基于旅游者风险规避理论的导游管理模式重构

根据旅游者风险规避理论，我国目前的旅游消费陷入了一种“风险规避恶性循环”，而提倡诚信经营、引入公开化、透明化运营机制是打破这种恶性循环的有效措施。据此可重新安排导游服务消费过程，实行导游服务信息公开、明确定价，消费者自主选择导游，从而解决导游薪酬、管理体制、培训和晋升等问题，构建“以导游服务管理公司为管理主体，以旅游消费者利益为制度安排最终目的，旅游行政管理部门监督调控，旅行社灵活聘用”的理想导游管理模式。

Guide Management Model Reconstruction Based on the Theory of Tourists' Risk Aversion

According to the theory of tourists risk aversion,China's tourism consumption now is being trapped into a kind of "risk aversion vicious circle".To break this circle,promoting credit management and introducing open and transparent operation mechanism are effective measures.Then,the consumption process of guide service can be rearranged.Guide service information opening,clear pricing,consumers independently choosing guide could be practiced to solve the problems of guide's salary,management system,training and promotion,so that an ideal tour guide management model can be constructed,in which "Guide Services Company serves as the main manager and for the ultimate purpose of the interests of consumers;while tourism administrative departments regulate and control and travel agencies exercise flexible employment policy."