Employee Loyalty Analysis Of Tour Guides

The travel agency, which is the leader of tourism development, is one of the three pillar industries of tourism. Development quality of travel agency is the key to quality of tourism development. It is the most valuable for travel agency to have a group of loyal and stable staff. Today, information technology is prevalent, and tourism market is open. A lot of foreign travel agencies come into China and compete with domestic travel agencies. The tour guides have much more choice in some areas and it is quite common for them to choose new jobs. Now, domestic travel agencies have no advantages both in capital and in management.Then how to integrate their superior resources and foster loyal staff are the major factors to affect the long-term stable development of the travel agency.Basing on employee loyalty theory, This paper analyses the domestic and foreign existing data and research achievements, and applies the staff loyalty theories to travel agency field. Combining the reality and guide's personnel working environment with individual interview and empirical analysis methods, it investgates the factors that affecting guide loyalty,extracts and summarizes the key factors,, and gets the corresponding questionnaire. By the thorough analysis on the questionnaire, this paper finds out the factors that affect guide's loyalty to his enterprise and gives good advices on how to improve employee's satisfaction and loyalty, and leave them in the agency. The results show that:the tour guide loyalty is not high. Marital status, work experience, travel type, gender, education influence the loyalty of the tour guides significantly. It is no obvious difference in age for loyalty between different tour guides. Each dimension of loyalty is not entirely consistent and Continued loyalty dimension is the lowest score. According to the survey results, in order to improve loyalty of the tour guides, this paper puts forward the following recommendations: forming their own unique culture; focus on improving leadership influence; establishing a sound scientific employment mechanism; efforts to establish a reasonable salary system; helping employees to make career planning; advocating social public opinion to give a positive evaluation for tour guides.This paper has great significance that the theory of employee loyalty will be successfully applied to travel agency to improve the competitive strength and promote the sustainable development of travel agencies. This paper is also helpful for travel agencies to improve visitors'satisfaction and create customer value in the future.