Guides Psychological Capital And Promotion Of-a Case Study Of Qingdao City

In recent years, the tourism develops rapidly in our country, the tour guides play animportant role in the development of the tourism industry, known as" the soul of tourism".Tourist guide service is service core and link. There are six links in the process of tourism,which are live, entertainment,and travel purchase. They are linked by tour guide service.Guide service can make each service coordination. So tourism reception work is inseparablefrom the tour guide service. The tour guide services and tour guides should not only facedirectly to tourists, but also deal with all kinds of relationships, such as to accompany andoverseas escort relationship, to coordinate with the other departments and travel servicerelationship. All kinds of temptations and" spiritual pollution" is the great challenge of tourguides. The tour guide work has certain diversity and complexity. Tour guides are also underthe pressure from the units, the visitors and the public opinion and other various aspectspressure. So many tour guides will appear negative emotions, such as occupation burnout. Theaim of tour guide job is to make the tourists relaxed, help them have pleasant mood, and toinspire visitors emotional resonance of the work. Therefore guide’s personal psychologicalmood, attitude to tourists, tour guides have bad effects, thereby affecting the healthydevelopment of the tourism industry.Psychological capital (psychological capital) which can lead to individual positiveorganizational behavior psychology, includes confidence, hope, optimism, and calmness.Relevant studies indicated that, the cynicism, job burnout and emotional exhaustion problemduring work can rely on the regulation effect of psychological capital. This article takes thepsychological capital as the breakthrough point. Through the research of tour guides in thecurrent sit uation and the influencing factors of psychological capital in China, this articlediscusses how to improve the guide’s psychological capital, how to make the tour guidepersonnel psychological capital theory more rich, so as to make the tour guides and tourism enterprises get reasonable suggestions. Qingdao city is a developed city in tourism. Manypeople are engaged in the tour guide service. So the study is based on the Qingdao area of thetravel agency and tour guide service and part-time tour guides. Bying taking them as theinvestigation object, the author studies tour guides’ psychological capital. In the course of thestudy, using SPSS17.0statistical software for tour guide personnel psychological capital toanalyze factors. Taking the factors as the basic variable cluster analysis, through varianceanalysis to verify the difference of psychological capital.Based on the search of relevant domestic and foreign tour guides papers and books, bycomprehensive reading of psychological capital and other articles, the author summaries thepsychological capital theory, and obtain the combination of tour guide service characteristicsof the tour guides psychological capital scale. The author uses Qingdao tour guides as theobject of investigation, puts forward the research questions, research hypothesis and empiricalresearch method. On the basis of investigation and data analysis: the first is the factor analysis,and divide the factor analysis based on the sample clustering into four types: positive guide,resisting frustration ability difference guide, pessimistic guides, optimistic and pessimisticabout the future of the tour guide. At last, compare the four types of tour guides. Through thestudy, tour guide personnel psychological capital is different, which leads to the differencesamong tour guides. The findings can be obtained as the follows: The psychological capital hasa significant impact on behavior of the tour guides. Based on the analysis, the author putsforward the promotion path of psychological capital to tour guides, and the suggestion toimprove psychological capital and tourism enterprise management level. The final part is theconclusions of this study, the innovation and shortcomings.