The Macao Tourist Satisfaction Index (MTSI)

Transcription

1 Macao Tourist Satisfaction Index Report 2016 The Macao Tourist Satisfaction Index (MTSI) 3 rd Quarter Report 2016 Conducted by The IFT Tourism Research Centre (ITRC) Institute for Tourism Studies, Macao 13 February 2017 The MTSI is a year-round survey that monitors the satisfaction of visitors to Macao in respect of several key tourism service sectors. Results of the MTSI are published quarterly and annually. Special focus reports are also issued occasionally. For inquiries, please contact: Ms. Wendy Tang IFT Tourism Research Centre (ITRC) Colina de Mong-Há Macao (E) itrc@ift.edu.mo (T) (853) (F) (853) (W) All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index

2 Macao Tourist Satisfaction Index Report 2016 The Macao Tourist Satisfaction Index (MTSI) Research team: Leonardo (Don) A.N. Dioko, Phd. Wendy Tang Patrick Lo Virginia Hong Published by: IFT Tourism Research Centre (ITRC) Institute for Tourism Studies, Macao Colina de Mong-Há, Macao, China Copyright IFT Tourism Research Centre (ITRC), Institute for Tourism Studies, Macao, 2017 All rights reserved. No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index

3 Macao Tourist Satisfaction Index Report 2016 I. About the MTSI Objectives of the MTSI 1. To provide a service that regularly monitors and informs the general public in Macao about the state of visitors satisfaction with the different sectors comprising the tourism and hospitality industry in Macao. 2. To provide satisfaction level information that will be useful for management of various operating organizations in the hospitality and tourism industry in Macao as well as for tourism policy planners and decision makers. 3. To provide a means for determining factors relevant to influencing the level of visitors satisfaction among the different sectors of the tourism industry, with the long term goal of making the industry more competitive, and to establish a regular assessment mechanism or barometer to gauge the influence of these factors. The instrument used in the MTSI study is adopted from the American Customer Satisfaction Index (ACSI) model based on Fornell et al. (1996). Tourist satisfaction (TS) for each sector is assessed as a latent variable with three indicators, namely: (1) confirmation of expectations, (2) comparison with the ideal and (3) overall satisfaction. Each indicator is measured by an 11-point scale ranging from 0 to 10. The weight of each of the sector TS indicator is estimated based on structural equation modeling with maximum likelihood estimator. The estimated weights are used to construct the sector TSI value which is transformed to a 0- to 100-point scale: The higher the index, the more satisfied the tourists for the corresponding sector. The Overall MTSI is an average of the ten sector TSIs. Figure I-1: General Model for Macao overall TSI Overall MTSI Methodology The Macao Tourist Satisfaction Index (MTSI) is designed to represent Macao visitors satisfaction based on their experience with 10 tourism-related sectors or services that includes (a) casinos, (b) events, (c) heritage attractions, (d) hotels, (e) immigration services, (f) non-heritage attractions, (g) restaurants, (h) retail shops, (i) tour guides/operators, and (j) transportation services. Data are collected at each quarter of the year beginning from the third quarter of In 2016, approximately 100 interviews are conducted per quarter for each sector which is equivalent to about 400 interviews per year per sector. Respondents are selected and interviewed based on a systematic sampling technique. Interviews are conducted at major sites and terminals including the Border Gate, ferry terminals, the A-Ma Temple, Ruins of St. Paul s, Senado Square and Rua do Cunha at Taipa. Satisfaction of Transportation Services Satisfaction of Tour Guides / Operators Satisfaction of Retail Shops Satisfaction of Restaurants Satisfaction of Non-heritage Attractions Satisfaction with Immigration Services Satisfaction of Hotels Satisfaction of Heritage Attractions Satisfaction of Events Satisfaction of Casinos 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 1

4 Macao Tourist Satisfaction Index Report 2016 Theoretical underpinning The theoretical framework, methodological foundation and validity of the MTSI is grounded on the American Customer Satisfaction Index (ACSI) by Fornell (1996), and the work of Prof. Haiyan Song and his team at the Hong Kong Polytechnic University, adapting it for use in the tourism sector. A substantial body of work has followed since the first publication of the ACSI with many industries, business publications and a number of growing countries adopting and accepting the framework. Companies use ACSI-based estimates of their own customers satisfaction and benchmark this with national, intra-industry, and competitor indices, as a competitive and service differentiation tool. The Hong Kong Polytechnic School of Hotel and Tourism, led by Prof. Haiyan Song, modeled a similar index for Hong Kong s tourism industry, which they term the PolyU TSI. The Macao TSI project was conceived as a collaboration between the PolyU TSI and ITRC with the view that regional comparisons can be made between Hong Kong and Macao in terms of tourist satisfaction, and, hopefully, with other regional destinations in the future. Reference Fornell, C., M. D. Johnson, et al. (1996). "The American Customer Satisfaction Index: Nature, purpose, and findings." Journal of Marketing 60(4): All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 2

5 Satisfaction Index (Highest = 100) Macao Tourist Satisfaction Index Report 2016 II. Overall Macao Tourist Satisfaction Index The overall Macao Tourist Satisfaction Index is the composite score taking into account tourist satisfaction across all the 10 tourism service sectors covered. For 2016 (July to September 2016) the overall MTSI stands at 71.6, with individual sector TSIs ranging from 65.1 (restaurants) to 77.0 (events). See Figure II-1 below for the overall MTSI since 2009 and Figure II-2 for 2016 sector TSIs. Figure II-1: Overall MTSI, quarterly score, (N=498) Q (N=486) 2010 (N=483) Q (N=616) 2011 (N=640) Q (N=1,145) 2012 (N=1,156) Q (N=1,370) 2013 (N=1,222) Q (N=1,214) 2014 (N=1,217) 2015 Q1 (N=1,198) 2015 (N=1,210) 2016 Q1 (N=1,067) 2016 (N=1,060) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 3

6 Satisfaction Index (Highest = 100) Macao Tourist Satisfaction Index Report 2016 Figure II-2: Overall MTSI and Individual Sector TSIs, 2015 vs Overall MTSI: Events Non-Heritage attractions Casinos Hotels Retail shops Heritage attractions Transportation Immigration Tour guides/operators Restaurants 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 4

7 Macao Tourist Satisfaction Index Report 2016 III. Sector Tourist Satisfaction 1. Casinos Figure 1-1: Quarterly comparison of TSI score Figure 1-2: Annual comparison of TSI score (n=49) (n=104) (n=158) (n=164) (n=162) (n=163) Q1 (n=107) Q (n=102) (-Q4, n=100) 2010 (n=199) 2011 (n=406) 2012 (n=630) 2013 (n=704) 2014 (n=648) 2015 (n=648) 2016 (Q1-, n=315) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 5

8 Macao Tourist Satisfaction Index Report Events Figure 2-1: Figure 2-2: Quarterly comparison of TSI score Annual comparison of TSI score (n=38) (n=100) Q1 (n=104) Q2 (n=108) (n=102) 2009 (-Q4, n=100) 2010 (n=203) 2011 (n=200) 2012 (n=400) 2013 (n=424) 2014 (n=422) 2015 (n=419) 2016 (Q1-, n=314) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 6

9 Macao Tourist Satisfaction Index Report Heritage attractions Figure 3-1: Quarterly comparison of TSI score Figure 3-2: Annual comparison of TSI score (n=47) (n=52) (n=98) (n=108) Q1 (n=107) Q (n=101) (-Q4, n=96) 2010 (n=201) 2011 (n=195) 2012 (n=402) 2013 (n=426) 2014 (n=426) 2015 (n=423) 2016 (Q1-, n=314) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 7

10 Macao Tourist Satisfaction Index Report Hotels Figure 4-1: Quarterly comparison of TSI score Figure 4-2: Annual comparison of TSI score (n=136) (n=198) (n=204) (n=206) (n=214) Q1 Q (n=102) (-Q4, n=100) 2010 (n=200) 2011 (n=540) 2012 (n=786) 2013 (n=920) 2014 (n=824) 2015 (n=841) 2016 (Q1-, n=314) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 8

11 Macao Tourist Satisfaction Index Report Immigration services Figure 5-1: Quarterly comparison of TSI score Figure 5-2: Annual comparison of TSI score (n=100) (n=99) Q1 Q (n=110) (-Q4, n=100) 2010 (n=200) 2011 (n=200) 2012 (n=400) 2013 (n=424) 2014 (n=424) 2015 (n=419) 2016 (Q1-, n=322) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 9

12 Macao Tourist Satisfaction Index Report Non-heritage attractions Figure 6-1: Quarterly comparison of TSI score Figure 6-2: Annual comparison of TSI score (n=48) (n=102) (n=108) (n=99) Q1 Q2 (n=107) (n=112) 2009 (-Q4, n=93) 2010 (n=198) 2011 (n=204) 2012 (n=398) 2013 (n=426) 2014 (n=426) 2015 (n=427) 2016 (Q1-, n=325) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 10

13 Macao Tourist Satisfaction Index Report Restaurants Figure 7-1: Quarterly comparison of TSI score Figure 7-2: Annual comparison of TSI score (n=100) (n=108) (n=105) Q1 (n=113) Q (n=102) (-Q4, n=100) 2010 (n=201) 2011 (n=200) 2012 (n=400) 2013 (n=426) 2014 (n=428) 2015 (n=429) 2016 (Q1-, n=321) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 11

14 Macao Tourist Satisfaction Index Report Retail shops Figure 8-1: Quarterly comparison of TSI score Figure 8-2: Annual comparison of TSI score (n=100) Q1 Q (n=111) (-Q4, n=100) 2010 (n=201) 2011 (n=200) 2012 (n=400) 2013 (n=424) 2014 (n=424) 2015 (n=423) 2016 (Q1-, n=323) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 12

15 Macao Tourist Satisfaction Index Report Tour guides/operators Figure 9-1: Quarterly comparison of TSI score Figure 9-2: Annual comparison of TSI score (n=51) (n=46) (n=100) (n=107) Q1 (n=107) Q2 (n=110) (n=108) (-Q4, n=101) 2010 (n=197) 2011 (n=200) 2012 (n=400) 2013 (n=423) 2014 (n=425) 2015 (n=415) 2016 (Q1-, n=325) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 13

16 Macao Tourist Satisfaction Index Report Transportation Figure 10-1: Quarterly comparison of TSI score Figure 10-2: Annual comparison of TSI score (n=100) Q1 (n=105) Q2 (n=107) (n=110) (-Q4, n=100) 2010 (n=200) 2011 (n=200) 2012 (n=400) 2013 (n=424) 2014 (n=428) 2015 (n=422) 2016 (Q1-, n=322) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 14

17 Macao Tourist Satisfaction Index Report 2016 IV. Profile of Survey Respondents In 2016, the majority of respondents visited Macao primarily for leisure and vacation (91.6%), followed by VFR (5.1%) and business (2.6%). The primary draw that attracted respondents to visit Macao for leisure and vacation include enjoying cuisine (26.0%), shopping (23.9%) and visiting World Heritage attractions (17.0%), followed by gambling (11.1%), travelling around branded hotels/ casinos (8.0%), visiting cultural, arts or historical attractions (5.3%), staying in branded hotels (5.2%) as well as participating events (3.2%). Among the respondents, most of them have been to Macao before (62.4%) while the rest of them indicated that it was their first visit to Macao. FIT (Free Individual Traveler) is the most population visiting way to Macao among the respondents. 89.4% of respondents travelled as a FIT and 10.6% of them came to Macao through tour group data are shown for comparison. Note: For all percentage figures in Part IV onwards, the sampling error based on the total sample size (for 2016=1,060 and for 2015=1,210) is ±3.01% and ±2.82% at 95% confidence level. Figure IV-1.1: Primary purpose of visit (%) Figure IV-1.2: Primary draw or attraction for leisure and vacation (%) (n=1,059) 2015 (n=1,210) Cuisine Shopping World heritage sites Gambling Travelling around branded hotels or casinos Cultural, arts or historical attractions Staying in branded hotels Festivals, shows, concerts or special events Spa, sauna, massage.1.2 Others Leisure and vacation Visiting Friends/ Relatives Business Others 2016 (n=969) 2015 (n=1,124) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 15

18 Macao Tourist Satisfaction Index Report 2016 Figure IV-2: Repeat visit VS first visit (%) Figure IV-3: Travel arrangement (%) First visit Repeat visit 0.0 FIT Tour group 2016 (n=1,058) 2015 (n=1,210) 2016 (n=1,058) 2015 (n=1,209) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 16

19 Macao Tourist Satisfaction Index Report 2016 In 2016, the top three source markets were Mainland China (58.6%), Hong Kong SAR (29.2%) and Chinese Taiwan (6.4%). Respondents came from other Asian countries accounted for about 4.4% and the remaining were foreigners. Among all respondents, 48.8% of them were female while 51.2% were male. 88.9% of the respondents aged Figure IV-4: Place of residence (%) Mainland China Hong Kong SAR Chinese Taiwan Malaysia Singapore Philippines Korea European countries Japan Others Other Asian countries US/Canada Australia/New Zealand Thailand Indonesia 2016 (n=1,060) 2015 (n=1,209) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 17

20 Macao Tourist Satisfaction Index Report 2016 In 2016, most of the respondents from Hong Kong SAR (89.6%) and more than half of the respondents from Mainland China (54.7%) were repeat visitors. Approximately 2/3 of respondents from Chinese Taiwan (61.8%) and other Asian countries (69.6%) as well as from US/Canada (66.7%) indicated that this was their first visit to Macao and all of the European respondents visited Macao for the first time (Figure IV-5). FIT is a popular travel arrangement in general. About 1/3 of surveyed visitors from US/Canada and certain proportion of respondents from European countries (16.7%), Mainland China (15.0%), Chinese Taiwan (11.8%) and other Asian countries (6.5%) visited Macao by tour group (Figure IV-6) data are presented for comparison. Figure IV-5: Visiting type across place of residence (major market areas) (%) Mainland China Hong Kong SAR Chinese Taiwan Other Asian countries Australia/New Zealand 0.0 US/Canada European countries Others 0.0 Repeat visit First visit 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 18

21 Macao Tourist Satisfaction Index Report 2016 Figure IV-6: Travel arrangement across place of residence (major market areas) (%) Mainland China Hong Kong SAR Chinese Taiwan Other Asian countries Australia/New Zealand US/Canada European countries Others FIT Tour group 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 19

22 Macao Tourist Satisfaction Index Report 2016 Figure VI-7: Gender (%) Figure VI-8: Age (%) Male Female >= (n=1,059) 2015 (n=1,210) 2016 (n=1,059) 2015 (n=1,210) 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 20

23 Macao Tourist Satisfaction Index Report 2016 V. Supplementary Analysis Sectors A sector s satisfaction score is a combined measure (or index) of respondents answers to three questions related to their satisfaction for that particular sector. The scale has a maximum value of 100. (For a description, see Part I About the MTSI.) The satisfaction index of each sector can change over time or season, depending on performance and how visitors perceive such performance. Table V-1: Satisfaction indices by sector Q Q Q Q Q Q Q Q Q Q Q1 Casinos Events Heritage Attractions Hotels Immigration Services Non-heritage Attractions Restaurants Retail Shops Tour Guides/Operators Transportation Services Overall MTSI Sectors 2013 Q Q Q Q Q Q Q Q Q Q Casinos Events Heritage Attractions Hotels Immigration Services Non-heritage Attractions Restaurants Retail Shops Tour Guides/Operators Transportation Services Overall MTSI All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 21

24 Macao Tourist Satisfaction Index Report 2016 Sectors Relative contribution is a measure or indicator of a sector s importance toward determining overall visitors satisfaction with Macao as a destination. Relative contribution scores are estimated from the MTSI model described in Part 1 of this report (see About the MTSI ). Scores of all sectors add up to 100; the greater the score of a sector indicates a greater relative contribution to satisfying visitors to Macao. Relative contribution of each sector can change over time or season. Table V-2: Relative contribution of each sector to MTSI (%) Q Q Q Q Q Q Q Q Q Q Q1 Casinos Events Heritage Attractions Hotels Immigration Services Non-heritage Attractions Restaurants Retail Shops Tour Guides/Operators Transportation Services Overall MTSI Sectors 2013 Q Q Q Q * 2014 Q Q Q Q Q Q Casinos Events Heritage Attractions Hotels Immigration Services Non-heritage Attractions Restaurants Retail Shops Tour Guides/Operators Transportation Services Overall MTSI * revised figures 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 22

25 Deteriorating< Sector TSI (Δ, in %) >Improving Macao Tourist Satisfaction Index Report 2016 Figure V-1: Sector TSIs and their relative contribution to overall MTSI (Δ in % 2016 over Q2 2016) Sectors improving but declining in importance Heritage Immigration Retail shops Sectors deteriorating and declining importance Events Non-heritage Hotels Sectors improving and becoming more important Casinos Tour Transportation Guides/Operators Restaurants Sectors deteriorating but becoming more important Figure V-1 combines data from Table V-1 and Table V-2 and plots the previous period rate of change (Δ) in sector TSI and relative contribution of the ten sectors in a joint matrix. The relative contribution measure how important is a sector in determining overall visitor satisfaction with Macao as a tourist destination. A higher contribution implies that a sector plays a more significant role in satisfying visitors to Macao. The horizontal line (or x-axis) of the chart plots the change of importance of each sector while the vertical line (or y-axis) of the chart plots that of the satisfaction score (or TSI). Because both a sector s contribution and performance may change over time, the chart plots the Δby comparing the current values with the previous period in a quarterly basis. Changes in both the importance and performance of a sector to visitors experience can therefore be monitored. For example, the Δof TSI between current and previous quarter is calculated as below: ROC or Δ in TSI = ( TSI t TSI t 1 1) 100% How to read: Compared to last quarter, apart from restaurants, improvement of service performance was recorded in all other sectors, in particular the immigration and retail shops. Hence in 2016, respondents were more satisfied in general. Findings showed events, non-heritage and hotels remained relatively stable in terms of contribution to overall satisfaction while small decrease was noted in immigration, retail shops and tour guides/operators. Though restaurants were rated less satisfied in this quarter, it was viewed more important in determining overall satisfaction together with casinos and transportation. On the other hand, notable drop in relative importance was found in heritage sector despite the fact that respondents were more satisfied. Declining< Importance (Δ, in %) >Increasing 2017 All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index 23

26 Macao Tourist Satisfaction Index Report 2016 Published by: Disclaimer: All information provided in this report are accurate at the time of publication. While ITRC endeavors to ensure its reports comply with the highest standards of research reliability and validity, no representation or warranty of any kind is made, express or implied. ITRC is not liable for any outcome arising from the use of material contained in this report. Copyright IFT Tourism Research Centre (ITRC), Institute for Tourism Studies, Macao, 2017 All rights reserved. No part of this publication may be reproduced stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher All rights reserved This publication is NOT FOR SALE. ITRC Macao Tourist Satisfaction Index