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Study on Construction of Tour Guide Credit System

Author: WangZuo
Tutor: ZhangYingLi
School: Jilin University
Course: Business management
Keywords: Tour guide credit Appraise system Credit index
CLC: F592.6
Type: Master's thesis
Year: 2010
Downloads: 423
Quote: 3
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Abstract

Honesty is a kind of value, world outlook and moral values. Honesty is a traditional virtue of China; it is what our country founded on, what the company’s business relies on, and also what a person lives on. In the market economy system, honesty is the basis for the healthy development of the market, protecting the market order. Credit system is a kind of social mechanism, through recording and evaluating the integrity situation of main body of the market, credit system fully associates with various social forces and institutions to regulate and punish for the dishonest and illegal behavior and promote social integrity’s sound and healthy development.As the third industry, tourism plays a pivotal role in China’s economic development, it is becoming the pillar industry and new economic growth points of national economy, providing a large number of jobs and making great contribution to economic development in China. Meanwhile, tourism is also an industry which has strong comprehension and deep degree of industrial relevance; it involves not only different regions and industries, but also different market players. Employees of tourism industry provide services to its customers directly, and among all the staff, tour guide are the most active, the most and most representative of, they are the main body of tourist reception work, the most important of the entire tourism industry practitioners because of its special nature of the work, it can be said that there would be no modern tourism without tour guide. Tour guides are also important human resources and the backbone of travel agencies, also the promoters of tourism development, disseminators of advanced culture and goodwill messenger between Chinese and foreign envoys; the traveler’s impression on a country and the people will be far-reaching impacted by the tour guide they contact. Tour guides are also known as the "master of visitors, tourists’friends."During the process of reform and opening up, in the past 30 years, tourism market opened first, but also suffered serious blockade to the outside market. Chinese tour guides must be citizens of the PRC, this rule made some foreign advanced management philosophy and outstanding talent shut out. The main product that tour guides provide to travelers is guide service, including guiding and life services, reflected on all aspects of travel activities, such as food, housing, transportation, travel, shopping and entertainment. Work content determines the characteristics of guided tours, such as social, drift, culture, and service, complexity, foreign and independent, which make the tour guides with highly complex in the management.With China’s economic changes and rapid development of tourism, tour guides experienced a tremendous growth in amount, their social status are also changing. They are now changed from state cadre to freelancers, "unruly "personnel, their living patterns are changing, too. At the same time, the bad products of the market economy clearly reflect in tourism market, the most typical example is the lack of integrity of tour guides. Now it is common for the dishonest behavior of tour guides in the tourism market of China, interacting the stability and development of tourism to a large extent.Travel agencies, tourists, tourism market managers are all responsible for lack of integrity on the tour guides. This paper deeply analyzes the reasons for the lack of credibility of tour guides, based on the analysis, adopts the method to combined qualitative analysis and quantitative analysis to design index system, to quantify the fraction and divide credit rating standards for the assessment the integrity of the tour guides. Meanwhile, the paper also conduct research on collection of credit information and data, credit rating process of rating agencies, follow-up management of credit rating and institution protection of tour guide credit system, etc.Papers in-depth analyzes the causes of the lack of credibility of tour guides, from internal factors and external factors, it can be concluded that the main reasons for the lack of the tour guides’dishonesty are that small risk of illegal activities, historical institutional issues, external monitoring system deficiencies, lack of supervision, insufficient crackdown on acts of dishonesty, the quality of tour guides reduce every year, the incentive mechanism flawed and so on. Among them, driven by the interests and insufficient crackdown on acts of dishonesty lead to the root causes of dishonest behavior, above analysis provide theoretical basis and direction for this follow-up study and build foundation for the credit system construction.The paper studied on how to build credit evaluation system of tour guides. First, it proposed the content of credit system and further proposed a few basic principles to be followed. Then, it raised credit evaluation system for tour guides. From the point of integrity situation of tour guides, the paper illustrated the principles of evaluation index system construction and then design an objective and operable evaluation index system, combined quantitative and qualitative analysis, through evaluating the collective wisdom of the Commission to conduct qualitative analysis, followed by a final credit score, finally, according to the results of core, divided the results into four criteria, namely: high-quality standards of integrity, trustworthiness standard, warning standards and dishonesty standard, and manage different rating classification differently.Paper also raised countermeasures on the implementation of the credit evaluation system of tour guides. First, it studied the whole process of the credit evaluation, for example, the process of the credit evaluation, the management of rating agencies and the follow-up management for credit evaluation. Then, the paper raised the institution protection of the credit system of the tour guides, it included six aspects: accelerate the development of rating agencies, governments, rating agencies, form a linkage mechanism among tourism businesses, tour guides people, strengthen the sense of ethical values and establish credibility, strengthen the legislation and enforcement, establish of credit information announcement system, build a sound strict incentive and restraint mechanisms.This article has five parts: The first part is an introduction, introduced the background of the topic, practical significance, research methods and general framework. The second part studied the necessity of credit system of tour guides, covered the meaning of credit system, the need to build credit system the framework of the credit system. The third part first defined the performance of lack of credibility of tour guides, and then in-depth analyzed the reasons, from internal and external factors perspectives, identified root causes of the lack of credibility tour guides. Part four combined the content of the second and the third parts, put forward the principles of credit system and designed credit evaluation system systemically and fully, which is not only the focus of the article, but also the innovations. The fifth part based on the analysis of above theory and practice, raised some suggestions to protect the healthy operation of the credit system.

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