A percentage of these visitors are 96% "likely" to recommend New Zealand in the future, this figure has remained unchanged. The United States, United Kingdom and Germany are the most satisfied with their holiday experience in New Zealand. It has been observed that Japanese travelers are significantly more satisfied with their experience compared to past years. Visitors to New Zealand are also very satisfied with the natural environment. It was rated 9.0 out of ten and receives this high rating in all markets. 78% believe New Zealand's environmental practices are better than other countries. Experiencing natural scenery has been found to be a favorite among visitors to New Zealand. However, in the last year there has been a decrease in the average number of activities participated in, falling by 6.5% in the last year. Price was seen as an issue in the current state of tourism outcomes, and was driven by lower satisfaction with price than quality. This has especially happened in the hotel sector and in the food and beverage sector. Both of these factors are considered of great importance by visitors, who rate 29% of their holiday experience in New Zealand. Analyzing these sectors further it was observed that food and drink have a score of 8.1 out of ten and represent 10% of the importance of the holiday experience in New Zealand. The quality of the food