Guide’s Personnel In Shan Xi Province Of The Investigation Of The Status The Professional Ethics And Thinking

More than30years of reform and opening-up, the tourism development in Shan xi Province environment gradually improved, industry scale, tourism economic benefits continue to improve, also more and more important in the position in national economy, tourism has become the province in the national economy development in Shan xi is the fastest, the most dynamic emerging pillar industry a new growth point of national economy. Guide’s personnel with the whole process of guiding function in the tourism activities, which established in the core position in the tourism business. Tour guide business is an important and indispensable component of tourism, and tour guide services at the core of the tourism integrated services. Guide’s personnel’s responsibility is to provide tourists with fast, comfortable, safe and convenient travel service life, the tourists in the tourism process convenient, happy life, to travel leave a good memory. However, in recent years, the tour guide service quality is poor, lack of professional ethics problems, has always been the hot spot of the visitors complaints, news media often exposure on the tour guide personnel exists in the process of tourism service "tourist cheat","forced shopping","take a tip commissions" industries like to blame, the occurrence of these phenomena is not only detrimental to the tour guide this career and the overall image of the guide team, but also restricted the healthy and orderly development of tourism in our province.This article mainly through to the tour guide practitioners in our province, as consumers of tourist and travel involved in our province colleges and universities in the relevant professional students as the main research object, the three kinds of people and to our province tourism market environment present situation and the analysis of the present situation in our province tour guide, by means of literature research, questionnaire survey method, theory in combination with practice and so on collection, induction, sorting data, it is concluded that affect our province tour guide the main reason for the lack of professional ethics to every cent two kinds big. First objective reasons include: the tourism market is not standard, management system is not sound and supervision mechanism is not perfect, the ideological and political education is not in place. Second subjective reasons include:the guide’s personnel working characteristics restrictions, guide’s personnel salary system is not reasonable and guide staff own quality is low.Our province tour guide personnel vocational moral quality is not only related to the image of tour guides and travel agencies, but also related to the Shan xi Province tourism image and reputation, so to strengthen our province tour guide personnel vocational moral quality improvement should be aroused the concern of the whole industry. To improve the guide’s personnel vocational moral quality must begin from the following ways:first of all national laws and regulations to ensure perfect gradually, secondly to strengthen the standardization of the tourism market management and establish a "three-dimensional" regulatory system; Once again, to strengthen the guide of ideological and political education; The tour guide personnel should strengthen their own professional ethics accomplishment. Only through continued efforts of the above five aspects, to ensure that our province tour guide consciously abide by the tour guide personnel ethics, to maintain the image of tourism enterprises, promote the healthy and rapid development of tourism industry in our province.