Study On The Service Quality Evaluation Index System Of Free-Practice Tour Guides

Chinese tour guide service quality evaluation system require tour guides must be "appointed by the travel agency".With the rapid popularization of the Internet,and the access to information is more convenient,the single practice way and the shortcomings of the management system can not be accommodated to the tourism consumption and demand.To carry out FREE-PRACTICE guide pilot,make tour guides have mutual choice,independent career and multiple channels.To promote the tour guide focus on guidance services,aims to increase customers' satisfaction,but also influences the reconstruction of the evaluation index system of the tour guide service quality.This paper based on the background of FREE-PRACTICE guide pilot,in the perspective of tourists,study on the free practice tour guide service quality evaluation.First of all,carding and summarizing the early stage research which focus on service quality,service evaluation theory and tour guide service,and then sort out the evaluation index.Secondly,extracting the evaluation index from normative text,network commentary text and relatively interviews of professors,administration managers and tourists,sum up one evaluation system of 5 Dimensions 30sub-indexes,combined the characteristics of FREEPRACTICE guide service.Then through the Delphi method and the pre-research to filter the index value to optimize the determination of 29 sub-indicators,the use of product scale method to assign the various dimensions and indicators.Finally,taking the advantage of SPSS 24.0 software to test the validity and reliability of the collected data,ranking the tourist perception and expectation of 5 dimensions.At last but not the least,the IPA model will introduce to divide sub-indexes into four quadrants,and put forward corresponding reasons,proposed recommendations and strategies of the service quality improvement.The study points out that the main reason for the difference between the tourists' expectation and the perception,which lies in the supply of the tour guide service market,and lacks of free practice tour guide service standards and effective supervision.Therefore,puts forward advice from five angles to improve the service quality.From the perspective of Government administration,it is necessary to raise the threshold and scope of the tour guide practice,promote the establishment of hierarchy evaluation;industry association should provide more training oppotunity,and maintaining the interests of them;enterprise should make use of the scientific evaluation system to judge tour guides reward and punishment.From the perspective of tour guides,it is recommended to focus on the new needs of tourists,to enhance the basic quality service capabilities;tourists who accept the service should take participate in service evaluation,and make a realistic,objective and impartial evaluation.Based on the tourists point of view,realistic and objective evaluation is essential.