导游主动行为的内涵探究

The Connotation Exploration of the Active Behavior of Tour Guide

作为服务的一部分,导游主动行为对于提高游客旅游体验,促进旅行社长远发展具有重要意义。然而现有针对主动行为的研究多以企业内部员工为对象,忽略了边界跨越者的特殊性。文章采用访谈法,运用扎根理论的编码方法对导游主动行为的内涵进行探究。结果发现,对客服务、开拓资源和自我提升是导游主动行为的关键内容。研究对旅游企业提升导游素质、提高服务质量具有实践启示。

As part of the service,the proactive behavior of tour guides is of great significance to enhance the tourist experience and to promote the long-term development of the travel agency.However,the existing researches on proactive behavior mainly focus on the internal staff of enterprises,ignoring the particularity of boundary–crossing.This paper adopts the interview method and the coding method of the grounded theory to explore the connotation of the active behavior of tour guides.The results show that the exploration of tourist service resources and self-improvement are the key contents of the active behaviors of tour guides.The study has practical implications for tourism enterprises to improve the quality of tour guides and service quality.