Graduation thesis of tour guide

Discuss how to improve the quality of tour guide services

Abstract: After the reform and opening up, my country's tourism industry has developed rapidly, and tourism service agencies in various places are like rain

It is springing up like bamboo shoots and the number of tourism employees across the country, especially

the number of tour guides has greatly increased. Tour guides are the main body of tourism

reception work and the axis of the entire tourism service.

And tour guide services are sold to tourists as part of tourism products

, is the most sensitive part of the quality of tourism services

. Improving the quality of tour guide services has increasingly become the focus of people's attention. Unfortunately, while China's tourism industry is developing rapidly, the quality of tour guide services has been uneven, which has greatly hindered the development of the tourism industry. Therefore, analyzing

the quality problems of tour guide services and solving these

problems has become a top priority for the current development of the tourism industry.

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 are tending to personalized tourism activities: adventure tourism, Experience tourism,

wellness tourism and other forms of tourism have suddenly emerged. In the near future, tourists'

footprints will go deep into the ocean floor, or leave

the earth to travel 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. The procedural and rigid services have greatly disappointed tourists

while the personalized and unstandardized services have greatly disappointed

p>

Tourists like it. A 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 gain greater benefits. Psychological satisfaction. Personalization of tour guide services

on the one hand requires tour guides to be able to adapt to different times, places, and circumstances according to the differences in tourists

and tourism products. On the other hand, tour guides are required to give full play to their own advantages through continuous learning and practice to form tour guides with a rich personal style< /p>

Service.

(2) The technologicalization of tour guide service methods

With the advancement of technology, tour guide methods such as pictures, text, audio and video

have become an important part of tour guide services. Auxiliary means, tour guides

can use a variety of modern means and materials, through

oral explanations and graphic, text, audio and video tour guides

Combining it with the machine can provide tourists with more intuitive, vivid and high-standard tour guide services, and at the same time, it can also attract more tourists.

(3) The high level of knowledge of tour guides

With the advent of the knowledge age, more and more people are traveling

In order to adapt to the high level of knowledge, tour guides Quality, high level

To meet the needs of tourists, some tour guides have realized that they

must possess a considerable level of knowledge in order to provide better

tour guides Serve. In addition, with the popularity of mass tourism

to all over the world, tour guides

for a country or a region must not only master the language of their own country or nation, but also

Must be able to proficiently speak the world's major languages, especially

the languages ??of the major tourist source countries, in order to provide satisfactory tour guide services to tourists from different countries

and regions.

Services, the language of tour guides 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

According to statistics, at present, more than 60% of my country's tour guides are part-time, and tour guides are increasingly becoming a group that chooses their own profession and practices in a decentralized manner. Therefore

many tour guides have no labor contract, no fixed

salary, and no labor insurance, resulting in a decrease in the career stability of the tour guide team and causing some tour guides to lose their jobs. Personnel may reduce service levels or reduce service provision in 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 trend of commercialization, which has also made many tour guides

Tourists have committed many pseudo-professional and ethical behaviors for their own benefit, causing many problems with service quality.

The main problems existing in the tour guide service process in our country are:

(1) The overall quality of tour guides is low

In the process of tour guide explanations, many tour guides lack Relevant professional knowledge is mainly manifested in: tour guides who explain too little

or do not explain at all; tour guides’ cultural value

of scenic spots, There is a lack of understanding of the historical value and academic value.

He talks nonsense or makes jokes when explaining; the tour guide is dull when explaining, and he just deliberately recites the tour guide's words. The poor professional quality of tour guides

is also a very serious problem. When the tour guides pick up groups

, the number of missed picks, late picks, and unauthorized changes in routes increase

Problems such as shopping spots are common. There are also some tour guides who lack

comprehensive quality, such as lack of communication between tour guides and tourists

skills or sole economic purpose, and lack of adaptability to emergencies

.

(2) Our country’s professional management system for tour guides is imperfect

According to my country’s current occupational classification system, the occupation of tour guides

does not belong to the category of professional and technical personnel, but to The subcategory of service staff in tourism and public tourist places falls under the medium category of service staff in hotels,

tourism and fitness and entertainment venues. Because

are not professional technicians, tour guides do not have professional

technical titles. The National Tourism Administration's "Tour Guide Rating

Evaluation System" has not been effectively implemented for many years. The title of tour guide

has not entered the sequence of professional titles in my country, but only for tourism enterprises

It's just an internal title, and even in some tourism companies

they don't get corresponding remuneration and benefits. This kind of positioning of the tour guide profession directly or indirectly leads to the low social status of the tour guide profession

. High-quality talents are reluctant to enter, and most of them have tour guides

Those with qualifications only regard tour guides as a job for their youth. They can make a lot of money on a temporary basis. Few people intend to take tour guides seriously as a long-term career. Therefore, tour guides study There are few people who do business and study tourism culture, and they only want to increase their income. This has led to the 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, and tour guides have no or little salary. There is a salary, and

a certain fee must be returned to the travel agency. Tour guides can only rely on

kickbacks as their main source of income, and kickback income is not

legal . During the tour guide process, the tour guide did not pay attention to the scenic spots

but blindly promoted the products, and even provided false products

just to get more kickbacks.

Such an income structure actually encourages shopping tours,

which is the direct cause of the decline in tour guide service quality in my country's 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

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Highly intelligent services with a wide impact based on quality.

I believe that the comprehensive quality of tour guides should be improved from three aspects: The first is to enhance independence. Tour guide service personnel

should have the courage to challenge difficulties, have a high sense of responsibility

and professionalism, and improve their personal quality

in the process of overcoming difficulties. Various abilities, especially the ability of psychological self-control, can

handle various changing situations and problems calmly;

The second is to continuously enrich the brain. Tour guides should have

extensive knowledge and good health so that they can provide tourists with the services they need at any time

and during normal times

During the group process, you should consciously summarize the problems that occurred,

check relevant information, and understand all aspects;

The third is to improve your ability to lead the group. In the process of leading a group

, tour guides must have an overall concept, be clear-headed, think carefully, and have strong coordination skills

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.

It is necessary to 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 I feel from the bottom of my heart how valued the profession of tour guide is. Tour guides have always been praised as "civilian messengers" and "bridges of friendship". As a tour guide, you should overcome

the narrow consciousness that the tour guide profession is just for youth, and

should 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 position.

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

System

At present, most travel agencies only pursue profits, resulting in some unsatisfactory conditions

The standardized labor remuneration system cannot form effective incentives for tour guides at all. 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 tour guide salary system and

incentive system have 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; secondly, in accordance with the Scientifically manage the psychological activity rules of tour guides

; The third is to use different incentive methods according to the characteristics of different tour guides. 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 tour guide services in our country as soon as possible

and realize the importance of tour guide service quality. Improve the significance of

promoting the development of modern tourism in our country, mobilize the whole society to work together, and promote the development of modern tourism in our country

To promote honest tour guide services, all functional departments, with the cooperation and efforts of all parties

will further standardize the tourism market.

In this way, the quality of our tour guide services will surely be enhanced

With improvements.

A brief analysis of the main problems existing in my country's tour guide services

In recent years, the scale of the tour guide team has grown rapidly, the overall quality has continued to improve, and the overall service quality of tour guides

has improved Improvement has made positive contributions to promoting the sound and rapid development of the tourism industry.

However, despite rapid development, the tour guide team still has many problems.

According to survey data, about 70% of group tourists have experienced being deceived.

Due to the chaos in the group travel market, many people have lost confidence in travel agencies and have given up

group travel or switched to self-guided tours, which has made the group travel market The growth rate is slow and even somewhat shrinking. In this situation of ebb and flow, one can imagine the intensity of competition among the rapidly increasing number of tour guides. The management department only knows how to collect fees but does not know how to manage, which directly leads to vicious competition among tour guides, until the phenomenon of buying group tours and paying per head fee appears. From an income point of view, a very small number of tour guides have some basic salary

. Rebates have become the main income of tour guides, and the rebates are directly passed on to tourists

, causing many tourists to be dissatisfied with tour guides, making tour guide services the most dissatisfied service for tourists in China. Tour guide services have poor social reputation, low satisfaction level, and low usage. Problems such as low levels of tourism are acutely exposed in the development of domestic tourism.

1. The cultural level of tour guides is not high and the structure is unreasonable

According to the investigation of the human resources situation of the national tour guide team by the Human Resources and Education Department of the National Tourism Administration,

As of the end of August 2002, 197,375 people across the country had obtained tour guide qualification certificates.

However, the cultural level of the tour guide team is not high and the structure is unreasonable.

Looking at the academic structure, the academic qualifications of our country’s tour guides are generally low. Among them, 41.7% have high school, secondary vocational and technical secondary school education, 39.4% have a college degree, and 18.9% have a bachelor's degree or above.

Looking at the level structure of tour guides, the vast majority of the tour guide team holds tour guide qualification certificates and junior tour guide certificates

96.3%; intermediate, senior and special tour guides The proportion of tourist guides

is very low, only 3.7%. The problem of unreasonable structure of the tour guide team is very prominent.

The phenomenon of low cultural level and unreasonable structure of the tour guide team is mainly due to the low threshold requirements for new members of the tour guide team.

On May 14, 1999, Article 3 of the "Regulations on the Management of Tour Guides" promulgated by the State Council stipulates that as long as a Chinese tourist has a high school diploma, is in good health, and is over 18 years old, Citizens of the People's Republic of China and the People's Republic of China can take the tour guide qualification examination

.

This regulation does not have specific requirements for the basic cultural knowledge and language expression skills that tour guides must have. As a result, the number of people applying for tour guides is increasing day by day, and there is a mixed bag. The good and the bad are mixed. Moreover, the attitude of the reference personnel is not correct, some come to make huge profits, and some come to facilitate future sightseeing. Obviously, this low-demand guide introduction mechanism is not conducive to the overall improvement of the quality of the tour guide team. Among the existing tour guides, most have a college degree, a technical secondary school degree, or a high school degree. The academic level of the tour guides who lead tours on the front line is not high

. Limited by their cultural level, the knowledge structure and explanation service

of many tour guides are far from meeting tourists’ expectations.

2. The personal qualities of tour guides are not high

With the development of the times, the purpose of modern tourism activities has gradually become to receive education, obtain information

and appreciate foreign countries. The interest of a foreign country, the direction of increasing knowledge and expanding experience.

This kind of transformation puts forward higher knowledge requirements for tour guides, and the role of tour guides becomes more and more important.

Tour guides should not only satisfy tourists' travel purposes of seeking novelty, beauty and fun, but also help them increase their knowledge and gain lessons while

having fun. Truly become a disseminator of culture, an interpreter of beauty, and a guide. To be qualified for this job, tour guides must be backed by profound

knowledge and have high cultural literacy. However, today's booming tourism trend

highlights the importance of producing qualified tourism talents. Lagging behind, many practitioners who have not received higher education have exposed many problems in actual operations.

(1) Tour guides lack knowledge and quality. Mainly manifested in: dumb tour guides who explain too little or not at all

; tour guides who lack understanding of the cultural value, historical value, and academic value of the scenic spots

and talk nonsense or make trouble when explaining It's a joke; the tour guide was dull when explaining, just reciting the tour guide's words deliberately. (2) The cultural quality of tour guides is not high. Very few tour guides can

write their own tour guide words and understand the true cultural significance of tourist destinations. The same guide words

cannot meet the needs of different levels of tourists, and the quality of tour guide services will be compromised. Stagnant.

(3) The professional quality of tour guides is reflected in tour guide services. Mainly manifested in: problems such as missed pick-ups and late pick-ups by tour guides in the group, as well as unauthorized changes in routes and addition of shopping points. (4)

The interaction between tour guides and tourists reflects the overall quality of the tour guides. The main manifestations are:

Tour guides lack communication skills or have only economic purposes in interacting with tourists, and lack

the ability to adapt to emergencies.

3. The awareness of professional ethics is weak and violations of regulations and disciplines are common

The profession of tour guide is respected by everyone. The physical and mental safety of tourists and the success or failure of tourism activities

closely related to it. Therefore, we must pay special attention to professional ethics. The professional ethics of tour guides include

professional responsibility, professional attitude, professional discipline, professional skills, professional conscience, and professional honor.

The specific manifestation is compliance with discipline. Law-abiding, dedicated and dedicated: high-quality service, putting guests first; reputation first, sincerity and fairness: treating everyone equally, neither being humble nor arrogant; uniting and cooperating, taking the overall situation into consideration:

Studying and progressing, improving business . But the actual situation is that in this field, the phenomenon of harming consumers is getting more and more serious. In the service process, there are "short-term services", fraud, forced solicitation, and poor quality. High prices and other phenomena are common, and tourists become victims if they are not careful.

4. The stable income of tour guides is small, and the phenomenon of private kickbacks is serious

In the current narrow compensation mechanism for tour guides, the income structure of tour guides is unreasonable.

Tour guides have little or no salary, and there is no income during the off-season. Pension, medical care, housing, and social welfare benefits cannot effectively cover the tour guide group, making tour guides a special group.

Social groups sometimes have to pay travel agencies "head fees" and other fees, making kickbacks the main source of income for tour guides

The pressure of survival and the need for development force tour guides to pass

< p>Get remuneration through other channels. For example, some tour guides arbitrarily increase shopping points and extend shopping time

; some collude with merchants to raise prices to get the difference, and some assist merchants in lobbying consumers

to buy quality products High-priced goods come in a variety of ways. At the same time, tour guides take kickbacks privately, which directly reduces the quality of tourism services. A chain of interests with kickbacks as the core is formed in the relevant links of tourism reception services, and the "consumption trap" is serious. Violate the legitimate rights and interests of tourists.

Individual tour guides "want to change when they are poor" and have serious money worship. They pursue the maximization of personal

economic interests at the expense of tourists' interests and add fuel to the fire on the issue of private kickbacks, which has become a Vicious cycle.

Practice has proved that if we do not solve the problems of labor remuneration and social security of tour guides through mechanisms, we cannot fundamentally solve the stubborn problem of tour guides taking kickbacks privately.

In short, with the rapid development of my country's tourism industry, tour guides, as an important part of the tourism industry

team, are an important productive force in the tourism industry and are the spirit of socialism

An active participant in the construction of civilization and material civilization is an important force in promoting social harmony

Regarding the problems existing in tour guide services at this stage, how to improve the quality of tour guide services is a very important issue in today's tourism industry.

Psychological Circle Theory and its Application in Tour Guide Services

1. Introduction

2. Psychological Circle Theory

3. Application of Psychological Circle Theory in Tour Guide Services

IV. Conclusion

With the rapid development of tourism industry, my country’s tour guide team

has grown unprecedentedly. As a result, more and more problems have emerged in the tourism industry, especially the low level of tourists' satisfaction with tour guides' services [1]. Tour guides are now almost synonymous with cheating, ripping off customers and taking kickbacks. There are not many articles that study tour guides from the perspective of tourism psychology. Therefore, this article studies the services of tour guides from the perspective of psychology. , in order to find out the psychological reasons.

(1) The concept of circle group in people’s consciousness

When something happens and the subject makes a decision, he will

consider the impact of the decision on himself , the impact on people related to this matter and myself, the feelings of people around me, the attitude of people around me towards me, the influence of people around me, etc. Due to differences in distance, these

relationships can form different interest groups centered on

“self”, which forms

The concept of circles in people’s consciousness. All the people we come into contact with when handling a certain incident are collectively called "background". Generally speaking, this background can be divided into the following parts: with "self" as the center, the periphery is the "unity of interests layer", and the outer periphery is the "free layer" in the circle layer. sometimes exist in the "opposite layer"

(2) Psychological Circle Theory

According to Maslow's hierarchy of needs theory, people have needs

Human needs are divided into physiological needs, homecoming needs, love needs, respect needs and self

needs to be realized. When people live in a group, they will pursue

their own needs.

1. The "layer of unified interests" refers to treating this group of people as people with the same interests as yourself when handling an incident, that is, when handling an incident, you increase the influence of yourself and those who have the same interests.

Or for the purpose of minimizing loss. 2． If

you are not included in the "unity of interests layer" (free layer),

two situations will occur: if the two people are familiar with each other, your own psychology will

It will be very uncomfortable, there will be resistance, and there will be negative actions

in action. If the two people are not familiar with each other, they will think that this is a normal phenomenon and actively interact with him to try to enter the "level of common interests". 3. "Opposite Layer" Under certain circumstances, there are opposing layers, and conflicts will occur at this time. When the contradictions intensify, conflicts will occur. 4. For someone, the psychological circle formed by oneself is only a "temporary" formation for something and is not fixed. When he deals with another thing, the members of the psychological circle will change. Psychological

The distribution of circle members is affected by many factors, including: one's

communication scope, education level, and interpersonal communication history.

The differences between each other.

(3) Distinguish and use the illusion of people’s performance

People express their psychology through language, actions, etc.

For the information recipient, language and actions It's just a tool for the other party to express, and everyone's understanding of these tools is different, which leads to deviations in understanding. This kind of deviation will

become larger as the differences between the individuals and the environment between the two parties become larger

In addition, the words and deeds of the other person often do not reflect his

< p>Real psychology, this requires that if we want to understand people's psychology

The distribution of psychological circles must see the essence through the phenomenon. Explanation of Jonah

Jonah complex: Jonah is a character in the Bible, used by

Maslow to explain his desire for success, his own merits, and others

< p>'s fear leads to the Jonah complex.

Now our country's scholars have expanded its concept to form the Chinese-style Jonah complex, which is expressed as: many people are willing to be mediocre.

Aspire to become a saint or a great man without even thinking about it; people are willing

to interact with people who have low self-esteem, but it is difficult to tolerate arrogant people;

People are willing to be close to the weak, but to the strong The person is hostile; people like those who follow the rules, and it is difficult to like people who have independent opinions; they do not take the initiative to strive for success, but act like others

< p>You will be jealous when you succeed [2] Jonah complex is a common phenomenon that exists in us to a greater or lesser extent. In many situations, people may show a lack of enthusiasm for the pursuit of their own interests

goals, and do not take corresponding measures when they are on the opposite side of others

This is not the psychological circle theory

p>

It has lost its function, but because the "Jonah complex" is at work

A person's performance does not represent a person's psychological tendency, but when

we analyze a person's psychology, grasp his psychological tendency and take corresponding measures

we will achieve our expected goals. .

(1) Understand the situation of the guests based on the psychological circle theory

Tour guides should understand some of the guests before having direct contact with them

Some information about people can be targeted. In addition, you should

be good at observing and analyzing the psychology of tourists. Being able to figure out the relationship between guests in a short period of time

The travel team is a small group during the entire travel process. Compared with this group, each individual

Guests will form their own psychological circle. Only by clearly distinguishing

the psychological circles of each guest can a tour guide better handle the various relationships within the group

and avoid conflicts between guests

Waiting.

(2) Place guests based on the psychological circle theory

Position

The tour guide is based on tourists, scenic spots, hotels, and shops

In the psychological circle of the scenery, guests should be placed in their own "unity of interests

, and tour guides should strive to establish partnerships with tourists

because only in Only with the cooperation of tourists can tourism activities

be carried out smoothly and achieve good results.

(3) Based on the psychological circle theory, bring guests closer

Psychological distance with yourself

Narrow the psychological distance between tour guides and guests, that is, tour guides

Take active measures to strive to enter the "layer of unified interests" in the psychological circle of guests.

When the guest's interests are aligned

, the guest will take the initiative to take the tour guide's

feelings and interests into consideration in terms of psychology and actions, and cooperate with the tour guide's work and handling

Everything is for the tour guide’s sake. It will make the tour guide feel that "the guests are very reasonable". As for how to enter the "unity of interests layer" in the psychological circle of guests

I suggest that we should adhere to

fairness and justice are the basic principles of human interaction, and don't do it just because

< p>Your own likes and dislikes are treated differently by your guests. If you favor one over the other

it will easily arouse the guest's resentment, and this kind of resentment will easily turn the guest

against yourself. When there are elderly people, children, and disabled people in the team, special services should be provided appropriately. If your

behavior does not conform to this orientation recognized by most people, it will

widen the psychological distance between each other. For introverted tourists who don’t like to talk

Most of the tourists who show depression are affected by the Jonah complex.

If you can communicate with them frequently, various activities can win their consent< /p>

Seeing often results in getting twice the result with half the effort.

(4) Use the psychological circle theory as a guide to handle correctly

The relationship between the escort and the driver

The ground escort, the escort and the driver are one service Collectively, the three

people must discuss the progress of the work

details in a timely manner during the tour guide service process, and deal with possible problems that may arise. Among the three people

the local tour guide should take the lead, and the escort and driver should cooperate fully

. It is necessary for local tour guides to coordinate and work hard

to create a relatively harmonious atmosphere of cooperation. As a local escort, we should proactively strive for cooperation with all the escorts and communicate information in a timely manner; we should respect and understand each other with the drivers. Regardless of

whether it is a ground transfer or a full-service escort, efforts should be made to include the other party and the driver

into the "layer of unified interests." Only in this way can they understand each other and better cooperate to complete the team reception task with high quality.

(5) Take the psychological circle theory as a reference to correctly obtain the kickbacks

The tour guide salary system with kickbacks as the main body has been around since the 20th century

It was gradually formed in the 1980s and gained tacit recognition within the industry

In a certain sense, it is a tacit "system" that balances the interests of all parties. The fundamental reason lies in the vicious price-cutting competition among travel agencies [3]. Most tourists have shopping needs. The key is to see how you guide them so that tourists can feel comfortable buying and spend their money willingly. Tour guides should pay attention to and do a good job in this work based on the principle of benefiting tourists

. When providing shopping guidance for tourists, tour guides should focus on meeting the needs of tourists, be familiar with product knowledge, and be good advisers to tourists.

To sum up, tourism psychology has always been a weakness of our research. Travel agency managers and tour guides do not pay enough attention to tourist psychology.

, the psychological needs of tourists are rarely considered during the service process. In many cases, tourism services are completed mechanically. Therefore,

we should strengthen theoretical research on tourism psychology,

so as to better serve the tourism industry; we should conduct

psychological research on tour guides in a timely manner. Training in academic aspects will enable them to analyze, grasp and adjust guest psychology and better complete the task of leading a group.