An Empirical Study of the Job Satisfaction of Tour Guides Based on the Importance-Performance Analysis Taking Zaozhuang City of Shandong Province as an Example

With tour guides of Zaozhuang as an example, this article makes a detailed analysis of the survey results by adopting SPSS 17.0 statistical software, based on in depth interviews and questionnaire survey. Furthermore, a comparative analysis is conducted based on Importance-Performance Analysis(IPA) about the importance of factors that affect satisfaction and practical performance. Results show that all the values of satisfaction factors are lower than the average value of significance, and there is a distinct gap between some factors of significance and satisfaction. This reflects the satisfactory degree of tour guides is not high. In conclusion, some suggestions of improving job satisfaction of tour guides are put forward.