Each year Tourism New Zealand commissions independent research
to gain a sense of how satisfied our international visitors are
with the holiday experience New Zealand provides.
Making sure that international visitors have an enjoyable
experience is 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 the destination to other
people or return for a second visit themselves.
Conducted annually, the Visitor
Experience Monitor (VEM) provides a benchmark for the New
Zealand tourism industry from which to improve the experiences it
offers visitors.
Summary
Visitors from China rated their holidays 8.8 out of 10 on average.
Satisfaction has improved each year since 2008/09.
Visitors from China were most satisfied with the New Zealand
environment (rated 9.1 out of 10) and their safety while in New
Zealand (rated 8.9 out of 10). The area where Chinese visitors were
least satisfied was food and beverage which was given an average
rating of 8.2 out of 10. The low score food and beverage received
was primarily led by price, especially at supermarkets and fast
food outlets. New Zealand generally also has higher food and
beverage prices relative to China.
In terms of determining overall satisfaction, activities make up
35 per cent of overall satisfaction for Chinese visitors. The next
most important determinants of overall satisfaction were i-SITE
experiences which made up 17 per cent of overall satisfaction and
food and beverage which made up 14 per cent.
The type of trip Chinese visitors undertook in 2010/11 differed
from previous years as it was shorter and typically involved
participation in fewer activities. Also Chinese visitors have high
levels of interest in a large number of activities but are not
converting interest into participation due to a shorter than
average stay and a greater likelihood of using guided tours.
For further information on the China market download the China VEM
Market Summary below.