The Image Construction Research Of Tour Guides In People’s Daily And Spring City Evening Newspapers

In recent years, as tour guides are frequently appeared to be overbearing in the media, they are dubbed as “shopping guides” and “evil tour guides” and are under heavy criticism. This paper selects “People’s Daily”, “Spring City Evening Newspapers” as the target media and extracts tour guide reports sample of nearly five years from the two newspapers, uses the method of text analysis and quantitative analysis finds that:Tour guides in newspapers is mainly characterized by mercenary image, the image of those who violate laws and regulations, high-income earners, tourism professionals, enthusiastic service providers, tourism vulnerable groups image.The negative image of tour guides in newspapers is far more than positive, that image is out of accord with guides’ good social image that from questionnaire survey among visitors participate in tour group. guides’ social image is that tourists think guides have gave them overall level of service, rational to shopping guide from tour guides, and believe the negative image of tour guides on media is not true.There are the following problems with tour guides reports in newspapers: less positive reports, it exacerbates the reputation crisis of tour guides; unbalanced news sources, so the two papers construct a tour guides image in the eyes of otherness like the official, reporters, tourists;absence of executive power, tourism management department show their performance at the expense of tour guides image; less system relief, reflecting tour groups tend to be shallow behavior, language, lack of in-depth discussion on system level; professional image-sided, media image of tour guides are monotonous;to be stereotyped and so on. There are lots of aspects urgent need to improve in the authenticity and objectivity of tour guides reports.This paper argues that the cause of the problem comes from the complexity of tour guides problem that increases the difficulty to profound reflect issues, the affect of the tourism economy and the audiences economy, and the inevitable factor in characterization.Newspapers of the region where tourism industry is the pillar industry pay attention to guide reports; while newspapers of the region where tourism industry is not the pillar industry tend to cater to readers.Finally, this paper give some suggestions for macroscopical guides reports,including stereotypes elimination, reverse stereotypes and add positive images to negative images; balancing news sources, increase guides and tourism experts news sources; and improving the accuracy of description.