How to improve tour guide service quality essay

Discuss how to improve the quality of tour guide service

Keywords: tour guide service; tour guide service quality

1. The current status of tour guide service in my country

(1) Personalized tour guide service

With the continuous development of tourism activities, tourists are no longer satisfied with simple sightseeing, but tend to have personalized tourism activities: adventure tourism, experience tourism , sports tourism and other tourism forms have suddenly emerged. In the near future, tourists' footprints will go deep into the ocean floor, or leave the earth and travel into space. Therefore, the requirements for tour guide services are also becoming increasingly diverse. Faced with this change, travel agencies often entrust tour guides with full authority to handle the various needs of tourists during the tour. As a result, the requirements for tour guides have also increased. Tourists are greatly disappointed by the procedural and rigid services, while the personalized and unstandardized services are very popular among tourists. High-level tour guide service is not only a standardized service, but also a personalized service. It requires tour guides to provide targeted services according to tourists' personalities and different tourism needs so that different tourists can obtain greater psychological satisfaction. The personalization of tour guide services requires, on the one hand, that tour guides can provide targeted services based on the differences in tourists and tourism products according to time, place and person; on the other hand, it requires tour guides to continuously learn and adapt to different situations. Practice, give full play to your own advantages, and form a tour guide service with a rich personal style.

(2) Technologicalization of tour guide service methods

With the advancement of science and technology, tour guide methods such as pictures, text, audio and video have become important auxiliary means for tour guide services. Tour guides can use various This kind of modern means and materials, through the organic combination of oral explanation and graphic, text, audio and video tour guide, provide tourists with more intuitive, vivid and high-standard tour guide explanation services, and at the same time, they are more attractive to tourists.

(3) High knowledge of tour guides

With the advent of the knowledge age, more and more people are traveling. In order to adapt to the needs of high-quality and high-level tourists, tour guides , some tour guides have realized that they must have a considerable level of knowledge in order to provide better tour guide services. In addition, as mass tourism spreads to countries all over the world, tour guides in a country or a region must not only master the language of their own country and ethnic group, but also must be proficient in using major languages ??in the world, especially the languages ??of major source countries, in order to provide services to Tourists from different countries and regions are provided with satisfactory tour guide services, and the tour guide language has developed from a single language to multiple languages.

2. Main problems existing in the process of tour guide service in my country

The number of tour guides in our country is increasing rapidly. According to statistics, more than 60% of our country’s tour guides are part-time at present, and tour guides are increasingly becoming independent A group that chooses careers and disperses their practice. Therefore, many tour guides do not have labor contracts, fixed salaries, or labor insurance, resulting in a decline in the professional stability of the tour guide team and causing some tour guides to lower their service levels or reduce service provision during the process of leading tours in order to earn income. In addition, the profitability of tourism services is very prominent. As a main component of tourism services, tour guide services have shown an obvious commercialization trend. This has also caused many tour guides to engage in pseudo-professional ethics for their own benefit, causing many problems in service quality. question. The main problems existing in the tour guide service process in my country are:

(1) The overall quality of tour guides is low

During the tour guide explanation process, many tour guides lack relevant professional knowledge, which is mainly reflected in the following: : A dumb tour guide who explains too little or not at all; a tour guide who lacks understanding of the cultural value, historical value, and academic value of the scenic spot, and talks nonsense or makes jokes when explaining; a tour guide who is dull in explaining and just deliberately recites the tour guide's words. The poor professional quality of tour guides is also a very serious problem. Problems such as missed pick-ups, late pick-ups, unauthorized changes of routes, and the addition of shopping spots are common among tour guides. There are also some tour guides who lack comprehensive qualities. For example, tour guides lack communication skills when interacting with tourists or have only economic goals, and lack the ability to adapt to emergencies.

(2) Our country’s management system for the tour guide profession is imperfect

According to my country’s current occupational classification system, the tour guide profession does not belong to the category of professional and technical personnel, but belongs to tourism and public tours The subcategory of venue service personnel belongs to the medium category of service personnel in hotels, tourism and fitness and entertainment venues. Because they are not professional and technical personnel, tour guides do not have professional and technical titles. The "Tour Guide Rating System" of the National Tourism Administration has not been effectively implemented for many years. The professional title of tour guide has not entered the professional title sequence in my country. It is just a title within the tourism enterprise. Even in some tourism enterprises, they do not receive corresponding remuneration and benefits. This positioning of the tour guide profession directly or indirectly leads to the low social status of the tour guide profession, and high-quality talents are reluctant to enter. Most people with tour guide qualification certificates only regard tour guides as a youth meal. They make a lot of temporary money, but few people They plan to take the tour guide seriously as a long-term career, so few tour guides study business and tourism culture, and they only want to increase their income, which leads to a decline in the quality of tour guide services.

(3) The salary of tour guides is too low

In the current compensation mechanism for tour guides, the income structure of tour guides is unreasonable. Tour guides have no or little salary and have to pay back Travel agencies charge a certain fee, and tour guides can only rely on kickbacks as their main source of income, and kickback income is illegal.

During the tour guide process, the tour guides do not pay attention to the explanation of scenic spots, but blindly promote the products, and even provide false products, just to get more kickbacks. This income structure actually encourages the tour guides to purchase, which is the cause of my country's The direct cause of the decline in tour guide service quality in the tourism industry.

3. Countermeasures to improve the quality of tour guide service

(1) Improve the comprehensive quality of tour guides

Tour guide service is a kind of service based on high personal quality on, high-intelligence services with a wide impact. I think we need to improve the overall quality of tour guides from three aspects: The first is to enhance independence. Tour guide service personnel must have the courage to challenge difficulties, have a high sense of responsibility and professionalism, improve various personal abilities in the process of overcoming difficulties, especially psychological self-control, and be able to handle various changing situations and problems calmly; The second is to constantly enrich the brain. Tour guides should have extensive knowledge and a healthy body so that they can provide tourists with the services they need anytime and anywhere. In the usual process of leading tours, they should consciously summarize the problems that occur, consult relevant information, and be knowledgeable about all aspects. Understand; the third is to improve your ability to lead groups. In the process of leading a group, tour guides must have an overall concept, be clear-headed and thoughtful in their work, and have strong coordination and public relations capabilities to ensure that tourism activities proceed smoothly as planned.

(2) Establish a sound management system

The legitimate rights and interests of tour guides must be ensured institutionally. We should not only cultivate the spirit of selfless dedication of tour guides, but also help them establish a correct professional outlook, promote the nobility of tour guides' work, and let them feel from the heart how valued the tour guide profession is. Tour guides have always been known as "civilian messengers" , "Bridge of Friendship". As a tour guide, you should overcome the narrow consciousness that the tour guide profession is just a youth occupation, and establish the idea of ????serving the tour guide industry for a long time. This requires relevant management departments to improve the professional management of tour guides and give tour guides a reasonable positioning.

(3) Standardize the salary system and incentive mechanism for tour guides

At present, most travel agencies only seek profits, resulting in some problems

The non-standardized labor remuneration system cannot control the situation at all. Create effective incentives for tour guides. It has seriously affected the work enthusiasm and enthusiasm of tour guides, and will also affect the improvement of tour guide service quality. Therefore, standardizing the salary system and incentive system of tour guides has increasingly become the focus of attention. I think we can start from three aspects: first, to improve the material treatment of tour guides to meet their reasonable material needs; second, to scientifically manage tour guides according to the rules of their psychological activities; third, to adopt different methods according to the characteristics of different tour guides. Incentive means. Stimulate the enthusiasm of tour guides and improve service quality and work efficiency.

In short, as long as all people involved in the tourism industry can realize the urgency of improving the quality of our country's tour guide services as soon as possible, and realize the great significance of improving the quality of our country's tour guide services in promoting the development of our country's modern tourism industry , mobilize the whole society to work together to promote honest tour guide services in the whole society. With the cooperation and efforts of all parties, various functional departments will further standardize the tourism market. In this way, the quality of our tour guide services will surely be strengthened and improved.

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References: ?

[1] Yu Guohua. Tour guide service management [M]. Guangdong Tourism Press, 2002. ?

[2] Yang Guang. Tour guide business[M]. Electronic Industry Press, 2007.?

[3] Jiang Binghui. What to do if a tour guide leads 200 groups[M]. China Tourism Press, 2002.?

[4] Yan Care. Lin Jie makes a good tour guide[M]. Sichuan Science and Technology Press, 2004.