导游职业声望下降背景下的旅行社导游管理策略研究

Strategy Research to the Tour Guide Management of Travel Agency under the Background of the Social Prestige Drop with Tourist Profession

随着旅行社业的快速发展，导游队伍己经达到历史上最大规模。但是，由于种种原因，导游队伍结构失衡、综合素质下降、服务水平不高，导游的职业声望与上世纪八九十年代相比，出现了明显下降的趋势。导游职业声望下降对旅行社导游管理带来了负面影响，面对新形势，旅行社应采取有针对性的导游管理策略。 关键词:旅行社导游职业声望导 游管理策略

With the fast development of travel agency's industry, the tourguide has already achieved in the history the most large-scale. But, as a result of all sorts of reasons, the tourguide structure is unbalanced; the comprehensive quality drops; the service level is not high. Tourguide's professional prestige compared with it in 80th/90th century, had the obvious drop tendency. The social prestige drop with tourist profession has brought the negative influence to the tour guide management of travel agency. Facing the new situation, the travel agency should adopt the pointed strategy of management.