导游:一类非制度性生存状态中的矛盾主体

Tour Guides: A Group of Subjects in Conflicts in Non-systematic Living Conditions

本文对当前中国导游的职业角色冲突问题进行了多视角的探讨,并认为,当前的导游人员处于非制度性的生存状态之中,这种生存状态是孕育和强化导游职业角色冲突、引发相关社会问题的根本。而深入地分析却发现,在现行导游职业角色扮演过程中作为关键利益形成机制的回扣模式,却没有使导游人员成为真正的赢家,他们实为一群矛盾着的主体。要想消除病症,实现导游正常角色的理性回归,除了取缔回扣之外,还需要建立一套以服务质量为保障的导游激励体系,这样才有助于实现我国旅游产业的健康发展。

The paper has conducted a comprehensive research on professional role conflicts of the present Chinese tour guides.It argues that tour guides today are in non-systematic living conditions,which is the fuse triggering professional role conflicts of tour guides,and related social problems.A deeper analysis shows that commission model,as a key formation mechanism of profits in nowadays tour guides＇ professional role,has not turned tour guides into real winners,but into a group of subjects in conflicts.In order to solve this problem,to achieve the rational return of tour guides＇ normal role,besides banning commission,a set of service-guaranteed tourism motivation system should be established,which will contribute to achieving the healthy development of Chinese tourism industry.