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近几年,四川旅游业的快速发展,特别是2006年4月,国家旅游局确定了杭州、成都、大连三市为“创佳”试点城市以后,旅游业的发展势头更为强劲。越来越多的游客选购四川的旅游产品,导游作为直接面对游客的一线工作人员,便成为了四川的旅游形象使者。导游服务是旅游服务产品质量高低最敏感的部分,直接关系到一个国家或地区的旅游形象。在旅游业蓬勃发展的今天,四川导游人员“名声在外”的形象严重影响我省旅游形象,制约四川旅游的发展。其主要原因是薪酬收入及构成与市场经济和旅游业的发展不相适应,造成了导游人员的不公平感,降低导游人员的积极性,也不利于四川旅游业的长远发展。
In recent years, the rapid development of tourism in Sichuan Province, especially in April 2006, the National Tourism Administration has identified Hangzhou, Chengdu and Dalian as “Chuangjia” pilot cities, the momentum of tourism development is even stronger. More and more tourists choose Sichuan’s tourism products. Tour guides, as first-line workers directly facing tourists, have become the messengers of tourism in Sichuan. The tour guide service is the most sensitive part of the quality of travel service products, which is directly related to the tourism image of a country or region. In today’s thriving tourism industry, the image of tourist guides in Sichuan province has a serious impact on the tourism image of our province and restricts the development of tourism in Sichuan. The main reason is that salary income and composition are incompatible with the development of market economy and tourism, causing the unfair sense of tour guides, reducing the enthusiasm of tour guides, and not conducive to the long-term development of Sichuan’s tourism industry.