Tourist satisfaction dropped to all-time low in 2014

Satisfaction declined in all sub-sectors.

Tourist satisfaction fell to a record low in 2014, according to the full-year results of the Institute of Service Excellence at the Singapore Management University's Customer Satisfaction Index of Singapore.

Tourism satisfaction registered 69.1 points in 2014, down 7.3% from 74.5 points recorded in 2013.  The Index showed that tourist satisfaction fell in all four quarters of 2014, marking the lowest tourist score at the national level since 2009.

Tourist satisfaction with the attractions sub-sector fell 9% to 72.6 points, while satisfaction with the hotels sub-sector fell 10.4% to 69.4 points. Satisfaction with the travel and tour services sub-sector fell 1.8% to 67.4 points.

In each sub-sector where tourist responses were captured in the CSISG study, tourist ratings were a contributor, if not the primary driver, of poorer CSISG performance. 

“The reasons for the decline in tourist satisfaction would vary sector to sector. In general, external environmental factors such as increasing appeal of neighbouring destinations and changing tourist profiles may have contributed to
the change," said  Caroline Lim, Director of ISES.