CAJ | 학술논문

导游服务是旅游服务的主要内容。以苏州市优秀导游小结为分析材料，研究影响苏州导游服务质量的主要因素。根据内容分析和语义网络分析的结果，发现限制苏州导游服务质量提高的4个因素分别为：导游职业认知与定位；导游培训内容和方式；旅游者服务期望提升；旅行社不良商业行为。研究通过对上述影响因素的分析，为导游服务质量改善提供了理论和实践指导。
도유복무시여유복무적주요내용。이소주시우수도유소결위분석재료，연구영향소주도유복무질량적주요인소。근거내용분석화어의망락분석적결과，발현한제소주도유복무질량제고적4개인소분별위：도유직업인지여정위；도유배훈내용화방식；여유자복무기망제승；여행사불량상업행위。연구통과대상술영향인소적분석，위도유복무질량개선제공료이론화실천지도。
The service of tour guides is the center of tourism services.This article is based on the content analysis and semantic network analysis of excellent summary of tour guides'work in Suzhou.According to the result of content analysis and semantic network analysis,we find that four main factors limit the improvement of service quality of tour guiding in Suzhou:the tour guide occupation cognition and orientation;the tour guide training content and methods;the improvement of tourists’service expecta-tions;the unhealthy business practices of travel agencies.Moreover,we analyse influencing factors and make recommendations for subsequent theoretical study and practical guidance.