Investigation on Climate and Greening in Shenzhen

Report Name: Investigation on Climate and Greening in Shenzhen

Survey location: Shenzhen.

Survey method: street interview.

Investigation time: 1999 1 1.

Sample size: 334

Respondents: tourists from inside and outside the province, Hong Kong, Macao and Taiwan.

Survey organization: Rambon Market Research Company.

Report source: Rambon Market Research Company

Report content:

With the vigorous development of tourism and its increasing role in the economy of tourist destinations, how to open up the tourism market with attractive tourism products and ensure stable tourists has become the focus of attention of all tourist destinations. Because tourism products, like other service products, are intangible and immobile, and their production and consumption processes occur at the same time, tourism is more of a marketing "experience". A large number of research results also show that for service products, besides the personal experience of consumers, the oral publicity of others is more important than any other information source. A tourist destination must create a good travel experience for consumers if they want to make oral publicity for themselves. If there are unlimited resources, tourist destinations should also pursue "zero defects" in quality like industrial production departments to satisfy tourists in all aspects. However, due to the limitation of resources, we should pursue the optimal allocation of resources in practice, and allocate resources and arrange work according to the priority of the problem. Realistically measuring tourists' satisfaction, finding the weak links of tourism destination performance and defining the areas that need to be improved have become one of the important topics in the current tourism destination construction.

Taking Shenzhen, a tourist destination, as an example, Shenzhen Lanbang Market Research Company conducted a survey19991.1.00 on tourists coming to Shenzhen in various scenic spots, railway stations and Luohu Commercial City in June. The survey was conducted by face-to-face interviews with questionnaires, which included three parts. The first part of the screening problem is to exclude day tourists, local tourists and tourists who come to Shenzhen for long-term work, which is not within the scope of this study. The second part is the main part, which expresses 29 evaluation indexes that affect tourists' satisfaction with corresponding sentences, and measures tourists' satisfaction with Shenzhen with Likert5-level attitude scale and the importance of each evaluation index to him personally. The third part is background information. 340 questionnaires were distributed, and 334 questionnaires were effectively recovered, with an effective recovery rate of 98.2%.

On the basis of standardizing the obtained data variables, with importance as the abscissa and satisfaction as the ordinate, the following scatter chart can be obtained:

Figure: Report 85- 1 (omitted)

As can be seen from the figure, * * * 9 indicators (accounting for 3 1%) fall in the upper right area, which is of high importance and high satisfaction, and belongs to the current advantageous areas of Shenzhen. These factors include social security, many natural scenery and scenic spots, many places to play, transportation, communication, theme parks, greening, cleanliness and climate. In these respects, Shenzhen needs to maintain its current performance and strive to improve it in order to become a competitive advantage compared with other tourist cities. In particular, tourists' satisfaction evaluation of Shenzhen is quite high in two important factors-"good greening" and "clean and hygienic city", which can form outstanding advantages in enhancing Shenzhen's tourism image.

It is worth noting that "there are many natural scenery and scenic spots" is almost close to the abscissa, that is, tourist satisfaction is at the level of "generally slightly higher". If no measures are taken to improve this aspect, it is possible that in the next few years, with the development of surrounding tourist attractions and the strengthening of tourists' tendency of advocating natural return, tourists' evaluation will be reduced, from the current favorable to unfavorable. A few days ago, Shenzhen's tourism development plan has focused on the construction of the eastern gold coast and the western pastoral scenery. The current task is to effectively implement the development of natural scenery in order to plan ahead and meet the needs of the times.

Five indicators (accounting for 17%) fall in the lower right area, because these indicators are of high importance, but the level of tourists' satisfaction is low, which is a key area that needs to be improved urgently. They mainly pay attention to all kinds of prices in Shenzhen (prices, scenic spot ticket prices, catering and accommodation prices and whether it is easy to find catering and accommodation suitable for their own requirements), followed by the service quality of shopping malls and catering. From the perspective of Shenzhen as a tourist destination, these aspects are the weak links in Shenzhen, and it is necessary to concentrate resources and attention to change the current unfavorable situation.

The upper left area includes six indicators (accounting for 2 1%). Respondents believe that Shenzhen's current performance is good, but its importance is not high, such as relatively developed economy, urban infrastructure, abundant commodities and human efficiency. These are irrelevant areas. At present, there is no need to spend too much resources on the promotion of tourists.

Eight indicators (accounting for 18%) belong to the non-priority area, that is, the lower left area. Respondents' performance evaluation of these factors is not high, but because of their relatively low importance, they don't need too much attention at present. If the tourism industry in Shenzhen develops to a higher goal on the existing basis, we must pay attention to the reasons for the poor performance in these aspects and seek solutions.

In this respect, it can not be ignored that "hotel service quality" is almost located on the vertical axis, indicating that its importance is close to medium, but tourists' evaluation is not high, so attention should be paid to it.

The evaluation and analysis of tourists' satisfaction is of great guiding significance to the management and marketing of tourist destinations, and it also points out the direction that this work needs to be improved urgently. For the tourism industry in Shenzhen, the current concern is the price. Variance correlation analysis shows that domestic tourists have a low evaluation of Shenzhen prices, while Hong Kong, Macao and Taiwan tourists think that prices are more reasonable. Therefore, when attracting domestic tourists to Shenzhen, Shenzhen should pay attention to further optimizing and adjusting the existing product structure to meet the needs of tourists with different characteristics with a reasonable diversified structure, such as developing more middle and low-grade products to meet the needs of domestic family tourism, student tourism and other markets; On the other hand, it is necessary to further improve the quality of products and services and make tourists feel that they are worth the money.

Tourists from Shenzhen believe that greening and cleanliness are two important factors when traveling abroad, and they are quite satisfied with Shenzhen, which is the leading link of Shenzhen tourists' satisfaction at present. To determine whether these aspects have become the competitive advantages of Shenzhen's unique attraction to tourists, it is necessary to make a comparative analysis with relevant competitive places in the future investigation and research.

Just as loyal customers are the solid foundation for enterprises to realize profits, loyal tourists are also valuable wealth for tourist destinations to stabilize customers and enhance their competitiveness. The key to creating loyal tourists is to satisfy them. The higher the tourist satisfaction, the higher the loyalty. But for a tourist destination, no matter how attractive things are, there won't be too many opportunities for tourists to buy them again, so the loyal customers of tourist destinations are mainly manifested in their word-of-mouth effect, that is, recommending their satisfactory experiences to others in order to bring more tourists. Therefore, understanding the weak performance links of tourist destinations and finding the correct direction to effectively improve tourists' satisfaction and cultivate loyal tourists will play a long-term positive role in optimizing resource allocation and enhancing the competitiveness of tourist destinations. Due to the dynamic changes of tourists' demand, important factors may become secondary factors in a few years. From this point of view, market researchers in Lanbang suggest that tourist destinations need to continuously monitor tourists, on the one hand, to check whether the improvement measures taken are effective, on the other hand, to fully grasp the market dynamics and effectively allocate their limited resources. Due to the limitation of time and resources, the survey made by Lanbang does not include foreign tourists coming to Shenzhen, so it is only a tentative study of Shenzhen's domestic tourism market, and the satisfaction analysis of international tourists' experience in Shenzhen is an important field that should be investigated in the future.