value of travel prices and other factors fluctuates. 1. Tourism public service satisfaction: Public service satisfaction in the third quarter was 64.95, a decrease of 8.51 points from the previous quarter. Tourists have relatively high evaluations of the emergency response system, government tourism websites and tourism information provision, but low evaluations of the tourism complaint system and tourism market order. Inbound tourists' satisfaction dropped the most, and their satisfaction with the tourism complaint system and tourism market order also dropped significantly. 2. Tourism industry satisfaction: Scenic spots and travel agency industry: The satisfaction of scenic spots and travel agency industry in the third quarter was 68.66 and 63.73 respectively, down 7.33 and 10.65 respectively from the previous quarter. Among them, satisfaction with scenic area information consulting services and tickets has improved, while evaluations of scenic area infrastructure, safety and health management, contracted travel conditions and service attitudes of hotels have dropped significantly. On the whole, satisfaction with scenic area signs and service personnel, hotel routes and shopping arrangements is relatively high, while evaluations of barrier-free facilities, ticket prices and hotel contract fulfillment in scenic areas are relatively low. Accommodation industry: The satisfaction level of the accommodation industry in the third quarter was 64.71, a decrease of 5.75 points from the previous quarter. Among them, satisfaction with accommodation prices has increased, while satisfaction with hotel safety and service staff attitudes have both declined. Taken together, tourists have relatively high evaluations of accommodation prices and hotel tourism information, but relatively low evaluations of hotel safety management and service staff attitudes. Transportation industry: Transportation industry satisfaction in the third quarter was 61.70, a decrease of 10.96 points from the previous quarter. Among them, satisfaction with taxis and road facilities has improved most significantly, while satisfaction with buses and subways has declined. On the whole, tourists have relatively high evaluations of airports, taxis and road facilities, and relatively low evaluations of buses, bus stations, etc. Catering industry: The service satisfaction of the catering industry in the third quarter was 64.79, a decrease of 6.03 points from the previous quarter. Among them, satisfaction with food hygiene and catering prices has increased, while satisfaction with the dining environment and dining convenience has declined. Taken together, tourists have relatively high evaluations of food hygiene, dish flavor and catering service personnel, but relatively low evaluations of catering prices, dining convenience and dining environment. Entertainment industry: In the third quarter, cultural and entertainment satisfaction was 68.39, a decrease of 4.64 points from the previous quarter. Among them, satisfaction with local characteristics of entertainment activities has increased significantly, while satisfaction with entertainment prices and types has declined. Taken together, tourists have a high evaluation of the local characteristics and cultural content of tourism and entertainment, but a relatively low evaluation of the price and richness of evening entertainment. 3. Overall service quality satisfaction of destinations: The overall service quality satisfaction of destinations in the third quarter was 66.70, a decrease of 7.66 points from the previous quarter. Among them, satisfaction with the city's appearance, such as pedestrian and bicycle paths and sanitation conditions, has improved; satisfaction with security, friendliness of residents, civilization and cultural connotation, and ease of travel has slightly decreased; and satisfaction with climate and ecology has increased. The decline is relatively large. 4． Satisfaction with tourism service factors. In the third quarter, satisfaction with tourism price rationality and cost-effectiveness were 67.51 and 70.67 respectively, down 1.35 and up 1.03 respectively from the previous quarter. On the surface, tourists’ satisfaction with the external prices of tourism goods and services has declined. In essence, tourists’ satisfaction with the intrinsic value of tourism goods and services at the same price level has increased this quarter, especially domestically. The price/performance evaluation of individual tourists, group tourists, and inbound tourists dropped slightly. Looking at specific industries, satisfaction with scenic spot tickets is relatively high, satisfaction with accommodation and catering prices has greatly improved, and satisfaction with entertainment prices has dropped significantly and is relatively low. In addition, this quarter, tourism employees' satisfaction with the integrity level has improved, satisfaction with sales methods, skill levels and appearance has been relatively stable, and satisfaction with service attitude has dropped significantly. 3. Tourist satisfaction in 50 cities Since the ranking of tourist satisfaction in cities was announced in the first quarter, party committees and governments in various places have attached great importance to it. Yan'an, Chengdu, Zhengzhou and other cities have also widely mobilized and fully mobilized all sectors of society to strive to improve tourist satisfaction through working methods such as "Tourism Environment Quality Improvement" and "Special Scheduling Meetings", and have achieved significant results in terms of tourism service quality. . There are three main characteristics of tourist satisfaction in the 50 cities this quarter: First, the "polarization" trend of tourist satisfaction in the sample cities is more obvious. The number of cities with a score of 80 or above increased to 5, and the scores of the lower-ranked cities continued to decline. The top ten cities were mainly concentrated on the eastern coast, and the lower-ranked cities were mainly concentrated in the central region; secondly, tourists from 30 cities Satisfaction scores have increased, accounting for 60% of the total sample cities. The top five cities with the highest increases are Chengdu, Lhasa, Nanjing, Tianjin, and Suzhou. Thirdly, the tourist satisfaction rankings of 25 cities have increased, accounting for 60% of the total sample cities. Taking 50% of the total sample cities, the top five cities with the greatest improvement are Lhasa, Harbin, Hefei, Taiyuan, and Chengdu. In the third quarter, the city tourist satisfaction from high to low is: Nanjing 87.34, Ningbo 81.98, Suzhou 81.02, Shanghai 80.81, Chengdu 80.11, Beijing 79.72, Xiamen 77.83, Wuxi 77.45, Tianjin 77.21, Qingdao 76.95, Dalian 76.90, Lhasa 76.34 , Huangshan 75.63, Hangzhou 75.39, Shenyang 75.23, Hohhot 74.96, Guangzhou 74.61, Guiyang 74.36, Sanya 74.05, Chongqing 73.50, Shenzhen 73.38, Zhuhai 72.18, Taiyuan 72.07, Wuhan 71.96, Hefei 71.91, Kunming 71.88, Qinhuangdao 71. 78. Guilin 71.33, Harbin 70.44, Zunyi 70.38, Jinan 70.37, Chengde 70.28, Fuzhou 70.06, Urumqi 70.05, Luoyang 69.36, Xi'an 68.96, Haikou 68.82, Changchun 68.69, Xining 68.55, Jilin City 68.38, Shijiazhuang 67.11, Nanning 66.92, Zhangjiajie 66.8 7. Changsha 66.60, Yinchuan 66.35 , Guang'an 65.02, Lanzhou 64.83, Nanchang 64.40, Zhengzhou 63.90, Yan'an 63.04.