导游的大众媒介负面形象的形成与影响

目前，大众媒介对导游多从收受回扣、欺客宰客等负面进行报道，致使导游在大众心目中的形象堕落为“坑蒙拐骗者”。运用内容分析法和访谈调查法分析大众媒介的报道，可知大众媒介建构的导游负面形象与实际情况存在着一定的差距。媒介报道中存在“以偏概全”、“有失公允”的倾向，加剧了导游的心理压力，从而导致了导游职业的恶性循环。导游服务质量的提高和导游队伍整体素质的提升，不仅需要导游个人的努力，还需要整个社会和行业为导游创造和谐的生存环境，大众媒介应该以事实为报道依据，对旅游业加强正面宣传，以促进导游职业健康地发展。

The Formation and Influence of Tour Guides' Negative Image Created by Mass Media

Mass media often present tour guides in negative images and publicize their mischievous acts such as accepting the kickback and deceiving guests,which make the image of tour guides in public degenerate into swindler.With the method of content analysis and interview survey to analyze the mass media reports,the result shows that the image of tour guides presented by mass media is obviously different from the one in reality.The mass media play the trick of bait-and-switch and become biased in the construction ...