A Study On The Link Between Tour Guide Job's Satisfaction And Turnover Intention

Tour guides' demission directly impacted the stability of the talent in travel agencies and possible increased the cost of human resource management. So turnover intension research became very important in human resource management. Since there was a close relationship between satisfaction rate and turnover intention, the research focused on the content of satisfaction rate and the relationship between satisfaction rate and turnover intention. The research would help to understand tour guides' working attitude, constitute corresponding policies of human resource management, keep the required talent stay in travel agencies and increase the strength of travel agencies'competition.Based on some literature,according to measurement and statistics, the research got some questionnaires in Qingdao,Zaozhuang and Jinan with tour guides' satisfaction rate and turnover intention scale. Analyzing data with SPSS, the research explored content structure of tour guides' satisfaction rate and studied the relationship between tour guides' satisfaction rate and turnover intention.The research showed that:tour guides'job satisfaction rate was low and turnover intention was strong. Marital status, work experience, education level, gender, age and Tourist Guide Qualification Certificate level had a significant influence on tour guides' satisfaction rate; marital status, work experience, education level, gender and age also had a significant effect on turnover intention. There was a significant negative correlation between tour guides' satisfaction rate and turnover intention. In addition to social support and evaluation satisfaction, there was a significant negative correlation between other various dimensions and turnover intention. The negative correlation relationship between background satisfaction,pay satisfaction and turnover intention were strongest in all. Background satisfaction, pay satisfaction, organization satisfaction, and social support and evaluate satisfaction were significant positive predication of turnover intention, in four factors, Background satisfaction and pay satisfaction were best at prediction.According to the outcome of the research, the dissertation made suggestions to improve satisfaction, reduce turnover that taking proper measures, improving the laws and regulations of the management system for the guides to strengthen the management team; establishing a reasonable compensation system to improve the guide's enthusiasm for work; changing the concept of tourism enterprises to improve the management of tour guides; exerting a positive impact of public opinion to enhance the work pride of tour guides.