中国导游制度变迁研究

发布时间：2018-05-10 15:32

本文选题：导游制度 + 制度变迁　；参考：《湘潭大学》2013年硕士论文

【摘要】：随着国民经济水平的提高和国家节假日制度的成熟，特别是《国民旅游休闲纲要》（2013—2020年）的出台，旅游逐渐成为人们生活中不可或缺的一部分。导游是旅游服务的核心，是整个旅游行业的灵魂。近年来，社会对导游服务及强制消费等问题反应强烈，导游的工作质量直接影响游客对整个旅游行程的满意度，影响旅行社市场发展，影响区域旅游声誉和旅游目的地形象。业界人士和学者一直致力于提升导游服务质量以优化行业形象、提振行业信心。学术界对导游问题的理论研究成果也日渐丰硕，多就具体制度安排设计进行研究，但忽略了以价值观为核心的意识形态及其实施机制在整个制度变迁中的决定性作用。本文在总结分析前人对导游问题及制度理论应用于旅游业的成果基础上，从新制度经济学的视角，运用制度变迁理论剖析中国导游制度的构成、产生及变迁过程，梳理中国导游制度发展的四个阶段并预测其变迁趋势，探讨导游制度变迁的相关导因与变迁方式，分析我国导游制度变迁的路径与机理。然后重点分析在导游制度中最有代表性、也最具社会敏感性的回扣制度问题，举例分析回扣制度形成导因、回扣利益分配方式以及这种制度造成的各种影响，在剖析我国导游回扣制度变迁路径依赖的“锁定”状态及其原因分析的基础上提出解决方案。最后，从正式制度、非正式制度和实施机制三方面提出相应的制度创新措施，并就具体的制度安排提出建议。本研究认为目前社会关于导游服务态度恶劣、强迫购物等问题的出现是制度层面的原因，，导游回扣制度是导游制度供给不足的产物，导游各种不良行为导致的社会问题是旅游制度不均衡在导游身上的集中体现。随着制度环境的变化，我国导游制度将朝着自由职业者执业方式变化，并随一系列相对价格要素的变化不断加快变迁步伐。本研究为科学合理的导游制度架构建设提供了新思路，为导游制度的有效性实施提供了新办法，对完善导游制度、丰富导游理论研究及推动旅游业健康发可持续展提供有价值的借鉴。
[Abstract]:With the improvement of the national economy and the maturity of the national holiday system, especially the introduction of the National Tourism Leisure Program (2013-2020), tourism has gradually become an indispensable part of people's lives. Tour guide is the core of tourism service and the soul of the whole tourism industry. In recent years, the society has reacted strongly to the problems of tour guide service and compulsory consumption. The quality of tour guide directly affects the satisfaction of tourists to the whole tour, the development of travel agency market, the regional tourism reputation and the image of tourism destination. Industry and scholars have been working to improve the quality of tour guide service to optimize the image of the industry, boost industry confidence. The academic circles have made more and more achievements in the theoretical research on the guide problem, and have mostly studied the design of the specific system arrangement, but neglected the decisive role of the ideology and its implementation mechanism with the value as the core in the whole institutional change. On the basis of summing up and analyzing the achievements of previous researches on tour guide and the application of system theory to tourism industry, this paper, from the perspective of new institutional economics, applies the theory of institutional change to analyze the composition, emergence and vicissitude process of China's tour guide system. This paper combs the four stages of the development of China's tour guide system and forecasts its vicissitude trend, probes into the related causes and modes of the guide guide system's vicissitude, and analyzes the path and mechanism of our country's tour guide system vicissitude. Then it focuses on the analysis of the most representative and socially sensitive rebate system in the tour guide system. Examples are given to analyze the causes of the formation of the rebate system, the distribution of rebate benefits and the various influences caused by this system. On the basis of analyzing the "lock" state of the path dependence of the tour guide rebate system in China and its causes, this paper puts forward a solution. Finally, this paper puts forward corresponding institutional innovation measures from three aspects of formal institution, informal institution and implementation mechanism, and puts forward some suggestions on specific institutional arrangements. This study believes that the problems of the bad attitude of tour guide service and forced shopping are the causes of the system, and the guide rebate system is the product of insufficient supply of tour guide system. The social problems caused by various bad behaviors of tour guides are the concentrated manifestation of the imbalance of tourism system in tour guides. With the change of the system environment, the guide system of our country will change towards the practice way of freelance, and with the change of a series of relative price factors, it will speed up the pace of change. This study provides a new idea for the scientific and reasonable guide system construction, a new method for the effective implementation of the guide system, and a new way to perfect the tour guide system. Enrich tour guide theory research and promote tourism healthy development sustainable exhibition to provide valuable reference.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F592.1

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