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Visitor Satisfaction
Visitor Experience Monitor 2007/2008Each year Tourism New Zealand commissions independent research to gain a sense of how satisfied our international visitors are with the experience New Zealand provides.Making sure that international visitors have an enjoyable experience is the key to the future of the tourism industry. Visitors that have the experience of a lifetime while on holiday in New Zealand are more likely to recommend us to other people or return for a second visit themselves. Our visitor experience monitor looks at which aspects of their New Zealand holiday visitors enjoyed the most. We can use this information to improve the experiences and products we offer to visitors. Summaries of the 2007/08 Visitor Experience Monitor findings have been compiled across the following areas: overall visitor satisfaction, accommodation, activities, competing destinations, environment, i-SITE, Māori culture, planning and information sources and transport. A summary of the 2007/08 Visitor Experience Monitor findings for China follows. Overall ExperienceOf our Chinese visitors, three quarters were highly satisfied with their visit to New Zealand and 96 per cent are likely to recommend New Zealand as a holiday destination. Of those Chinese visitors who are very likely to recommend New Zealand (77 per cent of all Chinese visitors), 81 per cent would be active advocates for New Zealand.New Zealand delivers extremely well on a number of aspects for Chinese visitors, with natural landscapes and clean environment averaging a score of over 8.6 points out of a possible 10 for satisfaction. Availability of good food and vibrant urban atmosphere show relatively lower satisfaction. These aspects, which can be difficult to influence, need to be taken into context with consideration for the reasons Chinese visitors choose New Zealand for an overseas holiday. The EnvironmentForty-five per cent of Chinese visitors said the New Zealand environment exceeded their expectations; 72 per cent thought the New Zealand environment appeared to be managed.Planning and Information SourcesEighty-four per cent of Chinese visitors make their decision to travel to New Zealand six months prior to arrival.The two most-used sources of information for choosing and planning a New Zealand holiday are travel agents in home country and travel guides/books, with travel guides/books becoming more important once in the planning phase. sustainably. Competitive DestinationsIn the past five years, Chinese visitors were most likely to have visited Australia (55%), Hong Kong (44%) and Malaysia (26%) for their previous long-haul holidays.ActivitiesThe following activities are those which Chinese visitors describe as highly satisfying and that are important to a visitor’s overall holiday:
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