Research On Professional Identity And Job Satisfaction Of Net-based Tour Guides Under The Background Of Freelance

At present,there are frequent chaos in the tourism market,and the social image of tour guides is low.Previous studies have shown that tour guides’ professional identity and job satisfaction are low,affecting the healthy development of the tourism industry.The emergence of the net-based tour guides who work freelance supported by Online To Offline business model not only adapts to the market demand,but also becomes an important way to break the industry chaos.Has the professional identity and job satisfaction of tour guides changed under the new situation?Does the original theory apply to this new thing?These are important real and theoretical issues worth exploring.This paper adopts the ideas and framework of deductive research.Firstly,on the basis of literature review,the theoretical framework of factors affecting professional identity and job satisfaction is constructed.Then,this thesis takes the net-based tour guides on Ctrip,LY,Wanzi Earth,Sunshine Car Guide and other online travel platforms as the research object,collects data through questionnaires,and uses SPSS and AMOS software to carry out relevant empirical analysis.On this basis,the overall situation and influencing factors of professional identity and job satisfaction of the freelance net-based tour guides are discussed,and the relationship between professional identity and job satisfaction is further explored.At the same time,the differences in individual characteristics and occupational characteristics of professional identity and job satisfaction are also discussed.Finally,it proposes some targeted suggestions on how to improve the professional identity and job satisfaction of net-based tour guides.The results show that in terms of individual characteristics,there is no significant difference in the gender,education level and family structure grouping of the professional identity of the net-based tour guides,and there is significant difference in age and annual income.In terms of occupational characteristics,there is no significant difference in the language grouping and grade grouping of net-based tour guides,but there is significant difference in the age of net-based tour guides and the traditional tour guide experience.Under the background of freelance,the overall professional identity score of the net-based tour guide samples is 4.06 and salary and welfare,work environment,behavior intention,interest and motivation have a significant positive impact on professional identity,while job perception,social recognition and technical support have no significant effects on professional identity.In terms of individual characteristics,there is no significant difference in the grouping of age,education level and family structure of job satisfaction,but there is significant difference in gender and annual income.In terms of occupational characteristics,job satisfaction has no significant difference in the age of net-based tour guides and the traditional tour guide experience,but there is significant difference in the grouping of tour guides’ language and professional grade.Under the background of freelance,the overall job satisfaction score of net-based tour guide samples is 3.82 and salary and welfare,the overall situation of the enterprise have a significant positive impact on the job satisfaction of the net-based tour guide,technical support factor has a significant negative impact on the job satisfaction.However,job perception,work environment,expectation,work autonomy and social recognition have no significant effect on job satisfaction.The professional identity of net-based guides has a significant positive effect on their job satisfaction.Based on the study of the factors influencing the professional identity and job satisfaction of net-based tour guides and their relationship,this paper proposes the following suggestions to improve the professional identity and job satisfaction:Clear the sphere of business of tour guides who work freelance and elaborate the legal rules of freelance;Develop net-based tour guides’ special abilities and set up their own network brands;Improve the net-based tour guide salary system and establish a reasonable reward and punishment mechanism;Develop suitable liability insurance for net-based tour guides and provide a good occupational environment;Enhance the overall strength of enterprises,and strengthen the sense of ownership of net-based tour guides;Strengthen the construction of network platform and optimize the quality of net-based tour guide platform.