What difficulties do tour guides in the "industry" face when practicing freely?

(1) Tour guide level

The first is how to get business. The "Administrative Measures" stipulate that the free practice of tour guides can be divided into two ways: online and offline. The online method is to make a reservation directly with the guest on an online platform recognized by the tourism management department, and the offline method is to make a reservation with the guest at a free practice business institution (referring to the tourism distribution center, tourism consultation center, A-level tourist attraction visitor center, etc.). As we all know, in mature domestic tourist destinations, the number of practicing tour guides ranges from a few hundred to several thousand, and the professional recommendations of tour guides are very similar. Among the massive amounts of similar tour guide recommendation information, unless the supply of tour guides exceeds demand, it is not easy to be quickly selected by guests.

The second is how to ensure salary. The "Administrative Measures" stipulate that tour guides "collect reasonable remuneration through electronic payment methods such as third-party payment." This involves three issues: The first is how to set prices. Because freelance tour guides "are not allowed to engage in other businesses other than explanations and guidance," their charging standards are definitely higher than those of traditional travel agency tour guides. But who decides how high it should be, and will the guests accept it? The second is how to get paid smoothly. After the tour guide service is over, the third-party platform must obtain the guest's confirmation when electronically paying the remuneration, but what if the guest does not confirm? If tour guides and tourists frequently resort to law over tour guide fees, the time cost for tour guides and guests and the administrative costs for the government will be too great. The third is how to ensure that the income level of tour guides after free practice is basically the same as that originally assigned by travel agencies. The free practice of tour guides does not solve the current situation of "no base salary and no labor security", but it no longer bears the pressure of "zero group payment". Since they can only engage in explanation and guide business, the opportunities to make money are reduced accordingly. It is very difficult to reach the income level of a tour guide appointed by a travel agency.

(2) Enterprise level

In the "Management Measures", there are two categories of enterprises that provide support for the free practice of tour guides: online and offline. They must cooperate with the free practice of tour guides. Sign a service agreement to clarify the rights and obligations of both parties. Enterprises and tour guides have an equal and cooperative relationship. Enterprises will face two problems: First, profits are thin. If you provide platform services to tour guides, you must charge tour guides, but the fee standard should be at a low price. Otherwise, it will be no different from the fees charged by traditional travel agencies for tour guides; second, it is a big responsibility. Enterprises have the obligation to review the qualifications and recommend services to practicing tour guides. If a tour guide is complained about, the company also has the responsibility to "pay compensation in advance." Because the risks are high and the profits are small, online and offline companies will not be very motivated.

(3) Government level

After the free practice of tour guides, the link that "must be appointed by a travel agency" has been eliminated, and accordingly there is no need for travel agencies to supervise and assume responsibility for tour guides' professional activities. link. The management of tour guides' professional activities by various functional departments of the tourist destination government has changed from "relatively centralized travel agency management" to "decentralized individual tour guide management". Therefore, the workload will increase significantly. At the same time, due to the gap in risk-bearing capabilities between "individual tour guides" and "travel agency corporate entities", once emergencies such as urgent, difficult, dangerous, and serious emergencies, the responsibilities borne by the tourist destination government will also increase significantly.

Countermeasures to solve difficulties

To solve the difficulties existing in the free practice of tour guides, it is necessary to work together from three aspects: the pilot regional governments, the enterprises that provide support for the free practice of tour guides, and individual tour guides. , forming a combined force.

(1) Government level

First, it is necessary to clarify the status and role of freelance tour guides. The "Administrative Measures" stipulate that "in areas where free practice pilots are carried out, tour guides can choose to engage in free practice or accept the appointment of travel agencies to practice." In other words, if a tour guide engages in free practice, he must make an appointment through an online platform or an offline agency For reservations, tour guides have an equal and cooperative relationship with online platforms and offline institutions; if a tour guide is not engaged in free practice, he must be appointed through a travel agency. The relationship between tour guides and travel agencies is between employer and employee. Tour guides can engage in free practice or travel agency delegation business at different times. Therefore, the free practice of tour guides only opens up a new channel for tour guides to practice, reduces the burden on tour guides, and improves and enriches the supply level of the tourism service market. Freelance tour guides are not “self-employed” in the traditional sense.

The second is to create a growth environment for tour guides to practice freely. The free practice of tour guides has subverted the traditional tour guide practice model and profit model. It will not be understood by tour guides, tourists, tourism-related enterprises and society in a short period of time. Therefore, it needs to be strongly promoted by the governments of pilot regions. First, we must support the establishment of a convenient and authoritative online and offline reservation platform. The online platform should be unified across the country. It is recommended that the National Tourism Administration cooperate with large e-commerce groups to develop it and all provinces and cities use it in conjunction with each other. In view of the fact that the three major centers involved in the offline platform (tourism distribution center, tourism consultation center, A-level tourist attraction tourist service center, etc.) have many public service functions, it is recommended that the pilot area government uniformly develop offline tour guide reservation intelligence The system can be used in conjunction with the three major centers. Whether online or offline, "resident" tour guides must be classified and managed so that guests can filter according to their personal preferences. At the same time, public officials can be sent to work in offline enterprises to improve the credibility of the platform. It is also necessary to mobilize qualified tour guides to actively "settle" on the platform to continuously increase the platform's business volume and profitability. Second, we must guide the establishment of a scientific and reasonable guidance fee pricing and collection mechanism. It is necessary to guide local tour guide associations to formulate reasonable guide fee standards based on regional characteristics, and publicize them widely to gain the understanding and support of the majority of tourists.

Third, we must establish and improve the "four-in-one joint processing mechanism of mediation + administrative law enforcement + arbitration + judicial litigation" to handle and resolve disputes in a timely manner. Severely crack down on price-cutting competition.

The third is to encourage insurance companies to actively connect with new market demands and develop appropriate insurance types. The free practice of tour guides is a change in traditional tourism reception, which will definitely form a new market and generate new demands. It is recommended that the pilot area government take the lead and support an insurance company to connect with all online and offline enterprises and freelance tour guides in the jurisdiction to develop new insurance types to meet market demand. In this regard, Zhangjiajie has a successful example. Beginning in 2012, Zhangjiajie Travel Agency Association and China Ping An Property & Casualty Zhangjiajie Company jointly developed travel agency group accident insurance. This insurance has a low insurance amount (5 yuan/person/group) and a wide coverage (covering the entire Hunan Province). Province, Wuhan City, and Tongren City), and the compensation amount is high (up to 300,000 yuan per person), which largely resolves the risks of travel agency operations and tour guides, achieving a win-win result for travel agencies and insurance companies.

The fourth is to establish and improve a fast and efficient tourist complaint handling and emergency response team. In response to the sudden increase in market supervision and emergency response business brought about by the free practice of tour guides, the pilot area governments must increase investment and establish a fast and efficient complaint handling and emergency response team. Zhangjiajie has made useful explorations in this regard: In order to meet the needs of the national comprehensive tourism system reform pilot and the free practice pilot of tour guides, Zhangjiajie City established a tourism police detachment, tourism industry and commerce branch, and tourism industry and commerce branch in May this year on the basis of the establishment of the tourism circuit court. The Procuratorate’s Tourism Prosecution Office will be established within the year.

(2) Enterprise level

Online and offline enterprises that provide support for the free practice of tour guides must first raise awareness and enhance the initiative of pilot projects. Individual travel and independent travel are two major trends in the current tourism market. Providing tourists with optional tour guide services will directly increase tourists’ experience and satisfaction, thereby improving tourists’ trust in enterprises. And a large number of tour guides "settling" in enterprises will definitely bring a lot of business opportunities. Therefore, supporting tour guides to practice freely is not only the need for enterprises to adapt to the market, but also the needs of the enterprise's own development. Secondly, we must take the initiative to serve the tour guide. Although online and offline enterprises and tour guides have an equal cooperative relationship, corporate legal persons have an advantageous position compared with individual tour guides. Therefore, enterprises must put down their pretensions, take the initiative to provide supporting services related to the free practice of tour guides, and use meticulous, thoughtful and enthusiastic services to attract tour guides to "settle" in the platform. The practice of Baofeng Lake Scenic Spot in Zhangjiajie is worth learning from: Starting from 2010, the scenic spot has purchased accident insurance for tour guides practicing in Zhangjiajie for three consecutive years, with the amount of 100,000 yuan per person per year, and the total annual insurance amount exceeds 300 million yuan. The scenic spot has achieved Good economic and social benefits.

(3) Personal aspects of tour guides

First, it is necessary to clarify the importance of free practice and enhance consciousness. Free practice not only broadens the practice platform, but also increases the opportunities for self-expression. It also removes the financial burden on the body, which is conducive to the all-round development of tour guides. The second is to be good at refining one's own strengths and characteristics and enhance initiative. Especially for online and offline tour guide introductions, you must actively participate, carefully choose your words, and use sensational pictures and words to quickly capture the hearts of tourists. The third is to serve tourists enthusiastically and thoughtfully to enhance the infectiousness. Since the tour guides are chosen by the tourists themselves, and there are no extra charges such as points, shopping, etc., tourists have no resistance to the tour guides. Tour guides must work hard to improve their explanation and guidance skills, and use thoughtful and attentive services to impress tourists and gain praise. Fourth, we must consciously accept the supervision of management departments and tourists and enhance discipline. Online and offline platforms have broadened the channels for tour guides to practice, but due to their connection with the National Tourism Administration's "National Tour Guide Public Service Supervision Platform", they have also expanded the negative impact of tour guides' violations. Therefore, freelance tour guides must strictly abide by the relevant provisions of the "Management Measures" and consciously accept the supervision of management departments and tourists.