导游是直接面对游客的一线工作人员,其服务质量好坏十分关键,不仅影响旅行社的声誉,而且关系到一个地区和国家的旅游形象。然而,一段时间以来,导游导购的现象突出,产生了不良的社会后果,严重影响旅游业的健康发展。本文拟就这一问题作深刻的理论探讨,在分析导游导购的现象与本质、原因与危害的基础上,提出破解难题的对策。 Tour guides are direct front-line staff of tourists, its quality of service is very critical, not only affects the reputation of travel agencies, but also relates to a regional and national tourism image. However, for some time now, the phenomenon of tour guide shopping has been prominent, which has had adverse social consequences and seriously affected the healthy development of tourism. This article intends to make a profound theoretical discussion on this issue. Based on the analysis of the phenomenon and the nature, causes and harms of the guided tour guide, this article proposes countermeasures to solve the difficult problem.