Yangshuo “local Tour Guide” Group Identity Research

With the rapid development of China social economic in recent years, national consumption level has been changed and has a great improvement,along with the great advancement in tourism. Nowadays tourism has gradually become one of the pillar industry of our country national economy.Tour guide is a type of new occupation accompanied of tourism.Tour guides have been contributed to the development of China’s reform and opening up, the tour guides’career were praised as " the soul of tourism " by society, it is the dream profession for everyone.In recent years due to many reasons,a series of tourism activities led to the condemn to the tour guide by the value of tour guides have been gradually reduced.What’s more, in many regions because of the profits and other reasons, " Yedao " and " Black tour guide " which both are not verified have become a popular phenomenon.In the trend of tourism development, tourism in Yangshou has been development a lot, due to various reasons a special group called " local tour guide " appeared in this area. " Local guides " of Yangshuo is the same as " Black tour guide " and " Yedao ",which are not exist in the tour guide system law.But in this place " local guide " have their own certain group identity which play a special role in the development of local tourism.In paper explores to Yangshuo tourism development under the influence of local tour guide role change, analysis of Yangshuo, the role of the local tour guide, Yangshuo local tour guide’s identity. And by using the depth interview method, observation method, questionnaire investigation and the analysis of the research methods such as literature review to Yangshuo "local tour guide" characterization of identity construction, influence factors, and the effects on yangshuo tourism.The conclusion of this study are as follows:(1) Professional identity token identity, cultural brokers, the local part of the identity of the property are the basic building blocks of Yangshuo local tour guide identity token. This research from the Angle of professional tour guide, guide the function of the Angle and the local tour guide where special local perspective Yangshuo tour guide identification of three basic forms of representation.(2) Demographic characteristics, economic factors, natural factors and social cultural environment factors are the main factors affecting Yangshuo local tour guide identity. This article through to the questionnaire data and interview data processing of demographic factors of Yangshuo significant degree of the influence of local tour guide identity, and found that economic factors, natural factors and social cultural environment is one of the important factors affecting Yangshuo local tour guide identity.(3) Occupational structures and functional structures, local construction is important manifestation of Yangshuo local tour guide identity construction. The state ought to be to the reality state transition of the professional construction, brokers and guide complementary functional construction, "I" and "the other" interactive local construction, interact with each other in the form of three kinds of construction form Yangshuo local guide the full process of identity construction.(4) The Yangshuo local tour guide identity in diachronically and synchronically the tense state formed to Yangshuo tourism different effects. In the state of condition, show the local tour guide development in different periods, the state of identity, and then to Yangshuo tourism has a different effect. Temporal condition, main show is rich in Yangshuo tourism resources, to cater to Yangshuo tourism development needs.Though studying the Yangshuo local tour guide as the case,our aim of the study is to improve of the informal tour group awareness. At the same time, through the aim of this study is theoretically improve characterization of identity and role of informal guide research as well as characterization of rich content, to further improve the identification of informal guide group study, improve their status in tourism research. In practice, based on the research of the local guide’s identity, can make the managers to the local tour guides have a new understanding, put forward a more reasonable management methods and management mechanism, can guide the cultivation of the self development to provide a more feasible solution and operation mechanism.