摘 要：近年来旅游行业快速发展，旅行社数量日益增加，导游人员随之增多，但导游整体素质却变得越来越低，服务质量不断下滑。以致导游在游客及社会大众心中的形象不断恶化。究其原因是我国旅游行业起步较晚，市场经济发展不够成熟，行业准入门槛相对较低，激励与约束机制都不够完善。加之媒体对导游违规等负面行为的高曝光度，导游职业社会认同度随之不断下降。而导游职业社会认同直接影响旅游行业以及导游自身专业发展。在此情境下 ,本文从实际出发，了解社会对导游职业的认同现状并据此进一步分析研究相应对策用以提高社会对导游职业的认同，推动导游职业及旅游行业健康发展。81592

毕业论文关键词：导游,社会认同,实证研究

Abstract: In recent years, with the rapid development of the tourism industry, the number of travel agencies is increasing, the tour guides are increasing, but the overall quality of tour guides is getting lower and lower, and the service quality is declining。 So that the tour guide in the tourists and the public in the heart of the image of the deteriorating。 The reason is that China's tourism industry started late, the development of market economy is not mature enough, the industry access threshold is relatively low, the incentive and restraint mechanisms are not perfect。 In addition to the high exposure of the media to guide irregularities and other negative behavior, the professional social identity of the tour guide will continue to decline。 And guide professional social identity directly affect the tourism industry and the professional development of tour guides。 In this context, this article from the reality, to understand the social identity of the professional identity of the tour guide and further analysis of the corresponding countermeasures to promote the tourism industry and tourism industry healthy development。

Key words: Tour guide, Social identity, Empirical study

目   录

1  前言 4

1。1  研究意义 4

1。2  研究综述 5

2  研究方法与实施 5

3  研究结果与分析 6

3。1  影响导游职业社会认同主要因素 7

3。1。1  导游群体专业基础知识薄弱 7

3。1。2  部分导游职业道德素质不高 8

3。1。3  导游社会地位日趋低下 8

3。2  导游职业社会认同负面原因 9

3。2。1  制度上导游职业被划分为服务人员 9

3。2。2  经济上导游员为生存拿回扣收小费 9

3。2。3  思想上社会大众对导游职业带有偏见 9

4  建议与对策 10

4。1  社会应多给予导游理解与支持 10

4。1。1  媒体报道应客观公正反应导游现状 10

4。1。2  游客应认清客观现实理性消费 10

4。2  导游各方面需自我学习提升 10

4。2。1  导游需自觉提高专业技能及素养 10

4。2。2  导游需要建立维权意识