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论文界定了导游服务中的人际信任的概念,分析了影响导游服务中客我人际信任的主要因素,包括游客、导游员、双方的沟通和交易次数以及旅游公司和旅游行政管理部门等,提出了增加导游培训内容,进行合理制度安排和约束,推行旅游信息公开,强化媒体正面宣传等,提高客我人际信任水平的若干策略,论述了人际信任重建是提升导游服务质量的一种新的路径。
The paper defines the concept of interpersonal trust in tour guide service, analyzes the main factors affecting the interpersonal trust between tour guide service and tourists, including the number of tourists and tour guides, the number of transactions between the two parties and the travel companies and the tourism administrative departments. Increase the content of tour guides, make reasonable institutional arrangement and restraint, promote the openness of tourism information, and reinforce the positive publicity of the media, so as to improve the mutual trust between customers and clients. It also discusses that the reconstruction of interpersonal trust is a new way to enhance the service quality of tour guides.