基于IPA分析的导游职业道德影响因素研究

A Study on the Factors Influencing the Professional Ethics of Tourist Guides by IPA

良好的职业道德行为是优质旅游服务中不可或缺的部分,也是影响游客体验的重要因素。导游是旅行社对游客服务中的重要主体,其职业行为受到多种复杂因素影响。导游人员职业道德影响因素主要有:工作待遇、企业管理、社会环境、自身素质、外部监督、舆论导向、人际关系等,其中工作待遇、自身素质、企业管理、舆论导向、外部监督是重要的影响因素。改善导游职业道德行为需建立以旅行社为核心的行业治理模式,通过完善薪酬制度、培育企业文化、实施专业培训、制定职业规划、实现动态机制等具体手段影响导游职业道德意识与行为。

Professional ethics is an indispensable part of tourist service, and also an important factor affecting tourists＇ experience. Tourist guide is a crucial component of tourism service, whose professional ethics is affected by many complicated factors, which can be classified into seven categories： working treatment, personal quality, business management, public opinion, external supervision, social environment, and interpersonal relationship. Of the seven categories, the former five are the most important influence factors. To improve the behavior and consciousness of professional ethics of tourist guides, we should establish an industry management mode with travel agency at the core, perfect the compensation system, cultivate enterprise culture, organize professional training, make career planning, implement dynamic mechanism and take other specific measures.