Research Achievements of 2014 the First Quarter Report of Chinese Outbound Tourism Satisfaction Investigation_China Tourism Academy

Research Achievements of 2014 the First Quarter Report of Chinese Outbound Tourism Satisfaction Investigation

2014-4-11 8:40:01       Size:[L  M  S]

On April 10, 2014, in Beijing, China Tourism Academy released 2014 the First Quarter Report of Chinese Outbound Tourism Satisfaction Investigation. The investigation showed that Chinese outbound tourism satisfaction index in the first quarter of 2014 was 78.92, on the level of "Basic Satisfaction", and 21 out of 22 sample countries were on the level of "Basic Satisfaction" and reached above 75.

I. 2014 the First Quarter Overview of Chinese Outbound Tourism Satisfaction

Chinese outbound tourism satisfaction index in the first quarter of 2014 was 78.92, on the level of "Basic Satisfaction", and was equal to that of the same quarter last year (78.07) as well as last quarter (79.06). From the constitution of satisfaction indexes, tourists' site satisfaction index was 78.39, and tourists' comment satisfaction index was 80.46. 21 out of 22 sample countries were on the level of "Basic Satisfaction" and reached above 75.

In aspects of destination environment, urban construction, urban management, public service and industry service involved in outbound tourism, in the first quarter of 2014 Chinese tourists expressed higher satisfaction at public service (such as destination traffic, etc.) and destination environment, while lower satisfaction at security guarantee, Chinese service, tourism price, complaint service and so on. Among them, satisfaction indexes of sample countries' public service, development environment, urban construction, industry service, urban management, price and complaint service were 83.09, 82.41, 81.93, 81.67, 81.08, 77.84, 71.47 respectively in descending order.

In aspects of main outbound ports, the descending order of satisfaction indexes were Harbin, Beijing, Shenzhen, Xi'an, Shanghai, Chengdu, Hangzhou, Chongqing, Shenyang, Guangzhou.

II. 2014 the First Quarter Impact Factors of Chinese Outbound Tourism Satisfaction

The satisfaction index of the total environment of destinations was 82.41. And the descending order of satisfaction indexes of various factors was degree of popularity, degree of beauty, degree of informatization and degree of modernization.

The satisfaction index of urban construction was 81.93. And the descending order of satisfaction indexes of various factors was natural ecology, landscape greening, air quality, ancient city & historical building protection, convenience, sanitation, urban planning and facilities for the disabled people’s convenience.

The satisfaction index of urban management was 81.08. And the descending order of satisfaction indexes of various factors was ethnic characteristic, cultural atmosphere, urban appearance, citizens' images and behavior, construction management and sense of security (security and first aid information).

The satisfaction index of public service was 83.09. And the descending order of satisfaction indexes of various factors was self-driving, railway station, long-distance passenger-transport station, airport, agricultural modernization, taxi, industrial tourism, power supply, convenience of bank card consumption, embassy visa service, sidewalk & cycleway, Internet coverage, frontier inspection & customs services of destination countries, traffic sign, cellphone signal coverage and water supply & water quality.

The satisfaction index of industry service was 81.67. And the descending order of satisfaction indexes of various factors was foreign travel agency, foreign tour guide, receipt and its degree of formality, shopping, cultural entertainment, tourism public service, tourism product and service quality, accommodations, degree of standardization, catering, Chinese sign information and service, tourism price as well as complaint handling.

III. Tourist Satisfaction of 22 Destination Countries

The descending order of sample countries' tourist satisfaction in the first quarter of 2014 was: New Zealand 83.40, America 83.27, Canada 82.55, Australia 82.22, Singapore 82.01, Italy 81.25, Thailand 80.73, Britain 80.51, France 80.47, Korea 79.50, Germany 79.45, Japan 79.08, Spain 79.06, the Philippines 78.03, Russia 77.99, Malaysia 77.47, Brazil 76.72, South Africa 76.49, Cambodia 76.47, Indonesia 76.46, Argentina 76.41, Vietnam 72.90.

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