导游工作动机实证研究

The Research on Work Motivation of Tourist Guide

以往学者对导游的研究集中在导游工作满意度和离职行为上,缺乏对导游工作动机的探讨。文章在前人研究基础上,建立导游工作动机因素模型,参考其他学者对工作动机的测量方法,设计了调查问卷,并对惠州市的导游进行调查,然后用统计分析等研究方法对模型和假设进行检验。实证分析发现,导游的工作动机是一个多维概念,包括成就动机、收入动机、交往动机和过渡性动机,不同人口统计特征的导游工作动机有显著差异。

The previous study by scholars focuses on the tourist guides＇ working satisfaction and job -quitting, neglecting their work mo- tivation. This thesis tries to build a working motivation model with methods of other scholars, to design questionnaire, to conduct investi- gation on guides in Huizhou City, and then use statistical analysis and research methods to test the model and assumptions. Empirical a- nalysis finds that the work motivation of guides is a multidimensional construct, including achievement motivation, income motivation, communication motivation and transitional motive. The different demographic characteristics of the tour guides work motivation are dif- ferent.