In May, 2021, the Ministry of culture and tourism issued the guiding opinions on strengthening the supervision of tourism service quality and improving tourism service quality, pointing out that tourism talents are an important support for improving tourism service quality. As an important group of tourism practitioners, tour guides are an important window for tourism services and tourism image, an important force to inherit and carry forward Chinese excellent culture and socialist core values, and a key factor to improve the quality of tourism services. They have high social attention and great industrial influence.

In recent years, the Department of culture and tourism of Hebei Province has attached great importance to the improvement of tourism service quality. It will strengthen the construction of tour guides and improve the service level of tour guides as the key link to improve the quality of tourism service. We have actively set up an exchange and learning platform, innovated service methods and models, unblocked communication channels, actively carried out industry selection, established positive models, and displayed the beauty of tour guides' profession, morality and behavior, which has created a good atmosphere for the construction of tour guides. The overall quality of tour guides and commentators has been continuously improved. Through national and provincial tour guide competitions and commentator competitions in recent years, a large number of national and provincial excellent tour guides have emerged, They love their posts and work hard, their business is exquisite and their service is standardized, which shows the style of the vast number of tour guides and sets a model for tour guides and interpreters and plays a leading and exemplary role.

However, since 2020, due to the impact of the COVID-19, the tourism industry has pressed the "pause button" and suffered heavy losses. As an important part of tourism services, tour guides bear the brunt. Under the influence of the epidemic, the tour guides throughout the province always adhere to the political position, resolutely obey the overall situation of epidemic prevention and control, strictly implement the prevention and control measures, take the initiative to assume social responsibility, practice internal skills, make up for weaknesses, transform and save themselves during the epidemic, and save energy for the recovery and revitalization of the tourism market after the epidemic.

        Short board introduction

To make up for the shortcomings, the Department of culture and tourism of Hebei Province has accurately grasped the shortcomings and shortcomings of the small group of tour guides, professional skills, career security and so on. It has taken many measures at the same time, implemented accurate policies, adopted the "Introduction" method, paid close attention to the training of tour guides, increased publicity and display, and enhanced the sense of professional belonging and honor of tour guides through all-round and multi-channel, so as to create a good environment for the benign development of tour guides.

In order to implement the requirements of the guiding opinions on strengthening the supervision of tourism service quality and improving the quality of tourism service issued by the Ministry of culture and tourism and the action plan for strengthening the construction and management of tour guides (2021-2023), strengthen the exchange and mutual learning between Hebei tour guides and national excellent tour guides, promote training through propaganda, exchange, guidance, and encourage the majority of tour guides to enhance their professional confidence and accelerate the improvement of their professional quality and service level, Hebei Provincial Department of culture and tourism actively built platforms and channels, and creatively held the "national excellent tour guides' propaganda and exchange activities in Hebei". Organized by Hebei Tourism Association, the event was held in all districts and cities in the province and xiong'an new area, with a total of 12 publicity and exchange activities. So far, 7 events have been held.

       Heavy solid effect grounding gas

Since the "national excellent tour guides came to Hebei to preach and exchange activities", more than 2000 front-line tour guides in Hebei have listened to the lectures of experts on the spot and appreciated the style of domestic excellent tour guides. The majority of tour guides said that the activity focused on practical results, which benefited us a lot. It not only increased our knowledge and broadened our horizons, but also made clear the goals, pointed out the direction and established firm industry confidence for our future work.

The event specially invited well-known tour guides such as winners of the national tour guide competition and the red story commentator competition to Hebei for propaganda, exchange and style display. At present, 14 well-known tour guides have been invited to Hebei to "pass on the classics and send treasures". They put an end to "didactic training and theoretical cramming" and explained in a down-to-earth manner, which truly demonstrated the strength and style of gold medal tour guides and reflected their pertinence, interest and practicality. For example, caozhen, the gold medal winner of the fourth national tour guide competition, preached "do a good job of gold medal tour guide, improve the emotional intelligence of leading the group", wangjinchao, the national master of tour guide skills, preached "focus on local folk customs, tell home stories well", Fang Bo, the gold medal winner of the third national tour guide competition, preached "how to make gold medal tour guides", and zhangxiaoguo, the national excellent tour guide, preached "shine the light of tour guides" The national gold medal tour guide Wang Rong's "telling poetic stories, lighting up the beautiful landscape" and the gold medal winner Zhang Yu's "a chieftain's house, half a national history" in the third national tour guide competition have inspired the tour guides in Hebei to benchmark their excellence, enhanced their professional confidence, and improved their professional ethics, professionalism and service level.

       Expert to fangxiangming

Point out the direction and make comments by well-known experts on site. In order to strengthen the learning exchange and mutual learning between Hebei tour guides and national excellent tour guides, representatives of local excellent tour guides are invited to show their style at each event, and industry experts are invited to give comments and lectures. For example, xiongjianping, director, professor and doctoral advisor of the China Tourism case teaching and research center of Hubei University, was invited to give a special lecture on "evolution and innovation - tour guide explanation in the post epidemic era", chenqiankang, Professor of the school of history, culture and tourism of Sichuan Normal University, gave a special lecture on "new development of tour guide profession in the new era and under the new mission", and Xuhong, Professor of the school of tourism and service of Nankai University, gave a special lecture on "quality and capacity building of tour guides", Zhaixiangkun, deputy director and Secretary General of the culture and tourism policy research center of China Institute of labor relations, gave a special lecture on tourism safety and emergency prevention and response. In order to strengthen the construction and operation capacity of new media and we media for tour guides, experts from Beijing byte beat Hebei Company were also invited to give a special lecture on new media operation for tour guides. Through listening to the explanations and lectures of experts and professors, it has pointed out the maze and direction for the future tour guide work, and become a new starting point and new driving force for the tour guide work in the post epidemic era.

In order to ensure the effectiveness of the activities, on the basis of summing up the past experience, the Hebei Provincial Department of culture and tourism will, in the next step, give more prominence to the pertinence and practicality of the activities, truly hold the activities as a platform and channel for tour guides to learn from each other, display, exchange and improve training, and take this opportunity to take the lead in exploration, bold innovation, and continue to create a number of new models of tour guide activities with creativity, expansiveness, effectiveness and promotion significance.

      Focus on high impact

Focus on high impact and wide impact, and combine online and offline. The event thoroughly implemented the normalization requirements for epidemic prevention and control, and strictly controlled the scale of offline participation. In view of the fact that some tour guides could not participate in the event, the organizers combined the characteristics of fast online communication and strong interaction, and conducted live online broadcast of each event, which realized that the majority of tour guides and cultural and tourism workers could watch and learn more conveniently and repeatedly through mobile phones. The "national excellent tour guides' propaganda and exchange activities in Hebei" has received great attention from the majority of netizens. The number of broadcasts, likes and views on the platform has continued to rise. The number of online live viewers has exceeded 200000, with high social attention and great influence.
In order to ensure the effectiveness of the activities, on the basis of summing up the past experience, the Hebei Provincial Department of culture and tourism will, in the next step, give more prominence to the pertinence and practicality of the activities, truly hold the activities as a platform and channel for tour guides to learn from each other, display, exchange and improve training, and take this opportunity to take the lead in exploration, bold innovation, and continue to create a number of new models of tour guide activities with creativity, expansiveness, effectiveness and promotion significance.