| Summary: | 碩士 === 南華大學 === 旅遊管理學系旅遊管理碩士班 === 101 === In group journeys, tour guides play multi-roles who share history knowledge and real experience to tourists, operate crisis and bring happiness to their followings. Besides, tour guide is one of the most significant human resources in travel agency, and tour guide is the front line staff of the agency to face their customers. Therefore, the service quality of tour guide is going to influence the client satisfactions. Nowadays, in Taiwan, there are huge tour groups coming from mainland China and a number of tour guides with Chinese is becoming much necessary. The tour guides with Chinese is plentiful in tour market now, but the quality is still instable. Besides, in order to attract more customers, most of travel agents join price competition to cut the price and then try to earn money back from selling local products. Therefore, the professional skills of tour guides for tourists of mainland China includes not only knowledge of introduction but also the ability of selling products. This competition reflects certain crucial problems in this Chinese tour and presents fierce situations of Chinese tour guides.
To conduct this research, participant observation method in Qualitative Research was used with participating and observing the interaction between tour guides and tourists. I recognize and inductively analyze the necessary professional competence of the guides for the tourists of mainland China. In addition, I use individual depth interview method to collect relevant data from tour guides for tourist of mainland China, the managers in travel agencies, and the staff of the Sightseeing Tour Guide Association and then to analyze their statements. I analyze and figure out the present situations of the tourists from mainland China with six points: (1) vicious competition of travel agencies; (2) salary problems; (3) professional capabilities; (4) certification tests; (5) training programs; (6) system of internship.
At last, according to my findings and results, I provide certain insights and suggestions to future studies, travel agencies, governments, and new coming tour guides.
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