China Tourism Academy: The national tourist satisfaction index in 2014 was 74.10, which is at an "average" level
| The overall improvement of the tourism environment is the main task at present - Research results of the national tourist satisfaction survey report for the fourth quarter and the whole year of 2014 On January 9, 2015, the China Tourism Academy released the national tourist satisfaction survey report for the fourth quarter and the whole year of 2014 in Chengdu. The report shows that the national tourist satisfaction index in 2014 was 74.10, which was at the "average" level, the same as the level in 2013, but the index dropped by 0.78. The indexes from the first to the fourth quarter were 72.62, 72.84, 74.52, and 76.39, respectively, showing a continuous upward trend in each quarter. From the perspective of the three major markets, the satisfaction of domestic, inbound and outbound tourists in 2014 was 73.94, 73.97 and 77.15 respectively. The satisfaction of domestic and inbound tourists in each quarter showed a continuous upward trend, while the satisfaction of outbound tourists showed a continuous downward trend. At present, the satisfaction of group tourists with travel services such as travel agencies has reached the level of "basic satisfaction". In 2014, important progress was made in developing tourism and governing tourism according to law. The National People's Congress launched the law enforcement inspection of the Tourism Law. At the same time, after improving tourism supervision and market order, the satisfaction of group tourists with travel services such as travel agencies, scenic spots and quality supervision reached a historical high of 75.28, reaching the development goal of 75 points or more for customer satisfaction in life services in 2015 proposed in the "Quality Development Outline (2011-2020)" of China. The satisfaction of travel agency services and scenic spots reached 78.52 and 77.17 respectively . Tourists' complaints about the tourism environment have not been significantly improved . The survey shows that tourists' complaints about the air quality, public services, commercial reception system and host and guest civilization of the destination have not been significantly improved. In-depth analysis of the survey results throughout the year shows that the national tourist satisfaction in 2014 has the following characteristics: First, tourists are more sensitive to the overall environment of the destination. Tourists pay more attention to and comment on the overall environment of the sample cities, such as the development of the city, urban construction, urban management, and public services. Second, the market entities and commercial elements that constitute the scope of tourism services are more diverse . In 2014, both the evaluation of tourist satisfaction in China by international organizations and the evaluation of tourist satisfaction conducted by China showed that the improvement of the commercial reception system has become an increasingly key factor affecting the tourist experience, and mass entrepreneurship and commercial innovation are becoming new driving forces for tourism development. For this reason, we see that cities that are good at giving play to the role of market mechanisms and cultivating business entities have a high and stable level of satisfaction, such as Wuxi, Yantai, Hangzhou, Ningbo, etc. Third, the role of the general government as the responsible subject in cultivating and optimizing the tourism environment is more obvious . The survey results show that all cities where the party committee and government attach great importance, the tourism administrative department takes the lead in promoting, and all departments cooperate and the society participates widely, have formed a joint force to successfully improve the satisfaction of tourists. On the contrary, in cities where there is no comprehensive involvement of the general government, the tourism administrative department has always been unable to get rid of the embarrassing situation of "cannot do it, can not escape" and the satisfaction of tourists is stagnant. The satisfaction of tourists in various industries is relatively high, such as urban banks, public transportation, and greening. The order of tourists' satisfaction from high to low is: convenience of bank card payment 77.29, urban public transportation 75.76, gardening and greening 75.68, walking paths and bicycle paths 75.51, railway stations 75.44, urban appearance 75.25, airports 75.25, traffic signs 75.25, power supply 75.24, emergency rescue system 75.18, self-driving cars 75.16, long-distance passenger transportation 75.02, and protection of old cities and historical buildings 75. 00, natural ecology 74.94, citizen image and behavior 74.71, Internet coverage 74.62, sense of security 74.49, urban planning 74.45, sanitary facilities 74.38, taxis 74.14, mobile phone signal coverage 74.11, barrier-free facilities 74.08, folk characteristics 74.06, convenience 73.78, water supply and water quality 73.31, construction management 73.15, air quality 72.65, rural tourism 72.42, industrial tourism 68.90. Wuxi, Hangzhou, Qingdao and other cities have high satisfaction . The scores and rankings of urban tourist satisfaction in the fourth quarter and the whole year of 2014 are as follows: |
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