导游在旅游活动中居于重要地位,他们的服务质量直接影响着游客的旅游消费行为,进而关系到旅行社的生存与发展。如何提高导游服务质量是一个很受业界关注的问题。本文将从建立合理的导游薪金制度、对导游进行有效的培训和激励以及对导游服务质量进行有效管理这几个方面进行探讨。 Tour guides occupy an important position in the tourism activities, their service quality directly affects the tourists’ tourism consumption behavior, which in turn is related to the survival and development of travel agencies. How to improve the service quality of tour guides is a subject that is greatly concerned by the industry. This article will discuss the following aspects: establishing a reasonable tour salary system, conducting effective training and incentive for tour guides, and effectively managing the tour guide service quality.