The Investigation On Tour Guides’Turnover Intention In The New Era

Tour guides’ higher turnover intention directly impacted the quality of its services,destroyed the steady state of the travel agency talent, damaged to the economic and socialbenefits of travel agencies. Therefore, the turnover intention of tour guides’ research is one ofthe very important issue in the tour guide human resource management. Because of the tourguides’ turnover intention is closely related to working pressure in the new era, so this reseachbased on interviews,got some questionnaires in Yantai,Jinan,Rizhao,Weifang of ShandongProvince with tour guides’turnover intention scale and working pressure scale.The researchshowed that:the new era of tour guides have greater working pressure, and higher turnoverintention.Gender, marital status, type of service, type of tour guides, education level andannual income had no significant influence on turnover intention, language of service,working years, Tourist Guide Qualification Certificate level, age had a significant influenceon turnover intention. Four factors of working pressure: work-related pressure, careerdevelopment pressure, interpersonal relationship pressure, organizational managementpressure, was significantly related to turnover intention. Based on analysis of tour guides’turnover intention of influencing factors, four-point proposal put forward to reduce tourguides’ turnover intention: help tour guides regular understanding of self-attitude, establish acorrect concept of guide occupation; develop a reasonable, attractivity wages and benefitsreward system; improve the occupation career development way of tour guides; strengthen thetraining of tour guides.