Analysis On The Role-playing Problems And Reasons Of Domestic Tour Guides

In the early days of the reform and open, tour guide was admired, that was known as "the soul of the tourism industry", and was many people's ideal job. Tour guide is an indispensable role in the tourist experience stage, the travel contact activities, and is the link and bridge to contact tourists with residents and an envoy of culture. With the development of tourism, today's guide should expert in one thing and good at many. Tour guides not only have to complete the task of travel agency, but also have to provide tourists with the tour guide and life service, who help tourists have aesthetic feelings, and to create peak experiences for tourists.With the more established travel served organizations to manage social guides, the identity of the guide changed from "the national cadre" to a kind of social careers, sharp dropping in status without admiration. Recently, there are such issues of tour guides striking and abusing tourists that we are more chilling. The real life indicates that the tour guides'living conditions have been threatened seriously. Problems appeared in every aspect of the current situation of tour guides inordinately, for instance, the low degree of recognition of their work, bad public praise, marginalized by society, high turnover rate and not perfect compensation mechanism. Some travel agencies didn't pay tour guides, even charged to the tour guides "expenses per person" before distributing tour. Then they had to collect a variety of rebate to improve their salary, leading to frequent conflicts between tourists and guides and tourists'complaints. However, there are a lot of new people who neglect issues above and join in this group, which results in the overall amount of guides oversupply, especially the Chinese guides in the saturated state. This paradox has aroused my concern:although the work of guides is so bitter and tired without salary and lacks basic social security, why are there so many people who are willing to join in this group and do it?Above practical problems aroused my interest:from the perspective of role-playing, which roles are played by tour guides? What problems do these roles have? And what factors result in above problems? So I based on the basic theory of sociology, analyzing the ideal type of tour guide role-playing, then mainly researching various issues of tour guide role-playing; and based on economics and management, from the four aspects of tourists, living environment of tour guides, guide management system and the role of media, analyzing the problems and causes of tour guides role-playing. The innovation of this study is that I survey the tour guides' work problems, from the perspective of tour guide role-playing, and help tourists and people who work in tourism to face up to tour guide role, trying my best in the establishment of a standardized tour guide system.In short, the basic content of this paper can be summarized as follows:Firstly, people living in the world always contact with others in a certain role, and these social roles are multiple, but also change. Based on the perspective of tourists, the ideal types of tour guide role are organizer, docent and salesman, and these three roles appear according to the level of visitors' needs, organizer, docent and salesman by turn; based on the perspective of tour guide stakeholders, tour guide represent travel agency, which should be a more harmonious relationship.Secondly, role expectation just is a wishful thinking between tourists and related practitioners, how is the result of tour guide role-playing? First, from the actual travel experiences of tourists, tour guides play the role out the cart before the horse, and explain all in the same key, guiding purchase more than travel, sometimes tour guides even couldn't be a good basic organizer; Second, from the actual working condition of practitioners in travel agency, they only regard tour guides as the source of profit of travel agency, but never protect their "business card"; Last, from the actual feeling of tour guides, it is usually the capacity of marketing not organizing and explaining of a tour guide that decides whether he can do the job.Thirdly, in order to more clearly understand the problem, I state the reasons from the following four aspects:first, irrational consumption view and immature consumer behavior of tourists lead to tour guide only guiding instead of travel; second, media mislead the establishment of the role of tour guide; third, harsh competitive environment of tourism forces the role of tour guide to change; fourth, unsound system restricted the play of the role of tour guide. By its very nature, the problem of tour guide role-playing is that in our transitional period, the old role couldn't fit the new environment, but new role norm doesn't establish, tour guides have to compromise to the existing system while choosing action, in other words, those problems are the results of tour guide's compromise to system, I summarize it as the collusion of concept and system.At last, this article makes conclusion from research conclusion, limitations and research prospects three aspects. From a new perspective I analyze the reason of an old topic and give my opinions. It is the shortage of the article that is the direction I should work for.