How to strengthen the construction and management of tour guide teams

1. Pay attention to the professional positioning and career development planning of tour guides

Due to the deviation of the professional positioning of tour guides, there is no professional and technical title and corresponding salary benefits, resulting in the social status of tour guides. decline and serious brain drain. Therefore, relevant departments need to link the rating system for tour guides with the professional title system and include tour guides into the ranks of professional and technical personnel. Tourism administrative departments and tourism enterprises must pay full attention to issues such as the career orientation, career growth, and career incentive mechanisms of tour guides, strengthen the management of tour guides’ career planning, create a suitable environment for their career development, and develop the personal potential of tour guides. , to meet the self-actualization requirements of tour guides.

2. Reform the current salary system and promote the "public-to-public" commission settlement system

Due to the particularity of tour guide work, the design of the salary and remuneration structure of tour guides is very different from that of other positions. The big difference is that the basic salary is lower, and some travel agencies even do not even have a basic salary. A considerable part of their income comes from rebate commissions. Tour guides only receive high kickbacks from shopping malls and commodity management companies. This has triggered the phenomenon of tour guides gradually changing from "tour guides" to "shopping guides", which has seriously affected the quality of tourism services. Therefore, travel agencies are not allowed to pay wages to tour guides to ensure the basic interests of tour guides, and then get paid according to the contribution of the team they lead.

This requires further promoting the reform of the "public-to-public" settlement system of tourism commissions, so that enterprises such as scenic spots and tourism shopping companies openly pay commissions to travel agencies. The implementation of "public-to-public" tourism commissions should have two obvious signs: first, "explicitly stated", that is, clearly stated in contracts, invoices, etc.; second, "recorded", with tax paid in accordance with the law. The implementation of "public-to-public" tourism commissions can completely correct the distorted interest relationships among a series of entities in the tourism industry, so that the role of tour guides in the entire tourism contract can be changed from the original profit chaser to the duty performer. Go beyond the division of interests among tourism companies. The implementation of the "public-to-public" commission system must also strengthen the construction of supporting mechanisms, straighten out the relationship between a series of entities in the tourism industry, and use the system to ensure that travel agencies, scenic spots, tourist shopping venues and other enterprises and tour guides deserve the legal benefits they deserve. economic interests and eliminate their illegal and illegal interests.

3. Optimize the structure of the tour guide team and improve the overall quality of the tour guide team

At present, the career of a tour guide is: qualified tour guide - junior tour guide - there are only a few development paths for career change. A few will be promoted to the ranks of intermediate and senior tour guides. Talents die young in the process of growth, leaving the tour guide team always stuck in the low-level repetitive construction stage. In addition, the existing mid-level and senior tour guides have become the headhunting targets of various foreign-funded enterprises, and the rate of loss is alarming. To protect existing high-level talents and promote the evolution of low-level talents to high-level talents, travel agencies must establish a scientific promotion mechanism, implement a graded salary system, and appropriately increase the salary levels of tour guides at each level; implement a scientific performance appraisal system, To be as fair, impartial and open as possible, you can use customer performance questionnaires or telephone interviews to understand the work of tour guides. On the one hand, travel agencies must make professional assessments of the performance of tour guides, and on the other hand, they must keep detailed records of tour guides' illegal operations to provide accurate basis for rewards and punishments of tour guides, so as to encourage tour guides to improve their own business level. The tourism management department establishes and improves the credit rating mechanism for travel agencies. At the same time, the performance effectiveness and illegal operations of tour guides are regarded as one of the important components of the credit rating mechanism for travel agencies. Travel agencies with violation records will be announced and file violations will be established, and administrative procedures will be strengthened. The intensity of punishment. The competition among travel agencies has changed from low-price competition to quality competition and personnel quality competition.

Improve the overall quality of the tour guide team, especially the quality of young tour guides, and cultivate a solid reserve team of tour guides. The younger generation of tour guides is accompanied by problems such as lack of experience, low professional level, and frequent turnover of personnel. However, the rejuvenation of tour guides will help improve the aging situation of senior tour guides and extend the use time of tour guides. This year, the Shanghai Municipal Tourism Bureau held the "Welcoming the World Expo, Shanghai Youth Tour Guide Competition" to provide young tour guides with a platform to showcase themselves and communicate and learn. At the same time, it also cultivated a large number of solid reserves of young tour guides for the World Expo.

4. Strengthen the supervision of the labor and personnel system of travel agencies and try to establish a social insurance system for tour guides

Since travel agencies generally adopt a temporary employment system for tour guides, they do not sign formal contracts with tour guides. Labor contracts do not provide social insurance for tour guides, resulting in a situation where travel agencies only use tour guides but do not manage them. This situation will inevitably result in the basic interests of tour guides not being protected. Therefore, the relevant government parties can try to establish a social insurance system for tour guides, so that tour guides can obtain help from enterprises and the government in accordance with the law when they are sick, injured at work, personal accidents and retirement, so as to solve the worries of tour guides and contribute to the long-term development of enterprises. Create a source of motivation.

Relevant government departments can try to establish a social insurance fund for registered tour guides. The social security agency and the National Tourism Administration will jointly formulate policies, and each enterprise will temporarily set up temporary accounts for special management. At the same time, we will strengthen the supervision of travel agencies’ labor and personnel systems, accelerate the reform of personnel employment and salary distribution systems, and build a sustainable development mechanism to attract talents.

5. Improve the existing tour guide training mechanism and establish and improve the tour guide retirement mechanism.

At present, according to the provisions of the "Implementation Measures for the Management of Tour Guides" issued by the National Tourism Administration, tour guides should receive three different types of training at different stages, namely: pre-examination training: training before taking the tour guide qualification examination ; Pre-job training: training before obtaining the "Tour Guide Certificate"; Annual review training: no less than 56 hours of review training every year. In addition, there are on-the-job training carried out by each travel agency according to the situation of its own tour guide team: it is mainly carried out during the off-season of tourism, which is a type of checking and filling vacancies; and school education: college, technical secondary school and undergraduate education are the cradle of cultivating professional tour guides. Under the existing training system, various innovative trainings should also be carried out according to the needs of situation development. For example, the tourism training center, tourism colleges and related professional departments jointly organize special trainings. This training is designed for new problems, new difficulties, and new trends that have emerged in the work of tour guides, such as eco-tourism, sports tourism, industrial tourism, agricultural tourism, etc., and aims to improve the psychological quality, group leading skills, adaptability and improvement of tour guides. knowledge structure. Because of their specialization and personalization, these special tours often require tour guides to have high cultural quality and professional knowledge, so special training is necessary to be competent.

While raising the entry threshold for tour guides, strictly controlling tour guide examinations, and innovating the tour guide training mechanism, we should also establish and improve the exit mechanism for tour guides. Tour guides with unqualified political, moral, and professional qualities should be promptly cleaned up, and tour guides with violations of regulations and disciplines must be resolutely punished to promote the integrity of the tourism industry.

6. Strengthen positive publicity by public opinion, enhance tourists’ awareness and ability to protect their rights, and guide consumers to consume rationally.

Strengthen the positive publicity of public opinion on tour guides, and at the same time enhance tourists’ awareness and ability to protect their rights. We should focus on introducing to tourists the country’s laws and regulations on protecting consumer rights and regulations on travel agencies and Various management regulations for tour guides and how to protect the rights and interests of tourists. For example, how to make a complaint and introduce the telephone numbers and addresses of various tourism quality inspection offices to create a good social supervision system. Put all travel agencies, full-time tour guides, and part-time tour guides in a fully supervised position, thereby regulating the travel agency and part-time tour guide market, protecting the legitimate rights and interests of tourists, and improving the reputation of the tourism industry. When tourists shop at designated tourist stores, they should consciously protect their own rights and interests and ask for shopping invoices from the stores. This not only prevents some travel agencies and tour guides from harming the rights and interests of tourists, but also solves the problem of difficulty in inspection by tourism administrative departments.

Guide consumers to consume rationally. In the process of forming high rebates for tour guides, tourists also have an unshirkable responsibility. Tourism consumers often like to pursue "good quality and low price". Due to the remoteness of tourism products and the simultaneity of production and consumption, tourists cannot accurately understand the quality of the products they purchase before consuming tourism products. In addition, the vast majority of tourists in my country The concept of tourism consumption in China still remains at the level of excessive pursuit of low prices. Tourists often have a herd mentality and a petty advantage mentality during the shopping process. Relevant departments should analyze typical consumption cases to guide consumers to consume rationally and consciously resist high-value shopping behaviors. At the same time, when choosing travel agencies, do not just be greedy for cheap prices, but choose travel agencies with good reputation and good service quality.