Hello, and thank you for choosing Shanghai as your travel destination! We are a research team from the Shanghai Academy of Social Sciences, conducting a study on the consumption experiences and brand preferences of inbound tourists. We would like to understand how you genuinely felt and what you needed during your stay in Shanghai, in order to help improve services for international visitors and enrich their consumption experiences. This survey takes about 10 minutes and covers your itinerary, spending, needs, and brand experiences. The survey is anonymous; all information will be used solely for academic research and policy recommendations, will not be used for commercial purposes, and will not be disclosed to any third party. After completing the survey, you will receive a Shanghai cultural-creative gift as a token of our thanks. If you have any questions about the survey, please contact the surveyor. Thank you again for taking part!
1. Did you enter Shanghai holding a foreign passport or a Mainland Travel Permit for Hong Kong, Macao, or Taiwan residents? ๐ Yes โ Continue with the survey No โ End the survey and thank the respondent
2. How long do you expect to stay in Shanghai on this trip? ๐
Less than 24 hours (e.g., transit/layover only) โ End the survey 1โ3 days โ Continue 4โ7 days โ Continue 8โ14 days โ Continue 15 days or more โ Continue
3. Is your trip about to end (leaving Shanghai within 24 hours)? ๐ Yes โ Continue with the survey (full departure version) No, my trip is still ongoing โ Skip to the short in-trip version
4. Which country or region are you from? ๐ South Korea Japan United States Canada United Kingdom France Germany Italy Russia Australia New Zealand Thailand Malaysia Singapore Indonesia Vietnam India Saudi Arabia United Arab Emirates Hong Kong, China Macao, China Taiwan, China Other ___________
5. Your age group ๐ Under 18 โ Ask the guardian; if participation is not convenient, thank the respondent and end 18โ28 29โ45 46โ60 Over 60
6. Your gender ๐ง Male Female Other / Prefer not to say
7. Your approximate annual income range (in USD, pre-tax) ๐ฐ Under USD 70,000 USD 70,000โ150,000 Over USD 150,000 Prefer not to say
8. What is the main purpose of your trip to Shanghai? ๐ฏ Pure leisure and sightseeing Cultural experience (cuisine, intangible cultural heritage, museums, art, etc.) Shopping Business trip / conferences and exhibitions Visiting relatives or friends Cruise stopover / short-term transit Medical / health Education / academic exchange Other ___________
9. Beyond the surface purpose of travel, what do you most hope to gain from this trip to Shanghai? (Rank up to 3 by importance) ๐ Experience authentic Chinese culture and history Feel the modernity and futuristic vibe of an Asian metropolis A relaxing short break Make a worthwhile shopping trip (including international brands) Experience Chinese homegrown brands (cars, phones, electronics, beauty, etc.) Support a business itinerary Create shared memories with family / children Share a unique travel experience on social media Learning / educational purposes Other ___________
10. How many times have you visited Shanghai? ๐ 1st time 2nd time 3rdโ5th time 6 times or more
11. How are you traveling on this trip? ๐งณ Fully independent travel Semi-independent (booked only a flight & hotel package) Group tour Company-organized / business delegation Other ___________
12. Did you use a visa-free or transit visa-free policy to enter Shanghai on this trip? ๐ Used a 30-day / 15-day or similar visa-free policy Used the 240-hour visa-free transit policy Entered with an ordinary visa Other travel document Not sure / arranged by the travel agency
13. About how much did you spend in total in Shanghai on this trip (excluding international airfare, in USD)? ๐ธ Under USD 500 USD 500โ1,500 USD 1,500โ3,000 USD 3,000โ6,000 USD 6,000โ15,000 Over USD 15,000
14. About how much did you spend per day in Shanghai (excluding international airfare)? โก Under USD 100 USD 100โ300 USD 300โ600 USD 600โ1,200 Over USD 1,200
15. How was your spending in Shanghai distributed across the following categories? (Please estimate as percentages, totaling about 100%) ๐ Shopping (incl. brand purchases, local specialties)
Other (incl. transport, attraction tickets, entertainment experiences, etc.)
16. Which places / activities did you mainly visit or experience in Shanghai? (Select up to 5) ๐ The Bund / Huangpu River night cruise Nanjing Road / pedestrian-street shopping Yu Garden / City God Temple Xintiandi / Tianzifang Lujiazui / Oriental Pearl Tower / Shanghai Tower Disneyland Shanghai Museum / art galleries / performance theaters Shanghai-style local cuisine / Michelin dining / street food Other ___________
17. In the table below, please mark the categories you bought or experienced in Shanghai on this trip, and indicate which ones are Chinese brands (including local Shanghai brands) ๐๏ธ
Apparel & footwear (incl. sportswear brands)
Luxury goods / high-end jewelry
Phones / electronics / digital devices
Cars / test-drive experience
Tea / food / local specialties
Crafts / cultural-creative goods / intangible cultural heritage
Traditional Chinese medicine / health supplements
Designer toys / cultural-creative collectibles (e.g., POP MART)
New-style tea drinks (CHAGEE, HEYTEA, etc.)
Shanghai time-honored dining brands (Nanxiang, Shen Dacheng, Guangmingcun, etc.)
18. During your stay in Shanghai, was there anything you wanted to do but could not? (e.g., a place you wanted to visit, something you wanted to buy, or an activity you wanted to join, but could not for various reasons) โ
19. If Shanghai could offer international visitors like you a new service or scenario that does not yet exist but you wish it did, what would you most want it to be? โจ
20. If you compare Shanghai with other international cities you have visited (e.g., Tokyo, Seoul, Paris, New York), what is the one thing about Shanghai that attracts you most? And the one thing you feel falls short? ๐บ๏ธ
21. Before coming to Shanghai, how familiar were you with the following Chinese brands or categories? ๐ง
Chinese smart electric vehicles (BYD, NIO, Xiaomi SU7, AITO, etc.)
Chinese phones & electronics (Huawei, Xiaomi, DJI, etc.)
Chinese homegrown beauty (Florasis, MAOGEPING, Jahwa, etc.)
Chinese new-style tea drinks (CHAGEE, HEYTEA, NAYUKI, etc.)
Chinese designer toys & cultural-creative goods (POP MART, Shanghai Museum goods, etc.)
Shanghai time-honored brands (Nanxiang Steamed Buns, Shen Dacheng, Guangmingcun, Lao Feng Xiang, etc.)
Shanghai designer brands (SHUSHU/TONG, etc.)
22. Other Chinese brands you know of or would especially like to buy/experience (please write; multiple allowed):
23. On this trip to Shanghai, do you plan to experience or buy Chinese-brand products? ๐จ๐ณ Yes, I planned before the trip to buy / experience them Yes, I was drawn to buy / experience them after arriving in Shanghai No, but I am interested and would consider it next time No, I have no such plans
24. What were your main motivations for experiencing Chinese brands on this trip? (Select up to 3; those who did not experience any may skip) ๐ฏ Saw recommendations on overseas social media and wanted to try them myself More competitive prices compared with international brands Drawn by product quality or technological advancement Wanted to experience the uniqueness of Chinese design Not available abroad, or different from the domestic version To bring back as gifts for family and friends Can take photos to share on social media Pure curiosity, wanted to try something new Did not experience any Chinese brands Other ___________
25. What inconveniences did you encounter when experiencing or buying Chinese brands? (Those who did not experience any may skip) ๐ซ No foreign-language service in stores Could not pay with an overseas card Test drives / trials restricted by age, driver's license, Chinese ID requirements, etc. No cross-border shipping back to my home country Unclear overseas after-sales service Difficulty obtaining a tax refund Could not identify which brands are Chinese brands Could not find the flagship store's location or opening hours No notable inconvenience encountered Other ___________
26. When making payments in Shanghai on this trip, did you encounter any of the following problems? ๐ณ Merchants did not accept overseas bank cards Overseas card payment failed or was declined Linking an overseas card to mobile payment was cumbersome Hard to find currency-exchange outlets / long queues QR-code payment required a Chinese mobile number Transaction amount limits Could not use an overseas card / mobile payment for taxis / ride-hailing No notable problems encountered Other ___________
27. On this trip, did you process / do you plan to process a departure tax refund in Shanghai? ๐ฐ Already processed the departure tax refund Plan to process it at the airport Used the in-store instant tax refund service, with a good experience Used the in-store instant tax refund service, but with some dissatisfaction Shopping reached the tax-refund threshold but I gave up processing it Shopping did not reach the tax-refund threshold Did not know there was a tax-refund policy Did not shop on this trip
28. If you have processed or are familiar with the tax-refund procedure, what problems do you think the tax-refund experience has? (Those who did not process it may skip) ๐ Unclear signage for tax-refund stores Collecting receipts for the tax-refund threshold is troublesome Long queues at tax-refund counters Filling out tax-refund forms is complicated Refund takes too long to arrive Insufficient multilingual instructions Staff communicate poorly in foreign languages No notable problems found Other ___________
29. In which situations did you mainly encounter language barriers in Shanghai? ๐ฃ๏ธ Communicating with taxi / ride-hailing drivers Ordering at restaurants Asking about purchases / bargaining Attraction guides / commentary Hotel front desk / metro and bus Medical care / emergency help Tax-refund processing / payment Communicating with brand-store sales staff Almost no language barriers Other ___________
30. What were your main information sources for this trip to Shanghai? (Select up to 3) ๐ฑ Home-country travel agency / OTA (Booking, Agoda, Klook, etc.) Chinese OTA international version (Trip.com, etc.) Short-video / social platforms (YouTube, TikTok, Instagram) Text-and-image social platforms (Xiaohongshu / Naver Blog) Search engines (Google, Naver, Baidu) Recommendations from family or friends Traditional media (TV, magazines, newspapers) Shanghai official tourism websites / overseas promotion Other ___________
31. Please rate your experience in each of the following situations in Shanghai (If not applicable, choose 'Not used') โญ
Airport arrival / immigration clearance
Getting around the city (metro / taxi / ride-hailing)
Shopping experience (malls, retail districts, brand stores)
Sightseeing at attractions
Internet & telecom (SIM / WiFi / VPN)
32. What was the biggest pain point / inconvenience in your Shanghai experience this time? ๐ฃ
33. Among the following convenience-improvement measures, which three do you consider most important to you? (Select up to 3) ๐ง More merchants accepting overseas bank cards QR-code payment supporting overseas mobile-number linking Better overseas-payment convenience for taxis / ride-hailing Expanding in-store instant tax refund coverage to more stores and categories More multilingual signage and service staff Enriching the internationalized products and services of Chinese brands (packaging, tax refund, shipping) Adding cultural-experience products tailored to international visitors More conveniently located downtown departure tax-refund points Other ___________
34. How likely are you to travel to Shanghai again within the next 3 years? ๐
definitely not(0 )
definitely yes(10 )
35. How likely are you to recommend Shanghai as a travel destination to friends and family? (NPS) ๐ Impossible
Extremely likely