导游回扣问题分析及对策 正文

类别函授层次高起本∕专升本∕专科编号（学号）20021269

导游回扣问题分析及对策

Research on the Shopping Commission in Tour Guide Service

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指导教师：职称

学院：经济管理学院

专业：年级：2009级

论文（设计）提交日期：2013年月答辩日期：2013年月

答辩委员会主任：

云南农业大学

年月

导游回扣问题分析及对策

学生姓名

（云南农业大学经济管理学院，昆明650201）

摘要

旅游活动尤其是旅游购物是旅游六要素中不可或缺的环节和旅游行程重要的项目

安排，也是旅游业收入构成中最具潜力的增长点。令旅游者满意的高质量的购物经历必然是和谐旅游关系和良好旅游效果的重要指标。但由于诸多原因，在中国旅游业在向深层次发展的进程中，旅游却出现了异化的趋势和蜕变的危机。在旅游活动中，导游人员收受或私拿回扣，诱导、蒙骗或强迫旅游者消费以谋取高额的回扣已经成为旅游行业一个公开的行为或秘密。这不仅严重违背了广大游客的意愿，损害了游客利益，也使旅行社行业和导游人员社会形象大大降低；不仅恶化了导游职业的生态环境，也日益严重地污染了旅游环境，最终必然影响到旅游业的可持续、健康发展。采取科学、实事求是的态度解决这一问题，是当前提升旅游行业整体素质的一项重要而迫切的任务。

本文围绕导游在旅游购物活动中所出现的收受回扣问题现状，分析了产生这一现象的原因及实质，指出市场的恶性价格竞争导致旅行社低水平运作；旅游管理体系的漏洞导致导游人员服务质量控制机制缺失；导游经济和社会处境的逐步恶化，激励机制的不到位导致导游人员自身素质、工作积极性得不到同步提升；旅游资讯和监督机制不健全，导致旅游者维权观念淡薄和旅游经验不足；旅游业相关法规的不全面和执法力度的软弱导致侵权行为屡禁不止等等。文章还着重分析了回扣问题所引起的诸如旅行社行业危机，导游人员危机和国家和国民利益危机等各种深层次的危害和影响。最后，文章提出了解决导游人员购物回扣现象对策。

关键词：旅游；导游回扣；问题；对策

Research on the Shopping Commission in Tour Guide Service

Name

（Faculty of Trade and Economy, Yunnan Agricultural University, Kunming 650201）

Abstract

Shopping is one of the six important components in traveling for both of the tourists and visitors, and it is also an important booming pole in the tourism development, as well as a must in program and itinerary for tourists. A shopping experience of higher quality is the fundamental condition for the co-operation between shopping and travelling for both the tour guides and the visitors. However for the various and complicated reasons, the phenomena of taking commission privately by cheating and with coercion has already become open. This not only impairs the interests of the tourists deeply but also has harmful affects on the social images of the tourist agents and the tour guides has bad influence on the further development of the tourism as well. This will surely worsen the career environment of the tour guides will make the environment of travel industry more and more pulluted. Eventually, a serious effect will also occur on the sustainable and healthy development of the hospitality industry. So how to solve the problem with a scientific and realistic attitude is an important and urgent task.

Beginning with the current situation of shopping commission，the essence of taking the commission，as well as the harmful consequences from it, The thesis probes into the original reasons for the problems such as vicious and unfair competition based on price in the market; the over-low pay to the tour guides;the quality of the guides;the anarchism in shops and stores，the impertection in tourist laws and regulations etc. It also analyses the reasons for that in order to introduce some solutions.

Keywords: Tourism Industry; Tour Guides Rebate; Problem; Countermeasures