Articles. ! ! urgent

Improve the quality and reshape the new image of tour guides.

Standardize and unify, build a folk image ambassador and brand easily.

—— Some thoughts on the construction of national characteristics of tour guides in our state.

Li national tourism administration

In today's world, almost every country and region is developing tourism, and the tourism market is like a forest, with fierce competition. In the final analysis, competition is the competition of talents. It can be said that the development and prosperity of tourism in a country or a region depends largely on whether it has a high-level and enterprising team of tourism workers, especially an excellent team of tour guides.

In modern tourism activities, tour guides play a key role, showing the construction and development of a region to tourists, putting rich tourism resources and profound cultural connotations, especially the most beautiful and distinctive places of each scenic spot in the hearts of tourists, and leading tourists to complete a safe, pleasant and thrilling tour. In the eyes of tourists, a tour guide is a representative of a country (or region) and a friendly messenger of the people. High-quality tour guides provide tourists with a good travel experience with extensive knowledge, exquisite tour guide skills and enthusiastic service. In order to emphasize the importance of tour guides, the international tourism community calls them "the soul of tourism" and "non-governmental diplomatic ambassadors". It can be said that a tour guide is a business card issued to tourists by the tourism industry of a region or a country.

Whether the quality and distinctive features of "business cards" can be recognized quickly and for a long time is really a question worthy of consideration in every tourism work.

In recent years, great progress has been made in the construction of tour guides in China. The large-scale professional training of tour guides carried out by the tourism system every year, as well as the centralized training in the off-season of various tourism enterprises and the uninterrupted targeted training in tourism work have obviously improved the moral cultivation, professional quality and service quality of tour guides in China. Moreover, in the past two years, the number of applicants for the national tour guide qualification examination and the number of applicants with high academic qualifications in our state have increased significantly, indicating that with the rapid development of tourism in our state, tourism consumption tends to be strong, which has led to an increase in employment demand; On the other hand, the increase in the number of people provides greater possibilities for improving the quality of tour guides. Because only an increase in quantity can lead to a qualitative improvement.

However, there is still a considerable gap between the improvement of the quality of tour guides in China and the increasing market consumption demand. The cultural quality and explanation ability of tour guides are relatively low, and the lack of high-quality tour guides and foreign language tour guides affects the tourism quality of tourists and even affects the image of a region. The outstanding performance is that in the explanation of cultural relics and historical sites, the historical position and aesthetic value of the scenic spot are unclear, and the unique regional beauty of the scenic spot cannot be told. Lack of excavation of humanities in natural landscape, lack of route arrangement ability, etc. From the level of knowledge, tour guide skills and service ability, "guide" the hearts of tourists. Some tour guides have a little knowledge of the scenic spots they are talking about, and often they just play the role of tour guides. The phenomenon of "swimming without guiding" is serious, and excellent tour guides are rare. This situation has seriously affected the image and development of tourism in our state, and has also attracted the attention of leaders from all walks of life and the state government.

After years of promotion and publicity, the tourist attractions in our state have gained a certain popularity. However, advertising is not the only means to attract tourists. Another kind of publicity, which is often more effective, is the "free publicity" made by tourists. Whether this kind of publicity can have a good effect or a negative impact is directly related to the quality of tourism services, especially the quality of tour guide services. As the saying goes, "the beauty of Yizhou depends on the mouth of the tour guide", but if tourists come here and don't get the enjoyment they expect, the negative impact can be imagined. Compared with the rapid rise of Zhongdian tourism in Kundali, Chuxiong has opened the gap but also ushered in opportunities. With the construction of Anchu expressway, the traffic conditions have been greatly improved. With the continuous development of Yunnan tourism, a large number of tourists are pouring in. It is bound to bring an excellent opportunity to Chuxiong. A tour guide represents a country and a region, which is itself the aesthetic object of tourists. Characteristic is the life of tourism in a region. It is urgent to establish a tour guide team with high professional quality and strong national characteristics.

First, the characteristics of tour guide words

When we mention the familiar names "Ashima" and "Jinhua", we immediately think of the fantastic stone forest and the picturesque Cangshan Erhai Lake. These beautiful and lovely names condense the nation's pursuit and yearning for beauty. Giving these nice names to tour guides is actually treating tour guides as "image ambassadors" to publicize the culture of this place and this nation and their ideals.

In our state, the fierce and alert image of the tiger has been deeply dissolved into the blood of the Yi people. It is the pride of Yi men to name tigers. However, the legend of Mi and her granddaughter, which embodies the beautiful, brave and kind national spirit and strength of the Yi people, has left us so much pride and reverie. However, tour guides in our state seldom use these pleasant names to address themselves at reception, but commonly use "Cousin A" and "Cousin A". If the female tour guides in our state are called "Miyilu" or "Sungirl", the male tour guides are called "Tiger" or "Ah Fu" as a whole, which is not only the inheritance and spread of Yi culture, but also a highlight of the national characteristics of tour guides.

Second, the characteristics of tour guide clothing

Tour guides represent a country and a region, and are the aesthetic objects of tourists. The tour guide in strange clothes is a beautiful scenery. The beauty of tour guides plays an important role in promoting Yizhou and spreading Yi culture. Novel and peculiar clothing can arouse people's strong concern, and the differences of cultural traditions of various ethnic groups have caused the remarkable characteristics of national clothing. From the perspective of the whole world, distinctive national costumes are often more impressive than ever-changing popular costumes. As soon as we arrived in Dali, Lijiang and Shilin, we were immediately attracted by their colorful national costumes, such as "Rainbow Hat" by Ashima in Shilin, "Romantic Girl" by Jinhua in Dali and "Dai Yue Daixing" by Lijiang. These exquisite national costumes not only attract tourists' attention, but also convey our fine tradition of hard work, courage and intelligence, as well as our desire for beauty and strong national customs.

Our state is one of the only two Yi autonomous prefectures in China. There are many branches of the Yi people, and their costumes are exquisite. If we can choose a set of beautiful and unique, practical and simple national costumes for our tour guides as reception work clothes, it will become another beautiful landscape for our tourism reception.

Third, vigorously strengthen the training of local cultural knowledge.

As a tour guide, you must rely on your local advantages to carry out your own tour guide work. Without your local advantages, the attraction of tour guides to foreign tourists will be lost. Therefore, whether you are engaged in explaining general cultural attractions, or accompanying tour guides or local tour guides, you should always rely on your hometown to show the wonderful water of Lingshan and the unique scenery between heaven and earth to tourists who come in from outside Lingshan. However, the lack of knowledge of history and geography and ignorance of national customs and folk customs are common and serious problems in our tour guides. It is hard to imagine that a tour guide who is not proficient in the history and folk customs of his hometown can leave a deep impression on tourism, and can really play a role in promoting Yizhou and being a good folk ambassador. This situation has seriously affected the further improvement of the service level of tour guides in our state, seriously restricted the development of tourism in our state and affected the image of tourism propaganda in our state. In view of this phenomenon, first of all, we need to strengthen training, and carry out strict and high-level training in professional ethics, service awareness, laws and regulations, and professional knowledge. And increase special training, such as state customs training and Yi knowledge training. The training and study of tour guides is a key factor to improve the quality of tour guides, and it is a long-term task that runs through the construction of tour guides. Second, follow the law of tourism development and cultivate tour guides with our characteristics according to the ethnic differences of tourism. Each licensed tour guide is required to sing a Yi Song, speak a few words of Yi language and teach tourists to dance for three times, which can vividly and completely introduce the landscape, folk customs, history and culture of our state to tourists and satisfy their desire for novelty and difference. Third, government departments and tourism departments should jointly study experts in the history and folk customs of Yi people in our state, write an authoritative, authentic, vivid and practical guide script for tour guides, and explain in detail, completely, profoundly and passionately the historical connotation, humanistic connotation and social background of our state's historical culture and national culture in different development periods. The fourth is to establish a hierarchical incentive mechanism for tour guides, form different market value orientations, let them study their business, become the consciousness of tour guides, and build a tour guide team that is proficient in national conditions and has a strong Yi customs.