Common problems and countermeasures of tour guide service.

Problems and Countermeasures in Tour Guide Service

In the process of tourism activities, tour guides play a leading role, and the quality of tour guide services is related to the quality of the whole tourism products. At present, there are many problems in the process of tour guide service. This paper discusses and analyzes the problems existing in the tour guide service market, and puts forward corresponding countermeasures and suggestions.

Keywords: quality of tour guide service

Tourism has developed rapidly in China, and now it has? 6? A fixed industrial scale has formed a six-in-one system of "eating, living, traveling, traveling, shopping and entertainment", but the tour guide service in this system is not satisfactory. At present, there are serious problems in the quality of tour guide service in China, which is not in harmony with the development of tourism in China and cannot meet the higher requirements of modern tourists for tourism.

1 Main problems in the tour guide service market

1. 1 The hierarchical structure and language structure of tour guides are unreasonable, and the contradiction between supply and demand is prominent.

On the whole, the cultural level of tour guides is low and the hierarchical structure is unreasonable. According to R statistics, as of September 2006, there were 472,700 qualified tour guides in China, including 320,500 licensed tour guides. Among the 320,000 licensed tour guides, 80% are under the age of 30, 80% are junior college and F-educated, and 97% are junior tour guides. In addition, the language structure of tour guides is unreasonable. The lack of foreign language guides does not meet the needs of tourists for guides, and the contradiction between supply and demand is prominent.

1.2 The service quality of tour guides is generally low, and the quality of tour guides needs to be improved.

Some tour guides are inexperienced and have poor comprehensive ability. Some tour guides don't even have basic explanation skills; Some tour guides have poor adaptability and don't know how to deal with emergencies. Some tour guides have narrow knowledge, single knowledge structure and lack of compound talents with strong comprehensive ability.

1.3 Some tour guides lack basic professional ethics.

Compared with developed countries. The loose professional status of tour guides in China determines that they lack a sense of belonging, and tour guides must cope with social prejudice and the pressure of travel agencies. This double dilemma makes the tour guide not optimistic about his work and work. Many tour guides are eager for quick success and quick success, and their mentality is impetuous. When they make money, they will jump ship quickly. The job burnout of tour guides is becoming increasingly prominent.

1.4 standardization operation is not up to standard, and the awareness of personalized service is lacking.

Many tour guides do not strictly regulate their work, but compress their normal itinerary and add various items privately. On the other hand, most tour guides can't actively and effectively meet the reasonable L biochemical requirements of tourists.

2 Analysis of the reasons that affect the service quality of tour guides

2. 1 The overall tourism market is not standardized.

Some bad performances of tour guides are related to the nonstandard tourism market environment. For example, the tourism laws and regulations are not perfect, the tour guide management system is not perfect, the responsibilities of the tourism authorities are small, the market information is asymmetric, and the competition among travel agencies is fierce; Psychological maturity of tourists in consumption, etc.

2.2 The entry threshold for tour guides is too low.

In recent years, due to the increasing demand for tour guides and the relaxation of tour guide access conditions, the academic qualifications of existing tour guides in China are generally low. As a result, the quality of tour guides is low and the structure is unreasonable.

2.3 Inconsistent income structure of tour guide shell

At present, tour guides are basically "personnel-less", that is, they have no salary, a fixed T-job unit and seven insurances. The income of tour guides depends entirely on cheating, shopping rebates and tips, and there is no guarantee at all. Normal economic needs have not been met. It is difficult to improve the service level. In order to meet our own interests, we put the needs of tourists first in our work, rather than pursuing personal economic interests excessively.

2.4 incentive mechanism is not perfect

Most tourism enterprises don't pay much attention to employee motivation. Even encouraging tour guides is a means? 6? 1, covering but small. At the same time, the promotion requirements of tour guides in China are decoupled from the professional title system. In our professional title system, there is no tour guide series. This not only hinders the construction of high-quality tour guides, but also makes tour guides lack the internal motivation and external environment for professionalism.

2.5 Some tour guides are of low quality.

When selecting tour guides, some enterprises pay more attention to rainfall than to professional ability than ideological quality. Ignore the ability and integrity of tour guides. At the same time, the reference standard of the tour guide qualification examination is also decreasing. It can be said that the decline of academic level has weakened the overall quality of tour guides to some extent.

2.6 The loss of tour guides is serious and the mobility is great, so it is difficult to train high-quality tour guides.

Many tour guides regard tour guides as a transitional job and do not pursue tour guides as a lifelong career, resulting in a high turnover rate of tour guides. The turnover rate with qualification certificate is 45.3%, and the turnover rate with special tour guide card is 37%.

3 ideas and countermeasures to improve the service quality of tour guides

3. 1 Improve the entry threshold for tour guides and reform the qualification examination system for tour guides.

Improve the qualification of tour guides, ensure the quality of tour guides from the source, strive to achieve a multi-level balance between supply and demand in the tour guide service market, and maximize the demand for social tour guide services. In recent years, the number of college students applying for tour guides has increased year by year, which is helpful to improve the overall quality of tour guides.

3.2 Establish and improve the incentive mechanism for tour guides.

Establish a tour guide that can not only make the tour guide get the reward he deserves.

Newspapers, and can make tour guides pay the price for their quality problems.

Incentive mechanism, arouse the enthusiasm of tour guides and ensure tour guides.

Tourism service quality.

The first is to establish a reasonable salary system. On the one hand, improve the material treatment of tour guides to meet their reasonable material needs, on the other hand, separate the remuneration of different levels of tour guides.

The second is to establish a tour guide title evaluation mechanism to make the tour guide team professional.

The second is to introduce a competitive elimination mechanism. By creating an atmosphere of equal competition, arouse their enthusiasm and enthusiasm for work.

3.3 Strengthen the quality construction of tour guides.

Tour guides represent the image of countries and regions. So you need to keep pumping electricity. Improve personal accomplishment and knowledge level. An excellent tour guide should have: a good sense of service; Strong language ability and wide knowledge; Strong communication skills; High personal quality; Good organization and coordination ability, strong awareness of law and metallurgy, excellent psychological quality. Strengthen the quality construction of tour guides, on the one hand, through their own learning; On the other hand, the relevant departments should provide them with a platform to absorb relevant knowledge and urge tour guides to consciously improve their own literacy.

3.4 Respect the tour guide profession and tour guide.

Some tour guides claim that they usually work very hard. Apologize everywhere, nod and suffer indignities, and have low social status. No one wants to work all his life. Tour guide service is a social occupation, and like other occupations, it should be respected by people.

3.5 Strengthen training and continuing education

In view of the present situation of tour guides, effective measures should be taken to increase training. Institutionalize training. Attach importance to the training of tour guides; Expand training methods, broaden training channels and improve training content. Comprehensive training for tour guides, including business philosophy, professional ethics, service awareness, etiquette and social training, as well as laws and regulations training, business knowledge and professional knowledge.

3.6 Strengthen the construction of tour guides-L's position in tourism enterprises

3.6. 1 The tour guide team is linked to the enterprise level.

The Regulations on Travel Agency Management stipulates the conditions for the establishment of travel agency enterprises, but it does not mention the construction of tour guides. The detailed rules for the implementation of the regulations on the administration of travel agencies stipulates the managers of travel agencies, but there is no requirement for tour guides, which is not conducive to the construction of tour guides. Therefore, the construction of tour guides should be considered when setting up travel agency enterprises and conducting annual review, and the construction of tour guides should also be considered in some appraisal activities.

3.6.2 The tour guide level is linked to the reception level.

Tourism business is usually divided into luxury, standard, ordinary and economical package products according to accommodation, catering, tourist vehicles, scenic spots and other factors, and the same price applies to them, but there is no corresponding requirement for the level of tour guides. Travel agencies can charge different tour guide service fees according to the level of accompanying tour guides, which can bring new profits to enterprises and contribute to the construction of the top ten tour guides.

3.7 Strengthen supervision and management.

Relevant departments should speed up tourism legislation, make up for the gaps in the existing system, and establish a scientific and perfect system of tourism laws and regulations as soon as possible. All travel agencies should pay close attention to management, give full play to the supervision and guarantee role of the trinity of administration, society and media, strengthen market supervision and purify the tourism market; Strengthen the market monitoring of tourism product prices and put an end to vicious price reduction competition of travel agencies. Vigorously develop industry self-discipline, prepare tourism enterprises to strengthen management, and create good working conditions and environment for tour guides.

In short, tour guides are in a dominant position in tourism products, and the quality of tour guides determines the quality of tourism products; At the same time, the tour guide is also a representative of the image of a country or region. Therefore, in order to establish tourism brand and develop tourism, we must strengthen the construction of tour guides and improve the service quality of tour guides.

refer to

[1]. Chen. Maintenance of professional rights and interests of tour guides and expression of interests. Journal of Tourism .2006.4

[2] Hao Dan. Problems and countermeasures of tour guide service quality. business economy

[3] Yin Min, Xie Zhaoyuan. On the construction of high-quality tour guides. Monthly price. 2004+0438+0

[4]. Zhou Jie and Yang Aijun. How to scientifically and continuously improve the service quality of tour guides in Guizhou? Journal of Guizhou Institute of Education. April 2006