In China, anyone who wants to engage in tour guide business activities must take the tour guide qualification examination as required. Those who pass the examination shall be entrusted by the tourism administrative department of the State Council to issue the qualification certificate of tour guide by the tourism administrative department of the people's government of the province, autonomous region or municipality directly under the Central Government. At present, tour guides are usually affiliated with travel agencies or concentrated in specialized tour guide service management institutions. [1]2065 438+05 Yunnan female tour guides abused tourists, which once again pushed the tour guide profession to the forefront. Relevant reporters learned that tour guides have four noes: no basic salary, no security, no dignity and no identity. [2] The Measures for the Administration of Tour Guides was officially implemented on June 20 18 1 day. Tour guides are not allowed to change their itinerary without authorization, and they are not allowed to cheat or force consumption. [3]
Chinese name
tour guide
Foreign name
guide
spell
How are you?
type
Chinese tour guide, foreign language tour guide
function
Guide tourists to feel the beauty of mountains and rivers, solve unexpected events that may occur during the journey, and so on.
quick
navigate by water/air
Basic responsibilities, professional ethics, quality requirements, image building, legal provisions, related matters and relevant information.
classify
(1) Tour guides are divided into overseas tour leaders, full-time accompanying tour guides, local accompanying tour guides and scenic spots tour guides according to their business scope.
An overseas tour leader refers to a staff member appointed by a travel agency that can engage in outbound tourism business with the approval of the national tourism administration department to lead a tour group to engage in tourism activities on behalf of the travel agency.
Full-time accompanying tour guide (hereinafter referred to as full-time accompanying tour guide) refers to the staff appointed by the tour group agency, as the representative of the tour group agency, with the cooperation of the tour leader and the local accompanying tour guide, to implement the reception plan and provide full-time accompanying service for the tour group (tourists). The package travel agency or package travel agency here refers to a travel agency that accepts reservations from tour groups (tourists) or overseas travel agencies, formulates and publishes reception plans, and can provide full escort services. The tour leader here refers to the staff appointed by the overseas travel agency to lead the tour group to engage in tourism activities on behalf of the travel agency.
Local escort tour guide (hereinafter referred to as local escort) refers to the staff appointed by the reception travel agency to implement the reception plan on behalf of the reception agency and provide local tourism activities arrangement, explanation and translation services for the tour group. The reception agency or reception travel agency here refers to the travel agency that accepts the entrustment of the package tour agency, designates local accompanying tour guides, and is responsible for organizing and arranging tour groups (tourists) to visit the local area according to the reception plan.
Scenic guides, also known as docents, refer to the staff who provide guides and explanations for tourists in museums, nature reserves and other scenic spots.
(two) according to the nature of occupation, tour guides are divided into full-time tour guides and part-time tour guides.
Full-time tour guides refer to tour guides who take tour guides as their main occupation in a certain period of time. This kind of tour guides are generally the official staff of travel agencies and are the main body of tour guides in China at present.
Part-time tour guides, also known as amateur tour guides, refer to people who engage in tour guide work in their spare time, rather than taking tour guide work as their main occupation. This kind of personnel can be divided into two categories: one is those who have passed the national unified tour guide qualification examination and obtained a tour guide certificate, and are engaged in part-time tour guide work; the other is those who have the language ability of a specific language, are employed by a travel agency and receive a temporary tour guide certificate, and are temporarily engaged in tour guide activities.
(3) According to the language used by tour guides, tour guides are divided into Chinese tour guides and foreign language tour guides.
Chinese tour guides refer to those who can use Mandarin, local dialects or minority languages and engage in tour guide business. This kind of tour guides mainly serve China citizens who travel in China and Hong Kong, Macao and Taiwan compatriots who travel in China.
A foreign language tour guide refers to a person who can use a foreign language to engage in tour guide business. The main customers of this tour guide are foreign tourists who travel in China and China citizens who travel abroad.
(four) tour guides are divided into junior tour guides, intermediate tour guides, senior tour guides and super tour guides according to their technical levels.
Primary tour guide: after obtaining the qualification certificate for tour guide for one year, the skills, achievements and qualifications will be assessed, and those who pass the qualification will automatically become primary tour guides.
Intermediate tour guide: those who have obtained the qualification of primary tour guide for more than two years and achieved obvious results will be promoted to intermediate tour guide after passing the examination. They are the backbone of travel agencies.
Senior tour guide: a person who has obtained the qualification of intermediate tour guide for more than four years, has outstanding performance and a high level, and has certain influence in domestic and foreign counterparts and travel agencies. Those who pass the examination will be promoted to senior tour guides.
Super tour guide: a person who has obtained the qualification of senior tour guide for more than five years, has made outstanding achievements, made outstanding contributions, has high-level scientific research achievements, and has great influence in domestic and foreign counterparts and travel agencies. Those who pass the exam are promoted to super tour guides.
Basic duties
According to the current development of China's tourism industry and the service targets of tour guides, the basic duties of tour guides can be summarized as the following five points:
(a) according to the contract or agreement signed by the travel agency and tourists, arrange and organize tourists to visit and tour according to the reception plan;
(two) responsible for guiding tourists, explaining and introducing China (local) culture and tourism resources;
(three) to cooperate with and urge the relevant units to arrange transportation and accommodation. To protect the personal and property safety of tourists;
(4) Answering tourists' inquiries patiently and helping to deal with the problems encountered during the journey;
(five) reflect the opinions and demands of tourists, and assist in arranging tourists to meet and talk.
professional ethics
The professional ethics of tour guides is the embodiment of professional ethics. Generally speaking, the professional ethics of tour guides refers to the sum of relatively stable moral concepts, codes of conduct and moral qualities in the process of education. In short, it refers to the code of conduct that all tour guides should follow in their professional activities.
***5 sheets
tour guide
The professional ethics of tour guides mainly consists of eight elements: professional ethics, professional responsibility, professional attitude, professional discipline, professional skills, professional conscience and professional honor, which can be summarized as follows: abiding by the law, loving their posts and being dedicated; Quality service, guests first; Sincere and fair, reputation first; Neither humble nor supercilious; Unity and cooperation, the overall situation; Learn to make progress and improve your business.
quality requirements
The standard of good tour guide quality is to become a socialist tour guide with ideals, morality, culture and discipline. Its quality requirements can basically be summarized into six aspects: ideological quality, moral quality, knowledge quality, skill quality, psychological quality and physical quality.
Ideological quality
Patriotism and service consciousness
Moral quality
Healthy political quality and good moral quality.
Knowledge quality
Language, history and culture, policies and regulations, psychology and aesthetics, tourism business, transportation, customs, monetary insurance, posts and telecommunications, social and international knowledge, and tourism knowledge such as health and life.
Skill quality
Independent working ability, organization and coordination ability, public relations ability, tour guide explanation ability, special problem handling and emergency response ability.
psychological diathesis
Keen observation and perception, calm thinking and accurate judgment, strong self-control.
Create an image
path
1. Pay attention to "first impression" (from appearance)
2. Talk of the tour guide: (1) The language should be civilized and polite, and show concern and respect for tourists. (2) The content should be interesting, and the vocabulary should be vivid, elegant and refined. (3) The speech speed is appropriate, friendly and natural; The volume is moderate and pleasant.
maintain
1. A tour guide should always treat every visitor actively and enthusiastically.
2. Be good at communicating with tourists and establishing friendship with them.
Tour guide management center
3. Provide smiling service and meticulous service for tourists, so that tourists have a sense of intimacy with the tour guide.
4. Do more practical things, talk less and do what you say.
5. Do things calmly, decisively and neatly, giving tourists a sense of security.
6. Be good at making up for service defects and do a good job of seeing off.
meaning
1, which helps to enhance tourists' trust in tour guides. Tour guides should establish an image of safety, trustworthiness and ability to lead tourists to carry out tourism activities smoothly in the eyes of tourists.
2. It helps to shorten the psychological distance between tour guides and tourists. Meeting the needs of tourists to the maximum extent is an important way to achieve quality service.
legal provision
The Measures for the Administration of Tour Guides will be officially implemented from 20 18 1. Tour guides are not allowed to change their itinerary, cheat or force consumption without authorization.
The method is clear. Tour guides are not allowed to arrange tourists to visit or participate in projects or activities involving pornography, gambling, drugs and other violations of China laws and regulations and social ethics during their practice; Changing the travel itinerary without authorization or refusing to perform the travel contract; Arranging shopping activities or paying for tourism projects without authorization; Deceive tourists to participate in shopping activities against their true wishes or pay for other tourism projects by concealing facts or providing false information; By beating, abandoning, restricting freedom of activity, threatening, insulting, cursing, etc. , forcing or disguised forcing tourists to participate in shopping activities, paying extra fees and other consumption items; 1 1 Obtaining illegitimate interests from relevant operators such as shopping places and paid tourism projects in the name of kickbacks, commissions, headcount fees or incentive fees.
At the same time, the "Measures" put forward specific requirements for the daily practice of tour guides, stipulating that tour guides should carry electronic tour guide cards, wear tour guide identity signs, and open relevant application software for tour guide practice. Tourists have the right to ask tour guides to show their electronic tour guide cards and tour guide cards. [3]
Related matters
job requirement
Tour guides generally require high school education or above; Personality should be cheerful, energetic, and have certain language communication skills and communication skills.
Training objectives
Cultivate tour guides and interpreters who meet the development requirements of modern tourism enterprises and have tourism knowledge and skills. You can obtain the tour guide qualification certificate by studying the relevant courses and skills of the tour guide qualification examination at school.
main course
Introduction to Tourism, Travel Agency Management, Tourism Geography, Overview of China Tourist Source Countries, Basic Knowledge of Tour Guides, Tourism Policies and Regulations, Public-Private Relations, Chinese and Foreign Folklores, Tourism Geography, Tour Guide Practice, Front Office and Guest Room Management, Hotel Management, China Tourism History, Macroeconomics, Microeconomics, Advanced Mathematics, Financial Management, Primary Accounting, Tourism English, Outline of China Modern History, Marxist Philosophy, Mao Zedong Thought.
Employment direction
You can work in major travel agencies, tourism enterprises, scenic spots and national military museums. [ 1]
relevant information
Reporter: Why should the tour guide system be reformed under the current situation? What is the goal of this reform?
Person in charge: At present, there are more than 800,000 licensed tour guides in China, but only more than 200,000 tour guides have signed labor contracts with travel agencies. Most social tour guides are in fact "freelancers". Mandarin tour guides account for about 90%, and other small language tour guides are in short supply; Among licensed tour guides, female tour guides account for about 78%, and the ratio of male to female is unbalanced; The tour guide service is difficult to meet the strong demand of consumers for personalization and specialization.
Judging from the main contradictions of the current tour guide system, the construction of the tour guide system lags behind the needs of the rapid development of tourism, and the supply of tour guide services cannot meet the growing market demand; The closed management of tour guides is incompatible with the open market and comprehensive industry; There are some problems such as structural contradiction of tour guide service, policy obstacle of tour guide circulation and imperfect tour guide guarantee system.
As far as the goal is concerned, we should promote the transformation of tour guides from administrative, non-mobile and closed management to legal and market-oriented management, build a four-in-one management system of "access, supervision, guarantee, reward and punishment", make the tour guide management system more scientific and efficient, improve the tour guide supervision, evaluation, mobility and incentive mechanism, create a win-win situation for consumers, tour guides and markets, and make tour guides a firm defender of the tourism market order.
Reporter: What are the key tasks of this tour guide system reform?
Person in charge: The key tasks of this tour guide system reform include reforming the examination and training registration system, reforming the tour guide practice system, perfecting the practice guarantee system, perfecting the supervision system during and after the event, establishing and perfecting the tour guide association organization, and innovating the tour guide incentive mechanism.
Reporter: Just now you mentioned that the protection of tour guides is one of the key tasks. What measures will be taken in this reform to build a guarantee system for tour guides?
Person in charge: The construction of tour guide security system is a systematic project, and specific measures will be taken in each different security field.
For example, this reform will improve the insurance system for tour guides. Carry out supervision and protection of tour guides' labor rights and interests, and safeguard the legitimate rights and interests of tour guides. Encourage qualified places to take financial subsidies, social donations and tour guide fees to help tour guides solve the problems of social insurance and practice insurance premiums; Encourage powerful and responsible enterprises to establish a tour guide integrity fund and a tour guide disability fund. Explore the pilot of the liability insurance system for freelance tour guides, and encourage freelance tour guides to take out comprehensive insurance.
With regard to the personal safety of tour guides, the National Tourism Administration and the Ministry of Communications jointly promoted the implementation of the Notice on Standardizing the "Special Seats for Tour Guides" of tourist vehicles, requiring that newly operated buses entering the road transport market shall not be equipped with folding seats anywhere in the carriages or use folding seats of existing buses from August 20 16 to August 20 1 year. Strengthen coordination with the public security departments, promote the severe punishment of insults, beatings and other illegal acts that seriously infringe on the personal safety of tour guides, and ensure the safe practice of tour guides. Urge travel agencies and other employers to arrange clean, hygienic and safe catering rooms and restaurants for tour guides; Encourage localities and enterprises to equip tour guides with unified tools that reflect the image of the destination and the image of the enterprise, so that tour guides can practice decently.
With regard to tour guide incentive, this reform will reform the tour guide incentive mechanism from the aspects of strengthening the construction of tour guide talent team, improving the tour guide grading system, building a star-rated tour guide service brand, and establishing a positive model of tour guides, so as to enhance tour guides' sense of professional belonging and honor.
Reporter: You mentioned the reform of tour guide associations. What action will be taken in this regard?
Person in charge: The reform of tour guide association will promote the establishment of a tour guide industry organization system with reasonable system, complete functions, effective management and standardized behavior, give play to the role of tour guide industry organizations in contacting the government, serving members and promoting industry self-discipline, and build a modern social organization in which tour guides are autonomous according to law.
The contents of the reform include: promoting the construction of the organization system of tour guide industry at the provincial and municipal levels according to law; Give full play to the self-discipline function of tour guide industry organizations, require all tour guides to join the tour guide industry organizations, effectively turn the industry organizations into "home of tour guides", support the sustainable development of tour guide industry organizations, and promote and guide the independent operation and orderly development of trade associations in accordance with the direction of socialization and market-oriented reform; Strengthen the supervision and inspection of tour guide industry organizations, and severely punish tour guide industry organizations that carry out tour guide registration in violation of regulations and violate relevant laws and regulations.
Reporter: Since the pilot work of free practice of tour guides was started, it has aroused many concerns. During this period, there are also some questions in the industry, and some problems are representative. For example, what kind of institutions can carry out the free practice of online or offline tour guides? Where do tour guides get the benefits of practicing freelancing? How to evaluate the pilot work of free practice of tour guides?
Responsible person: Regarding the first question, it involves the qualification of pilot operation, which should be considered from both online and offline perspectives.
To carry out the free practice of online tour guides, it is necessary to set up an online booking platform for tour guide services according to law, and register with the National Tourism Administration to engage in the free practice of tour guides, with the corresponding conditions and ability requirements stipulated in the Pilot Measures.
The free practice of offline tour guides is carried out by offline travel agencies such as tourism consultation centers, tourism distribution centers, and tourist centers in A-level scenic spots, and in the pilot areas of free practice of offline tour guides determined by the National Tourism Administration and audited by the tourism authorities in the pilot areas. Institutions that provide free practice of offline tour guides shall be filed with the National Tourism Administration by the provincial tourism authorities.
The source of income for free practice of tour guides mainly comes from service fees paid by consumers and voluntary tips. Pilot institutions can also establish a reasonable reward and punishment mechanism according to their own conditions, and give additional subsidies to tour guides who practice freely on this platform according to the business volume of tour guides and the evaluation of consumers.
With regard to the evaluation of the pilot work of free practice of tour guides, the National Tourism Administration has formulated an evaluation plan for the pilot work of free practice of tour guides, initiated the dynamic evaluation of the pilot work by third-party institutions, summarized and refined the results that can be replicated and promoted, and put forward the problems and suggestions for the next promotion.
Reporter: For many years, there has been a dispute in the industry that some provinces and cities prohibit foreign tour guides from practicing in this area. Will this practice change in the reform?
Person in charge: It is wrong for some provinces and cities to set up geographical barriers to tour guide practice. This reform will resolutely break down the barriers to the practice of tour guides in different places, remove the obstacles illegally set for the practice of tour guides in different places, truly put the management authority of tour guide selection on the market, and make the tour guide resources reasonably distributed in different regions and different time periods through market regulation and independent choice of enterprises, so as to promote the more open flow of tour guides and the more market-oriented allocation of tour guide resources.