京北市导游服务质量问题及对策研究--本科毕业论文.doc

北京市导游服务质量问题及对策研究 【摘要】导游是第一位的接待人员，整体素质的高低，服务质量的好坏，直接影响到旅游企业的社会声誉，关系到一个国家或地区的形象。作为旅游业的灵魂，作为旅游活动中的组织者和实施者，其服务质量逐渐成为旅游活动中的敏感话题。旅游业在中国已得到了迅猛发展，现已具备了一定的产业规模，形成了“食、住、行、游、购、娱”六位一体的产业体系，然而在这一体系中导游服务却不尽如人意。近些年来，导游队伍规模快速壮大，综合素质不断增强。导游总体服务质量有所提升，为推动旅游业又好又快发展做出了积极贡献。但是在快速发展的同时，导游服务质量仍存在许多问题。以北京市为例，近些年来旅游业的投诉的案件只增不减，其中有关导游服务质量的居多。本文首先针对北京市导游服务的实际情况，分析了其存在的问题，在此基础上有针对性的提出了有关导游服务质量问题的对策。 【关键词】导游服务；服务质量；旅游行业协会 Study on Issues of Tour Guide Service Quality in Beijing and Countermeasures Abstract:Tour guides are the most important receptionists in tourism industry, whose quality and service directly affect the social reputation of tour firms and even the region and country. As the soul of the tourism, who play the role of organizer and operator, tour guides’ service quality has gradually been a sensitive issue in tour activity. In China, tourism has been rapidly developed, forming a significant industrial scale, with an industrial system including diet, occupancy, transportation, touring, shopping, and entertainment. However, the guide service in this system is unsatisfactory. In recent years, the quantity of guides is growing fast, with quality increasing as well. Gross quality of guides has improved, contributing to the health development of tourism. However, with fast development, some problems still exist in service quality of guides. For example, Beijing City has in recent years witnessed increasing cases against tourism, most of which are about the service of guides. In this paper the problems existed in the practical circumstance of guide service in Beijing are analyzed, and several suggestions to improve the guide service in Beijing are then proposed basically. Key words: guide service; service quality; tourism association 目 录 1 论文选题的意义 1 2 导游服务中相关原理的简介 1 2.1 导游服务 1 2.2 导游服务的质量 1 2.3 导游服务的特点 1 2.3.1 独立性强 1 2.3.2 脑体高度结合 2 2.3.3 复杂多变 2 2.3.4 关联度高 2 2.4 导游服务在旅游接待服务中的地位和作用 2 3 北京市导游服务的现状分析 3 3.1 北京市目前旅游市场的现状 3 3.2 北京市导游服务的特征 6 3.2.1 服务的对象复杂 6 3.2.2 游客需求多种多样