Analysis of National Tourist Satisfaction Survey in the Third Quarter of 2009

In the third quarter, the national tourist satisfaction survey added 10 sample cities, bringing the total number of cities to 50. Among them, the market questionnaire survey obtained a total of 7,450 valid samples. The online survey downloaded more than 90,000 tourist reviews from websites such as Ctrip, Youduoduo, and eLong. The online questionnaire survey collected questionnaires from 162 companies. In the tourism complaints and quality supervision management section, rich information was obtained from the tourism government websites and tourism quality supervision websites of 50 cities. On this basis, the market research index, online research index, tourism complaints and quality supervision index of this quarter were formed, and the weights were determined by experts, and finally the national tourist satisfaction comprehensive index and the 50-city tourist satisfaction comprehensive index were synthesized.

1. Tourist behavior 1. Domestic tourists are obviously getting younger, the proportion of long-distance travel is increasing, and per capita consumption is increasing.

Tourists are more educated and younger. 75.4% of them have a college degree or above, and the proportion of students has increased to 14.2%. Tourist behavior shows the following characteristics: First, there is a differentiation between travel distance and travel time, with long-distance travel and short-distance travel developing at two levels. The proportion of surrounding travel within 150 kilometers is 22%, and the proportion of long-distance travel over 1,000 kilometers is 28.1%. Tourists travel for 2-3 days for 37.3%, and for less than one month for 28.2%. Second, the proportion of family travel has increased. 42.6% of tourists choose family travel. Third, the purpose of travel is mainly sightseeing. 47.6% of tourists travel for sightseeing/sightseeing, which is 12 percentage points higher than vacation travel. Fourth, the average per capita expenditure of tourists has increased. The proportion of per capita consumption of 1,000-2,000 yuan accounts for 28.6%. From the perspective of consumption structure, transportation is the most expensive item, followed by scenic spot tickets. In addition, the trend of economy and networking continues.

2. Inbound tourists are mainly young and middle-aged, with high education, a high proportion of self-guided tours, and rational tourism consumption.

Inbound tourists are mainly young and middle-aged, with high education, and 82% of them have a bachelor's degree or above. Hong Kong, Macao and Taiwan are still the main source of inbound tourists, but the distribution of source countries is decentralized and globalization is gradually emerging. Tourist behavior presents the following characteristics: First, the purpose of tourism is mainly sightseeing, and the attractiveness of scenic spots and tourist destinations is the most important factor affecting inbound tourists. Second, the proportion of self-guided tours is high, accounting for 42% of the total sample. Third, tourists have a strong sense of safety and insurance. The proportion of purchasing travel insurance reached 79.4%, 15 percentage points higher than that of domestic tourists. The per capita expenditure increased slightly compared with the previous quarter, with the largest amount of 1001-2000 US dollars, accounting for 30.5%.

3. Outbound tourists continue to have the "three highs" characteristics, namely high education, high income and high consumption

Outbound tourists are mainly highly educated, with 82.2% of them having a college degree or above. They are generally engaged in high-tech industries, education, finance and other industries, and 35% of them have a monthly pre-tax income of 3,000 to 8,000 yuan. The per capita expenditure shows obvious high consumption characteristics, with the number of tourists spending between 3,001 and 5,000 yuan accounting for 26.1% of the total number; 5,001 to 10,000 yuan accounting for 14.76%. Shopping expenses account for the largest proportion. Most tourists are willing to join travel agency group outbound travel, accounting for 75% of the total. Brand awareness is the main influencing factor for tourists to choose outbound travel agencies.

2. Tourist Satisfaction The third quarter tourist satisfaction survey was conducted through various methods such as tourist questionnaire survey, network analysis, complaint and quality supervision survey, and enterprise interviews. The market research index, network research index, and complaint and quality supervision index are combined into a comprehensive tourist satisfaction index. From the numerical analysis results, the national tourist satisfaction has slightly increased compared with the previous quarter, and the inbound tourist satisfaction is the highest among the three major markets.

1. The overall index of national tourist satisfaction has improved

The national tourist satisfaction comprehensive index was 79.07, which was at a relatively satisfactory level, 0.1 percentage point higher than the previous quarter. Among them, the market research index was 83.63, the network research index was 75.86, and the complaint and supervision index was 47.32. Among the 50 sample cities, Beijing, Chengde, Jilin City, Hangzhou, Zhuhai and other cities had relatively high comprehensive satisfaction indexes, all exceeding 80.

2. Among the three major markets, the satisfaction of outbound tourists decreased slightly, while the satisfaction of domestic and inbound tourists increased

This quarter's tourist satisfaction index and quality perception index have both improved compared with the previous quarter. Inbound tourists have the highest satisfaction, with a tourist satisfaction index of 88.88. Among them, the satisfaction index of tourist attractions is the highest, but the quality perception index of tourism transportation, tourism public services, tourism entertainment, etc. is relatively low. Outbound tourist satisfaction was 87.21, slightly lower than the previous quarter. The satisfaction index of domestic tourists increased to 83.04. Among them, the satisfaction index of group tourists is 84.79, and the satisfaction index of individual tourists is 82.10. Overall, the improvement in the index reflects the fruitful efforts made by domestic tourism service quality management departments and tourism enterprises to improve service quality under the influence of the financial crisis and H1N1.

3. In the tourism industry, tourists are most satisfied with scenic spots

From the perspective of industry, satisfaction with each factor has improved. Domestic tourists are most satisfied with tourist attractions, with a satisfaction index of 77.26. The rest are tourism transportation (74.98), tourism catering (73.64), tourism accommodation (73.44), tourism entertainment (73.37), and tourism shopping (72.39), which are the same as the previous quarter. Inbound tourists are most satisfied with tourist attractions, with a satisfaction index of 77.26; they are least satisfied with tourism transportation, with a satisfaction index of 75.01. Outbound tourists are most dissatisfied with tourism entertainment, with an index of 74.13. The online survey also shows that tourists' satisfaction with leisure and entertainment has increased, and satisfaction with scenic spots remains high. However, satisfaction with tourism transportation, travel agency services, and tourism public services is low.

The survey also showed that the change pattern of satisfaction of different types of tourists was basically the same as that of the previous quarter. The satisfaction of young tourists was higher than that of elderly tourists, and tourists traveling with family and friends were the most satisfied. In addition, 50% of the domestic tourists in the survey sample had complaints about their trips, and among those who complained, about 20.7% of them had complaints.

III. Main influencing factors The survey shows that domestic tourists' satisfaction has increased rapidly this quarter. Travel agencies and tour guide services, tourist shopping, tourism public service systems, tourist attractions, etc. have all improved, but there is still a long way to go to improve services. The factors affecting tourists' satisfaction this quarter have changed slightly, mainly the following points.

1. Transportation to tourist destinations. With the trend of individual tourists, tourism transportation has become an important factor restricting the effective supply of tourist destinations, affecting 68.0% of tourist satisfaction. Inbound self-guided tourists believe that "the convenience of tourism transportation" is the most important factor affecting satisfaction.

2. Tourism public services. Tourism public service factors such as delayed tourism information services, imperfect tourism interpretation systems, and untimely complaint handling have greatly affected tourist satisfaction. 13.4% of tourists' satisfaction is affected by "imperfect tourism information consultation services", 12% of tourists' satisfaction is affected by "imperfect interpretation and sign systems", and 10% of tourists' satisfaction is affected by "untimely complaint handling and feedback".

3. Travel agency and tour guide services. The increase or excessive arrangement of shopping and self-funded projects are still the main reasons affecting the satisfaction of group tourists. The online evaluation index of travel agencies is only 29.95.

4. Tourist scenic area services. Crowded scenic areas, long queues, expensive tickets, and low service quality all affect tourist satisfaction to a certain extent.

In addition, tourist satisfaction is also affected by factors such as tourist age, travel expenditure, travel purpose, travel companions, and travel expectations.

China Tourism Academy Research Group

October 15, 2009

Research Group Leader: Dai Bin

Executive Team Leader: Tang Xiaoyun Li Zhongguang

Research team members: Jiang Yiyi, Ma Yiliang, Yan Xia, Yang Honghao, Yang Yanfeng, Liu Sasa, Hu Fusheng, Zhan Dongmei, Zhou Shenghui

Li Dong, Liu Limin, Liu Xiangyan, Qu Xiaoyi, Wen Jing, Yong Xiang, Zhao Chunfeng, An Lin, Lu Xin

Qu Yinying Sun Bixuan Xu Na Yin Congcong Yi Feng Yu Chengcheng