Social investigation report about tourism

Report Name: xx Visitor Satisfaction Survey Location: xx City Survey Method: Street Visit Survey Time: November 1999 Sample Size: 334
Respondents: Investors from within, outside, and Hong Kong, Macao and Taiwan: Lanbang Market Research Company Report Source: Lanbang Market Research Company Report:
With the vigorous development of tourism and its growing role in the tourism economy, how to use the attractive tourism products to develop the source market and ensure a stable source of tourists has become the focus of attention in various tourist destinations. Because tourism products, like other service products, are intangible and non-movable, their production and consumption processes occur simultaneously. Therefore, tourism is more of an “experience” in marketing. A large number of research results also show that for service products, in addition to the personal experience of others, the verbal promotion of others is more important than any other source of information. If the tourist destination wants consumers to make good oral publicity for themselves, they must create a good travel experience for them. If there are unlimited resources, tourism destinations should also pursue “zero defects” in quality like the industrial production departments, so that tourists can be satisfied in all aspects, but due to resource constraints, the optimal operation of resources should be pursued in actual operation. Allocate resources and schedule work according to the priorities of the problem. The realistic measurement of the satisfaction of tourists and the search for weak links in the performance of tourism destinations have become one of the important topics in the current construction of tourism destinations.

Taking xx city as a research example of tourist destinations, xx Lanbang Market Research Company conducted a survey of tourists coming to xx in November 1999 at xx main scenic spots, railway stations, and Luohu Commercial City. The survey uses a questionnaire-based interview method. The questionnaire consists of three parts. The first part of the screening problem is to exclude returning tourists, local tourists, and objects for long-term work that are not within the scope of this study. The second part is the main body. The 29 evaluation indicators that affect the satisfaction of tourists are respectively expressed as corresponding sentences. The Likert level 5 attitude scale is used to measure the satisfaction of tourists in deep tourism and various evaluation indicators when they go out to travel. His personal importance. The third part is the background information section. A total of 340 questionnaires were distributed and 334 questionnaires were effectively recovered. The effective recovery rate was 98.2%.

On the basis of the normalization of the obtained data variables, the following degree scatter plot can be obtained by taking the importance degree as the abscissa and the satisfaction degree as the ordinate plot:
Figure: report85-1
It can be seen from the figure that there are 9 indicators that fall in the upper right area with high importance and high satisfaction level, which belongs to the current dominant area of ​​xx. These factors include social order, many natural scenery and scenic spots, lots of play, transportation, communication, theme parks, greening, sanitation, and climate. In these areas, xx City needs to continue to maintain its existing performance and strive to become a competitive advantage compared to other tourist cities. Especially in two factors with high degree of importance - "greening is good" and "is a clean and hygienic city", tourists' evaluation of xx's satisfaction is quite high, which can form a prominent advantage for xx tourism image promotion. "This article was compiled by the first · Fan Wenwang, and the copyright belongs to the original author and the original source. 』

It is worth noting that “there are many natural scenery and scenic spots” that are almost close to the abscissa, that is, the current level of satisfaction of tourists is at a “normally slightly above” level. If no measures are taken to improve this aspect, it is possible that in the next few years, with the development of surrounding tourist scenic spots and the appreciation of tourists, the evaluation of tourists will be reduced, and the current advantage will be reduced to the disadvantage. In the recent xx tourism development plan, the construction of the eastern gold coast and the western rural scenery has been the focus of development. The current task is to implement the development of natural scenery and implement it in a timely manner to meet the needs of the times.

There are five indicators that fall in the lower right area. Because of the high importance of these indicators, the low level of satisfaction of tourists is a key area that needs urgent improvement. They mainly focus on the price of xx, followed by the quality of service in shopping malls and restaurants. From the perspective of xx as a tourist destination, these aspects are the weak link of xx. At present, it is necessary to allocate resources and attention to change the current unfavorable situation.

The upper left area includes six indicators. Respondents believe that xx's current performance is good, but their importance is not high, such as economic development, urban infrastructure, commodity abundance, human efficiency, etc., which are irrelevant areas. There is no need to spend too much resources on these aspects of the promotion and promotion of tourists.

There are 8 indicators that are in the priority area, namely the lower left area. Respondents did not evaluate the performance of these factors, but because they are relatively less important, they do not need to pay too much attention. If the tourism industry in xx city develops to a higher goal on the existing basis, it must pay attention to the reasons for the poor performance of these aspects and seek solutions.

It is not negligible in this area that the “quality of service of the hotel” is almost on the ordinate, indicating that its importance is close to medium, but the evaluation of tourists is not high, and it also needs to be taken seriously.

The evaluation and analysis of the tourist's satisfaction status has important guiding significance for the management and marketing of the tourist destination. At the same time, it points to the tourist destination the direction that the work needs urgent improvement. For xx tourism, what needs to be paid attention to now is the price issue. The relevant analysis of variance shows that domestic tourists have lower prices for xx, while Hong Kong, Macao and Taiwan tourists believe that prices are more reasonable. Therefore, when xx vigorously attracts domestic tourists to travel deep, it is necessary to pay attention to the further optimization and configuration of the existing product structure, and to meet the needs of tourists with different characteristics with reasonable structural diversity, such as developing more Low-end products to meet the needs of domestic family travel, student travel and other markets; on the other hand, the quality of products and services should be further improved to make tourists feel value for money.

The deep-seated tourists believe that the two factors of greening and sanitation are more important when they go out to travel. They have a fairly satisfactory evaluation of xx, which is the advantage that xx city is currently satisfying tourists. To determine whether these aspects have formed a competitive advantage that xx is attractive to tourists, it should be compared and analyzed in the future investigation and research.

Just as loyal customers are the firm foundation for the company to achieve profits, loyal tourists are also a valuable asset for the tourist destination to have a stable source of customers and enhance competitiveness. The key to creating a loyal traveler is to satisfy them, the higher the satisfaction of the tourists and the higher the loyalty. However, for tourism destinations, no matter how attractive it is, tourists will not have too many opportunities to re-purchase, so the loyal customers in the tourist destinations are mainly reflected in their word-of-mouth effect, that is, their satisfaction in the tourist destination. Recommend to others to bring in more tourists. Therefore, understanding the short-term performance of the tourism destination itself, in order to effectively improve the satisfaction of tourists and cultivate loyal tourists, whether it is the optimal allocation of resources in tourism destinations or the enhancement of their competitiveness, has long-term and positive The role. Due to the dynamic changes in the needs of tourists, it is possible that the current important factors will become secondary factors in a few years. From this perspective, market researchers in Lanbang suggest that tourism sites need to continuously monitor tourists. On the one hand, it can test whether the improvement measures taken are effective, on the other hand, it can fully grasp the market trends and effectively allocate its own limited resources. Limited by time and resources, this survey conducted by Lanbang does not include deep-seated foreign tourists, so it is only an exploratory study of the domestic tourism market in xx, and the analysis of the satisfaction of international tourists in deep tourism experience is Important areas that should be investigated in the future.