浅析上海导游服务的现状.docx

浅析上海导游服务的现状.docx

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浅析上海导游服务的现状

浅析上海导游服务的现状

　　【摘要】旅游业的竞争归根到底是人才的竞争，导游员作为旅游工作的一线人员，是旅行社和旅游者之间的纽带，也是旅游人才竞争的关键因素之一。

本文通过对上海旅游业现状分析，重点研究了上海导游员的现状问题，并就这些问题从增加导游人员数量上和提高导游人员素质等方面提出了一些改进建议。

【关键词】上海；导游现状；导游服务

Introduction

Throughoutthepastcentury,Shanghaihashadnumerousnametagsattachedit,suchasthe“whoreoftheEast”,the“ParisoftheOrient”andthe“PearlofChina”.TheimageofShanghai,morethananyotherChinesecity,isbountifulinthewest.Asthelargestandmostprosperouscityinthenation,Shanghaiistheeconomic,financialandculturalcenterofChina.Shanghaiasafastandmodernmetropoliscanattractmoreandmorepeoplefromallovertheworld.ItisknowntoallthatShanghaiisthecitythatmostvisitorswillpayavisit.Therefore,tourismindustryinShanghaiisdevelopingrapidly.

Inrecentyears,moreandmoreinternationalmeetingsareheldupinShanghailikeAPEC.Ontheonehand,itpromotestourismdevelopmentinShanghai.Ontheotherhand,thetourismindustryinShanghaifacestheshortageoftourguides,especiallythehigh-leveledtourguides.Consequently,thisresearchwillfocusonthecurrentsituationsoftourguideserviceinShanghai.

1．TheCurrentSituationofTourismIndustryinShanghai

WiththerapiddevelopmentoftheeconomyinShanghai,tourismisbecominganewandsunrisingindustry.Throughthetouristyearbook（2002）,youcangetthefollowingdata.From1997to2002,thenumberoftheforeignvisitorsincreasedfrom　millionto　million.Theaverageannualincreaserateisabout　percent.Theforeignexchangeearningsaregoingupfrom　billionto　billion.Theaverageannualgrowingrateisto　percent.Andthenumberofthetravelersinhomegrowsfrom　millionto　million.Theaverageannualincreaserateisabout　percent.Thetotaltouristincomewillbeupto　billionRMB.Theaddedvalueintourismindustryoccupyfrom%to%amongtheGDPofShanghai.Sothetourismwillbeapillarinthethirdindustry.

AsitisknowntoallthatinnextfewyearsthedevelopmentofthetourisminShanghaiwillprobablyrelyontheeconomicandcultureeffectcausedbytheExpositionin2010,whichisanunprecedentedopportunityforthetourisminShanghai.Meanwhileitisatryfullofchallenges.ThesuccessfulbidfortheExpoin2010meansthatShanghaihasmadegreatstridestothedirectionoftheinternationalcity.ItwillbethepeakperiodforthetourismindustryinShanghai.

TheExpowillsupplythreeopportunitiesforthetourisminShanghai.Firstly,citytouristresourceisbecomingricherandmoreofadistinguishingfeature.FortheExpoin2010,Shanghaiwillconstructalotofinternationallandscapearchitecturesandbesttrafficnetsandecologicalenvironment.Infact,since1984,theShanghaimunicipalgovernmenthasimprovedastrategyfocusingontheconstructionofinfrastructure,telecommunicationandenergyfacilities.Inrecentyears,thecityhaspumpedsome10%ofitsGNPand40%ofitstotalfixedassetsinvestmentintotheconstructionofthecity’sinfrastructure.Secondly,moreandmoreinternationaltradeactivitieswillgatherupinShanghai.TheExpoiscalledthegrandmeetingofOlympicsofeconomy,technologyandculture.Thirdly,thenumberofpeoplecomingtoShanghaiforavisitwillincreasesharply.Accordingtotheanticipation,foreignvisitorswillbeover　millionin2010andtravelersinnationwillreach13thousandto15thousand.

2．TheProblemsoftheCurrentTourguideServiceinShanghai

Fromthefollowdescription,youwillfindthatthetourguideteaminShanghaiisinalittledisorder.Sometourguideswithouttheprofessionalcertificatearepursuingthisjoballthesame.Additionallytherearesometourguidestakeupthiscareeronlyaspart-timejob.Forexample,apartoftourguideswilltakeadvantageofthegoldenweektoshowsomevisitors.Asamatteroffact,itseriouslyaffectsthemarketorderofthetourguides.

ALackoftheTourguidesinShanghai

ThroughtheanalysisofthetourguideinShanghai,youwillcometoknowthegeneralsituationofthedistinguishingpersonalityandproblemsoccurringinthetourguideteam.

BasedonthedatafromtheShanghaiMunicipalTourismAdministrativeCommission,thereareabout15,000peoplewhoowntheprofessionalcertificatesastourguidesinShanghai.However,lessthanhalfofthemaretakingupthiscareer.Tooursurprise,thereareonly10peoplewhoarethesupertourguides.Manysecondarytourguidesarestillworkinginthefrontline.Butmostoftopgradetourguideswhohavebeenworkedinthislineforseveralyearsnowarethedepartmentalmanagers.Onthecontrary,someofthetourguidesinShanghaiareinshortofeducationalbackgroundandpracticalexperiencedealingwithemergencies.

ExcepttheChinesetourguide,similarlyalargenumberofforeignlanguagetourguidesareinurgentneed.Nowadaysmoreandmoreoverseas-fundedenterprisescrowdintoYangtzeRiverDeltasuchShanghai,Hangzhouandsoon.Shanghaihasbecomeaheateddestinationoftheinvestmentfortransnationalcorporations.AccordingtothedatainformationfromShanghaiStatisticalBureau,about190majortransnationalcompanieshaveinvestedinShanghai,acitythatisdirectlyunderthecentralgovernmentwithtotalinvestmentsoaringofUSDollars　billion.OrsomegrandactivitieswillbeholdupinShanghai.ThereisnowonderthatagoodmanyforeignersfromallovertheworldwillenjoythescenicspotsinShanghaimorethanothercities.

InstabilityinthefieldofTourguidesinShanghai

Presentlytourguidesinourcityisaveryyoungteam.Thetourguidebelow20years,21to30years,31to40years,41to50yearsandover50yearstakeup　percent,　percent,　percent,　percent,　percentrespectivelybasedonthereportofhumanresourceoftourguideinShanghai.Becausetheyareallveryyoung,itistooearlyforthemtodecidewhethertheywillworkinthisfieldforlong.Inmostcases,theyoungtourguidestakeupsuchoccupationinashortperiodoftime.Oncetheygettiredofthisjob,theywilltryenteringanotherindustry.Itiseasytofindthatitwilltakeplentyoftimeandenergytobeagoodtourguide.Atourguidewillshowdifferenttouriststothesameplaceforseveraltimes.Andatourguideshouldarrangeanythingforthecustomersandbemorecareful.However,mostChildreninShanghaiarealltheapplesinparents’eye.Theyouthsareinterestedintheinvariablelife.Inmostcases,fewofthemwilltakethisjobasaforeverone.MoreoverShanghaiisacityoffastbeat.Itismorepossiblethatatourguidewillchangeanotherjobmoreofopportunitiesandchallenges.

LowerCapabilityofTourguides

Inthetimebeing,Shanghaihastheproblemoftheshortageofhighqualitytourguidewithhigheducationalbackgroundandgoodmorality.OfallthetourguidesinShanghai,thegraduatesfromseniorschoolofsecondarytechnicalschoolareabout　percent.Andthetourguidegraduatingfromjuniorcollegesareonlytakingup　percent.Fewgraduatesofabachelordegreewillbeengagedinthecareerastourguides.

Inaddition,therequesttothepeoplewhowanttoattendthetestasatourguideislowercomparatively.Thegraduatesofseniorschooljustcanbequalifiedtotakepartinthetest.Itisreportedthatthereareabout6,000peoplewhowillapplytoattendinthetestthisyear.

Itisbecauseofthelowdoortothetestthattourismindustryisinashortageofbothskilledtourguidecoveringsomeinternationalguidesandinterpreters.MostofthetourguidesinShanghaiarenotavailableforthehigheducationandprofessionaltechniques.

MisunderstandingoftheTourguideCareer

Firstly,manygraduatesholdtheideathatsincetheirmajoris“touristmanagement”sotheyareboundtobeamanagerevenattheinitialstage,therefore,itisverycommonforthemtochangejobstoavoidthetiringtaskasatourguideinthefirstline.

Secondly,somepeoplethinkthatthetourguideshouldbeservecustomers.Itseemsthatthiscareerislowerthananyothervocationsintherank.Butthetruthisonthecontrary.ThetourismindustryinShanghaiisbecomingthekeylineforthethirdindustry.Thenthegovernmentispayingmoreattentionandcostalottothisbusinessinordertoattractmoretoptouristtalents.

Atlast,insomepeople’seyes,thiscareerisunstable.Thetourguidecannotbepaidsteadyincomeeverymonth.However,inmostcases,peoplethinktourguideinShanghaishouldrelyonthebackhanderfromthecustomerratherthanthewagefromthetouristagencies.

　　3.SeveralSuggestionsonImprovingTourguideServiceinShanghai

ImprovingTourguideCapacity

TourguideisadevelopingoccupationinShanghai.Ofcourse,tourguidesshouldseekformoreimprovementduringthecourseofthedevelopment.Meanwhiletourguidesshoulddomoretoleaveadeepimageandimpressionasatourguidetothevisitors.Agoodtourguidemustbefirstlyofthemeritsasfollows.

Tomakebettertrainingofthegoodtourguide,on6thJuly2004,thefirsttourismtalentsnurturingbaseinShanghaiisestablishedinShanghaiJuniorCollegeofTourism.

Thefirstnurturingbasefortourismtalentsisbuiltonthecooperationbetweenschoolandcompany.Thetourismcompanyprovidestheprogramwithteachingequipments,whilethecollegeisresponsibleforthecoursedesignandreachingorganization.Theyaremakingjointeffortstotrainhighqualitytourguides.

Additionallythegovernmentshouldstrengthenthecontinualeducationandtraining.Professionaltrainingensurestouristservicequality.Theprofessionalskillisveryimportantduringthecourseoftrainingbutthevocationalethicsalsocountsagreatdeal.

Changingconceptoftourguideservice

Asacapablethirdindu