On April 1, the new version of the national standard "Tour Guide Service Specification" was officially implemented. The new version of the standard provides an important reference for testing the quality of tour guide services, and plays an important role in strengthening the construction and management of tour guide teams, improving the professional level of tour guides, increasing the supply of high-quality tour guide services and products, and is of great significance to promoting the tourism market to achieve a virtuous cycle of supply and demand at a higher level.
Benchmark against the new version of the standard
What should tour guides start with?
Improve business capabilities and service levels?
There are several issues that are more concentrated around the industry
A reporter from China Tourism News interviewed several people
National special tour guides, gold medal tour guides and related industry operators
The new version of the standard has higher requirements for the professionalism of tour guides. What are the aspects of the tour guide to improve their own ability?
The new version of the standard updates the competency requirements for tour guide services. Combined with the development and changes of the industry, the "tour guide quality requirements" are adjusted to "tour guide service ability requirements", and the tour guide service ability is standardized from the aspects of ideological quality, technical skills, business knowledge and professional image.
For example
Increase "tourist-oriented, sincere service"
of the tourism industry values requirements
Add "guide tourists to civilized tourism"
"Guide tourists to save resources and protect the ecological environment"
and other reception operation capacity requirements
Increasing the "Information Technology Application Capacity"
and other knowledge and skill requirements
The tour guide led a group to explain in Wenshu Monastery in Chengdu, Sichuan, Photo by Chen Chen, a reporter from China Tourism News
Benchmarking the new version of the standard, Huang Zhikang, a national special-grade tour guide, believes that there are three aspects worth paying attention to:
First of all, the new version of the standard group specification requires that tour guides should carry electronic tour guide certificates, wear tour guide identification logos, and open application software related to tour guide practice in the process of practice. However, in practice, some tour guides do not wear tour guide cards and do not open the practice APP. Huang Zhikang suggested that the tourism authorities should increase the intensity of daily inspections, and industry associations can improve the degree of standardization of tour guides by holding special education and training, signing a letter of commitment to standardize group tours, etc.
Secondly, the new version of the standard mentions that during the tour, tour guides should pay attention to the physical condition of tourists, remind them to go to the toilet in time, and pay special attention to special groups such as the elderly, minors, and the disabled. Some tour guides do not have enough reminders in the itinerary, and for special groups, especially minors, there is a lack of active service awareness. For the above problems, the tour guide service awareness and skills can be improved by refining the tourist evaluation opinion form.
Finally, Huang Zhikang mentioned that the new version of the standard has more detailed requirements for emergency handling and higher standards. It is suggested that the tourism authorities and relevant tourism enterprises should improve the ability of tour guides to deal with emergencies by carrying out practical drills in batches and sorting out emergency handling cases.
As a foreign language tour guide, Zhang Yang, a national special tour guide, is very concerned about the improvement of the language ability of tour guides. "The new version of the standard has a guiding role in the improvement of the business ability of tour guides. In the process of leading a group, this requires deep knowledge and vocabulary. Our services, whether it is translation, explanation, reception, must be carried out around the needs of tourists. ”
Sun Shuwei, a national special-grade tour guide, said: "During the epidemic, a considerable number of practitioners left the tour guide industry. Right now. It's a challenge. How to better reflect the temperature of the tour guide's explanation and service needs to be considered by the industry. ”
Huang Wu, president of the Changsha Tour Guide Association and a national gold medal tour guide, believes that from the perspective of Changsha, the overall level of the current tour guide has a certain gap from the requirements of the new version of the standard, which is mainly manifested in. At present, the Changsha Municipal Bureau of Culture, Tourism, Radio, Film and Television is improving the ability of tour guides in the application of information technology through training courses and other means. In addition, the Hunan Provincial Department of Culture and Tourism launched online promotion activities such as "Tour Guides Say Hometown and Folk Customs Tour in Hunan" launched at the end of 2023 have also driven the Hunan tour guide group to pay attention to the use of online information technology.
The new version of the standard has clear provisions on the use of guide flags. In practice, how do tour guides regulate flag enforcement?
The new version of the standard adds the requirement of "inspecting the flag of the tour guide" in the preparatory work, such as "the tour guide shall prepare documents, bills, tour guide flags and other materials and items, and check the name of the travel agency, logo or product printed on the flag of the tour guide flag to ensure that the handwriting is clear and easy to read, and there are no words, symbols or patterns that violate public order and good customs"; When the number of tourists exceeds 10 people, hold the tour guide flag, and keep the flagpole upright, the flag is located in the direction that the tourists can easily recognize, and should not use too many or strange ornaments; ”
The tour guide led the research and tourism team to visit the Summer Palace Photo by Chen Chen, a reporter from China Tourism News
"A flag represents a culture of etiquette. Liu Guoyang, a national special tour guide, believes that the tour guide holding the tour guide flag to lead tourists in the scenic spot is a scenery in itself. The tour guide flag is an indispensable practice item for tour guides to lead groups, and it is also a symbol of the normal operation of tour groups.
"Directing the tour flag to welcome the tour group is the basic requirement for the tour guide's preliminary preparation. Liu Yanhong, a national special tour guide, said, "Arriving at the agreed meeting place in advance, holding the tour guide flag and waiting for the arrival of the guests, showing the good mental outlook of the tour guide, establishing the first impression of the tour guide in the minds of tourists, and reflecting the respect of the tour guide for tourists."
Sun Shuwei said: "The standardized flag of tour guides is not only conducive to the identification of tourists, but also the embodiment of the style of the tour guide industry. When the group is running, the guide flag is an important aid tool to guide and attract tourists. The tour guide flag should be eye-catching and clear, that is, the color should be bright and the text should be clear, which can display the basic information of the travel agency served by the tour guide, and be easy for tourists to find and identify. ”
Liu Guoyang believes that the relevant provisions on the use of tour guide flags in the new version of the standard are very in place. He believes that by clarifying the size of the guide flag, it can avoid some overly exaggerated designs. The content of the tour guide flag can include the name of the enterprise, logo, route name, etc. There can be some personalized design, but the whole should be in line with the core values of socialism, do not violate public order and good customs, and the handwriting is clear, and the tour guide flag is also a manifestation of traditional etiquette culture.
Huang Wu introduced that at present, the flag of Changsha tour guide group is still relatively standardized, and the tour guide flag is mainly the name of the travel agency or the name of the tourism activity brand, which can basically be held high in front and play a role in leading tourists.
"In practice, some tour guides do not hold the flag in a standardized manner, which is mainly manifested in the text, shape, and way of raising the flag. Huang Zhikang suggested, "Take travel agencies as the starting point to carry out special actions for the rectification of tour guide flags, and let travel agencies and tour guides master the requirements for the use of tour guide flags through short-term centralized publicity, inspection and correction." In the later stage, it can be considered to be included in the relevant criteria for the selection of excellent travel agencies and excellent tour guides. Relevant industry associations should also remind and publicize in their daily training and activities, so as to encourage tour guides to develop a good habit of standardizing the flag."
Because there are many inbound groups, Zhang Yang often uses two kinds of tour guide flags, one is the tour guide flag of the local receiving agency, and the other is the flag of the group company of the source country. "The flag of the tour operator is usually used at the time of pick-up, which is easier for guests to see, and the tour guide flag of the local pick-up company is often used during the itinerary. When using the guide flag, I will always pay attention to the cleanliness of the flag and follow the rules of using the flag. For example, the flagpole is a little higher, which is more likely to attract the attention of guests. ”
Zhang Yang. "I don't think it's serious. Although a little more ornamentation may attract the attention of tourists. In addition, the guide flag must be folded and kept neat when not in use. ”
It is necessary to regulate the flag of the guide, but there should also be some flexibility in its use. Liu Guoyang mentioned, "Recently, I have brought more. Since tourists are wearing headsets,. Due to the different characteristics of the group, the tour guide can flexibly decide whether to carry the flag within the scope of the standard."
Wei Meiyou, a national gold medal tour guide, suggested: "On the basis of a correct understanding of the meaning and role of the tour guide flag, tour guides should develop the habit of 'playing the flag', and do not neglect because they are lazy." Again, it is important to ensure that the flag used is both correct and neat and clean."
In terms of optimizing the content of tour guide services, the new version of the standard regulates many details. What are some practical lessons to share?
In the requirements for meal services, the new version of the standard has added the content of "guiding tourists to dine in a civilized manner, using public chopsticks and spoons, and advocating 'strict economy and opposing waste'"; in the requirements for transportation services, it has added the content of "obeying the arrangements of the crew, assisting in taking care of the tourists' journey life, and reminding tourists to go to the toilet in a timely manner", and "organizing healthy cultural and entertainment activities or special explanations in a timely manner" has been added on the way to a different place by means of transportation.
The tour guide led the research and tourism team to visit the former residence of Comrade Song Qingling Photo by Chen Chen, a reporter from China Tourism News
During the interview, several tour guides said that the new version of the standard takes into account the new changes faced by tour guides in their actual work, and based on these changes, the service process and details are clarified, which is more instructive and reference.
This is a new change in the role of tour guides given by society in recent years. Liu Yanhong concluded, "The high-quality development of tourism has been extended to the forefront of tourism reception. The positive image, professionalism and professionalism of the tour guide need to be embodied in different scenes of the tour, down to the details of the work."
In Huang Zhikang's view, the new version of the standard for the details of tour guide services is standardized. Huang Zhikang suggested: "First of all, tour guides should have a strong sense of active service and always think about tourists; second, they should set an example by setting an example, set strict demands on themselves, and stop and persuade them in time when they see uncivilized phenomena; and finally, they should have a certain degree of talent in carrying out some cultural and recreational activities during their journeys. ”
Zhang Yang told reporters that in the inbound tourism service, it is more important to emphasize the service and explanation ability. For example, inbound tourists are very interested in the food culture of the mainland, such as dumplings, steamed buns, steamed buns, wontons, and rice noodles, and they want to be able to taste them. At this time, the tour guide can explain the origin of these delicacies to tourists through humorous and vivid language, which can not only arouse the interest of tourists, but also better spread the food culture of the mainland.
"In the process of leading a group, I am used to giving tourists a civilized meal and not to make loud noises before the meal. If special meals are arranged, they will also be explained in advance before the meal, and the meal time will be agreed with tourists to remind tourists to make reasonable arrangements. If it's a table meal, I would recommend 'CD'. If it is a buffet, I will remind everyone to take the food reasonably, in small quantities and many times, and not to be extravagant and wasteful. During the meal, I usually make two rounds of the meal. The first tour is to ensure that the dishes meet the requirements of the meal standard, and ask the tourists if they have other dining needs, and the second time is to understand the progress and overall situation of the tourists, such as whether there are comments or suggestions on the dishes, and make a record for the next meal to adjust or improve. In the interview, Wei Meiyou shared some tips when leading a group, "Leading the research team, I will carry out the interactive game of 'CD Action' before the meal, and take whether each meal is a 'CD' as a reference element for comprehensive evaluation."
At the end of each group, Huang Wu will make a summary of the group, combing and recording some details encountered by tourists in the process of eating, living and traveling, such as which snack in the scenic spot is more inexpensive, where is the toilet in a certain service area, and how long it takes between long-distance driving points. "It has become a habit to insist on making a summary of the group, and the accumulated details make my service more intimate. ”
On the detail of reminding tourists to go to the toilet, Zhang Yang shared a small experience of his. "Usually, I 'scout' in advance about the location and crowding of all the toilets in the area. When leading a tour, every time I pass by the toilet, I will remind tourists to avoid embarrassment caused by toilet problems as much as possible. ”
Tour guide service focuses on details, and the degree of control over details also determines the final experience of tourists. "As the saying goes, the devil is in the details. The group of tour guides can be under the requirements of the new version of the standard," one industry source concluded.
The new version of the standard summarizes 10 types of common problems and makes norms. In the actual group, how to deal with emergencies?
The new version of the standard stipulates in the "Handling of Emergencies and Common Problems" that "if the travel agency terminates the contract in accordance with the law, the tour guide shall explain to the tourist, and assist the tourist to return to the place of departure or the reasonable place designated by the tourist, while retaining relevant evidence"; Patients should not be administered without authorization"; If the patient is insured by a domestic or foreign emergency organization, he or she should assist the tourist to contact the agency's agency in a timely manner and report to the travel agency. ”
"I once hosted a Dutch team and a tourist slipped and fell while visiting the Renshou Hall at the Summer Palace. In talking to tourists, we learned that they have insurance. After contacting the insurance company, according to the request of the guest and his family, the tourist will be sent to the bilingual hospital prescribed by the insurance company for treatment, and the insurance company will provide corresponding protection for the customer. Because of the timely and professional handling process, the guests gave us a high evaluation. During the interview, Zhang Yang recalled an accident he encountered while leading the group. "It is a strong support for the tour guides, who can guide them to better deal with emergencies that occur during the tour process. ”
Liu Yanhong mentioned that many tourism complaints or accidents are related to the fact that tour guides do not follow the process and are sloppy and slack. , which is summarized from the lessons learned from many practical cases. Tour guides should fully realize the importance of 'prevention first, safety first', enhance their sense of responsibility, reduce arbitrariness, and standardize the group. ”
In the new version of the standard, more detailed specifications have been made for the principles, methods and processes for handling emergencies and common problems of group tours, which provide standardized guidelines for tour guides to further clarify responsibilities and standardize services, and also provide guidance for the coordination and cooperation between tour guides and other work positions of travel agencies. Huang Wu concluded, "For example, if a tourist encounters an unexpected incident during the tour."
Zhang Yang also mentioned that some of the 10 situations mentioned in the new version of the standard in the "handling of emergencies and common problems" should become a common sense for tour guides to lead groups.
"I remember one time I hosted a business delegation from Sweden. While visiting the Badaling Great Wall, a guest suddenly suffered a heart attack and collapsed on the castle tower. I immediately contacted the scenic medical station and called the emergency medical rescue center. With the assistance of the relevant staff of the scenic spot, the guests were sent to the nearest hospital in time for rescue, and after the condition was effectively controlled, they were transferred to the hospital for stent surgery. Although there were accidents during the trip, the guests were very satisfied with our handling at that time. The new version of the standard mentions, '', which is very important. In accordance with the new version of the standard, the loss of guests can be avoided to the greatest extent. Zhang Yang said.
"In the process of practice, tour guides should learn to protect their legitimate rights and interests. Wang Haitao, the runner-up of the 5th National Tour Guide Contest and a gold medal tour guide in Shanxi Province, reminded that "in the process of leading a group, tour guides should not only consider the relationship between themselves and tourists, but also take into account the relationship between tourists and hotels, scenic spots, vehicle companies and other parties, and make plans for possible emergencies."
Wang Haitao shared his experience in dealing with emergencies in the process of leading a group. "For example, if a tourist requests to change or cancel a trip at short notice, how to deal with these situations is clearly stipulated in the relevant laws and regulations and the new version of the standard. The travel agency can print out the form contract that will be used to deal with emergencies and let the tour guide carry it with him. Once there is a relevant problem, you can guide the tour guide to deal with it in a standardized manner. ”
"There can't be a little sloppy in the process of leading the tour, but it can't provide 'over-service' either. Sometimes, a word from the tour guide can make the guest laugh or say 'jump'. Especially when dealing with some emergencies, it is likely that it is difficult for guests to understand some standardized handling methods in the situation at that time, which requires the tour guide to do a good job of explaining the relevant regulations and doing a good job of starting and finishing. Sun Shuwei said.
(Author: China Tourism News reporter Zhang Yu, Zhao Lei, Ren Li; editor: Yang Shuo)