IN
We are striving to achieve
Complete
TOURIST SATISFACTION
Level of satisfaction and profile of
international tourists
Survey conducted in airports
presentation
One of the main aims of the Mexican 2001-2006
National Tourist Program is to achieve complete
tourist satisfaction.
This is a monitoring system that determines how
satisfied tourist are.
An index is used to determine the variables that affect
tourist satisfaction.
For the first time, the Mexican tourist industry has
carried out an analysis with the characteristics, scope
and representation of this survey.
Self-applied
Questionnaires
The segments currently being studied are:
• International tourism 55
• Cruises 49
• Local tourism
Airports 52
Roads 51
Buses 52
Aspects covered:
• Tourist profile
• Appraisal of services on arrival
• Appraisal of tourist stay at main destination:
Tourist services
Destination
• Appraisal of services upon departure
• Appraisal of temporary visit by tourists (for cruises)
methodology
size of sample
Example: International tourists departing the country.
Level of confidence of 95 percent and an error rate of 1.7 percent.
The number of questionnaires for the third quarter of 2002 was as follows:
International tourism
Mexico
City Guadalajara Monterrey Cancun Acapulco Los Cabos Mazatlan Vallarta Merida Ixtapa Cozumel Manzanillo Total
City
JULY 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
AUGUST 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
SEPT 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
TOTAL 7,530 3,330 3,330 5,280 1,830 4,530 2,130 4,530 1,830 1,830 1,830 1,200 39,180
The sample was selected systematically in proportion to the number of
departures at each place.
methodology
constructing the index
The satisfaction index has been established based
on the answers to 18 questions.
Answers may be: excellent, good, poor and very
poor.
The method compares the extreme ratings
(excellent/very poor) and the average ratings
(good/poor), with the extreme ratings having more
weight than the average ones.
Using this formula, a rating of everything being
Very poor causes an index value of 0 (zero); a
rating of everything being Excellent causes an index
value of 100.
methodology
A stratification method is used to create similar
groups of tourists based on the rating given.
The rating index is:
° Between 0 – 69: Not satisfied at all tourists
° Between 70 – 79: not very satisfied tourists
° Between 80 – 89: Satisfied tourists
° Between 90 – 100: Completely satisfied tourists
methodology
size of sample
Example: International tourists departing the country.
Level of confidence of 95 percent and an error rate of 1.7 percent.
The number of questionnaires for the third quarter of 2002 was as follows:
International Tourism
Mexico
Destination Guadalajara Monterrey Cancun Acapulco Los Cabos Mazatlan Vallarta Merida Ixtapa Cozumel Manzanillo Total
City
JULY 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
AUGUST 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
SEPT 2,510 1,110 1,110 1,760 610 1,510 710 1,510 610 610 610 400 13,060
TOTAL 7,530 3,330 3,330 5,280 1,830 4,530 2,130 4,530 1,830 1,830 1,830 1,200 39,180
The sample was selected systematically in proportion to the number of
departures at each place.
Example of
satisfaction index results
July-September
Overall index
BEACHES 8.2
TOTAL 8.1
CITIES 8.0
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Overall index per destination
N. VALLARTA 8.4
P. VALLARTA 8.4
*IXTAPA 8.4
*COZUMEL 8.3
MAYAN RIVIERA 8.3
PLAYAS 8.2
ACAPULCO 8.2
MAZATLAN 8.2
CANCUN 8.2
LOS CABOS 8.2
MONTERREY 8.1
*MANZANILLO 8.1
*MERIDA 8.1
TOTAL 8.1
CITIES 8.0
GUADALAJARA 7.9
MEXICO CITY 7.9
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Overall index per category
HOSPITALITY 8.9
LODGING 8.5
TRANSPORT 8.4
RESTAURANTS 8.2
LUGGAGE 8.2
CUSTOMS 8.2
COUNTER SERVICE 8.2
AIRPORT SECURITY 8.2
NO. OF ACTIVITIES 8.1
TOURIST SAFETY 8.1
CLEANLINESS AND COMFORT 8.0
QUALITY OF ACTIVITIES 8.0
IMMIGRATION 7.9
GUIDES 7.6
INFORMATION AVAILABLE 7.6
TAXIS AND BUSES 7.5
SHOPPING 7.5
CLEANLINESS 7.3
Not satisfied at all Not very satisfied Satisfied Complete1y
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
satisfaction index per destination
Cancun
HOSPITALITY 8.9
LODGING 8.7
TRANSPORT 8.7
RESTAURANTS 8.5
LUGGAGE 8.4
CUSTOMS 8.3
COUNTER SERVICE 8.2
AIRPORT SECURITY 8.1
NO. OF ACTIVITIES 8.1
TOURIST SAFETY 8.1
CLEANLINESS AND COMFORT 8.0
QUALITY OF ACTIVITIES 8.0
IMMIGRATION 8.0
GUIDES 7.9
INFORMATION AVAILABLE 7.9
TAXIS AND BUSES 7.7
SHOPPING 7.5
CLEANLINESS 6.9
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Puerto Vallarta
HOSPITALITY 9.3
TRANSPORT 9.0
TOURIST SAFETY 8.7
LODGING 8.7
LUGGAGE 8.6
CUSTOMS 8.5
CLEANLINESS AND COMFORT 8.4
COUNTER SERVICE 8.3
AIRPORT SAFETY 8.3
RESTAURANTS 8.3
TAXIS AND BUSES 8.3
NO. OF ACTIVITIES 8.2
IMMIGRATION 8.2
QUALITY OF ACTIVITIES 8.1
INFORMATION AVAILABLE 8.1
GUIDES 7.9
SHOPPING 7.6
CLEANLINESS 7.6
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Los Cabos
HOSPITALITY 8.9
LODGING 8.7
CUSTOMS 8.5
LUGGAGE 8.4
TOURIST SAFETY 8.3
IMMIGRATION 8.3
RESTAURANTS 8.3
TRANSPORT 8.3
COUNTER SERVICE 8.2
AIRPORT SAFETY 8.2
NO. OF ACTIVITIES 8.2
CLEANLINESS AND COMFORT 8.1
QUALITY OF ACTIVITIES 8.0
INFORMATION AVAILABLE 7.7
CLEANLINESS 7.6
GUIDES 7.5
TAXIS AND BUSES 7.3
SHOPPING 7.2
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Cozumel
HOSPITALITY 9.0
CLEANLINESS AND COMFORT 8.8
TOURIST SAFETY 8.6
COUNTER SERVICE 8.6
AIRPORT SAFETY 8.5
LODGING 8.5
TRANSPORT 8.5
NO. OF ACTIVITIES 8.5
CUSTOMS 8.4
QUALITY OF ACTIVITIES 8.4
LUGGAGE 8.3
RESTAURANTS 8.2
INFORMATION AVAILABLE 8.0
GUIDES 8.0
CLEANLINESS 7.9
TAXIS AND BUSES 7.9
IMMIGRATION 7.8
SHOPPING 7.6
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Mayan Riviera
LODGING 9.0
HOSPITALITY 9.0
NO. OF ACTIVITIES 8.7
QUALITY OF ACTIVITIES 8.6
TRANSPORT 8.6
TOURIST SAFETY 8.5
COUNTER SERVICE 8.4
CLEANLINESS 8.4
RESTAURANTS 8.4
LUGGAGE 8.2
AIRPORT SAFETY 8.2
GUIDES 8.2
INFORMATION AVAILABLE 8.1
CUSTOMS 7.9
TAXIS AND BUSES 7.8
CLEANLINESS AND COMFORT 7.7
SHOPPING 7.4
IMMIGRATION 7.0
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
tourist satisfaction index upon arrival
Waiting time at immigration
MAZATLAN 8.6
MERIDA 8.4
ACAPULCO 8.4
IXTAPA 8.3
LOS CABOS 8.3
P. VALLARTA 8.2
MONTERREY 8.2
MANZANILLO 8.2
N. VALLARTA 8.1
GUADALAJARA 8.0
BEACHES 7.9
CITIES 7.9
TOTAL 7.9
COZUMEL 7.8
MEXICO CITY 7.7
MAYAN RIVIERA 7.0
CANCUN 6.9
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Customs personnel
P. VALLARTA 8.7
IXTAPA 8.7
N. VALLARTA 8.6
ACAPULCO 8.5
MAZATLAN 8.5
LOS CABOS 8.5
MANZANILLO 8.4
COZUMEL 8.4
BEACHES 8.4
MONTERREY 8.4
TOTAL 8.2
MERIDA 8.1
CANCUN 7.9
CITIES 7.9
GUADALAJARA 7.9
MAYAN RIVIERA 7.9
MEXICO CITY 7.7
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
destination satisfaction index
Hospitality of Mexicans
P. VALLARTA 9.3
N. VALLARTA 9.3
MAZATLAN 9.1
*IXTAPA 9.0
BEACHES 9.0
MAYAN RIVIERA 9.0
*COZUMEL 9.0
LOS CABOS 8.9
TOTAL 8.9
CANCUN 8.9
*MANZANILLO 8.8
GUADALAJARA 8.8
ACAPULCO 8.8
MONTERREY 8.8
CITIES 8.7
*MERIDA 8.7
MEXICO CITY 8.7
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Tourist safety
N. VALLARTA 8.8
P. VALLARTA 8.7
*COZUMEL 8.6
*IXTAPA 8.6
MAYAN RIVIERA 8.5
BEACHES 8.4
CANCUN 8.3
LOS CABOS 8.3
MAZATLAN 8.2
ACAPULCO 8.1
*MANZANILLO 8.1
TOTAL 8.1
MONTERREY 8.0
*MERIDA 7.8
GUADALAJARA 7.8
CITIES 7.6
MEXICO CITY 7.3
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
satisfaction index of tourist
services at destination
Place of lodging
MAYAN RIVIERA 9.0
N. VALLARTA 8.7
LOS CABOS 8.7
CANCUN 8.7
P. VALLARTA 8.6
BEACHES 8.6
*IXTAPA 8.6
TOTAL 8.5
MAZATLAN 8.5
MEXICO CITY 8.5
*COZUMEL 8.5
ACAPULCO 8.5
MONTERREY 8.5
*MANZANILLO 8.4
CITIES 8.4
*MERIDA 8.3
GUADALAJARA 8.2
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Restaurants
MAZATLAN 8.4
N. VALLARTA 8.4
MONTERREY 8.4
MAYAN RIVIERA 8.4
P. VALLARTA 8.3
*IXTAPA 8.3
LOS CABOS 8.3
BEACHES 8.3
TOTAL 8.2
*COZUMEL 8.2
ACAPULCO 8.2
CANCUN 8.2
CITIES 8.2
MEXICO CITY 8.1
*MANZANILLO 8.1
GUADALAJARA 8.1
*MERIDA 7.9
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
satisfaction index of tourist upon
departure
Airport transport
P. VALLARTA 9.0
N. VALLARTA 9.0
*IXTAPA 8.7
*MANZANILLO 8.7
ACAPULCO 8.7
MONTERREY 8.6
MAYAN RIVIERA 8.6
BEACHES 8.6
CANCUN 8.5
*COZUMEL 8.5
*MERIDA 8.5
TOTAL 8.4
MAZATLAN 8.4
LOS CABOS 8.3
CITIES 8.3
GUADALAJARA 8.2
MEXICO CITY 8.1
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Airport cleanliness and comfort
MONTERREY 8.8
*COZUMEL 8.8
*IXTAPA 8.6
*MANZANILLO 8.6
ACAPULCO 8.5
P. VALLARTA 8.4
N. VALLARTA 8.3
BEACHES 8.2
MEXICO CITY 8.1
LOS CABOS 8.1
*MERIDA 8.1
CITIES 8.1
TOTAL 8.0
MAYAN RIVIERA 7.7
CANCUN 7.7
MAZATLAN 7.3
GUADALAJARA 7.1
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Airport safety
*IXTAPA 8.6
ACAPULCO 8.6
*COZUMEL 8.5
*MANZANILLO 8.5
P. VALLARTA 8.3
BEACHES 8.3
MONTERREY 8.3
N. VALLARTA 8.3
LOS CABOS 8.2
MAYAN RIVIERA 8.2
*MERIDA 8.2
TOTAL 8.2
CANCUN 8.1
MEXICO CITY 8.1
CITIES 8.1
MAZATLAN 7.9
GUADALAJARA 7.8
Not satisfied at all Not very satisfied Satisfied Completely
Scale (less than 7) (between 7 and 7.9) (between 8 and 8.9) satisfied
(between 9 and 10)
Profile of international tourists
Size of group
TOTAL CITIES BEACHES
ONE PERSON 29.0 27.0 29.0
TWO PEOPLE 20.0 15.0 24.0
THREE PEOPLE 9.0 8.0 10.0
FOUR PEOPLE 8.0 5.0 10.0
FIVE PEOPLE 3.0 3.0 4.0
SIX PEOPLE 2.0 2.0 3.0
SEVEN PEOPLE OR MORE 6.0 6.0 7.0
NONE 4.0 6.0 1.0
DID NOT ANSWER 20.0 27.0 12.0
Nights away from home
17.0
2.0
7.0
3.0 DID NOT ANSWER
CITIES 4.0
6.0 MORE THAN 13
10.0 BETWEEN 7 AND 13
21.0
30.0 SIX
FIVE
23.0 FOUR
2.0
7.0 THREE
3.0 TWO
TOTAL 4.0
6.0 ONE
9.0
19.0
28.0
Place of lodging
TOTAL CITIES BEACHES
HOTEL 37.0 39.0 37.0
HOTEL ALL INCLUDED 18.0 8.0 28.0
WITH FAMILY OR
FRIENDS 15.0 27.0 5.0
TIME SHARE 14.0 3.0 17.0
OWN HOUSE OR
APARTMENT 5.0 8.0 3.0
CAMPING SITE / COUNTRY
HOTEL 2.0 2.0 1.0
CRUISES 0 0 1
OTHERS 3.0 4.0 3.0
DID NOT ANSWER 6.0 9.0 6.0
Main reason for visiting
Mexico
TOTAL CITIES BEACHES
BEACH RESORTS 36.0 9.0 57.0
VISITING FAMILY AND
FRIENDS 20.0 36.0 7.0
PERSONAL BUSINESS
10.0 18.0 5.0
CORPORATE BUSINESS 7.0 13.0 3.0
OTHERS 6.0 8.0 6.0
HONEYMOON 6.0 2.0 9.0
ECOTOURISM 5.0 7.0 4.0
CULTURE 3.0 3.0 3.0
GOLF 1.0 1.0 1.0
SHOPPING 1.0 1.0 1.0
DID NOT ANSWER 2.0 2.0 2.0
Type of reservation
1.0
MAZATLAN 73.0
26.0
5.0
LOS CABOS 61.0
34.0
3.0
P. VALLARTA 39.0
58.0 DID NOT ANSWER
5.0
MEXICO CITY 75.0
20.0 EACH SERVICE
2.0 SEPARATELY
CANCUN 42.0
55.0 PACKAGE
3.0 49.0
BEACHES
48.0
5.0
CITIES 77.0
18.0
4.0
TOTAL 62.0
34.0
Type of reservation
2.0
N. VALLARTA 39.0
60.0
1.0
MAYAN RIVIERA 24.0
76.0
2.0
*MANZANILLO 67.0
31.0
3.0
*MERIDA 83.0 DID NOT ANSWER
14.0
1.0
*COZUMEL 24.0
75.0 EACH SERVICE
3.0 SEPARATELY
*IXTAPA 40.0
56.0
PACKAGE
3.0
ACAPULCO 55.0
42.0
6.0
MONTERREY 81.0
13.0
4.0
GUADALAJARA 77.0
20.0
4.0
TOTAL 62.0
34.0
Experience of visits
0.9
0.6
11.5
CANCUN 34.2
39.2 DID NOT ANSWER
13.6
1.4 WORTH MUCH LESS THAN
0.6
9.7 AMOUNT SPENT
BEACHES 35.4
41.2 WORTH LESS THAN
11.6 AMOUNT SPENT
7.3 WORTH THE SAME AS
0.6 AMOUNT SPENT
9.7
CITIES 33.3
34.6 WORTH MORE THAN
14.6 AMOUNT SPENT
4.3 WORTH MUCH MORE THAN
0.6 AMOUNT SPENT
9.8
TOTAL 34.4
37.6
13.3
Experience of visits
1.1
0.4
MAZATLAN 9.4
34.2
38.3
16.6 DID NOT ANSWER
2.8
0.7
LOS CABOS 9.0 WORTH MUCH LESS THAN
32.2
43.4 AMOUNT SPENT
12.0
1.3 WORTH LESS THAN
0.3 AMOUNT SPENT
P. VALLARTA 7.6
38.9
42.8 WORTH THE SAME AS
9.1
AMOUNT SPENT
9.3
0.6 WORTH MORE THAN
MEXICO CITY 12.0
33.9 AMOUNT SPENT
30.7
13.5 WORTH MUCH MORE THAN
0.9 AMOUNT SPENT
0.6
CANCUN 11.5
34.2
39.2
13.6
Experience of visits
1.3
0.9
ACAPULCO 10.7
30.3
46.9
9.8 DID NOT ANSWER
7.9
0.5 WORTH MUCH LESS THAN
8.1
MONTERREY 31.6 AMOUNT SPENT
33.4
18.5 WORTH LESS THAN
5.3 AMOUNT SPENT
0.7
GUADALAJARA 7.9 WORTH THE SAME AS
37.7
33.0 AMOUNT SPENT
15.4
WORTH MORE THAN AMOUNT
4.3 SPENT
0.6
TOTAL 9.8 WORTH MUCH MORE THAN
34.4
37.6 AMOUNT SPENT
13.3
Experience of visits
0 1.2 10.8
N. VALLARTA 40.2
5.2 42.6
3.0
1.2
MAYAN RIVIERA 10.4 31.7 40.9 DID NOT ANSWER
12.8
1.3
0.5
*MANZANILLO 11.7 39.0 WORTH MUCH LESS THAN
9.9 37.5 AMOUNT SPENT
0.2
0.24.8 WORTH LESS THAN
*MERIDA 22.5 AMOUNT SPENT
7.7 64.6
0.8 WORTH THE SAME AS
1.4 8.9
*COZUMEL 39.3 AMOUNT SPENT
8.4 41.3
WORTH MORE THAN AMOUNT
0.9
0.7
*IXTAPA 10.3 SPENT
38.5
11.7 37.9 WORTH MUCH MORE THAN
1.3
0.9 AMOUNT SPENT
ACAPULCO 10.7 30.3
9.8 46.9
Impact of study
• Setting up the “Clean and dear Mexico” program
• Improvements in the National Immigration Institute
regarding service and waiting time at airports
• Airport groups
• Improvements made in state and municipal tourist
offices
• CONCANACO - Servitur (shopping)
• Proposal to establish the satisfaction index as a
sustainability indicator in member countries of the
Association of Caribbean States (AEC)
Impact of study
• Presentation in APEC
• Indicator to appraise the Tourist Sector within
the Presidential Objectives System set up by the
Federal Government of Mexico
• 2002 Innova Prize, Innovation and Quality
(Interdepartmental Transparency and
Anticorruption Commission)