Study On Need Factors And Motivation Factors And Motivation Mechanism Of Guides In Hefei

Since the reform and opening up began 30 years ago, Chinese tourism has made a considerable progress,and has already become an important industry. In the course of our tourism's development, guides as the principal part of the travel agency's servers, symbolize travel agency's window and image, and even play an important role in tourism's development. Guides are conscientious or not and can provide high quality service or not, which have a close bearing on customer satisfaction and loyalty and then impact the sale of the tourism's products. It shows guides'working attitude and service quality bear on the development of travel agengcy, and evenly bears on the prosperity and decline of tourism. So the management and development of the human resources of guides is valued by more and more travel agencies.Generally, travel agency would improve the degree of job satisfaction of guides by some motivations to mobilize the activity, initiative and creativity of guides, and to inspire guides to work hard and improve sevice capacity. Then a high sevice quality would be brought for tourists. If a best effect is wanted for the motivations, travel agency need to desigen a set of motivation measures according to the realities. So travel agency must analyse the guides'characteristics and the current situation, especially guides'needs and satisfaction degree. From the analysis, major need factors and motivation factors, and the differeces between travel agengcy's motivations and guides'expects would all be kown, and then travel agngcy can realize what motivations should be designed and what levels of the motivations should be choosed , in order to improve job satisfaction of guides and insprie their activity.In this paper, by means of materials collection, interviews, questionaire, mathematical-statistics and so on, we have the motivation situation of travel agengcy's guides in Hefei Anhui as the object of research, and then paying a close attention to the guides'need factors and motivation factors and satisfaction degree. Firstly, by means of materials collection, we summarize the former research achievement about motivating guides. Then by means of materials collection and interviews, we probe into the general characteristics of guides, and the situation of motivating guides in Hefei, and the guides'need factors and motivation factors and satisfaction degree. And then statistics analysis was applied to research the above things by means of questionaire and mathematical-statistics and so on. At last, with the direct object of advancing guides'job initiative, we provide some measures for the travel agengcys to improve the motivation system for the guides based on the results of above analysis.