優良導遊的關鍵因素之研究

2020年新冠疫情對觀光旅遊產業的「跨國旅遊」及「本土旅遊」兩市場的影響所造成的衝擊可見一般。所幸，隨著台灣疫情逐漸受到控制，台灣本土旅遊市場呈現報復性旅遊的態勢。隨著旅遊業迅速發展，優良導遊是團體旅遊中重要的角色，其工作也影響旅遊的品質。由於每天面臨不同的挑戰，隨時要扮演多重的角色，起到一個承上啟下的作用，人們的出遊率也越來越高，與此同時，導遊人員職業的透明度也越來越高。如果導遊相關技巧應用不好，就很容易引發糾紛，甚至遭到旅客的投訴。本研究旨在探討優良導遊的關鍵因素，透過資料彙整，歸納三項關鍵構面包括：「專業知識」、「專業能力」以及「專業態度」等。每一構面下又各分四項評估準則: (1).「專業知識」構面下的「旅遊業務知識」、「旅遊景點知識」、「急救知識」及「行程及活動知識」四準則；(2).「專業能力」構面下的「溝通與協調的能力」、「隨機應變能力」、「導覽解說能力」及「行程規劃能力」四準則；(3).「專業態度」構面下的「良好的情緒管理」、「勇於承擔責任」、「樂情及開朗」及「謙虛及幽默感」四準則。並以旅遊業和導遊相關領域人員為問卷對象，共回收有效問卷178份，並以層級分析法(Analytic Hierarchy process；簡稱AHP)讓決策者在擬定決策時能將複雜、龐大的問題系統予以簡化成明確的要素層級系統，所以針對優良導遊的關鍵因素以瞭解彼此之間的相對重要性，顯示「專業知識」最重要，其次為「專業能力」，其三為「專業態度」。

關鍵字

導遊；專業知識；專業能力；專業態度

並列摘要

The impact of the COVID-19 pandemic in 2020 on the "transnational tourism" and "local tourism" markets of the tourism industry can be seen generally. Fortunately, with the gradual control of the epidemic in Taiwan, Taiwan's local tourism market is showing a trend of retaliatory tourism. With the rapid development of tourism, tour guides play an important role in group tourism, and their work also affects the quality of tourism. Faced with different challenges every day, they have to play multiple roles at any time and play a connecting role. People's travel rate is getting higher and higher. At the same time, the transparency of tour guides' profession is getting higher and higher. If the guide-related skills are not applied well, it is easy to cause disputes and even complaints from tourists. This research aims to explore the key factors of a good tour guide. Through data collection, three key aspects are summarized: "professional knowledge", "professional ability" and "professional attitude". Each dimension is divided into four evaluation criteria: (1). Four criteria of "tourism business knowledge", "tourist attraction knowledge", "first aid knowledge" and "trip and activity knowledge" under the "professional knowledge" dimension ; (2). The four criteria of "Communication and Coordination Ability", "Adaptability", "Navigation and Interpretation Ability" and "Itinerary Planning Ability" under the "Professional Ability" dimension; (3). "Professional Attitude" The following four criteria are "good emotional management", "accepting responsibility", "joy and cheerfulness" and "humility and sense of humor". In addition, professional tour guides and special tour guides in travel agencies were selected as the subject of the questionnaire. A total of 178 valid questionnaires were collected, and the Analytic Hierarchy process (AHP) was used to allow decision makers to simplify the complex and huge problem system when making decisions. It is a clear element hierarchy system, so to understand the relative importance of the key factors of a good tour guide, it shows that "professional knowledge" is the most important, followed by "professional ability", and the third is "professional attitude."