[[alternative]]A study for analyses of present situation of the Chinese guides for tourists of mainland China

[[abstract]] 導遊在團體旅遊中扮演了多重的角色，知識經驗分享者、危機處理者及歡樂氣氛帶動者，也是旅行社最重要的人力資源，是接待旅客第一線人員，導遊的帶團服務會影響遊客的滿意程度，是影響整個旅遊成功與否的關鍵因素。台灣現階段因應龐大的陸客觀光團，旅行社為了爭奪陸客源，造成低價競爭銷售的現象，陸客團華語導遊的品質與專業能力成為此市場競爭中關鍵的因素，除了導覽解說的能力，更須具備銷售等賺取回扣之技巧，造成陸客觀光團華語導遊現況之不平衡與品質不穩定等問題。 本研究利用質性研究中的參與觀察法，透過研究者本身跟團參與，觀察陸客華語導遊與遊客間的互動，理解與歸納分析陸客觀光團華語導遊面臨到的問題；再加上利用個別深度訪談法，彙整華語導遊與旅行社調派導遊人員主管，以及導遊協會人員三方不同的意見。研究結果發現，陸客觀光團華語導遊之現況分析與所面臨到的問題分為六項：(1)旅行業不良行業競爭(2)薪資待遇(3)專業能力(4)證照考核(5)職前訓練(6)實習培訓制度。 最後，依本研究歸納整理，分析出陸客觀光團華語導遊的現況與所面臨到的問題，針對問題，提出相關建議，並提供相關研究、旅遊業者、政府與新進導遊人員之參考。[[abstract]] In group journeys, tour guides play multi-roles who share history knowledge and real experience to tourists, operate crisis and bring happiness to their followings. Besides, tour guide is one of the most significant human resources in travel agency, and tour guide is the front line staff of the agency to face their customers. Therefore, the service quality of tour guide is going to influence the client satisfactions. Nowadays, in Taiwan, there are huge tour groups coming from mainland China and a number of tour guides with Chinese is becoming much necessary. The tour guides with Chinese is plentiful in tour market now, but the quality is still instable. Besides, in order to attract more customers, most of travel agents join price competition to cut the price and then try to earn money back from selling local products. Therefore, the professional skills of tour guides for tourists of mainland China includes not only knowledge of introduction but also the ability of selling products. This competition reflects certain crucial problems in this Chinese tour and presents fierce situations of Chinese tour guides. To conduct this research, participant observation method in Qualitative Research was used with participating and observing the interaction between tour guides and tourists. I recognize and inductively analyze the necessary professional competence of the guides for the tourists of mainland China. In addition, I use individual depth interview method to collect relevant data from tour guides for tourist of mainland China, the managers in travel agencies, and the staff of the Sightseeing Tour Guide Association and then to analyze their statements. I analyze and figure out the present situations of the tourists from mainland China with six points: (1) vicious competition of travel agencies; (2) salary problems; (3) professional capabilities; (4) certification tests; (5) training programs; (6) system of internship. At last, according to my findings and results, I provide certain insights and suggestions to future studies, travel agencies, governments, and new coming tour guides