Analysis of tourist satisfaction survey in the fourth quarter and the whole year of 2009

Commissioned by the National Tourism Administration, the China Tourism Academy began to conduct a national tourist satisfaction survey in the second quarter of 2009, and released the survey results for the second and third quarters in July and October 2009 respectively. At present, the tourist satisfaction survey report for the fourth quarter and the whole year has been completed. After one year of operation, the national tourist satisfaction survey has achieved significant results. First, a more scientific, objective and fair evaluation system has been established, which can more objectively reflect tourists’ satisfaction and its influencing factors. Second, a relatively systematic and comprehensive investigation method was formed and a large amount of basic data was obtained. Third, it has had a great social impact and prompted local tourism authorities to carry out investigations on the quality of tourist-centered tourism services. The fourth quarter and full-year tourist satisfaction survey report shows that in the fourth quarter of 2009, the national tourist satisfaction comprehensive index was 81.27. Tourist satisfaction in the three major markets of domestic, inbound and outbound markets have improved to varying degrees compared with the third quarter. Among them, Domestic group tourist satisfaction, travel agency service satisfaction, and tourism public service satisfaction have increased rapidly. The comprehensive tourist satisfaction index for the whole year of 2009 was 79.80, which was at a good level. The comprehensive tourist satisfaction index and domestic and inbound tourist satisfaction indexes increased steadily in each quarter, while the outbound tourist satisfaction index fluctuated. The survey in the fourth quarter obtained a total of 7,776 valid samples of tourists and 7,499 online reviews. Complaints and quality supervision data of the sample cities were obtained from multiple channels, and a large amount of enterprise-related data was obtained through website distribution of enterprise questionnaires and interviews with enterprises. The survey shows: First, tourist behavior changed slightly in the fourth quarter. The behavior of domestic tourists has become more short-term and economical, with the proportion of long-distance travel declining and per capita consumption declining; inbound tourists are younger and more economical; outbound tourists still continue to have the "three highs" of high education, high income and high consumption. characteristics, but travel spending fell compared with the third quarter. Second, tourist satisfaction improved significantly in the fourth quarter. The comprehensive national tourist satisfaction index reached 81.27, an increase of 2.20 from the previous quarter, which was a rapid increase; the inbound tourist satisfaction index was 92.35, the outbound tourist satisfaction index was 87.75, and the domestic tourist satisfaction index was 88.43, all of which had certain improvements. The satisfaction index of domestic group tourists reached 90.76, the fastest rising rate. Third, the gap in satisfaction among various industry factors has widened. Scenic spots are still the most satisfactory factor for tourists. Satisfaction with travel agency services and tourism public services has increased rapidly, and tourists' positive expectations for travel agency service quality have increased significantly. However, satisfaction with tourism, shopping and entertainment has not improved yet, and the satisfaction index has declined. In 2009, the survey obtained a total of 26,155 valid questionnaires from tourists, 32,384 online reviews, and 75,881 tourist comments on 12,541 hotels. Complaints and quality supervision data of sample cities were obtained from various channels; valid enterprise questionnaires distributed through the website were collected. 412 copies; interviews were conducted with more than 100 tourism companies across the country. The annual survey results show: First, tourists’ behavioral characteristics are significant. Domestic tourists tend to be short- and medium-distance, leisure-oriented, economical, and network-oriented. 57.1% of tourists travel less than 500 kilometers; 35.4% of tourists travel for "leisure/vacation", second only to "sightseeing/touring"; 77.6% of tourists choose budget hotels and mid-price hotels, and 48.0% Tourists' travel will be affected by travel costs; 53.7% of tourists obtain travel information through online platforms. Inbound tourism has obvious characteristics of being self-service, cultural, networked and economical. Outbound travel presents the "three highs" characteristics of high education, high income and high consumption. It is worth mentioning that the per capita tourism expenditure of my country's outbound tourists is higher than that of inbound tourists. Outbound tourists who spent US$2,001-3,000 accounted for 30.8%, and tourists who spent US$3,001-5,000 accounted for 25.6%. Only 17.3% of inbound tourists spent more than US$3,001. Second, tourist satisfaction is generally good. The annual comprehensive index of tourist satisfaction in 2009 was 79.80. Looking at the three major markets, the annual satisfaction index of outbound tourists is 87.83, the annual satisfaction index of inbound tourists is 87.43, and the annual satisfaction index of domestic tourists is 83.46. From the perspective of industry factors, the satisfaction level of tourist attractions has always been the highest, while the satisfaction level of travel agency services and tourism shopping is generally low. Third, tourist satisfaction in eastern cities is relatively high. Among the 50 sample cities, four cities including Beijing, Shanghai, Nanjing, and Hangzhou (sorted by administrative division) have higher annual comprehensive satisfaction indexes, all exceeding 80. Judging from the annual survey, the main reasons affecting tourist satisfaction are: travel agencies provide too many separately paid tours in the itinerary, add or arrange excessive shopping; the construction of convenient transportation facilities lags behind, especially public transportation for individual tourists Insufficient construction; the convenient tourism public service system is imperfect, especially the lag in tourism information services and the imperfect tourism public complaint mechanism; tourism shopping products lack features, poor quality, inconsistent product quality and price, and irregular sales. In addition, scenic spot tickets are expensive, crowded, low service quality and imperfect signage systems, etc., which affect tourist satisfaction to a certain extent. In 2010, the tourism industry will fully implement the "Opinions of the State Council on Accelerating the Development of Tourism" and determine 2010 as the theme year for improving tourism service quality. Comprehensive improvement of tourism service quality has become the focus and central task of the entire industry. We will continue to conduct tourist satisfaction surveys and expand our work to provide strong support for improving the quality of tourism services.

Project leader: Dai Bin, Cai Jiacheng Executive team leader: Tang Xiaoyun, Li Zhongguang, Duan Guoqiang Project members: Hu Fusheng, Jiang Yiyi, Ma Yiliang, Yan Xia, Yang Honghao, Yang Yanfeng, Liu Sasa, Li Dong, Liu Limin, Liu Xiangyan, Qu Xiaoyi, Wen Jing, Yong Xiang, Zhao Chunfeng, Zhou Shenghui, An Lin, Lu Xin, Qu Yinying, Sun Bixuan, Xu Na, Yin Congcong, Yi Feng, Yu Chengcheng