How to treat the reform of tour guide management system and tourism industry

"The beauty of the mountains and rivers of the motherland depends entirely on the mouth of the tour guide." Tourism textbooks say that "tour guide is the soul of tourism", but tourists complain that the quality of tour guides is not high, and the voices of "black tour guide", "forced shopping" and "abandoning the group" are one after another. What is the reason for the once-infinite tour guide profession to enter such an embarrassing situation? What is the development direction of tour guide profession in the future?

Front-line tour guides who don't want to be called "shopping guides" look forward to reform.

It is understood that domestic tour guides are currently divided into contracted tour guides and part-time tour guides. The former is managed by travel agencies, with basic salary and insurance, and labor rights and interests are relatively guaranteed; The latter is a part-time job with no fixed income, no social insurance and poor job stability.

According to the data of the National Tourism Administration, up to now, more than 800,000 people in China have obtained tour guide qualification certificates, of which the number of part-time tour guides accounts for about 70% of the total number of tour guides in China. Obviously, part-time tour guides have become the main force of tourist reception in various places.

"Before entering the business, I thought it was good to be a tour guide. I can travel around for free, but I really got into this industry. After working for several years, I found that being a tour guide was not as beautiful as I thought. " Zhu Xiang, a tour guide of Shanghai Chunqiu International Travel Service Co., Ltd., told reporters that most of the tour guides' income now depends on the consumption of guests to get the basic needs of life. "Generally, you will earn a little more in the peak season, and your income in the off-season is very small, so you can't make ends meet."

"The tour guide doesn't want to be a shopping guide. If you don't want to lose money, you can only find ways to make money to fill the hole, and shopping by tourists is undoubtedly the most direct way to earn income. Sun, a part-time tour guide, said that those low-priced tour groups whose tour fees are obviously lower than the cost of several hundred yuan or even several yuan are often organized by tour groups, and the local agencies buy tours from the tour groups, and the tour guides pay their own expenses to buy "heads" from the local agencies. For tour guides, taking over the tour group is a debt. "If through the reform of tour guide management system, let tour guides return to making money by service, I will consider changing from part-time tour guides to full-time tour guides. "

"As a tour guide, I don't want to bring a' pit-filling group' or a' streaking group'! Shopping every day, how to bring a good team? " He, a part-time tour guide of Nanjing Xici Translation and Tour Guide Co., Ltd., who works in 16, said that she expected to get a reasonable tour guide service fee that reflected the value and work of the tour guide, instead of paying for the hard work because the guests didn't shop. "The love for the tour guide profession has never faded. China tourism in my mind is beautiful. With the opening of the reform of the tour guide system, this beauty in my mind seems to be more and more clear. "

Untying the tour guide will not affect the survival of the travel agency.

According to the data released by the National Tourism Work Conference in 20 16, according to the preliminary calculation, more than 4 1 100 million domestic and foreign tourists were received in 20 15. In this context, there is a situation that cannot be ignored, that is, the proportion of travel agencies and individual tours is increasing. It is understood that the current national average is 3:7, that is, 7 out of every 10 tourists choose to travel independently.

"Now the development of individual travel has tied tour guides and travel agencies together, and both the scope of practice and the channels of practice are actually not smooth." Ctrip.com customer service director Gwan Chin said.

"At present, there are nearly 27,000 travel agencies in China, most of which are small travel agencies. In fact, they can't afford a tour guide. " Dong Ming, deputy general manager of Shanghai Jinjiang Tourism Co., Ltd. told the reporter that there are about 50 full-time tour guides in Jinjiang Tourism, and the annual human expenditure of tour guides is 4 million to 5 million yuan. These tour guides are still not enough when they are busy, and there are not enough group tours in the off-season. "After the implementation of the reform of the tour guide management system, if the tour guides are free to practice, the choice of enterprises will be greater, and there is no need to bind with all tour guides, and the cost will be greatly reduced."

"There is no need to panic about the reform of the tour guide management system. As far as I know, there is no particularly big discussion about travel agencies at present. " Han Zhenxiao, manager of the tour guide management department of Shanghai Chunqiu International Travel Service (Group) Co., Ltd., said that the total number of outbound tourists in Shanghai increased by 23. 1% year-on-year, while through travel agencies, it increased by 62.3% year-on-year. "From the current point of view, tourists cannot travel without travel agencies."

Sun Jun, deputy general manager of Nanjing Gaode International Travel Service, believes that the reform of tour guide management system is the general trend. After the implementation of the reform policy, in order to attract excellent tour guides, travel agencies will definitely increase investment in tour guide training and improve basic guarantees such as tour guide treatment, so as to change the chaos that in the past, they only focused on reducing team operating costs, neglected tour guide service quality, deducted tour guide service fees, and even forced tour guides to pay head fees to buy tours, which can effectively curb the breeding of zero-negative tour fees.

Comply with market demand and solve the bottleneck of industry development

At the 20 16 National Tourism Conference, Li Jinzao, director of the National Tourism Administration, clearly pointed out that it is necessary to deepen the reform of tour guide management system, and change from administrative, non-mobile and closed management to legal and market-oriented management.

In order to fully implement the reform of tour guide system and broaden the channels of tour guide practice, Jiangsu and Shanghai officially launched the pilot reform of tour guide management system in May 20 16, and vigorously promoted the pilot work of related tourism enterprises.

According to the data of Jiangsu Provincial Tourism Bureau, there are 75,355 licensed tour guides in Jiangsu Province, ranking second in the country. In terms of grades, there are 389 senior students, accounting for 0.5%, 2,054 intermediate students, accounting for 2.7%, and 73,092 junior students, accounting for 96.8%. In terms of gender, men account for 2 1.6% and women account for 78.4%; In terms of language, in addition to Mandarin, there are a little more English tour guides, with 4620 people, accounting for 6. 1%, while there are 496 people in Japanese and other languages, and there are even fewer guides in German and Russian, with only a few dozen people.

"The reform of tour guide management system is an urgent need for structural reform of tourism supply side." The relevant person in charge of Jiangsu Provincial Tourism Bureau said that taking Jiangsu Province as an example, there are escape sequences and structural deficiencies in tour guides, and there are a large number of inefficient and ineffective supplies, so it is difficult to find good tour guides that tourists need. "To reduce production capacity and fill shortcomings, tour guides urgently need to optimize the industrial structure and improve product quality."

Zhu, deputy director of the Quality Management Department of Nanjing Tourism Commission, said that the public platform "I want to take a tour group" developed by Nanjing Tourism Commission with modern information technology was officially put into operation on March 15 this year. Based on the industry supervision idea of "constantly innovating the industry management and service mode", combined with the traditional operation mode of travel agencies, the actual way of leading tour guides and the daily services provided by tour guide management service companies, "the construction and operation of the platform is one of the processes of the National Tourism Administration in deploying and promoting the reform of the tour guide management system. Through this platform, travel agencies can publish' tour guide recruitment information' such as itinerary, team basic information and team service remuneration, so as to realize mutual selection with tour guides and report relevant information to the tour guide management service company registered by tour guides. The platform has the function of' tripartite mutual evaluation'. Travel agencies, tour guides and tour guide management service companies can evaluate the service quality of tour guides, the operation of travel agencies and the performance of the three parties according to the actual situation. "

"The reform of tour guide management system is an urgent need for the development of global tourism. At present, the development of tourism has entered the stage of global tourism, which mainly includes national tourism, individual tourism and self-help tourism, and the demand for fragmented tourism services is increasing. It is difficult for traditional tour guides to adapt to the needs of modern tourism development. " Zhang Qi, deputy director of Shanghai Tourism Bureau, said that the reform of tour guide management system will not only make it easier for tourists to find personalized tour guide services, but also promote more professional service of tour guides to better meet the increasingly diversified tourism needs.

"We set up a research team composed of multi-department personnel to investigate the basic situation of registered tour guides in 274 travel agencies and 2 tour guide industry organizations in this city, and conducted an anonymous questionnaire survey on 3,568 tour guides." Zhang Qi said that while finding out the base number, Shanghai visited the Municipal Lawyers Association and the Municipal People's Insurance Bureau, actively learning from the experience of building professional teams such as lawyers, and further expanding the working ideas of the reform of the tour guide management system. "On the basis of holding 5 publicity and promotion and symposiums at the municipal level, guide the tourism management departments and tour guide industry organizations in the whole region to do a good job in policy propaganda, mobilization and service preparation for freelance tour guides. At the same time, please ask the human resources and social security departments to interpret a series of new policies such as employment subsidies for freelancers and social insurance subsidies in Shanghai, and encourage tour guides to make full use of existing preferential policies to carry out their practice. "

The relevant person in charge of the Supervision Department of the National Tourism Administration stressed that it is necessary to govern tourism according to law, give full play to the decisive role of the market in the allocation of resources, smooth the development channel of tour guide practice, optimize the guarantee of tour guide practice, revise and cancel some policies, measures and barriers that do not meet the needs of reform and development, improve the social evaluation system of tour guide service, and create a win-win situation in which tourists, tour guides and society are satisfied.

Ctrip tests the water "Internet plus tour guide faucet"

According to Ctrip's recent survey report on tour guides' happiness. Com, half of the tour guides think that they are respected and recognized by tourists, and half think that income is not proportional to labor. However, 80% of the practitioners are optimistic about the prospect of the tourism industry, and most tour guides think that it is both a trend and an opportunity to implement "Internet plus tour guides" at present.

Gwan Chin, customer service director of Ctrip.com, said. It is said that "Internet plus tour guide" has achieved effective results. For the first time, the transparency of tour guides was realized, and Ctrip's self-operated outbound travel products were registered online, showing that there were professional tour guides. China tourists can see at a glance how the tour guide is, guest comments, popularity, personal travel notes, recommended routes and group records. Ctrip has also established a national tour guide information base. At present, there are 5000 domestic and foreign tour guides in the warehouse. Any tour guide service reported by tourists on Ctrip will be accurately monitored and matched with their orders and reviews. Finally, use big data to realize the quality control of tour guides.

Tuniu actively participates in the pilot work of tour guide salary incentive

Yu Dunde, CEO of Tuniu, said that this year Tuniu will pay close attention to the progress of the reform of tour guide management system and actively develop the online booking platform for tour guides.

Yu Dunde said that Tuniu manages the dynamic information of the guide library for tour guides. At present, Tuniu's guide library has included more than 1200 guides. The tour guide database contains the basic information of tour guides, employment agreements, satisfaction, complaints, rewards and punishments and other assessment information, and is updated in real time according to the situation of each tour guide to dynamically reflect the real service level of tour guides. Tuniu divides tour guides into red list and blacklist, and blacklisted tour guides will be banned or used with caution; For high-quality groups such as Niuren Special Line, priority is given to selecting high-level tour guides from the tour guide library to provide services, which greatly improves customer satisfaction.

Yu Dunde said that in order to improve the service level of tour guides, Tuniu took the lead in independently developing a tour guide evaluation system in China, which evaluated tour guides according to the customer's return visit evaluation and the number of tour guides leaving the group, and favored excellent tour guides in terms of salary reward. From 2065438 to May 2005, Tuniu, together with Ctrip, Mama Donkey and Tongcheng, issued a tour guide evaluation and reward system. Every quarter, "Gold Tour Guides" are selected from the top 20% suppliers in terms of customer satisfaction and reception period, and each tour group is given a reward of 1000 yuan, which is marked on the website for consumers' reference when booking routes. As of the second quarter of 20 16, a total of 477 people were selected as "Gold Tour Guides" of Tuniu, with a total reward of 447,000 yuan. The project involves dozens of suppliers and hundreds of routes, thus guiding the healthy competition of tour guides and achieving a win-win situation among customers, tour guides and tour service providers.

Tongcheng Tourism takes the lead in building a network evaluation system for tour guides.

Based on the official website platform and mobile platform of Tongcheng Tourism, Tongcheng Tourism has initially completed the construction of online tour guide evaluation system platform, and established a tour guide evaluation system covering the whole product line of leisure and vacation. The development and construction of hardware system, security strategy, payment system and other subsystems have all been completed as scheduled.

Wu Xiaoting, Director of Operations of the Tour Guide Project Department of Tongcheng Tourism, said that Tongcheng Tourism has established a salary system based on the evaluation of the tour guide network and the number of paid tours by establishing a database of tour guide reviews. While speeding up the development of system software and hardware technology, Tongcheng Tourism has also formulated a series of management systems, such as tour guide recruitment and training system, consultation and mediation system, complaint handling system and security guarantee system, aiming at all aspects of platform operation, which provides institutional guarantee for the smooth operation of the platform in the future.