Based On The Stigmatization Of Tour Guides From The Perspective Of Tourists Study On Influencing Factors

In recent years,the endless tourism chaos has brought extremely negative impact on the whole tourism industry,which has suffered from the stigma imposed by the public.Therefore,how to avoid the aggravation of the stigmatization of tourism and how to destigmatize the stigmatized tourism industry has become an urgent problem for tourism industry in our country.At present,the attention on tourism stigma is far from enough,and the research is very scarce.Combined with the existing research results on tourism stigma and the actual development status of the tourism industry,this study takes the professional stigma of tourist guides as the research object,through theoretical analysis and empirical test,and adopts partial least squares structural equation model(PLS-SEM)analysis method to study the factors affecting the professional stigma of tourist guides.And put forward the tour guide profession to destigmatize the strategy suggestion.This study firstly sorted out the domestic and foreign research results on stigma,occupational stigma and tourist guide professional stigma.Based on SOR theory,cognitive evaluation theory,social cognitive theory and intergroup emotion theory,it introduced variables such as stereotype,tourism experience,risk perception and emotional response as influencing factors to build a theoretical model for the formation of tourist guide professional stigma.Secondly,based on the research scales of stereotypes,tourism experience,risk perception,emotional response and occupational stigma proposed by domestic and foreign scholars,this study constructs the measurement items of each variable in this study.In addition,in order to ensure the scientific nature of the study,tourists who have participated in tourism activities with tour guides are selected as the data sources.Research data were collected online and offline.In this study,396 sample data were obtained through questionnaire survey.In order to test relevant hypotheses,the research model and hypotheses were verified by SPSS 22.0and Smart PLS 3.0 software.The results of the study on the influencing factors model of tourist guide occupational stigma show that stereotype has a positive and significant effect on emotional response and tourist guide occupational stigma.Tourist experience has a positive and significant impact on emotional response,while tourist experience has a negative and significant impact on tourist guide professional stigma.Risk perception had positive and significant effects on emotional response and professional stigma of tour guides.Emotional response has positive and significant influence on tour guide professional stigma.Therefore,the professional stigma of tour guide is mainly caused by stereotype,travel experience and risk perception,which is mediated by emotional response.Finally,according to the conclusion of the study,the author puts forward some suggestions for the destigmatization of tour guide profession,in order to have certain reference value for the benign development of tour guide profession.