The Research On The Influence Of Tour Guide's Professional Identity On Work Input

Since the promulgation of the tourism law,the state has emphasized the high-quality and healthy development of the tourism industry.As the main force of the tourism industry,tour guide is very important to the development of China's tourism industry.However,the current construction of tour guide team is not optimistic.How to improve the service level and quality of tour guide has always been a concern of the tourism industry.At present,it is a critical period for the country to vigorously develop the integration of culture and tourism,vigorously promote the construction of global tourism and create a large tourism country.It is very important to build an excellent tour guide team.Therefore,it is necessary to conduct an in-depth study on the professional status of tour guides.In order to find a new way to promote the healthy development of tour guides from their own perspective.Based on the identity theory and demand theory,this study analyzes the current professional identity of tour guides and the level of work input,the relationship between the professional identity of tour guides and work input,and how the professional identity of tour guides affects their work input.With the help of questionnaire star platform,367 first-line tour guides are investigated by questionnaire survey method,and the data of survey samples are processed by spss.20.Then the scale Reliability and validity were checked.After that we conducted several analysis of the survey data,and the following conclusions were drawn:(1)The professional identity of tour guides is in the state of identity and at a high level.There are four factors in tour guide professional identity: tour guide professional value identity,tour guide professional emotional identity,tour guide professional relationship identity,tour guide professional behavior tendency,among which tour guide professional value identity score the highest,the lowest level of professional emotional identity.The work input of tour guide is at the level of recognition and higher level.The work input of tour guide includes three factors: vitality,concentration and dedication,among which the contribution factor has the highest score and the vitality factor has the lowest score.(2)Gender,employment language,affiliated unit,major,employment type and annual income have nosignificant impact on professional identity.Age,education background,family structure,employment years,social security,and tour guide grade have some impact on tour guide professional identity.Gender,education background,working language,social security,affiliated unit,major and tour guide level have no significant impact on work input,while age,family structure,working years,employment type and annual income level have some impact on work input.(3)There is a significant positive correlation between tour guide professional identity and work input,among which tour guide professional relationship identity factor and professional behavior tendency factor have a positive predictive effect on work input.Professional emotional identity and professional behavior tendency of tour guides have significant influence on the vitality factor of their work input;professional value,professional emotion and professional behavior tendency of tour guides have significant influence on dedication factor;professional relationship identity,professional sentiment identity and professional behavior tendency identity of tour guides have significant influence on concentration factor.Ultimately,based on the outcome of this research,the writer suggests to improve the professional status of tour guides,improve the service level and quality of tour guides:(1)give tour guides basic life security.(2)Give more emotional care to guide.(3)We should encourage tour guides to pass the examination and formulate corresponding policies to encourage them,and strengthen the training of tour guides' professional knowledge.