The Research On Tour Guide's Turnover Behavior Upon The Organizational Commitment

With the rapid economic development in China,The Tourism is playing more and more important role in the national economy.In the mean while,the staff turnover in tourism is increasingly serious,especially the turnover rate of the tour guides is in the first.Tour guides are the soul of the tourism activities,the pillar of the travel agency,and the losses of them will bring huge losses to travel agencies.The problem to be solved urgently in travel agency is how to improve the organizational commitment in order to decrease the turnover rate of tour guide.In this research,the tour guides in travel agencies are chosen as the research object,the turnover tendency is set as important variable to judge tour guides' turnover,and social sciences research methods and statistic methods are adopted to inquire into the relationship between demography variables,organizational variables and organizational commitment,turnover tendency and turnover actions.The first step of the research was document retrieval and analysis,investigation and interview.Based on that,research hypothesis were raised and the basic model of the relationship between tour guides' organizational commitment and turnover were structured.And then the preliminary test questionnaires were made.After the preliminary test and project analysis,the questionnaires were revised and the formal test questionnaires were formed.Totally 150 formal questionnaires were distributed.Finally the software such as SPSS was used for Validity analysis, Reliability Analysis,description statistics analysis,and variance analysis,Correlation Analysis and curve regression analysis on valid questionnaires.The results from the empirical research in details are as follows:tour guides' demography variables and organizational variables have influence on their organizational commitment and turnover over tendency;tour guides' organizational commitments have influence on their turnover tendency;Tour guides' affective commitment and economic commitment show obvious productivity to their turnover tendency; with the common efforts of organizational commitment and other job opportunities,tour guides' turnover tendency has influence on their turnover actions.The lower the organizational commitment is,the stronger the turnover tendency is.The more other job opportunities the tour guides have,the more possible they will take turnover actions.Finally,based on the empirical research,the theoretical model was revised and some counter measures and suggestions were put forward to improve the tour guides' organizational commitment and decreasing their turnover tendency.