摘要：导游服务整个旅游活动中起纽带作用，导游服务的好坏，直接影响着整个旅游企业的社会声誉，也关系到一个国家或地区的形象。旅游业从整体上看，旅游是利用旅游资源、旅游设施，提供食、住、行、游、娱、购的一种服务活动，去满足旅游者旅行游览消费的需要，而直接或间接参与其中的最活跃因素是导游员。导游也就成了旅游业中最积极最有代表性的从业人员。导游服务在整个旅游过程中也起着至关重要的作用。本文从导游服务出发，分析了导游服务市场存在的从业模糊、服务随意化、以及服务待遇人为化等问题，并分析了造成导游服务问题的相关原因，并针对问题提出相对应的解决对策。
关键词：旅游业； 导游服务； 对策
Abstract: Tour guide service throughout the tourism activities play a connection role, tour guides service quality, directly affects the whole tourism enterprises social reputation, also matter to a country or region of the image. This article on the current stage of tour guide service for survival analysis, understanding of the tour guides service quality of tour guide problems exist in tourism market is not standardized, national system is not sound effects, tour guides service quality problems, the development of tourism industry in our country is extremely uncoordinated. Tourism industry should carry out a series of training, guide to improve the occupation morals and their quality; administrative departments should strengthen supervision, strict black guides and illegal guides, tour guide business threshold; should guide the tourism industry association to set up through the line about standardizing tourism market.This article from the concept of tour guide service sets out, analysed the tour guide services market of practitioners, service at random, fuzzy and artificial treatment services and other issues, and analyzed the cause of tour guide service issues related reasons, including system, technology, talents, interests, etc.. And aims at the question to propose the corresponding solution countermeasures.
Key words：Tourism; tour service; countermeasure
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