Study On Tour Guide’s Dynamic Incentive Mechanism Under Service Quality

With the rapid development of tourism industry and the continuousimprovement of people’s living standards, tourists increasingly pay moreattention to the real feeling of travel, and the requirement for the qualityof tourism services becomes more and more strong. With theimplementation of China’s first tourism law, opening the Chinese tourismhealthily growing way that out of the “zero negative membership fee” and“forced shopping”, to some extent, the new tourism law also led thetourists notice the quality of tourism services. So travel agencies usheredin a new challenge to locate and standardize services, they must make thehigh quality service to win the competition. As the connecting bridgebetween tourists and travel agencies and direct provider of travel services,the tourist guides are the pivot of the whole tourism activities, theirservice quality affect the tourists perception of service quality directly.Designing incentive mechanism to fully incentive tour guide workenthusiasm, improve the quality of service is practical problem faced bytravel agents. This article research guide incentive mechanism from theperspective of tourism service quality, integrated multidisciplinarytheoretical approach including the knowledge of management,principal-agent theory, reputation theory and incentive theory, and madesome research on the incentive mechanism of the guide from tourdominant and recessive incentive systematically.First, this paper described the research background, pointed out theimportance and necessity of designing effective incentive mechanismwhich can make the guides put their efforts to improve the quality ofservice, and reviewed and commented the related research status.The relevant theoretical part introduced the theory which involves in our research, sorted out the core position of travel agencies in supplychain of tourism services, the concept of horizontal and verticalmultitasking agents in the principal-agent theory, the features of dominantand recessive incentive mechanism in incentive theory.Then, this paper discussed the designing of guide’s dominantincentive mechanism that based on the service quality. It established adominant incentive mechanism—two stage dynamic incentive contract,made a comparative analysis with the single cycle of static contract whichdidn’t consider the quality of service.Further on the basis of the third chapter’s dominant incentivemechanism, to alleviate guides’ moral hazard of proving low servicequality, with the background of continuous study guides’ service qualitydecision problem in travel agencies and tour guiders’ multi-periodcooperation in the tourism service supply chain. It established anrecessive incentive mechanism—guides dynamic multi-period reputationmodel, to compensate for the lack of dominant incentive mechanism.Through the analysis of the reputation model’s recessive incentive effect,this paper identified the critical condition and revealed the evolutionmechanism of guide reputation model.Finally, the main contents of this paper are summarized and severaldirections for future research are provided.