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index, using a scale of zero to 100 points. It tracks, over time, how well tourism services and organisations in Macau
Measuring satisfaction T
perform in satisfying visitors. Research for the index will be conducted throughout the year and reports
showing the results for each sector and the overall index will be published quarterly and annually. Macau joins a growing list of tourism destinations using similar satisfaction
indices, including Singapore, Shenzhen and Hong Kong, which was the fi rst to introduce a tourism satisfaction index last year. Hong Kong’s overall tourist satisfaction rate is higher than Macau’s. Across
last year, tourists rated Hong Kong at an average of 72.6 points and this year’s satisfaction levels appear to be increasing.
he Macau Tourist Satisfaction Index measures the satisfaction of visitors across 10 tourism-related service sectors and collates the results in an overall
According to Professor Dioko’s team, the fi ndings seem to suggest an inverse relationship between tourist satisfaction and tourist numbers, pointing to a “bottleneck” effect
Government Tourist Offi ce director João Manuel Costa Antunes says the tourism industry will need 10,000 new workers next year if all of the city’s de- velopments come online as scheduled. Mr Antunes says the city is expected to welcome a staggering 24 million or more visitors this year.
The fewer, the merrier The results show that the index hit its lowest point in the last quarter of last year, usually a peak tourism season, and reached its highest point in the sec-
ond quarter this year, in the low season. According to Dr Dioko’s team, the
fi ndings seem to suggest an inverse re- lationship between tourist satisfaction and tourist numbers, pointing to a “bot- tleneck” effect. The index promises to become an
important statistic for Macau. The teams says satisfi ed tourists are more likely to return and less likely to complain to their friends and relatives about their experience in Macau. Previous studies have also shown that repeat visitors tend to spend more money in the city.
HOW DO TOURISTS RANK THEIR SATISFACTION WITH VARIOUS ASPECTS OF THEIR VISIT?
and the value they actually get. “The fi ndings may suggest that
Macau may have portrayed an image of an ideal destination with attractive hotels and restaurants, as it has been known as the Asian Las Vegas,” the re- port says. “However, when tourist perceptions
fall below their expectations, tourist satisfaction drops. This is particularly serious during the peak season.” That may signal a worrying trend
as Macau is facing a shortage of quali- fi ed labour in the tourism sector. Macau
Sector
Heritage Events Retail shops Non-heritage Tour guides/operators Transportation Casinos Immigration Restaurants Hotels Overall average
2009 Q3 (pilot)
77.5 75.6 75.8 68.8 71.1 68.0 67.9 67.7 64.7 67.1 70.4
2009 Q4 (pilot)
71.4 69.8 73.8 68.6 71.5 67.2 66.4 71.4 65.1 66.3 69.2
2010 Q1 2010 Q2 Average
73.0 72.0 68.2 78.7 69.2 76.2 73.0 68.9 68.6 63.8 71.2
76.2 75.1 72.8 72.8 73.0 70.5 73.9 72.5 69.7 65.3 72.2
OCTOBER 2010
74.5 73.1 72.6 72.2 71.2 70.5 70.3 70.1 67.0 65.6 70.7
Photo: Luís Almoster |
mspagency.org
Source: Macau Tourist Satisfaction Index
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