| The rapid economic development has led to the rapid development of the mediaindustry. China’s media industry is also showing a rapid development momentum.Newspapers, magazines and televisions have a rocketed development, popularity ofthe network and the pace of development even more alarming. According to thedevelopment of old media to new media, the public pay more attention to media.Media promotes the whole society’s development and changes the people’s way of life.In the time of Information explosion, media try their best to seize "hot point" and"selling point" to attract public’s eyes. Media becomes indispensable to people’s dailylife. Media is becoming more and more important. Gradually, reality of society ofmedia changes into reality of people eyes, and people acknowledge reality of thisworld through media day by day. People’s cognitive ability is replaced by comment ofmedia. Media is becoming the people’s main source of acknowledging this world.Media has an effect on shaping image of some social group. As an important partof the society, guide development relies on society development. Of course, media isvery important to the development of tour guide that media would affect the people’slocation and cognitive about tour guide. The purpose of writing this paper is that themedia and the public should pay more attention to tour guide group, let the tour guidegroup received more social supports, and encourage the media to tour guide to createa positive image. Through this paper, media could make the evaluation more accurateand increase the sense of identity form public to tour guide group. Only in this way,could the tour guide group get recognition and has a higher loyalty. The tour guidegroup can become more active, more enthusiasm and more confidence. So visitorslove tour guide group day by day, and tour guide group will get more and moresatisfaction from routine. The tour guide will appreciate the true value and realsignificance of their own work.Firstly, based on the analysis of related reports from the Sina.com.cn, we can find the tour guide image that be constructed by media is a negative image. The imageconstructed by media does not accord with the actual image of guide, and exists thetendency of "substitution","overgeneralization" and "unfair". Secondly, throughinterviewing part of the guides and tourists by unstructured interviews method, thenegative image of guide that have made guide group appear job bornout and increasethe psychological pressure to guide career. It is easily to lead a vicious cycle of guidecareer. And then measure the degree of job bornout about guide by Fuzzy evaluationmethod. According the results, we can see that guide group is in a moderate burnoutstatus by the negative image influences. And three dimensions that include emotionalexhaustion, work alienation, reduced personal accomplishment are all in moderateburnout. The negative image of guide constructed by media has added work fatigue toguide group and reduced the loyalty of guide occupation. At last, some suggestionsand counter plans are presented to the bad influence of tourism industry which comesfrom the negative image of guide constructed by media. The first method to enhancethe quality of guide service and improve their image is that tour guide group needs tomake great efforts. Then the entire society and the industry should create aharmonious living environment for tour guide group. And the harmonious workingenvironment made by our society is important as well. In the third place, thegovernment should strengthen the communication with media. The governmentshould interact with media timely and effectively, improve the tourism industrysystem and make a bound of specific standards to restrain tour guide’s work.Furthermore, the mass media should report objectively and comprehensively based onfacts and enhance the tour guide’s positive image which makes the tourism industry asustained and sound development. |
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