海南自贸港建设背景下基于IPA法的导游公众形象评价研究

The Tour Guide Public Image Evaluation Research Based on IPA Method under the Background of Hainan Free Trade Port Construction

自2018年海南建设自由贸易港以来,作为海南支柱产业之一的旅游业的发展面临新的挑战。导游作为旅游行业最具代表性的从业人员,对旅游业健康、可持续的发展有着举足轻重的影响。为了提升导游人员的公众形象,本文构建了由三个维度、二十三项具体指标构成的评价指标体系,并通过问卷调查、IPA分析法对研究数据进行了分析,以期更好地帮助导游人员塑造良好的公众形象。

Since announcing the construction of Hainan Free Trade Port by the central government of China in 2018,the development of tourism,as one of the pillar industries in Hainan,has faced new challenges.As one of the most representative practitioners in the tourism industry,tour guides have a decisive influence on the healthier and more sustainable development of the tourism industry in Hainan province.In order to im-prove the public image of tour guides,this article constructs an evaluation index system composed of 3 dimen-sions and 23 specific indicators,and analyzes the research data through questionnaire survey and IPA analy-sis,so as to better help tour guides to build a good public image.