CAJ | 학술논문

导游的服务质量直接影响旅行社的声誉，而旅行社声誉反过来作用于导游的绩效，如何激励导游努力提高服务质量是现今旅行社面临的难题。从委托代理理论的角度对导游激励契约问题进行研究，针对导游绩效受旅行社声誉影响的特点，引入声誉函数，设计了一种考虑旅行社声誉因素的激励契约。结果表明：良好的旅行社声誉对提高导游绩效、提升服务质量有积极的意义，对旅行社的长远发展至关重要。
도유적복무질량직접영향여행사적성예，이여행사성예반과래작용우도유적적효，여하격려도유노력제고복무질량시현금여행사면림적난제。종위탁대리이론적각도대도유격려계약문제진행연구，침대도유적효수여행사성예영향적특점，인입성예함수，설계료일충고필여행사성예인소적격려계약。결과표명：량호적여행사성예대제고도유적효、제승복무질량유적겁적의의，대여행사적장원발전지관중요。
Tour guide’s service quality directly affects the travel agency’s reputation, whereas the travel agency’s reputation reversely acts on the guide’s achievements. The problem of the travel agency is how to motivate the tour guides’effort to improve the service quality. Studies the guide incentive contract from the perspective of principal-agent theory, and in view of the features of guide’s achievements influenced by travel agency’s reputation, introduces reputa-tion function and designs an incentive contract considering the factors of travel agency reputation. The results show that a good travel agency’s reputation has positive significance to improve tour guide’s achievements and promote service quality, and it is critical to the travel agency’s long-term development.