A Research On The Relationship Between Service Acting Strategy, Job Burnout And Turnover Intention

With the rapid development of tourism industry, people’s demand for tourismis more and more strong.The guide’s service quality is the soul of tourismdevelopment, therefore the guide in the tourism plays an increasingly important role.However, tour guide is one of the most frequent profession that switch to anotherjob.The relevant statistical data show that domestic tour guides’ turnover rate is ashigh as30%above, A lot loss of tour guide will not only increase the personnelcosts of travel agency, the large number of loss also cause a decline in the overallservice level of travel agency, which affects the travel economic and social benefits,more a threat to the survival and development of tourism.Therefore, how to reducethe guides’ turnover rate becomes an urgent problem in the tourism industry.Through collating the existing research literature, we found that most scholars’research has focused on the relationship between the guides’ job burnout andturnover intention, Very few people study for the tour guides’ service acting strategyand the influence of service acting strategy to job burnout and turnover intention.Due to the importance of the research significance and the deficiency existing in thepresent study, Tour guide as the research object, this study give a systematicalresearch on service acting strategy, job burnout and turnover intention through theempirical analysis method.On the basis of reviewing the domestic and foreign literature about serviceacting strategy, job burnout and turnover intention,we determined thedefinition,dimension and measurement tools of service acting strategy, job burnoutand turnover intention.The service acting strategy can be divided into twodimensions,as surface service acting strategy and deep service acting strategy, jobburnout can be divided into three dimensions as emotional exhaustion and lowpersonalization, Low personal accomplishment.Through reviewing and combingthe literature, the research model is put forward, make service acting strategy as theindependent variable, turnover intention as the dependent variable, job burnout as mediating variable, we intent to study the effect of tour guide service acting strategyon turnover intention, and whether job burnout plays a mediating role.This studyreference Diefendorff et al.(2005) service acting strategy scale, Li Chaoping&Shikan (2003) job burnout scale, Mobley (1978) turnover intention scale,to form thequestionnaire, and through the network questionnaire and field questionnaire tocollect data. The questionnaire objects for travel agencies of Jilin Province. Thesurvey collected200questionnaires through questionnaire star system,100questionnaires through field survey. The total number of questionnaire is300,eliminate57invalid questionnaires, we have243effective questionnaires in theend.Using SPSS statistical software for the reliability and validity analysis,correlation and regression analysis, we draw the following conclusions:(l) The surface acting strategy plays a positive correlation with turnoverintention, deep acting strategy plays a negative correlation with turnover intention.(2) The surface acting strategy is positively related to the job burnout, deep actingstrategy is negatively related to job burnout.(3) Job burnout is positively correlatedwith turnover intention.(4) Job burnout acts as intermediary role between serviceacting strategy and turnover intention (5) surface acting strategy，deep actingstrategy，job burnout and turnover intention exist differences in age, education,years of working as tour guide and the level of tourist certificate.This study provides a theoretical guidance for domestic tourism managers tomanagement the service acting strategy and put forward suggestions and measuresto reduce the tour guides’ job burnout and turnover intention, and has a certainpractical significance.