题目西安导游服务存在的问题及对策研究摘要导游服务是导游代表被委派的旅行企业接待或陪同游客进行旅游活动，按组团合同或约定的内容和标准向其提供的旅游接待服务。在旅游活动过程中，导游起着主导作用，导游服务质量的高低关系到整个旅游产品的质量。作为著名旅游城市的西安市，旅游委在提升导游员的业务水平和服务质量做了许多工作，取得了一些成绩。但由于各种因素综合作用，目前西安的导游在服务过程中仍存在着诸多问题。调查统计数据显示，西安导游服务存在的主要问题有：导游从业人员综合能力差：导游员基本的讲解技能不过关；部分导游缺乏基本的职业道德或职业责任感不强：职业认同感较低。问题形成的原因主要是：导游整体素质偏低：导游培训质量不高：导游待遇不高：导游人才流失严重。针对问题，文章提出了完善导游行业管理机制：建立科学的导游培训体系，提高导游培训质量：健全导游激励体系，完善薪酬制度：加强导游职业道德建设，提升导游服务质量的解决对策。希望能够对规范西安导游从业人员的管理，提升导游服务品质提供参考。关键词：导游：服务质量：提升策略ABSTRACTTour guide service is a kind of tour reception service provided by tour guide onbehalf of the appointed travel enterprise to receive or accompany tourists for tourismactivities according to the contents and standards of the group contract or agreement.In the process of tourism activities,tour guide plays a leading role.The quality of tourguide service is related to the quality of the whole tourism product.As a famous touristcity,Xi'an Tourism Committee has done a lot of work and made some achievements inimproving the professional level and service quality of tour guides.However,due tovarious factors,there are still many problems in the service process of Xi'an tour guide.According to the survey statistics,the main problems of guide service in Xi'an are:thecomprehensive ability of guide practitioners is poor;the basic explanation skills ofguide practitioners are not qualified;some guides lack basic professional ethics orsense of professional responsibility is not strong;professional identity is low.The mainreasons for the problems are:the overall quality of tour guides is low;the quality oftour guide training is not high;the treatment of tour guides is not high;the brain drainof tour guides is serious;in view of the problems,this paper puts forward to improvethe management mechanism of tour guide industry;establish a scientific tour guidetraining system to improve the quality of tour guide training;improve the incentivesystem of tour guides,improve the salary system;strengthen the construction of tourguides'professional ethics to improve The solution of tour guide service quality.I hopeit can provide reference for standardizing the management of tour guides in Xi'an andimproving the service quality of tour guides.Keywords:Tour guide;Service quality;Optimization strategy