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This article is reproduced from [China Consumer News];

Summer vacation is coming

Beijing has become a tourist destination for many tourists

So

What is the current situation of Beijing’s tourism consumption market?

What are the problems?

recently

Beijing Consumers Association released

"2024 Beijing Tourism Consumption Experience Survey Results"

The survey results are mixed

The overall tourism consumption environment continues to improve

But there are three issues to be improved

Question 1: Tour guide satisfaction has continued to decline over the past three years

Tour guide services still need to be regulated

Tour guide satisfaction has continued to decline over the past three years

There is still hidden forced consumption phenomenon

Tour guide satisfaction in the past three years (percentage point system)

For example, after the tour guide introduced the scenic area, he asked everyone to take the cable car of the Great Wall and watch the sky bridge performance, which cost a total of 220 yuan. This process was not discussed with the tourists, but they were charged directly one by one.

In addition, some routes lack proper arrangements for tourists who do not participate in self-funded programs.

At the same time, in the experience survey of 10 one-day tour routes, the tour guides of 6 routes did not wear their tour guide certificates or display their electronic tour guide certificates.

Question 2: Related supporting services need to be improved

Compared with last year’s local travel experience survey results

Local travel experience this year

There is room for improvement in the following areas

First, traffic and parking management needs to be optimized. The flow of people in many local tourist attractions is relatively larger, which also leads to serious traffic congestion, such as Nanluoguxiang, COFCO Xiangyun Town, Shouchuang Langyuan Station, Sanlitun Taikoo Li, Beijing Universal Studios, etc.

Second, there is still room for further standardization in the clear pricing of consumer products or services. In the local travel experience survey, many routes were found to have no clear pricing, mainly in the small holiday markets and cultural and creative handicrafts within the venue, which needs further standardization and improvement.

Some local tourist attractions do not clearly mark prices for goods

Problem 3: Tourism information on social platforms is misleading

On social media platforms

"Planting grass" information

False advertising misleads consumers

Becoming a new problem in tourism consumption

Among the tourism consumption problems encountered in the first half of this year, the proportion of "false advertising on social media platforms" was 41.24%, and the proportion of this problem has increased significantly compared with before.

The proportion of people who chose “false advertising on social media platforms” in tourism consumption in the past three years

Among the survey respondents, 52.43% purchased group tour products through social media or live e-commerce in the past year, and among these consumers, 25.90% encountered travel consumption problems.

In the consumer experience phase, it was found that the information perception value evaluations of Xiaohongshu, Douyin, and Ctrip were 88.24, 80.00, and 76.47, respectively, from high to low. However, after the experience, the information perception value evaluations of each platform were low, with scores around 40. According to the difference in the experience before and after the information perception value evaluation, Xiaohongshu had the highest difference before and after the experience, reaching 48.24.

In response to this result, the Beijing Consumers Association pointed out that all platforms need to further optimize content authenticity, user behavior habits, and recommendation algorithms to effectively protect consumers' right to know. The experience survey also found that the Xiaohongshu platform failed to fulfill its responsibility of publicizing qualifications in the management of travel agency business-related accounts, and it urgently needs to be regulated and improved.

Beijing Consumers Association recommends

Relevant departments have further strengthened industry supervision and policy guidance, and continued to exert efforts in key areas to promote the healthy and sustainable development of tourism consumption. At present, the standardization of tour guide services has become a key issue, and further strengthening of management is urgently needed.

It is recommended that industry authorities and relevant enterprises deepen tourism product innovation, reflect the capital's characteristics in the creation of popular scenic spots and urban cultural and tourism IPs, promote the iterative upgrading of tourism consumption scenarios, and stimulate the vitality of the tourism consumption market.

It is recommended to strengthen the supervision of social media and urge companies to conduct compliance management and content governance. Relevant departments should strengthen the supervision of social media and merchants, urge platform companies to strengthen compliance management and content governance, and effectively protect consumers' right to know.

Consumers should establish awareness of rights protection and civilized tourism. First, they should strengthen their awareness of rights protection; second, they should pay attention to commodity prices; third, they should be rational about platform and social media propaganda.

Produced by the New Media Editorial Department of China Consumer News

Source/China Consumer News·China Consumer Network

Reporter/Wan Xiaodong