A Tourism Thinking Of The Incident Of The Tour Guide Xu Minchao’s Insult To Tourists

With the rapid development of tourism, the phenomena of forced purchase and rack-offamong tourist guides become more and more terrible, which badly damages the reputation oft’ourism industry and causes people s concerns.The tour guide is the tourist industry is the most important first-line staff，has a coreposition in the tourism industry work, key tourist service quality is the quality of tour guideservice. However, from these a few years of malignant events on tourism and touristscomplained of news reports, the tour guide problems frequently becomes the object of the focusof attention of the community and visitors complaints, which seriously affected the healthydevelopment of the tourism industry. Guides the labor value has not been paid, the guide thoughtonly to bring tourists to shopping, tour guides to guide, this is because China’s current tourismmanagement system has many problems, which need to be solved further.Th，rough the example of Xu Minchaos incident, analyze from the eight aspects of thetravel agents”proift model"，”the means of competition",”market development”，"productdevelopment”，”branding"，"guide the pay system" and "tourism information communicationproblems"，reveals some serious shortcomings of the existing tourism industry, Meanwhile,some solutions to the problems are mentioned in this paper, such as the unreasonable profitmodel of governance travel agency response to address the vicious price competitioncountermeasures, the countermeasures of the tourism product development, travel agents, a newbranding strategy, the recommendations of the guide pay system reform, and address travelinformation asymmetry measures, hoping that they will make their contribution to thestandardizing of tourism industry, make tourism industry toward healthy and sustainabledirection.