In the first quarter of 2010, the overall satisfaction of tourists nationwide was at a "satisfactory" level.

According to a survey conducted by the China Tourism Academy, the overall satisfaction of tourists in China was at a "satisfactory" level in the first quarter of 2010. The satisfaction of tourists 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, tourists in the eastern region were more satisfied.

1. Behavioral characteristics of tourists in the first quarter of 2010. From the survey results, the demographic characteristics of tourists in the three major markets of domestic, inbound and outbound are mainly college or above, mainly young and middle-aged, and their occupations are in education, manufacturing and The information industry is the main source; the main sources of tourism information are the Internet and newspapers and periodicals; the main tourism expenditures are shopping and transportation. The specific consumption preferences of tourists in the three major markets have their own characteristics. 1. Behavioral characteristics of domestic tourists The influencing factors of domestic tourists’ travel have obvious characteristics of sightseeing and networking, and the channels of tourism information are diversified. The top three travel purposes are sightseeing, leisure vacations and visiting relatives and friends; the top three travel companions are family, friends and colleagues; the top three travel information they are most concerned about are scenic spots (spots), prices and transportation; the top three travel destinations are more than 300 kilometers. The proportion of long-distance travel is 58.49%; the top three sources of travel information are the Internet, relatives and friends, and newspapers and periodicals; the most expensive items for domestic tourists are shopping, followed by tickets and transportation. 2. Behavioral characteristics of inbound tourists: The proportion of inbound tourists taking leisure vacations has increased, and individual travel and networking are obvious. The top three travel purposes are sightseeing, leisure vacations and visiting relatives and friends; the top three travel companions are family, themselves and friends; the top three travel information they are most concerned about are local policies and regulations, reception conditions at scenic spots, and traffic and weather. Information; the top three sources of tourism information are the Internet, newspapers and periodicals, and TV broadcasts; the top three items that inbound tourists spend the most are transportation, shopping, and accommodation. 3. Behavioral characteristics of outbound tourists: The proportion of outbound tourists traveling for business has increased, and the proportion of traveling and shopping is high. The top three travel purposes are sightseeing, leisure vacations and business activities; the top three travel companions are family, friends and colleagues; the top three travel information they are most concerned about are prices, scenic spots (spots) and shopping districts; the top three sources of travel information The three are the Internet, introductions from relatives and friends, and newspapers. The top three items on which outbound tourists spend most are shopping, transportation and dining. 2. National Tourist Satisfaction Situation in the First Quarter of 2010 1. Market aspect: Tourist satisfaction in the three major markets of domestic, inbound and outbound markets showed a pattern of "one increase, one steady and one decrease". Domestic tourist satisfaction has increased. Among them, the team Tourist satisfaction has increased significantly, while individual passenger satisfaction has declined. The domestic tourist satisfaction index in the first quarter was 89.57, an increase of 1.14 from the previous quarter. The group tourist satisfaction index was 93.9, an increase of 3.1 from the previous quarter, mainly due to the increased possibility of revisiting in the future and recommending it to others, as well as increased satisfaction with travel agencies, scenic spots, transportation and public services. The individual passenger satisfaction index was 86.53, a decrease of 0.64 from the previous quarter. The main reason was that satisfaction with factors such as tourism prices dropped significantly. These factors mainly include tourism prices, overall service levels of destinations, tourism information services, etc. In addition, there is little difference in satisfaction between one-day tours and overnight tours, and there is no significant difference in satisfaction between urban and rural tourists. 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. Among them, the factors that have caused a greater decline in inbound tourists’ satisfaction 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. The top ten words and phrases with the highest frequency of positive comments are "good, very good, worth it, like, convenient, clean, beautiful, cheap, beautiful, beautiful", and the top ten words and phrases with the highest frequency of negative comments are "bad, messy, dirty" , nothing, too many people, inconvenient, traffic jam, don’t like it, can’t compliment it, not worth it.” 2. Industry: Satisfaction is generally stable. Judging from the evaluation of the overall service level of the destination, the satisfaction level in the first quarter was 74.58, a decrease of 0.74 points from the previous quarter. The main reason was the evaluation of domestic individual passengers and inbound individual passengers. 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 factors: Price satisfaction has dropped significantly, but the proportion of complaints and complaints from tourists has declined. The satisfaction of domestic tourists and inbound tourists with tourism prices is 61.55, a decrease of 10.75 from the previous quarter, and a larger decrease. , the main reason is that the price satisfaction of tourists in various regions 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 convenience of complaints decreased. In the first quarter, the proportion of complaints and the proportion of complaints among domestic individual tourists, domestic group tourists, inbound tourists and outbound tourists all declined. 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: 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. Judging from the trend, cities with larger increases include Shenyang, Shanghai, Xiamen, Yinchuan, Hohhot, Xining, Nanning, Xi'an, Chongqing, etc.