Chinese Outbound Tourists are Generally Satisfied in the Second Quarter of 2013<br/>United Kingdom, Germany and Australia Rank Top Three_China Tourism Academy

Chinese Outbound Tourists are Generally Satisfied in the Second Quarter of 2013
United Kingdom, Germany and Australia Rank Top Three

2013-7-12 8:46:10       Size:[L  M  S]

The survey shows that Chinese citizen’s outbound tourist satisfaction index in the 2nd quarter of 2013 is80.24, which is over that of the 1st quarter (76.58) and arriving at the “satisfactory” level. Among the 22 outbound tourist destinations covered by the survey, 15 countries and districts has  reached higher than the threshold of “satisfactory” level (80).

Chinese citizen’s overall outbound tourist satisfaction index in the 2nd quarter of 2013 is 80.24, arriving at the “satisfactory” level. According to the structure of the indices, the index calculated from the survey questionnaireis77.75, approximately close to that of the 1st quarter; and the index calculated from the Internet source is 87.34,  higher than that of the 1st quarter.The significant variables in indices calculation are the low tourist complaint, the insufficient public Chinese signs  and Chinese language service and high tourist pricing.Besides, the degree of satisfaction of the services provided by the overseas travel agencies and of those provided by the guides  still remain low. From the six elements of tourism service, the indices calculated from Chinese outbound tourists’ impressions of the service quality are ranked from the highest to the lowest: the scenic area or scenic spot (82.7, the highest), tourist transportation (81.9), shopping (81.6), accommodation environment (80.9), culture and entertainment (80.7), food and beverage (79.7), and services provided by travel agency (79.0, the lowest). Among the interviewed outbound tourists, the percentage of those who has complaint is decreased from 23.6% to 14.3%. What’s more, the percentage of complaint is  dropped from 4.2% to 2.6%. The satisfactory of complaint handling shows a vivid increase from 70 in previous quarter to 74.2 in second quarter. In addition, the probabilities to revisit the tourist destinations show  a moderate decrease from 77.7 in the firsr quarter to 72.4in the second quarter. and the probabilities to recommend the destinations to their relatives and friends is 78.4, approximately close to that of the previous quarter.

The tourists’ satisfaction with the environment, facility, management, and services at the overseas destinations maintains at a relatively high level. The Chinese outbound tourists’ average satisfaction degree with the urban construction, urban management, public services and tourist services at the destination cities in the 2nd quarter of 2013 are respectively 82.1, 81.3, 82.0 and 80.2, all of which stays at the “satisfactory” level. The index calculated from the tourists’ expectation to the overseas destinations is81.9.Whereas, compared with the tourists’ actual experience  , the satisfaction is  lower than 80.. The main problems are the qualities of Chinese language service, travel agency’s services and guides’ services.

The satisfaction with the urban construction is at a relatively high level. The tourists remain a higher satisfactory with their experience in the natural ecological environment, air quality, hygiene and sense of convenience in the society, etc. Satisfaction degreeform the highest to the lowest is as follows: the degree of beauty, natural ecology, landscaping, IT service, sense of convenience, ancient towns and historical buildings preservation.

The security situations of the destinations should be further improved. Usually, the tourists are satisfied with the urban management of the cities in the destinations. Satisfaction degree  from the highest to the lowest is as follows: local tradition and custom, cultural atmosphere, urban environment and landscaping, local people’s image and lifestyle and security situation, of which the index of the security is 80.4, a bit higher  than that of  the 1st quarter, but it is still the lowest among the indicators of urban management.

The public services are better, but the service of long distance passenger transport and that for self-driving are not very desirable. The tourists’ comments on the public services are basically similar to those of the 1st quarter, arriving at the “satisfactory” level, in which the comments on bank cards accessibility and airport management are best. Satisfaction degree  from the highest to the lowest, is as follows: the airport management, bank cards accessibility, power supply system, Internet coverage, mobile sign coverage, construction of roads for pedestrians and of cycle tracks, understandability of traffic signs, urban public transportation, taxi, long distance passenger transport and self-driving service.

As for the service trades, the problems about Chinese language service and travel agencies’ service are still  severe. Most outbound tourists argue that they are less satisfied  with the Chinese public signs  and the Chinese language service and the qualities of services provided by the overseas travel agencies has yet to be improved. By comparison,  the tourists are also less  satisfied with the food and beverage service. The most complaints are from local diet, which is not accustomed to. The index calculated from the group tourists’ probabilities to re-choose their travel agencies is 77.1, and the index to revisit the destinations is 72.4, which has shown a decrease since the previous quarter, whereas the probabilities to recommend the destinations to their relatives and friends comes up to 78.4. Generally speaking, compared with the first quarter, the tourists’ loyalty to the destinations doesn’t change significantly.      

The tourist satisfaction with the destinations of the following overseas countriesranked from the highest to the lowest are as follows:: UK (83.39), Germany (83.37), Australia (83.04), Canada (82.54), New Zealand (82.50), Singapore (82.45), French (82.14), Spain (81.86), Italy (81.60), Japan (81.24), South Korean (81.15), U.S.A. (81.11), Argentina (80.69), Malaysia (80.08), Thailand (80.05), Brazil (78.13), Russia (77.90), the Philippines (77.66), Cambodia (77.13), South Africa (76.96), Indonesia (76.65) and Vietnam (73.91).

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