海南自贸港背景下导游职业认同及对策研究

Research on Tour Guide’s Professional Identity and Countermeasuresunder the Background of Hainan Free Trade Port

自我国将海南设为自由贸易港以来,重点加强商品贸易往来与海南出入境旅游、国内旅游的同时,海南自由贸易港依托自身优势已经发展成为国内热门旅游目的地。在旅游业的构成当中,旅游从业人员是非常重要的一部分,导游又在旅游业从业人员中占比很大。导游对自己的职业认同感直接影响到对客态度、服务质量、业务水平,很大程度上决定着游客对目的地的满意度与认同感。本文研究在海南自贸港建设背景下导游对自己职业的观点看法、认同感调查分析以及提出相应策略和方法,进而丰富对职业认同感的研究,以及为海南自贸港建设背景下导游服务业发展提供对策,从而提升导游职业认同感。

Since China has set Hainan as a free trade port,focusing on strengthening commodity trade exchanges,Hainan entry-exit tourism and domestic tourism,Hainan free trade port has developed into a popular domestic tourist destination relying on its own advantages.In the composition of the tourism industry,tourism practitioners are a very important part,and tour guides account for a large proportion of tourism practitioners.The tour guide’s professional identity directly affects the attitude to customers,service quality,business level,to a large extent determines the tourists’satisfaction to the destination.Tour guides’views and sense of identity on their occupation under the background of Hainan Free Trade Port construction were concentrated to study,and corresponding strategies and methods are proposed to improve tour guides’sense of identity on their occupation from different angles.In summary,the research on professional identity is enriched and countermeasures are put forward for the development of tour guide service industry under the background of Hainan Free Trade Port construction,so as to enhance the professional identity of tour guides.