Study On The Influence Mechanism Of COVID-19 Event Strength On Tour Guide Loyalty

The COVID-19 pandemic has hit travel agencies hard,It also brings a considerable degree of pressure to the tour guide.As the front-line staff in tourism services,tour guides are the bridge of communication between tourists and travel agencies.A stable tour guide team is a strong support for the development of travel agencies.It is of great significance to explore the loyalty of tour guides for the boost and recovery of travel agencies.Tour guide loyalty refers to the psychological affiliation and behavioral orientation of tour guides to travel agencies under the influence of corporate culture,management system and related modes.The level of tourist guide loyalty will directly affect the tourist guide’s retention and resignation tendency.Considering external environmental factors,in the post-COVID-19 era,tour guides will have different levels of cognition on the COVID-19 event,and this cognition will affect their behavioral psychology of staying and going.From the perspective of the internal factors of the tour guide,the job insecurity generates during the interaction between the tour guide and the external environment will have different degrees of influence on the loyalty of the tour guide.The organizational support provided by travel agencies to tour guides is a measure of the sense of identity and belonging of tour guides to travel agencies.In the process of the impact of the COVID-19 event strength on tour guide loyalty,it plays a role together with job insecurity,which has different impacts on tour guide loyalty.Based on SOR theoretical,event system theory and organizational support theory,and relevant literature,this paper constructs a structural model with the COVID-19 event strength,job insecurity,tour guide loyalty and organizational support as the main variables.questionnaire method is used to collect 606 pieces of data.Quantitative research method is used to analyze the data through software such as SPSS24.0 and AMOS24.0,so as to explore the influence mechanism of the COVID-19 event strength on tour guide loyalty.The study found that:(1)COVID-19 event strength has a significant positive effect on tour guide job insecurity;(2)job insecurity of tour guides has a significant negative effect on their loyalty;(3)tour guide job insecurity plays a mediating role in the influence of the intensity of COVID-19 on tour guide loyalty;(4)organizational support plays a negatively moderating role in the influence of job insecurity on tourist guides’ loyalty;(5)the moderated mediating effect of organizational support is significant;(6)there are significant differences in the behavior loyalty and organizational support of tour guides with different educational backgrounds,tour guide certificate levels and job types.Based on the above study results,some suggestions are put forward for travel agencies and tour guides,and believes that the improvement of tour guide loyalty requires the joint efforts of travel agencies and tour guides.Among them,in the Angle of travel agencies:(1)provide rich vocational training to reduce tour guides’ awareness of the COVID-19 event strength;(2)comprehensive career planning to alleviate the insecurity of tour guide work;(3)increase organizational support to enhance tour guide loyalty.In the Angle of tour guides:(1)establish the sense of crisis and pay attention to self-improvement;(2)improve career planning and enhance industry confidence.