Research On The Cultivation Strategy Of Cruise Service Employee Based On Service Competence

In recent years,cruise tourism,as a new type of tourism that combines leisure vacation and ocean sightseeing,has attracted the attention of many countries and regions,and has gained rapid development in China.As one of the most distinctive and critical parts of a cruise ship,high-quality service can not only increase the pleasure of the entire voyage,but also influence whether the tourists choose a cruise ship repeatedly.However,due to the influence of subjective and objective factors such as the service environment,nature of work,cultural background,and personal experience,the service competence of domestic cruise service employee is difficult to guarantee the high level of cruise service,and it makes it difficult for tourists to enjoy the ideal cruise tourism experience.Therefore,based on the perspective of service competence,this paper discusses the training and cultivation strategy of the cruise service employee and the cruise talent,which not only helps to deepen and develop related research in theory,but also contributes to the improvement of service level of the cruise service employee and quality of the cruise talent in practice.In terms of the part of theoretical basis and research review,based on the analysis of relevant research literature on cruise tourism,service competence and cruise service competence domestic and abroad,this paper not only draws on relevant achievements as well as mature scales of hotel service capacity,but also references expert opinion,and establishs a cruise service capability index system consisting of18 cruise service capacities and 74 specific ability standards,which lays a theoretical foundation for the research and writing of this paper.In the process of empirical analysis,firstly,through the use of the fuzzy Delphi method,industry experts are invited to score the importance of each cruise service competence,and the evaluation value and ranking of the importance of the cruise service competence are obtained.The conclusion is that cruise technical competency is more important than the cruise general competency;In the ranking of cruise general competency index,the competency of cultural blending is ranked first,the competence of implementation,interpersonal relationship,communication and service attitude are ranked second,the competence of creativity,analysis ability and leadership are ranked the last three;In the ranking of cruise technical competencyindex,the competence of field management ability and service standardization are ranked first,the competence of sales and marketing as well as information technology are ranked the last two.Secondly,through the use of questionnaire survey,the cruise tourists were invited to score the service ability of the cruise service employee,and the evaluation value and ranking of the satisfaction of cruise service competence are obtained.The conclusion is that the scores of 10 cruise service competence are above average,for the satisfactory cruise service competence,they are the competence of service attitude,security management,field management,service standardization,interpersonal relationship,leadership,health management,foreigh language,implementation and problem-solving;The scores of 8 cruise service competence are below average,for the less satisfactory cruise service competence,they are the competence of communication,self-management,information technology,crisis management,sales and marketing,creativity,cultural blending and analysis.Finally,based on the evaluation value of the importance and the satisfaction of the service competence,the IPA analysis method is used to establish the four-region positioning analysis diagram of IPA,and all the cruise service competence are distributed in four areas of the IPA location diagram.The conclusion is that the competence of service attitude,security management,field management,service standardization,interpersonal relationship,health management,implementation,problem-solving and foreign language are in the first quadrant advantage area,indicating their importance and performance are above average;the competence of leadership is in the second quadrant maintenance area,indicating its importance is not high,but tourists are satisfied with the leadership of cruise service employee;the competence of information technology,crisis management,sales and marketing,creativity and analysis are in the third quadrant opportunity areas,indicating their importance and performance are below average;the competence of self-management,communication,cultural blending are in the fourth quadrant improvement area,indicating that their importance are above average while the performance are below average.In terms of cultivating strategies,based on the establishment and analysis of the IPA four-region location diagram,this paper argues that in order to effectively improve the cruise service competence of cruise service employee,it is necessary to focus on cultivating the competence of cultural blending of cruise service employee,pay attention to the competence of self-management of cruise service employee,makeeffort to improve the competence of communication of cruise service employee for the promotion of improvement area;it is necessary to carry forward the competence of service attitude of cruise service employee,consolidate the technical service competence of cruise service employee,ensure the competence of harmonious interpersonal relationship of cruise service employee and establish the mechanism of service control and resolution for strengthening the advantage area;it is necessary to organize activities about the service innovation project design,offer different high-tech information technology courses,strengthen the training about crisis management of cruise service employee for giving active exploration the opportunity area and it is necessary to appropriate adjustment to maintain area.Only in this way can the service level of the entire cruise service employee be improved,and the rapid and sustainable development of cruise tourism can be promoted.