本文選題：服務(wù)扮演策略 + 職業(yè)倦怠　； 參考：《吉林大學(xué)》2014年碩士論文

【摘要】：在旅游業(yè)飛速發(fā)展的今天，人們對旅游的需求越來越強(qiáng)烈。導(dǎo)游的服務(wù)質(zhì)量是現(xiàn)代旅游業(yè)發(fā)展的靈魂，因此在旅游業(yè)中導(dǎo)游扮演的角色日益重要。然而導(dǎo)游卻是轉(zhuǎn)行最頻繁的職業(yè)之一，國家旅游局對于導(dǎo)游的相關(guān)調(diào)查數(shù)據(jù)表明，已經(jīng)考取導(dǎo)游資格證但卻不再從事此工作的人員占總持證人員的30%以上，導(dǎo)游人員的大量流失必然會引起旅行社重復(fù)招聘和培訓(xùn)等問題，增加了旅行社的管理成本，不僅如此，優(yōu)秀導(dǎo)游的離職，還會降低旅行社的服務(wù)質(zhì)量，引起游客不滿和投訴等問題。因此如何降低導(dǎo)游離職率，成為旅游業(yè)亟待解決的問題。 在理論上，通過整理已有的研究文獻(xiàn)，我們發(fā)現(xiàn)大多數(shù)學(xué)者的研究都集中在導(dǎo)游職業(yè)倦怠與離職傾向的關(guān)系上，很少有人對于導(dǎo)游服務(wù)扮演策略以及服務(wù)扮演策略對職業(yè)倦怠、離職傾向的影響進(jìn)行研究。鑒于研究意義的重要性，本研究采取實(shí)證研究方法對導(dǎo)游服務(wù)扮演策略、職業(yè)倦怠和離職傾向進(jìn)行了系統(tǒng)研究。 因此本研究在總結(jié)國內(nèi)外相關(guān)文獻(xiàn)的基礎(chǔ)上，確定了本文所采用的服務(wù)扮演策略、職業(yè)倦怠和離職傾向的定義、維度和測量工具，本研究將服務(wù)扮演策略分為表面扮演策略和深層扮演策略，將職業(yè)倦怠分為情感耗竭、低人格化、低個人成就感三個維度。通過回顧和梳理文獻(xiàn)構(gòu)建了以服務(wù)扮演策略作為自變量，離職傾向?yàn)橐蜃兞浚殬I(yè)倦怠為中介變量的研究模型，探討導(dǎo)游服務(wù)扮演策略各維度對于離職傾向的不同影響。本研究參考Diefendorff et al.(2005)服務(wù)扮演策略量表，李超平、時勘(2003)職業(yè)倦怠量表，Mobley (1978)離職傾向量表，形成了調(diào)查問卷，并通過網(wǎng)絡(luò)發(fā)放問卷及現(xiàn)場發(fā)放問卷兩種方式收集數(shù)據(jù)。問卷發(fā)放對象主要是吉林省各旅行社的導(dǎo)游。本次調(diào)查通過網(wǎng)絡(luò)問卷星系統(tǒng)發(fā)放問卷200份，現(xiàn)場發(fā)放紙質(zhì)問卷100份，總共300份問卷，其中無效問卷有57份，有效問卷有243份。采用SPSS軟件進(jìn)行信效度分析、相關(guān)回歸分析，得出以下結(jié)論： （1）表面扮演策略對離職傾向具有正向影響，，深層扮演策略對離職傾向具有負(fù)向影響。（2）表面扮演策略對職業(yè)倦怠具有正向影響，深層扮演策略對職業(yè)倦怠具有負(fù)向影響。（3）職業(yè)倦怠對離職傾向具有正向影響。（4）職業(yè)倦怠在表面扮演策略與離職傾向之間起部分中介作用。職業(yè)倦怠在深層扮演策略與離職傾向之間起部分中介作用。（5）表面扮演策略、深層扮演策略、職業(yè)倦怠和離職傾向在年齡、學(xué)歷、從事導(dǎo)游工作年限和導(dǎo)游證級別上存在差異。 本研究為國內(nèi)旅游業(yè)管理者對導(dǎo)游的職業(yè)生涯管理提供了理論指導(dǎo)，并有針對性的提出了降低導(dǎo)游職業(yè)倦怠和離職傾向的一些建議和對策，具有一定的實(shí)踐意義。
[Abstract]:With the rapid development of tourism, the demand for tourism is getting stronger and stronger. The service quality of tour guide is the soul of the development of modern tourism, so tour guide plays an increasingly important role in tourism. However, tour guides are one of the most frequently changing occupations. According to the relevant survey data of tour guides conducted by the National Tourism Administration, the number of people who have obtained a tour guide qualification card but have ceased to work in this job accounts for more than 30% of the total number of licensed personnel. The loss of a large number of tour guides will inevitably lead to problems such as repeated recruitment and training of travel agencies, which will increase the administrative costs of travel agencies. Moreover, the departure of excellent tour guides will also reduce the service quality of travel agencies. Cause problems such as complaints and complaints from tourists. Therefore, how to reduce the rate of tour guide turnover has become an urgent problem for tourism. Theoretically, we find that most of the scholars' researches focus on the relationship between tour guides' job burnout and turnover intention, and few of them are burnout about tour guide service and service playing strategy, and we find that most scholars' research focuses on the relationship between tour guide's job burnout and turnover intention. To study the effect of turnover intention. In view of the significance of the study, this study adopts empirical research methods to systematically study tour guide service playing strategies, job burnout and turnover intention. On the basis of summarizing the relevant literature at home and abroad, this study determines the definition, dimensions and measurement tools of service play strategy, job burnout and turnover intention. In this study, service play strategy is divided into superficial play strategy and deep acting strategy, and job burnout is divided into three dimensions: emotional exhaustion, low personalization and low personal accomplishment. By reviewing and combing the literature, this paper constructs a research model of service playing strategy as independent variable, turnover intention as dependent variable and job burnout as intermediary variable, and probes into the different effects of different dimensions of tour guide service playing strategy on turnover intention. This study refers to Diefendorff et al. (2005) Service play Strategy scale, Li Chaoping, Shi Keng (2003) Mobley (1978) turnover disposition scale, forms a questionnaire, and collects data through two ways: online questionnaire and on-site questionnaire. The main subjects of the questionnaire are tour guides of various travel agencies in Jilin Province. In this survey, 200 questionnaires were sent out through the network questionnaire star system, 100 paper questionnaires were distributed on the spot, altogether 300 questionnaires, of which 57 were invalid questionnaires and 243 were valid questionnaires. Using SPSS software for reliability and validity analysis and correlation regression analysis, the following conclusions are drawn: (1) the surface play strategy has a positive effect on turnover intention; Deep acting strategy has a negative effect on turnover intention. (2) superficial acting strategy has a positive effect on job burnout. (3) Job burnout has a positive effect on turnover intention. (4) Job burnout plays an intermediary role between strategy and turnover intention. Job burnout plays a part of intermediary role between deep acting strategy and turnover intention. (5) there are differences in age, educational background, tour guide working years and tour guide certificate level between job burnout and turnover intention. (5) superficial acting strategy, deep acting strategy, job burnout and turnover intention. This study provides theoretical guidance for domestic tourism managers to manage tour guides' career, and puts forward some suggestions and countermeasures to reduce tour guides' job burnout and turnover tendency, which has certain practical significance.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F272.92;F592

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 鄭赤建;李建達(dá);喻彩霞;;導(dǎo)游員職業(yè)倦怠的根源及干預(yù)策略研究[J];商業(yè)研究;2009年09期

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