Fourth-year and full-year national tourist satisfaction survey report for 10 years

On January 6, 2011, the National Tourist Satisfaction Survey Report (hosted in the fourth quarter and full year of 2010), hosted by China Tourism Research Institute and co-organized by People's Network Travel Channel, was held in Beijing. Li Zhongguang, executive leader of the National Tourist Satisfaction Survey Group, released the results of the 4th and 2010 National Visitor Satisfaction Survey and introduced the relevant information.

On January 6, 2011, the National Tourist Satisfaction Survey Report (hosted in the fourth quarter and full year of 2010), hosted by China Tourism Research Institute and co-organized by People's Network Travel Channel, was held in Beijing. Dai Bin, president of the China Tourism Research Institute, attended the meeting and made a keynote speech on the work of national tourist satisfaction in 2010. Li Zhongguang, executive leader of the National Tourist Satisfaction Survey Group, released the results of the 4th and 2010 National Visitor Satisfaction Survey and introduced the relevant information. Experts from the China National Institute of Standardization, China Quality Association and relevant media attended the meeting.

In 2010, the National Tourist Satisfaction Survey Group combined with the Golden Week Holidays, Small Holidays, World Expo and other tourist hotspots, and conducted monthly surveys in the sample cities of the “National Tourist Sample Survey Data” of the National Tourism Administration and the key monitoring cities of the National Holiday Office. The survey report is released quarterly. A total of 30,191 valid questionnaires were collected throughout the year, with 41,368 reviews and 7,363 complaints from tourists. According to the survey, the national tourist satisfaction index for the fourth quarter of 2010 was 77.85, and the national tourist satisfaction index for 2010 was 78.95, both of which were at the level of “basic satisfaction”.

According to the survey results, the factors affecting the national tourist satisfaction in 2010 are analyzed. Among them, the satisfaction of tourism environment, tourism public service, tourism-related industries and various service factors is below 70 points, and the level of satisfaction is low. There is still a gap of 5-10 points with the region.

In 2010, the satisfaction of tourists from 50 sample cities was as follows: Nanjing 82.54, Ningbo 82.29, Beijing 81.01, Shanghai 80.73, Chengdu 80.31, Suzhou 79.96, Xiamen 78.37, Wuxi 78.11, Qingdao 77.86, Huangshan 77.79, Tianjin 77.75, Shenyang 77.15, Hohhot 77.06, Dalian 76.79, Hangzhou 76.43, Guangzhou 76.34, Shenzhen 75.19, Lhasa 74.85, Zhuhai 74.85, Chengde 74.67, Wuhan 74.65, Jilin City 74.38, Harbin 74.37, Sanya 74.26, Guiyang 74.21, Chongqing 73.82, Hefei 73.42, Guilin 73.14, Kunming 72.91, Jinan 72.26, Luoyang 72.20, Zunyi 72.00, Taiyuan 71.77, Fuzhou 71.60, Urumqi 71.44, Qinhuangdao 71.33, Changsha 70.99, Nanning 70.74, Xining 70.74, Haikou 70.63, Zhangjiajie 70.58, Yinchuan 70.58, Changchun 70.44, Xi'an 70.36, Shijiazhuang 69.70, Zhengzhou 69.54, Lanzhou 68.68, Nanchang 67.94, Guang'an 67.40, Yan'an 66.14. The above cities' tourist satisfaction rankings have four characteristics: First, the regional characteristics of urban tourists' satisfaction are relatively obvious. The top ten are mainly in the eastern cities, especially in the Yangtze River Delta, and the last ten are mainly in the central and western cities. Second, the level of urban tourist satisfaction needs to be further improved. There are only 5 cities with 80 points or above, 12 cities with 75-80 points, and 33 cities with 75 points or less. Third, from the perspective of scoring structure, the evaluation of tourists' networks is also higher in cities with higher satisfaction, the quality of tourism supervision system is more perfect, and the satisfaction of tourists is relatively high. Fourth, in the first to fourth quarters of 2010, the sample city ranking changes can be basically divided into two types: quarterly and external impact. Tourist satisfaction in Chengdu, Ningbo, Suzhou and Wuxi has steadily increased.

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