Tourist Satisfaction Survey Report for the Second Quarter of 2009

The National Tourism Administration commissioned the China Tourism Academy to conduct a "National Tourist Satisfaction Survey" and recently released its first results. The results of the second quarter of 2009 show that the national tourist satisfaction index is 79.06 (full score is 100), which is generally at a relatively satisfactory level. Among them, the domestic index is 78.90, the inbound index is 81.07, and the outbound index is 88.52.

The purpose of organizing and carrying out the national tourist satisfaction survey is to establish a fair, objective and authoritative tourism service quality evaluation system, so as to provide scientific basis in a timely manner for improving the quality of my country's tourism and tourism services, enhancing the attractiveness and competitiveness of my country's tourism products, strengthening government tourism public services, and better meeting the tourism consumption needs of tourists. The survey began with preliminary research and preparation last year, formulated a work plan, determined the content and methods of the survey, and mobilized and deployed the national tourism industry at the beginning of this year. According to the work plan, this survey will continue quarterly; in addition to the timely release of quarterly survey results, an annual survey report will be released at the beginning of next year, and comparative analysis and trend forecasting will be gradually carried out.

The second quarter survey was conducted by the China Tourism Academy from late May to early June in 40 sample cities in 31 provinces, autonomous regions and municipalities across the country. More than 7,000 valid survey questionnaires were collected, nearly 100,000 tourist evaluation information was collected from nine major tourism websites, and quality and satisfaction information such as tourist complaints were collected from tourism quality supervision departments at all levels. The results show that, first, the basic behavioral characteristics of Chinese tourists are that domestic tourists continue to be leisure, short-distance, networked information channels, and economical, inbound tourists begin to prefer economical service facilities, and outbound tourists show the "three highs" characteristics of high education, high income and high consumption; second, in terms of industry services, domestic tourists are most satisfied with scenic spots (satisfaction index 73.39), followed by transportation (71.48), entertainment (67.62), catering (67.57), accommodation (66.22), shopping (64.75), travel agencies (53.44), inbound tourists (64.75), and shopping (64.75). There is no obvious difference in the satisfaction of outbound tourists with the above-mentioned industries (the satisfaction index is between 70 and 73); third, the satisfaction of different types of tourists varies greatly, with young tourists having a higher satisfaction than old tourists, and the highest satisfaction among family trips. Tourists traveling for business, cultural, sports and scientific exchanges, and visiting relatives and friends have a higher satisfaction, while leisure and sightseeing have a lower satisfaction. Among group tourists, the higher the per capita expenditure, the higher the satisfaction of tourists. For example, the tourists with a per capita expenditure of 5,000 to 10,000 yuan have the highest satisfaction (64% of tourists are satisfied), reflecting that the impact of tourism price level on service quality and satisfaction is very obvious.

The survey results also reflect the main factors affecting tourist satisfaction. First, too many shopping arrangements and self-funded projects during the tour, unauthorized changes to the itinerary, and lowering of reception standards are the main reasons for the dissatisfaction of group tourists. The deliberate default of group payment by the tour group agency and the service quality of the local tour agency also indirectly affect the satisfaction of tourists. Second, insufficient transportation services at the tourist destination, delayed tourism information services, and lack of complaint mechanisms affect tourist satisfaction, especially for individual tourists. Third, tourist shopping lacks characteristics, poor quality, and arbitrary prices. Fourth, factors in the scenic area include crowding, expensive tickets, low service quality, and imperfect sign systems. In addition, tourist satisfaction is affected by factors such as their travel expenditure, age, travel purpose, and travel companions. For group tourists, those who purchase high-priced service products have better service quality and higher satisfaction.

It is also understood that the National Tourism Administration will appropriately adjust the sample cities according to the needs of the survey, increase the distribution of questionnaires, and guide and support regions and cities in conducting tourist satisfaction surveys to continuously enhance the scientificity and authority of this survey.

China Tourism Academy Research Group

July 30, 2009