The Research On Upgrade Strategy Of Tour Guides’Service Quality Of ZL Travel Agency

With the increase of our country’s comprehensive national strength, tourism alsodevelops rapidly. However, the mismatching of the management system and the conditionof tour guides leads to the phenomenon that the personnel quality of tour guide team isuneven, which becomes the bottleneck of the development of tourism. Many scholars hasmade wide studies to improve the quality of the tour guide service and managementsystem, but few of them were from the point of the tour guide’s self-development.ZL travel agency is the research object of this article. Through the questionnairesurveys and interviews among visitors and managers within the agency, the main problemscausing the service issues and the issues ZL travel agency needs to solve in time are foundout. The incentive system of tour guides is one of the critical problems. Then based on theneeds hierarchy theory of maslow this article analyses the situation and problems of tourguides’ five human needs, which are the important factors leading to the problem ofservice quality. Finally, specific measures like the improvement of compensation systemare put forward.