服务扮演策略、职业倦

发布时间：2018-06-25 07:05

本文选题：服务扮演策略 + 职业倦怠　；参考：《吉林大学》2014年硕士论文

【摘要】：在旅游业飞速发展的今天，人们对旅游的需求越来越强烈。导游的服务质量是现代旅游业发展的灵魂，因此在旅游业中导游扮演的角色日益重要。然而导游却是转行最频繁的职业之一，国家旅游局对于导游的相关调查数据表明，已经考取导游资格证但却不再从事此工作的人员占总持证人员的30%以上，导游人员的大量流失必然会引起旅行社重复招聘和培训等问题，增加了旅行社的管理成本，不仅如此，优秀导游的离职，还会降低旅行社的服务质量，引起游客不满和投诉等问题。因此如何降低导游离职率，成为旅游业亟待解决的问题。在理论上，通过整理已有的研究文献，我们发现大多数学者的研究都集中在导游职业倦怠与离职倾向的关系上，很少有人对于导游服务扮演策略以及服务扮演策略对职业倦怠、离职倾向的影响进行研究。鉴于研究意义的重要性，本研究采取实证研究方法对导游服务扮演策略、职业倦怠和离职倾向进行了系统研究。因此本研究在总结国内外相关文献的基础上，确定了本文所采用的服务扮演策略、职业倦怠和离职倾向的定义、维度和测量工具，本研究将服务扮演策略分为表面扮演策略和深层扮演策略，将职业倦怠分为情感耗竭、低人格化、低个人成就感三个维度。通过回顾和梳理文献构建了以服务扮演策略作为自变量，离职倾向为因变量，职业倦怠为中介变量的研究模型，探讨导游服务扮演策略各维度对于离职倾向的不同影响。本研究参考Diefendorff et al.(2005)服务扮演策略量表，李超平、时勘(2003)职业倦怠量表，Mobley (1978)离职倾向量表，形成了调查问卷，并通过网络发放问卷及现场发放问卷两种方式收集数据。问卷发放对象主要是吉林省各旅行社的导游。本次调查通过网络问卷星系统发放问卷200份，现场发放纸质问卷100份，总共300份问卷，其中无效问卷有57份，有效问卷有243份。采用SPSS软件进行信效度分析、相关回归分析，得出以下结论：（1）表面扮演策略对离职倾向具有正向影响，，深层扮演策略对离职倾向具有负向影响。（2）表面扮演策略对职业倦怠具有正向影响，深层扮演策略对职业倦怠具有负向影响。（3）职业倦怠对离职倾向具有正向影响。（4）职业倦怠在表面扮演策略与离职倾向之间起部分中介作用。职业倦怠在深层扮演策略与离职倾向之间起部分中介作用。（5）表面扮演策略、深层扮演策略、职业倦怠和离职倾向在年龄、学历、从事导游工作年限和导游证级别上存在差异。本研究为国内旅游业管理者对导游的职业生涯管理提供了理论指导，并有针对性的提出了降低导游职业倦怠和离职倾向的一些建议和对策，具有一定的实践意义。
[Abstract]:With the rapid development of tourism, the demand for tourism is getting stronger and stronger. The service quality of tour guide is the soul of the development of modern tourism, so tour guide plays an increasingly important role in tourism. However, tour guides are one of the most frequently changing occupations. According to the relevant survey data of tour guides conducted by the National Tourism Administration, the number of people who have obtained a tour guide qualification card but have ceased to work in this job accounts for more than 30% of the total number of licensed personnel. The loss of a large number of tour guides will inevitably lead to problems such as repeated recruitment and training of travel agencies, which will increase the administrative costs of travel agencies. Moreover, the departure of excellent tour guides will also reduce the service quality of travel agencies. Cause problems such as complaints and complaints from tourists. Therefore, how to reduce the rate of tour guide turnover has become an urgent problem for tourism. Theoretically, we find that most of the scholars' researches focus on the relationship between tour guides' job burnout and turnover intention, and few of them are burnout about tour guide service and service playing strategy, and we find that most scholars' research focuses on the relationship between tour guide's job burnout and turnover intention. To study the effect of turnover intention. In view of the significance of the study, this study adopts empirical research methods to systematically study tour guide service playing strategies, job burnout and turnover intention. On the basis of summarizing the relevant literature at home and abroad, this study determines the definition, dimensions and measurement tools of service play strategy, job burnout and turnover intention. In this study, service play strategy is divided into superficial play strategy and deep acting strategy, and job burnout is divided into three dimensions: emotional exhaustion, low personalization and low personal accomplishment. By reviewing and combing the literature, this paper constructs a research model of service playing strategy as independent variable, turnover intention as dependent variable and job burnout as intermediary variable, and probes into the different effects of different dimensions of tour guide service playing strategy on turnover intention. This study refers to Diefendorff et al. (2005) Service play Strategy scale, Li Chaoping, Shi Keng (2003) Mobley (1978) turnover disposition scale, forms a questionnaire, and collects data through two ways: online questionnaire and on-site questionnaire. The main subjects of the questionnaire are tour guides of various travel agencies in Jilin Province. In this survey, 200 questionnaires were sent out through the network questionnaire star system, 100 paper questionnaires were distributed on the spot, altogether 300 questionnaires, of which 57 were invalid questionnaires and 243 were valid questionnaires. Using SPSS software for reliability and validity analysis and correlation regression analysis, the following conclusions are drawn: (1) the surface play strategy has a positive effect on turnover intention; Deep acting strategy has a negative effect on turnover intention. (2) superficial acting strategy has a positive effect on job burnout. (3) Job burnout has a positive effect on turnover intention. (4) Job burnout plays an intermediary role between strategy and turnover intention. Job burnout plays a part of intermediary role between deep acting strategy and turnover intention. (5) there are differences in age, educational background, tour guide working years and tour guide certificate level between job burnout and turnover intention. (5) superficial acting strategy, deep acting strategy, job burnout and turnover intention. This study provides theoretical guidance for domestic tourism managers to manage tour guides' career, and puts forward some suggestions and countermeasures to reduce tour guides' job burnout and turnover tendency, which has certain practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F592

【参考文献】