【正文】 游人之師” 、 “游人之友”的良好形象，從而逐步提高導(dǎo)游的社會地位。旅游購物商店應(yīng)該與旅行社、導(dǎo)游公司簽訂傭金合同，確定傭金給付比例和給付方式，并到旅游行政管理部門備案。旅行社應(yīng)建立一種既能使盡職的導(dǎo)游獲得應(yīng)得的回報，又能使導(dǎo)游必須為其在提供服務(wù)過程中多發(fā)生的質(zhì)量問題承擔(dān)責(zé)任的激勵機制，來最大限度地調(diào)動導(dǎo)游工作的積極性，保證導(dǎo)游服務(wù)的高質(zhì)量。旅行社仍可擁有自己的專職導(dǎo)游，向社會提供導(dǎo)游服務(wù)。5．提高導(dǎo)游服務(wù)質(zhì)量的改進措施 根據(jù)服務(wù)的無形性、生產(chǎn)和消費同時性、差異性等特點，我們知道，游客在實際消費服務(wù)前，是很難對服務(wù)進行評估的，所以游客感知的購買風(fēng)險會較大。游客信任企業(yè)，就會相信企業(yè)有能力提供自己需要的服務(wù)，相信企業(yè)會盡力滿足自己的需求和愿望。如表 3 所示：表 3 游客對導(dǎo)游的信任感調(diào)查表項目分值　 　 　 　 　項目 序號 評分標(biāo)準(zhǔn)5 4 3 2 110 導(dǎo)游能及時為您解決旅途中出現(xiàn)的問題 　 　 　 　 　11 您非常樂意把自己的想法告訴導(dǎo)游 　 　 　 　 　12 您深信導(dǎo)游不會損害您的利益 　 　 　 　 　13 您深信導(dǎo)游不會欺騙您 　 　 　 　 　14 您深信導(dǎo)游會誠信待客 　 　 　 　 　游客對導(dǎo)游的信任感15 服務(wù)人員的技能、禮貌讓顧客產(chǎn)生信任感和安全感 　 　 　 　 　信任感是“交易一方對所信賴的交易對象的依賴意愿” 。游客在被服務(wù)過程中或消費后，會根據(jù)自己對公平的服務(wù)結(jié)果的期望評估服務(wù)的實績。導(dǎo)游人員的儀表儀容，是指導(dǎo)游人員的容貌、著裝、服飾及所表現(xiàn)出的神態(tài)。因此，導(dǎo)游形象會影響游客滿意度。從數(shù)據(jù)中我們可以看出，就目前導(dǎo)游服務(wù)質(zhì)量的整體水平而言，游客對導(dǎo)游的各項指標(biāo)的滿意度是不一樣的，因為游客對導(dǎo)游的預(yù)期和實際感受是不一樣的。顧客滿意度是一個變動的目標(biāo)，能夠使一個顧客滿意的東西，未必會使另外一個顧客滿意，能使得顧客在一種情況下滿意的東西，在另一種情況下未必能使其滿意。顧客有利的口頭宣傳對顧客購買決策會產(chǎn)生重要的影響。信息公平性集中于解釋信息的溝通是否充分、合理，是否真實、沒有偏差，是否及時。服務(wù)公平性包括結(jié)果公平性、程序公平性、交往公平性和信息公平性 4 個組成成分。當(dāng)某種物品價格既定時，消費者從這種物品中所得到的效用越大，即消費者對這種物品評價越高，消費者剩余越大。導(dǎo)游的服務(wù)是諸種旅游接待服務(wù)中居6于中心位置、主導(dǎo)地位的服務(wù)。作為一對利益相關(guān)者，游客對導(dǎo)游服務(wù)質(zhì)量的滿意度是評價導(dǎo)游服務(wù)質(zhì)量最現(xiàn)實的標(biāo)準(zhǔn)。在闡述導(dǎo)游角色和職能發(fā)展的過程中，部分學(xué)者從游客的視角對導(dǎo)游進行了關(guān)注。作為一對利益相關(guān)者，游客對導(dǎo)游服務(wù)質(zhì)量的滿意度是評價導(dǎo)游服務(wù)質(zhì)量最現(xiàn)實的標(biāo)準(zhǔn)。零點調(diào)查公司與《東方企業(yè)家》雜志聯(lián)合推出的旅游服務(wù)指數(shù)印證了許多人的這種感受———國內(nèi)旅游業(yè)陷阱頗多。所以旅行社管理人員應(yīng)充分重視導(dǎo)游的作用，加強對導(dǎo)游的管理。關(guān)鍵詞：導(dǎo)游服務(wù)質(zhì)量 顧客滿意 游客行為意向Title Tour Guides Service Quality, Tourists’ Sense of Trust Relationship and Tourists’ Behavioral Intention Research AbstractTourists in the tourism process mainly municate with the tourist guides and travel agents and guides plays a vital role in the process of service delivery. The attitude of tour guides, service awareness and service skills will not only affect the evaluation of tourists guides, but also affect the evaluation of overall service of travel agents. Therefore improving the quality of a travel guide service is an important aspect of building travel agency service quality. In this paper, the services quality of tour guides, visitors’ sense of satisfaction and trust acts and visitors to explore the relationship between intention and the relationship between them to carry out inspection.Tourists’ sense of trust to guides is the most important factor in the intention which affect their future behavior . In the tourism process, tour guides and visitors in touch with each other, mutual exchanges and mutual influence. Tourists measure the credibility of tour guides and goodwill according to the expected process in accordance with, the ability to judge process and intention analysis is something with the expected process and the ability of visitors foresee tour guides’ will be in accordance with the demeanor of guides to assess the credibility and goodwill. In the ability to judge process, visitors will be guided to determine the ability of obligations that tour guides beared. If the guides do well in their jobs , visitors’ a sense of trust will be enhanced. In the intention analysis process, visitors will analysis tour the words and deeds to determine the intent of tour guides. Tour guides do not damage the interests of tourists, tour guides do not deceive, it is easier to win the confidence of tourists. Therefore, the tour guides and visitors establish trust in interpersonal relations will enhance the quality of the relationship between the two, thereby affecting the future behavior intention of recent years, with some travel agencies and tour guides’ acts of bad faith revealed by the media and the munity that visitors to travel agencies and tour guides credibility issue is being more a result of the imperfect system ,some of the travel agents guide the tour guides management and control negligencely, which made the provision of poorquality services for tourists, fraudulent customers, any increase in shopping spots, change tourist in immoral acts occurred, seriously affecting the confidence of tourists on guided tours . Guides on behalf of travel agencies in the travel quality services for tourists and improve visitor satisfaction and a sense of trust, can help travel agencies retain customers and enhance the image of the public. Therefore, travel agencies should take a series of effective measures to improve the quality of guides service, to improve the sense of satisfaction and the sense of trust. Keywords: Tour Guides Service Quality Tourists’ Sense of Trust Tourists’ Behavioral 目次1 引言 ......................................................................................................................................................2 選題背景 ...........................................................................................................................................2 研究的目的和意義 ...........................................................................................................................2 文獻綜述 ...........................................................................................................................................3 研究內(nèi)容和方法 ...............................................................................................................................42 相關(guān)理論研究 ......................................................................................................................................5 導(dǎo)游的服務(wù)質(zhì)量 ...............................................................................................................................5 消費者行為理論 ...............................................................................................................................6 服務(wù)公平性 .........................................................