A Study on Reasons and Solutions to Tour Guidesrsquo; Ripping Off Tourist
Most of the tourism products were sold by middlemen travel agencies. There is a very complex relationship between travel agencies and stakeholders. The phenomena including zero fee, debt fee and guides cheating are mess as cluster, which greatly damage the interests of consumers and destroy the image of the industry and market reputation. This thesis aims to analyze the root causes of travel agenciesrsquo; interest demands and the game of chaos that is the low threshold set by tourism agencies, the error location in tour guide career, un-standard tourist products, and so on. And then it explores practical solutions and technical methods: 1) taking more specializers and professionals in tour guides; 2) making the unemployment relationship between tourism agencies and tour guides; and 3) setting up the standardization in tourist products, and so on.
We can always know the negative messages from media such as zero fee, debt fee, ripping off, jilting groups, and so on. The ordinary tourists become arbitrary ravaged and slaughtered lambs! In 2006, a tour guide named Jingmin Wu attracted lots of attentions for publishing a book, Call Me How Not To Kill You, unveiling the “Unspoken Rules” [1], which were reported one after another by CCTVrsquo;s three flagship programs, One On One, Legal Report, and Tell It Like It Is [2]. But the phenomena are not fundamentally changed even to this day. On Apr. 8th, 2011, after n article, named Tour Guide Left behind Tourists Shopping Rake Allocation Table:
Silk Quiltrsquo;s Commission is 200 yuan, was crazy preached on the internet, the whole society focused on tourism industry [3]. The travel agenciesrsquo; disorder is evident. Actually all of the tourism experts know the hidden facts, but travel agencies still run business basically by the “Unspoken Rules”. Itrsquo;s just generally believed that they
are confirmed habits which are hard to get rid of. Why do travel agenciesrsquo; operation and service fall into these “shackles”? Why are the interest game conflictions among travel agencies, tour guides, tourists, tourist shops, tourism travel companies and scenic spots so strong? And we can even marvel at how could the tourism industry which should have been a happy industry in an embarrassing situation now? Why does the tour guide profession which should be honest fall into such a deep abyss?This cannot but make us rethink profoundly!
Letrsquo;s have a look at travel agencies operating models. Travel agenciesrsquo; product is traveling routes. These routes do not have patents at all, and every travel agency can use them. This is one of the factors that the tourism industry is not standard. Most travel agencies set specialized routes according to market demands, while there are some travel agencies donrsquo;t have their own specialized routes, and mainly depend on tourists. Specialized routes are scale operation, the costs are relatively fixed; the costs of unspecialized routes fluctuate wildly. The travel agencies which organize group trips by the ways, such as advertisements, stores or regiment individual tourists from other travel agencies, are tour organizing agencies (their tour guides are national guides). After travel agencies and tourists have mutually agreed with the tourist destinations, the travel agencies should contact the travel destinations to receive the tourists, and the travel destinations here are tour operators (their tour guides are local guides). No matter tour organizing agency or tour operator, the one which can only operate domestic routes is national agency, and the one which can operate inbound and outbound routes is international agency (its tour guides are leaders). Then letrsquo;s have a look at tour guidesrsquo; career [4]. The so-called tour guides are the one who have got the guide qualifications certificate, accepted brokerage firmrsquo;s appointment, and provide tour guide service to tourists who are organized by the travel agencies. We can also call tour guides as service staffs. To put it simply, tour guidesrsquo; responsibilities are leading and providing service to tourists to travel the whole tour routes with explanations. In other words, tour guides are the one who thread a needle among tour organizing agencies, tour operators, transportations, restaurants, hotels, scenic spots and shoppes, their interests have stakes in these links. Itrsquo;s just as a shuttle in a textile machine; the shuttle decides the spinningrsquo;s quality and effectiveness.Tour guidesrsquo; effects are of vital importance, and they concern to the quality and effects of the whole tour. There are two management models for tour guides, one is affiliated to Tour Guide Service Center, the other is attaching to travel agencies. Generally speaking, tour guides donrsquo;t have any basic salaries. Even though they have, the basic salaries are only between six hundred and eight hundred Yuan which is very low. Some tour guides have medical insurance, endowment insurance, unemployment insurance, while others donrsquo;t have, and so on. In other worlds, there is no fundamental guarantee for tour guides. So it becomes inevitable that there are interest demands and game between tour guides and stakeholders.Here comes the “Unspoken Rules”.
Interest demands and game between tour guides and stakeholders are mainly caused by tour guidesrsquo; unreasonable salary structure, malignancy group, un-standard
routes product, covenant lite to tour guides, and so on. The game routes model chart is showed as below. 1) The major defect in tour guidesrsquo; salary structure and itrsquo;s distributing way is the fundamental cause of interest demands and game. Tour guides generally donrsquo;t have basic salary; the travel agency will give some tour subsidies which also named tour guide subsidies to them when they are taking missions, the subsidies vary from 50 Yuan to 200 Yuan. Other income is from the purchase rebates
and adding plots rebates (gent
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附录B 外文参考文献（译文）
导游游客流失原因及对策研究
大部分旅游产品都是由中间商旅行社出售的。旅行社和利益相关者之间存在着非常复杂的关系。“零团费”、“债务费”、“导游作弊”等现象都是集群现象，极大地损害了消费者的利益，损害了行业形象和市场声誉。本文旨在分析旅行社利益诉求的根源和混沌博弈，即旅游机构设置的低门槛、导游生涯中的错误定位、非标准旅游产品等。并探讨切实可行的解决方案和技术方法：（1）让导游人员执业水平更加专业化；（2）旅游社和导游之间的失业率关系；（3）建立旅游产品的标准化，等等。
我们可以知道，从媒体大肆曝光的如零团费、贴钱团费，扯团，甩团的负面信息等等。普通游客成了任意蹂躏和屠杀的羔羊！2006，一名名叫景敏武的导游出版一本题为《叫我如何不杀你》的书引起了广泛的关注，它揭开导游“宰客”的“潜规则”，并由央视三套电视节目，一对一，法律报告，实事求是等电视节目陆续报道。但低价团强买强卖这种现象甚至在今天还没有根本改变。2011年4月8日，发表为留下游客购物回款的分配表：蚕丝被的佣金是200元。在网上疯狂传播，全社会都关注到旅游业来。旅行社的混乱是显而易见的。事实上，所有的旅游圈内人、旅游专家都知道这其中隐藏的事实，但旅行社仍然按照“潜规则”经营。人们普遍认为他们是不是很难改掉的习惯？旅行社的运营和服务为何陷入这些“桎梏”？为什么利益博弈冲突之间的旅行社、导游、游客、旅游商店、旅游公司和旅游景点这么强？我们甚至可以惊叹于旅游业的发展。在尴尬的形势下，哪一个行业应该是一个幸福的行业？导游职业为什么要陷入到这样的深渊？这值得我们去深刻反思！
来自其他旅行社的游客是旅游组织机构（他们的导游是领队）。旅行社和旅游者双方都同意旅游目的地后，旅行社应联系旅游目的地接待游客，这里的旅游目的地经营者。导游是地陪）。无论是旅行社还是旅行社，只经营国内航线的都是国家机构。可操作出入境航线是国际代理（其导游是领导者）。那么让我们看看导游的职业。所谓导游人员，是指具备导游资格证书，接受经纪公司的委任，并为旅行社组织的旅游者提供导游服务的导游人员。我们也可以叫导游为服务人员。简言之，导游人员的职责是引导游客，为游客提供全程导游服务。换句话说，导游是一个穿针引线的组团社，在旅游运营商、运输，餐厅、酒店、旅游景点和购物中心，他们的利益在这些环节的风险。它就像纺织机中的梭子，梭子决定着纺纱的质量和效率，导游的作用至关重要，它关系到整个旅游的质量和效果。导游管理模式有两种，一种是挂靠导游服务中心，另一种是挂靠旅行社。一般来说，导游没有基本工资。即使他们有，基本工资只有六百零八元，非常低。有的导游有医疗保险、养老保险、失业保险，有的没有医疗保险，等等。导游根本没有保障。因此，导游与利益相关者之间的利益诉求和博弈成为必然。
导游和利益相关者之间的利益诉求和博弈主要是由导游人员的薪酬结构不合理、恶意组织、不符合标准造成的。路线产品，合同条款限制导游等。游戏路线模型图如下所示。（1）导游人员薪酬结构和分配方式的主要缺陷是导游人员利益诉求和博弈的根本原因。导游一般没有基本工资，旅行社在出差时会给他们一些旅游补贴，也叫导游津贴，补贴从50元到200元不等。其他收入来自购买回扣。加上地块回扣（也可以说是佣金），即导游补贴加回扣，没有任何其他收入。导游津贴在接受任务前支付，回扣当场支付。世界上还有其他职业的薪酬结构和分配方式与此类似吗？行业制度缺失使导游（美丽的天使）处于劣势而没有任何保障（图1）。（2）恶性组按零和债务费用。究其根本原因，即旅行社在旅行时不关心导游的兴趣和价值，当然也不关心旅游者的消费利益及其文化需求。旅行社过度经营成本，竞争压低利润率，以致没有利润甚至债务利润，他们不得不把集团卖给导游。导游从旅行社购买团体，旅行社从导游那里得到微薄的利润，导游承担债务。因此，导游不得不举起屠夫的刀来抢劫游客！（3）非标准旅游产品。分组后消费。旅行社提供的旅游产品具有随意性强、出行时间差异大、缺乏刚性约束等特点。不成熟的旅游者使旅游产品的价格充满弹性，因旅游者和时间的不同而不同，而且没有标准。路线产品的价格由旅行社制作。（4）旅游团活动的出行动力由司机。领导带领旅游导游是旅游团体的核心，这是没有争议的。但是没有人知道导游是什么时候开始的，在旅途中导游的声音不太强烈。大多数的旅游巴士是属于个人的，他们通过加入或加入旅游公司；即使旅游巴士是属于经营公司，他们承包的司机。司机的素质没有保证。导游应该试着在很多事情上取悦司机，比如走哪条路，在哪里停车，休息多长时间，打开空调，或者在公共汽车上播放哪一张CD（甚至有一些庸俗的CD），等等。导游自己也成了宰羊。导游和司机之间还有另一条“潜规则”。（5）导游人员准入门槛低。由于准入门槛低，导游只需要中专或高中教育，旅游高等教育社会化、职业教育滞后和所谓的“潜规则”在旅游行业，大学毕业生主修旅游是艰巨的，很少从事旅游业，毕业之后，将导游少。导游人员学历低，年龄低，经验浅，知识面窄，导游只能吃青春饭。
附录C 外文参考文献（原文）
A Study on Reasons and Solutions to Tour Guidesrsquo; Ripping Off Tourist
Most of the tourism products were sold by middlemen travel agencies. There is a very complex relationship between travel agencies and stakeholders. The phenomena including zero fee, debt fee and guides cheating are mess as cluster, which greatly damage the interests of consumers and destroy the image of the industry and market reputation. This thesis aims to analyze the root causes of travel agenciesrsquo; interest demands and the game of chaos that is the low threshold set by tourism agencies, the error location in tour guide career, un-standard tourist products, and so on. And then it explores practical solutions and technical methods: 1) taking more specializers and professionals in tour guides; 2) making the unemployment relationship between tourism agencies and tour guides; and 3) setting up the standardization in tourist products, and so on.
We can always know the negative messages from media such as zero fee, debt fee, ripping off, jilting groups, and so on. The ordinary tourists become arbitrary ravaged and slaughtered lambs! In 2006, a tour guide named Jingmin Wu attracted lots of attentions for publishing a book, Call Me How Not To Kill You, unveiling the “Unspoken Rules” [1], which were reported one after another by CCTVrsquo;s three flagship programs, One On One, Legal Report, and Tell It Like It Is [2]. But the phenomena are not fundamentally changed even to this day. On Apr. 8th, 2011, after n article, named Tour Guide Left behind Tourists Shopping Rake Allocation Table:
Silk Quiltrsquo;s Commission is 200 yuan, was crazy preached on the internet, the whole society focused on tourism industry [3]. The travel agenciesrsquo; disorder is evident. Actually all of the tourism experts know the hidden facts, but travel agencies still run business basically by the “Unspoken Rules”. Itrsquo;s just generally believed that they
are confirmed habits which are hard to get rid of. Why do travel agenciesrsquo; operation and service fall into these “shackles”? Why are the interest game conflictions among travel agencies, tour guides, tourists, tourist shops, tourism travel companies and scenic spots so strong? And we can even marvel at how could the tourism industry which should have been a happy industry in an embarrassing situation now? Why does the tour guide profession which should be honest fall into such a deep abyss?This cannot but make us rethink profoundly!
Letrsquo;s have a look at travel agencies operating models. Travel agenciesrsquo; product is traveling routes. These routes do not have patents at all, and every travel agency can use them. This is one of the factors that the tourism industry is not standard. Most travel agencies set specialized routes according to market demands, while there are some travel agencies donrsquo;t have their own specialized routes, and mainly depend on tourists. Specialized routes are scale operation, the costs are relatively fixed; the costs of unspecialized routes fluctuate wildly. The travel agencies which organize group trips by the ways, such as advertisements, stores or regiment individual tourists from other travel agencies, are tour organizing agencies (their tour guides are national guides). After travel agencies and tourists have mutually agreed with the tourist destinations, the travel agencies should contact the travel destinations to receive th
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