National tourist satisfaction survey releases ranking of 50 cities for the first time

In the first quarter of 2010, the national tourist satisfaction index was 80.09, which was generally at a "satisfactory" level. The tourist satisfaction in the domestic, outbound and inbound tourism markets showed a pattern of "one rise, one stability and one decline". The overall satisfaction of the tourism industry was stable, but the satisfaction of factors such as tourism prices declined. In terms of regional markets, the satisfaction of tourists in the eastern region was relatively high.

Judging from the survey results, the demographic characteristics of tourists in the three major markets of domestic, inbound and outbound are mainly college degree or above, the age is mainly young and middle-aged, and the occupations are mainly education, manufacturing and information industry; the source of tourism information is the Internet and newspapers and periodicals; travel expenses mainly include shopping and transportation. The specific consumption preferences of tourists in the three major markets have their own characteristics. 1. Tourist satisfaction in the three major markets shows a pattern of "one increase, one stability and one decrease". Domestic tourist satisfaction has increased. Among them, the satisfaction of group tourists has increased significantly, while the satisfaction of individual tourists has declined. The domestic tourist satisfaction index in the first quarter was 89.57, an increase of 1.14 from the previous quarter. The main reason for the increase in group tourist satisfaction compared with the previous quarter is that the possibility of revisiting in the future and recommending it to others has increased. The satisfaction with travel agencies, scenic spots, transportation and public services has also increased. The main reason for the decline in the individual passenger satisfaction index compared with the previous quarter is that satisfaction with factors such as tourism prices has dropped significantly. These factors mainly include tourism prices, overall service levels of destinations, tourism information services, etc. The satisfaction of inbound tourists has dropped significantly, especially in the surrounding areas of my country. The main reason is that the satisfaction of most inbound tourism services has a downward trend. The inbound tourist satisfaction index in the first quarter was 85.78, a decrease of 6.57 points from the previous quarter. Factors that have significantly reduced the satisfaction of inbound tourists include the overall service level of the destination, tourism image, tourism industry services, tourism public services, etc. According to the countries and regions of the survey respondents, the top five satisfaction rankings are Denmark, Vietnam, Russia, the United Kingdom and South Africa, and the bottom five are the Philippines, South Korea, Malaysia, Germany and countries and regions in the Middle East. Judging from the trend, the satisfaction of inbound tourists from Taiwan, Hong Kong, Macao, Russia and the United States has increased, while the satisfaction of inbound tourists from Japan, South Korea and Southeast Asia has declined. Outbound tourist satisfaction is relatively stable, but there are structural fluctuations in national and regional satisfaction. The outbound tourist satisfaction index in the first quarter was 87.98, an increase of 0.23 points from the previous quarter. According to the destination countries and regions of the survey respondents, the order of satisfaction scores is Africa, Australia, Taiwan, Hong Kong and Macao, Japan and South Korea, South America, Europe, the United States and Southeast Asia. Judging from the trend, the satisfaction of tourists going to countries and regions such as Taiwan, Hong Kong, Macao, Europe and Southeast Asia has increased, while the satisfaction of tourists going to countries and regions such as Australia, South America, Japan and South Korea has declined. Tourist comments in the first quarter were mainly positive. Tourists hope that the environment and tourist facilities will be more beautified and the problems of traffic and scenic spot congestion will be solved. Among them, the proportion of positive and negative reviews are 75% and 25% respectively. 2. Tourism industry satisfaction is generally stable. Judging from the evaluation of the overall service level of destinations, satisfaction in the first quarter has declined compared with the previous quarter. The main reason is that the evaluation of domestic individual tourists and inbound individual tourists has declined. The top three external factors that affect tourist satisfaction are destination environmental hygiene, destination first impression and destination friendliness. Judging from the evaluation of major industries, those with higher satisfaction are scenic spots, transportation and travel agencies. Judging from the changing trends, the overall satisfaction level of tourism industries such as food, accommodation, transportation, shopping and entertainment remains stable. From the perspective of specific services, satisfaction with destination transportation information, scenic spot information and accommodation safety for individual tourists is low. 3. Service elements: Price satisfaction has dropped significantly, and the proportion of complaints from individual tourists is relatively high. The satisfaction level of domestic tourists and inbound tourists with tourism prices is 61.55, a decrease of 10.75 from the previous quarter. The decrease is relatively large. The main reason is that various Price satisfaction among regional tourists has generally declined. The satisfaction level of tourism public services was 72.39, a decrease of 1.64 points from the previous quarter. The main reason was that the satisfaction level of public information and complaint convenience decreased. The proportion of complaints from domestic individual tourists was 15.9%, which was 6.8% higher than that of domestic group tourists. 4. Tourist satisfaction in 50 cities: The ranking order shows obvious regional characteristics. The order of tourist satisfaction in the 50 cities surveyed in the first quarter from high to low is as follows: Shenyang 80.57, Shanghai 80.19, Hangzhou and Guangzhou 79.92, Chengde 79.81, Zhangjiajie 79.35, Jilin City 79.17, Beijing 79.03, Huangshan 77.86, Changsha 77.65, Hohhot 77.22, Tianjin 77.21, Nanjing 77.14, Qingdao 77.05, Chengdu 77.02, Yinchuan 76.31, Zhuhai 76.15, Xiamen 75.95, Ningbo 75.89, Suzhou 75.69 , Dalian 75.54, Luoyang 74.94, Guilin 74.86, Wuxi 74.71, Kunming and Sanya 74.43, Haikou 74.38, Harbin 74.22, Xining 74.18, Lhasa 73.82, Fuzhou 73.46, Guang'an 73.20, Shenzhen 73.18, Changchun 72.63, Chongqing 72.58, Nanning 72.50, Hefei 72.25, Guiyang 71.93, Xi'an 71.62, Zunyi 71.46, Qinhuangdao 70.61, Urumqi 70.55, Shijiazhuang 70.54, Taiyuan 70.30, Jinan 70.13, Nanchang 69.92, Lanzhou 69.91, Wuhan 69.27, Zhengzhou 68.93 and Yan'an 68.42. The regional characteristics of tourist satisfaction in the above 50 cities are obvious. The top ten are mainly cities in the east, and the bottom ten are mainly cities in central China.