National Tourist Satisfaction Survey Report for the Second Quarter of 2010

Editor's note: In the second quarter of 2010, the national tourist satisfaction was 80.05, which was at the "satisfactory" level, down 0.04 from the first quarter. The main problem in this quarter was the decline in satisfaction among domestic individual and group tourists, mainly due to the decline in satisfaction with public services, scenic spots, prices and the overall service level of the destination, as well as the low satisfaction of tourists in some cities. In response to the above problems, this article puts forward work suggestions for the third quarter.

1. National tourist satisfaction in the second quarter of 2010. The national tourist satisfaction index in the second quarter of 2010 was 80.05, which was at the "satisfactory" level, but dropped by 0.04 from the first quarter. It has been three consecutive quarters since the fourth quarter of 2009. Showing a downward trend. Among them, the market survey index is 84.96, the Internet survey index is 83.97, and the quality supervision evaluation survey index is 45.7. 1. National tourist satisfaction index based on on-site questionnaire survey. The domestic tourist satisfaction index in the second quarter was 84.45, a decrease of 5.12 points from the first quarter. Among them, the satisfaction of group tourists was 85.05, a decrease of 8.85 from the first quarter, and the decrease was relatively large. The satisfaction of group tourists with shopping arrangements by tour guides, complaint handling, transportation, prices and passenger flow in scenic spots was lower; the satisfaction of individual tourists was 84.12, which was lower than that of the first quarter. It dropped by 2.41 in the first quarter, as individual tourists were less satisfied with the city's overall service level and attractions. The inbound tourist satisfaction index was 89.61, an increase of 3.97 points from the first quarter. Inbound tourists' satisfaction with the city's overall service level has increased, but scores for my country's tourism image, catering and transportation are low and have declined compared with the first quarter. According to the source of inbound tourists, the top five satisfaction rankings are Russia, the United Kingdom, South Africa, Japan and Thailand, and the bottom five are Canada, Macau, Indonesia, Kazakhstan and North Korea. The outbound tourist satisfaction index was 90.06, an increase of 2.08 points from the first quarter. Outbound tourists feel that travel is ideal and that they have met their needs and goals, and their satisfaction with travel prices, culture, entertainment and travel agencies has increased. According to the outbound travel destination, the order of satisfaction scores is Australia, Africa, Hong Kong, Macao and Taiwan, Europe, Japan and South Korea, Southeast Asia and the Americas. Among the day trip market and overnight trip market, tourists who travel overseas for overnight trips have the highest satisfaction level. In the second quarter, urban residents’ tourism satisfaction was 74.02, and rural residents’ tourism satisfaction was 74.72, a decrease from the previous quarter. Judging from the satisfaction level of the May Day holiday, the problem of tourists' dissatisfaction with tourism prices, capacity and public services has not yet been resolved. The Shanghai World Expo opened on May 1 and became the most eye-catching quarterly event in the tourism market. The research team conducted a special investigation on this. The results show that the World Expo visitor satisfaction index is 77.64, which is not optimistic. Among the issues that need to be focused on include dining waiting time, catering prices, food quality, accommodation prices, scenic area capacity and commodity prices, tourism market order, and emergency incident handling systems. 2. Overview of national tourist satisfaction based on online survey The online survey index was 83.97, an increase of 0.65 from the first quarter. Tourists' desire to revisit, online booking and city tourism image have better reviews, while tourism public services, transportation and tourism prices have poorer reviews. Among them, the issues focused on by individual tourists are public services, such as inconvenient transportation, lack of public toilets, and price management; the issues focused on by group tourists are service quality, such as long shopping time, scenic spot characteristics, food and accommodation, etc. Generally speaking, consistency and diversity of tourism services are factors that tourists pay common attention to. Consistency includes value for money, authenticity in promotion, keeping promises and chief accountability; diversity includes freedom of movement, variety of choices, product mix and personalization. 3. Overview of national tourist satisfaction based on the tourism quality supervision survey. The quality supervision survey index was 45.7, a decrease of 0.38 from the first quarter. Although the proportion of tourist complaints and complaints both declined in the second quarter, satisfaction with the handling of complaints fell among individual travelers and inbound travelers. In the complaint system, the convenience of complaints and the construction of the quality supervision website are well evaluated, while the number of complaint publicity, frequency of publicity, detailed publicity and handling effect are poorly evaluated. 2. Analysis of Factors Influencing National Tourist Satisfaction in the Second Quarter of 2010 The survey results in the second quarter of 2010 show that public services, core industries and related industries have a greater impact on tourist satisfaction, the overall service level of the city has a moderate impact, and price The impact is very small. Survey results since the second quarter of 2009 also show this. 1. Tourism public service satisfaction: FITs are not very satisfied with public services in central and western cities. In the second quarter, tourism public service satisfaction was 72.68, a decrease of 0.2 from the first quarter. The main reason is that FITs are not satisfied with the complaint mechanism. lower. Nanchang, Nanning, Lanzhou and other cities should strengthen the construction of tourism information services, tourism complaint mechanisms, emergency response systems and government tourism websites. 2. Analysis of tourism industry satisfaction. Tourism characteristic industries: The satisfaction of scenic spots has declined. The travel agency industry satisfaction is 74.11, an increase of 0.36 from the first quarter. Among them, the satisfaction of domestic group tourists with travel agencies has declined, while the satisfaction of inbound tourists and outbound tourists with travel agencies has increased. Travel agencies in Guang'an, Haikou, Sanya and other cities have lower satisfaction levels. The satisfaction rate of the accommodation industry was 70.85, an increase of 0.24 from the first quarter. Domestic and foreign tourists have relatively high evaluations of various services in the accommodation industry, but issues such as accommodation prices and the shortage of guest rooms during the May Day holiday and World Expo tourism should cause concern. The satisfaction of the accommodation industry in cities such as Chengdu, Zunyi, and Nanning is relatively low. The satisfaction level of the scenic spot industry was 73.34, a decrease of 1.9 points from the first quarter. The main reason is that domestic individual tourists and group tourists are less satisfied with the ticket prices of scenic spots. Cities such as Yan'an, Guiyang and Xining should strengthen the construction and management of environmental sanitation, reasonable passenger flow, safety guarantees, information consultation services, instructions and signs, sanitation and disability-friendly facilities in scenic spots. Tourism-related industries: Satisfaction is on an upward trend, and local issues should be paid attention to. The satisfaction of the transportation industry was 73.22, an increase of 0.27 from the first quarter. The construction of parking spaces for individual tourists, smooth traffic management for group tourists and long-distance transportation services for inbound tourists need to be strengthened. Cities that need to strengthen transportation services include Chengdu, Yan'an and Hohhot. The satisfaction level of the catering industry was 71.89, an increase of 0.95 from the first quarter. This quarter, satisfaction with catering services in the inbound market, "May Day" holiday and "Expo" tourism is relatively low. These services include aspects such as hygiene, price and quality of catering. The shopping industry satisfaction level was 71, an increase of 0.32 from the first quarter. However, group tourists were satisfied with shopping arrangements by tour guides, individual tourists were satisfied with shopping prices, and inbound tourists were satisfied with shopping quality. Cities with low shopping satisfaction include Guangzhou, Chengde and Jilin. The satisfaction level of the entertainment industry was 73.07, an increase of 2.02 points from the first quarter. Tourists are relatively satisfied with entertainment facilities, entertainment activities, special entertainment and entertainment prices, but entertainment services in cities such as Chengde, Harbin and Taiyuan need to be strengthened. 3. Satisfaction with the overall service level of the destination. Satisfaction with the overall service level of the destination was 72.95, a decrease of 1.73 points from the first quarter. Among them, the satisfaction of domestic individual tourists and domestic group tourists decreased, while the satisfaction of inbound tourists increased. Among the various indicators of the overall service level of the destination, satisfaction with sanitary conditions and public toilets is low. Western cities need to strengthen services such as ecological environment, sanitation, resident friendliness, sense of security, city appearance, tourism planning and walking trails. 4. Satisfaction with tourism service elements: Satisfaction with tour guide services was 74.98, an increase of 2.53 points from the first quarter. Tourists have high evaluations of tour guides’ image, skills and service attitude, but relatively low evaluations of tour guides’ sales methods and integrity level. Tourist satisfaction with tour guides in cities such as Luoyang and Yinchuan is relatively low. Price satisfaction was 70.66, a decrease of 1.28 from the first quarter, among which the price satisfaction of individual passengers dropped significantly. Tourists are less satisfied with dining prices, accommodation prices, shopping prices and scenic spot prices. Cities that need to improve tourists' price satisfaction mainly include Chengde, Sanya and Fuzhou. The survey also found that insurance has a positive effect on improving tourist satisfaction. The time series from the third quarter of 2009 to the second quarter of 2010 shows that the satisfaction of tourists who purchase insurance is 3-5 points higher than that of tourists without shopping insurance. 3. Tourist Satisfaction in 50 Cities The order of tourist satisfaction from high to low in the second quarter survey of 50 key tourist cities is: Nanjing 80.97, Shenyang 79.27, Ningbo 78.75, Beijing 78.50, Guangzhou 78.06, Shanghai 77.64, Suzhou 77.37, Wuxi 76.78, Hangzhou 76.24, Qingdao 75.16, Xiamen 74.72, Sanya 74.39, Dalian 73.88, Jilin 73.34, Huangshan 73.29, Wuhan 73.22, Hohhot 73.16, Chengdu 73.07, Tianjin 72.68, Chengde 72.46, Zhangjiajie 72.43, Guilin 72.08, Kunming 72.08, Guiyang 71.75, Changsha 71.56, Changchun 71.18, Zhuhai 71.06, Zunyi 70.75, Haikou 70.73, Shenzhen 70.69, Chongqing 70.62, Yinchuan 70.30, Luoyang 70.17, Qinhuangdao 70.11, Lhasa 69.85, Taiyuan 69.47, Urumqi 69.04, Fuzhou 69.02, Xi'an and Hefei 6 8.93, Jinan 68.45, Zhengzhou 67.80, Lanzhou 67.34, Xining 67.32, Harbin 66.86, Nanchang 66.12, Shijiazhuang 66.04, Nanning 65.82, Guang'an 64.67 and Yan'an 64.43. The main characteristics of tourist satisfaction in the 50 cities this quarter are as follows: Eastern cities, especially cities in the Yangtze River Delta region, have a more obvious advantage in the top ten; Wuhan and Zhengzhou have risen significantly in the rankings. 4. Tourism Work Suggestions for the Third Quarter of 2010 The main goal of tourist satisfaction work in the third quarter is to solve the problem of declining domestic tourist satisfaction. It is necessary to further strengthen the linkage between tourism-related industries and the overall development of cities, focus on solving outstanding problems in the tourism industry such as scenic spots, prices and tourism public services, and provide guidance on tourist satisfaction in western cities. To achieve the above goals, the joint responsibilities of the tourism authorities and local governments must be clearly emphasized. 1. One of the responsibilities: Formulate tourist satisfaction monitoring indicators and work goals in the form of policies, plans, etc., and determine the overall goal of my country's tourist satisfaction reaching more than 85% during the "Twelfth Five-Year Plan" period. Investigate the satisfaction of different types of tourists such as domestic individual tourists, domestic groups, inbound tourists and outbound tourists, as well as the satisfaction of service elements such as tourism characteristic industries, public services, related industries, the city's overall service level, prices and employees. 2. Responsibility 2: Transfer the tourist satisfaction survey to the government working level in a timely manner. The comprehensive improvement of tourist satisfaction is a long-term task. The tourist satisfaction survey should be transferred to the government working level in a timely manner, and under the government’s industry supervision department Set up a full-time survey agency to regularly conduct stratified satisfaction surveys, special surveys and professional management on markets, industries and regions to effectively guide the improvement of industry service quality.