With the in-depth integration of culture and tourism, there is a "cultural and museum fever" all over the country, and the museum's in-depth interpretation service has become an important way for the audience to understand culture and learn the history of cultural relics. Behind the growing number of visitors, the cultural knowledge reserve and high-quality service awareness of the CTS tour guide team have become a fresh driving force for the expansion of the museum docent team.
"The in-depth integration and development of culture and tourism is the trend of the times, and how to give full play to the professional advantages of knowledge-based tour guides and empower museums to teach intensively is the direction we explore." Liao Sha, deputy general manager of CTS East China Regional Company, introduced. The tour guide "transforms" into a docent, and "professionalism" is the first level. Through internal and external competition, the company has selected a strong team of tour guides from the post-70s to the post-00s, covering multiple age groups, with a total of 13 people, to improve their professionalism on the innovative track of "Wenbo Jingjiao". Under the professional training of the museum team, the 13 tour guides standardized the objectivity and rigor of the explanation, the proficiency of the tour guide, the demeanor, the position of the position, and the tone of the voice during the explanation. In the first round of assessment, only 9 of the 13 tour guides passed.
In the project cooperation stage, the tour guides and project leaders who have passed the assessment have become more and more clear about the cooperation mode and cooperation details. "For the 'transformation' tour guides, the explanation work must be expressed and presented in a more objective, true and accurate way on the basis of giving full play to the advantages of the service." Liao Sha said in the introduction of the explanation that professionalism not only needs to be reflected in the service attitude, but also the more important part is the love and interest of each tour guide in the cultural and museum industry. "We must not only deepen the exploration of professional boundaries, but also innovate the presentation form of explanation content." Sun Guoying, a travel guide of China Travel Service, as a national special tour guide, has a wealth of historical knowledge and cultural background reserves. "We continued to polish the explanations and compiled a commentary of more than 50,000 words, which was detailed, truthful and vivid." Each docent will bring a tablet and display some pictures and videos during the explanation to enhance the audience's understanding and awareness of the artefacts. "For example, when talking about clocks, the running status of ancient clocks will be displayed; When talking about bronzes, the process of making them will be demonstrated. ”
At the technical level, CTS Travel has deepened the connection with the museum's official mini program, and the audience can directly book and place orders for explanation products through the WeChat mini program or the official website. At the same time, in order to meet the needs of the audience, some on-site reservation places are also arranged every day, and the audience can consult and book at the designated service location.
"It has been more than five months since our tour guides joined the docent team, and a total of more than 12,000 visitors have provided manual interpretation services, which has won unanimous praise and recognition from the hospital and the audience." Liao Sha introduced that through the manual explanation service, the audience fully felt the charm of the cultural relics, and the tour guide team also got a strong sense of gain in the explanation service again and again, and would use their leisure time to read literature and historical materials.
In recent years, from the promotion of niche tourist destinations, to the creation of characteristic tourism products, to the improvement and upgrading of travel service quality, CTS Travel has always been based on the high-quality cultural and tourism resources of China Tourism Group and the professional reserves of its business team, making breakthroughs and innovations, and deepening cooperation with culture, science and technology and other industries. In the future, CTS Travel will continue to create more innovative paths for the integration of culture and tourism to help the high-quality development of the industry.