【正文】 游人之師” 、 “游人之友”的良好形象，從而逐步提高導游的社會地位。旅游購物商店應該與旅行社、導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。旅行社應建立一種既能使盡職的導游獲得應得的回報，又能使導游必須為其在提供服務過程中多發(fā)生的質(zhì)量問題承擔責任的激勵機制，來最大限度地調(diào)動導游工作的積極性，保證導游服務的高質(zhì)量。旅行社仍可擁有自己的專職導游，向社會提供導游服務。5．提高導游服務質(zhì)量的改進措施 根據(jù)服務的無形性、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前，是很難對服務進行評估的，所以游客感知的購買風險會較大。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，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 游客對導游的信任感調(diào)查表項目分值　 　 　 　 　項目 序號 評分標準5 4 3 2 110 導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游 　 　 　 　 　12 您深信導游不會損害您的利益 　 　 　 　 　13 您深信導游不會欺騙您 　 　 　 　 　14 您深信導游會誠信待客 　 　 　 　 　游客對導游的信任感15 服務人員的技能、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” 。游客在被服務過程中或消費后，會根據(jù)自己對公平的服務結果的期望評估服務的實績。導游人員的儀表儀容，是指導游人員的容貌、著裝、服飾及所表現(xiàn)出的神態(tài)。因此，導游形象會影響游客滿意度。從數(shù)據(jù)中我們可以看出，就目前導游服務質(zhì)量的整體水平而言，游客對導游的各項指標的滿意度是不一樣的，因為游客對導游的預期和實際感受是不一樣的。顧客滿意度是一個變動的目標，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。服務公平性包括結果公平性、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。導游的服務是諸種旅游接待服務中居6于中心位置、主導地位的服務。作為一對利益相關者，游客對導游服務質(zhì)量的滿意度是評價導游服務質(zhì)量最現(xiàn)實的標準。在闡述導游角色和職能發(fā)展的過程中，部分學者從游客的視角對導游進行了關注。作為一對利益相關者，游客對導游服務質(zhì)量的滿意度是評價導游服務質(zhì)量最現(xiàn)實的標準。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充分重視導游的作用，加強對導游的管理。關鍵詞：導游服務質(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 相關理論研究 ......................................................................................................................................5 導游的服務質(zhì)量 ...............................................................................................................................5 消費者行為理論 ...............................................................................................................................6 服務公平性 .........................................................