基于扎根理论的导游小费合法化研究.docVIP

PAGE PAGE 22 基于扎根理论的导游小费合法化研究 摘要：我国在很长一段时间视服务业小费为“不正当”收入，对小费问题做出了各种限制，因此关于是否应当在我国实行导游小费制存在较大争议。本文通过与一线优秀导游访谈获取原始资料，采用扎根理论研究方法，对访谈收集到的文本资料进行编码和分析，以“小费功能及影响因素”为核心范畴，构建了“文化——功能”的导游小费合法化扎根理论模型，即小费激励功能、小费补偿功能、小费文化三个主范畴。实证分析结果表明，小费和导游服务质量之间存在显著的正相关关系；小费对导游的薪酬有保障作用但不是很显著；小费功能的实现需要成熟的小费文化保驾护航。最后，文章就促进导游小费合法化提出了合理的措施。 关键词：导游小费；扎根理论；服务质量；导游薪酬 The tipping legislation study based on the grounded theory Abstract: The tip of service sector in our country has been seen as ‘unfair’ income for a long time and was confronted with various restrictions.so there is a considerate controversy as to whether it should implement tipping system in the domestic tourism industry. Through interviews with frontline excellent guides obtain raw data, the text collected from interviews were coded and analyzed by using the research method of grounded theory, in tip function and its influencing factors as the core areas, to build a culture - function Tipping legalize grounded theory model, namely the tips inspiration function, tip of reactive power compensation, tip culture in three main categories. Empirical analysis results show that between the tip and the service quality of tour guides exist significant positive correlation; tip of tour guide salary has safeguard function but not very significant; tip function realization needs mature tip culture escort. Finally, the article puts forward reasonable strategies to promote the legalization of the tour guide tips. Keywords: guide’s tipping; the grounded theory; service quality; compensation system 一、绪论 （一）选题背景 近年来我国旅游业快速发展，市场规模不断扩大，产品体系也日趋完善，市场秩序得到不断优化，以及最新提出的互联网+旅游、全域旅游等发展理念更是为旅游业的发展提供了新思路，有利于推动旅游业的转型升级。据相关统计，2015年中国旅游业对消费和投资的战略性意义更加突出，全年接待国内外旅游人数超过41亿人次，旅游总收入超过4万亿元，旅游及相关产业增加值占我国GDP的比重高达4.33%，旅游业对国民经济的贡献作用越来越大。然而在我国旅游业蓬勃发展的过程中，旅游市场秩序混乱，导游服务质量不尽如人意，游客满意度低的众多现状也不容忽视。导游随意变更行程、强迫游客购物、欺客宰客、甚至辱骂游客的事件也经常被媒体曝光，导游一次次的被推到舆论的风口浪尖，一时成了千夫所指的对象，导游服务质量每况愈下对我国旅游业的发展产生了巨大的负面影响。但透过现象看本质，导游也是受害者。旅行社之间激烈的竞争使导游缺少合法的收入保障，导游不得不拿取回扣作为主要的收入来源，这种以回扣为主的薪酬制度是导致导游服务质量每况愈下的重要