2014 Tourist Satisfaction and Tourism Service Quality Indices Released
The SHTM recently released a report on the PolyU Tourist Satisfaction Index (PolyU TSI) and the Tourism Service Quality Index (PolyU TSQI), presenting both indices for Hong Kong in 2014. The 2014 PolyU TSI and PolyU TSQI stood at 74.50 and 74.51 respectively, both recording year-on-year drops.
The PolyU TSI dropped 1.46 points from 75.96 in 2013, representing the largest decline in the six years since the index was launched in 2009. At the same time, the PolyU TSQI recorded
a drop of 2.79 points from 77.30 in 2013. Survey data for both indices were collected between October and November 2014 at a time when Hong Kong was affected by factors such as the slowdown of the Chinese economy and various social and political issues.
Against this backdrop, the Americas were the source market recording the highest TSI score of 81.16, a drop of 0.11 points from 81.27 in 2013. This was followed by Australia, New Zealand and the Pacific (79.65) dropping 1.64 points,
Europe, Africa and the Middle East (76.81) with a dramatic drop of 2.46 points, South and Southeast Asia (75.60) dropping 0.88 points, Mainland China (73.58) dropping 0.39 points, Taiwan and Macau (71.25) dropping 0.41 points, and Japan and Korea (66.98) dropping 0.61 points.
Among the six service sectors, transportation received the highest TSI score followed by attractions, immigration, hotels, retail shops and restaurants.
The PolyU TSI evaluates service sector competitiveness
not only over time but also across international tourist destinations. In fact, it has been adopted by an increasing number of destinations, including Singapore and Macau in 2010, China’s Guangdong province in 2012 and Australia in 2014. Although statistics show that tourists are less satisfied with Hong Kong than they have been, when comparing to destinations adopting the PolyU TSI framework the city managed to outperform Meizhou, Foshan, Shenzhen, Guangzhou and Macau for all source markets
but Australia.
Launched in 2012, the PolyU TSQI is a weighted average of six tourism service quality indices, measuring overall tourism service quality. Among the seven source markets, tourists from the Americas recorded the highest TSQI score of 81.69, dropping 1.12 points compared to the previous year, followed by Australia, New Zealand and the Pacific (80.11) dropping 2.17 points, Europe, Africa and the Middle East (78.13) dropping 2.44 points, South and Southeast Asia (75.71)
dropping 1.05 points, Mainland China (74.90) dropping 1.46 points, Taiwan and Macau (72.62) dropping 1.20 points, and Japan and Korea (65.60), dropping 3.26 points.
The overall PolyU TSQI score was 74.51 for 2014, 0.01 point higher than the PolyU TSI score of 74.50. This deviation between the two indices indicated areas where service performance failed to boost tourist satisfaction. Serving as barometers of tourist satisfaction and tourism service quality for destinations, the two
indices provide significant information for tourism stakeholders to formulate strategic plans to develop the tourism industry in a sustainable manner.
PolyU TSI and TSQI website:
http://www.touristsatisfaction.org
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