商业经济与管理

导游服务是旅行社产品由“虚拟”转化为“现实”的过程,它是一种专业的、高接触性服务。在此过程中,由于旅游者和旅行社、导游人员各自的利益基点不同,他们构成了一个统一对立的矛盾体,由此产生相互间的干预和控制。文章通过对旅游者干预行为的研究分析,提出了旅行社和导游人员预防、控制干预的措施,以期对提高旅行社产品的质量起现实的指导作用。

Tour guiding is a process where the "virtual" products of travel agencies are converted into "tangible" ones. It is a service that needs professional skills and frequent contact with tourists. During this process, due to the different interests of the tourists, travel agencies and tour guides have formed a unity of opposites, resulting in the intervention and control between two opposite parties. This article is written to put forward certain measures for travel agencies and tour guides to prevent and control intervention from the tourists, by studying and analyzing their intervention, in the hope that it will play a realistic and instructive role in raising the quality of the products of travel agencies.