32 years of a national special tour guide | Super brother and old friendji

"I will be a traveler in my life."

What is the concept of national special tour guide?

On May 25, 2022, the Ministry of Culture and Tourism officially reported the results of the national special tour guide evaluation in 2021.

According to relevant regulations, my country's tour guides are divided into junior tour guides, intermediate tour guides, senior tour guides and special tour guides. Since the development of China's tourism industry, my country has only selected three batches of national special guides. In 1995, the former National Tourism Administration carried out the first batch of special tour guide assessment, and only two tour guides were evaluated in the country. In 1998, my country launched a second batch of special tour guides for evaluation, and a total of 22 tour guides were rated.

After a lapse of 24 years, the third batch of national special tour guides was released again, and a total of 16 tour guides were rated. Among them, the Hong Kong China Travel Agency (the location of the Mainland Relations in the Mainland Relations of Fujian Tourism Co., Ltd.) under the China Tourism Group's China Travel Group is ranked among them.

Wu Qiaoling has multiple identities -a PhD in hotels and tourism management of Hong Kong Polytechnic University, holding national Mandarin, Cantonese, Minnan and English tour guide certificates. At the age of 29, he was rated as a national senior tour guide and the only license to get Hong Kong practice tour guides at the same time. The national special tour guide, she used to be the general manager of the Mainland Visitor Center of the China Travel Agency in Hong Kong, and has more than ten years of destination management experience. During the general manager of the Hong Kong China Travel Service E -commerce Center, it was recommended by the group as the 22nd session of the Central Organization Department. Members of the doctoral service group worked in Phoenix County, Xiangxi.

Li Chao, CEO of Global Brigade, introduced Wu Qiaoling: "This is my teacher."

At the 30 -year juncture of Li Chao, the Global Brigade News launched a new column- "Super Brother Old Friends". The program will invite old friends in the tourism industry to talk about personal growth experience and perception. These industries "old cannons" The experience is the most lively development of China's tourism industry.

In the first episode of "Super Brother Old Friends", Wu Qiaoling brought her more than 30 years of career, from participation to deep investment. The following is a record of Wu Qiaoling and Li Chao in the interview:

01

Explore new samples of cultural and tourism integration

From the beginning of 2022 to the present, I have been to Phoenix County, Hunan Province for five months. I think about the last time I went to Phoenix more than 20 years ago. After 20 years, I had the opportunity to enter the Phoenix again in the form of a job, and work hard with the tourism industry for the Phoenix with their colleagues.

Wu Qiaoling first arrived in Phoenix

Fenghuang County is the 101st historical and cultural city issued by the State Council. It already has a good basic disk in tourism, including long history, colorful national style, rich intangible cultural heritage, and deep humanistic heritage.

Before going to Phoenix, I carefully read the Phoenix County Chronicle and found the local data literature through friends, the Internet and other channels for knowledge reserves. As a tourism practitioner, you must go to the attractions on the spot and go to various towns. Because if the theory is not combined with the actual situation, it is easy to go to the empty talk based on the local characteristics and specific conditions.

In recent years, the integration of cultural tourism has been spawning a large number of new formats. The Xiangxi literary resources of Phoenix are quite rich. From ancient folk songs, oral literature, folk literature to a large number of modern writers, literary works are unique treasures of Xiangxi tourism. Other cities are more likely to make differentiated and personalized tourism products in homogeneous competition.

In Hong Kong, I have created an exclusive literary theme tourism in Hong Kong with the work team "Zhang Watch Hong Kong". Through the immersive tourism experience, Zhang Ailing's text in Zhang Ailing's works is the text of Zhang Ailing.

In western Hunan, there are Shen Congwen, and Jin Yong, who has lived here for two years, can create unique literary tourism products for Xiangxi theme tourism. At this stage, most of the Phoenix is ​​a tourist tourist, and deep cultural tourism products can attract more passengers with higher education and strong spending power, and also help to promote the repurchase rate of passengers.

I hope that under the premise of stabilizing the basic market and respecting the efforts and results left by the predecessors of the local tourism industry, it can help Phoenix to create high -quality humanistic tourism products, while attracting more high -net -worth tourists, to promote the publicity of tourism destinations.

02

"The tourism industry is

One thing that makes people exhausted for a lifetime ""

Looking back at the starting point of the career, since I walked out of the school gate and entered the hotel internship work, I became a tourist practitioner. This year is the 32nd year.

If you want to describe this process in one sentence, it is "a little hard to throw a little bit."

In the 1990s, tourism was a very luxurious thing, and I like to play and travel. At that time, I thought that engaging in the tourism industry may save a lot of travel expenses. After joining the industry, I did not expect that before the age of 30, I had traveled all places except in Taiwan.

In 1989, my country officially established the national tour guide qualification examination system and tour guide level assessment system, and tour guides gradually began to standardize management.

In 1990, I took the first step in the society and entered the best five -star hotel in Fuzhou at that time, Fuzhou West Lake Hotel, starting from the grassroots level of the Ministry of Mission. Because the hotel often faced insufficient tour guides when receiving large -scale meetings, I successfully obtained Mandarin and Minnan tour guide certificates in 1991.

In 1991, Wu Qiaoling obtained Mandarin and Minnan tour guide

According to the "Interim Regulations on the Management of Travel Agency" promulgated in 1985, in the early 1990s, travel agencies were divided into one category, second -class, and third -class clubs according to the different business scope. One type of travel agency refers to travel agencies that can attract foreign tourists and Hong Kong, Macao and Taiwan compatriots to travel to China, and can also organize Chinese citizens to visit relatives abroad; second -class travel agencies can receive foreign tourists, overseas Chinese, Hong Kong and Macao tourism business; and Hong Kong and Macao come to China. Three types of travel agencies can only operate the domestic tourism business in China.

At that time, the tourism department of our hotel belonged to the second category of travel agencies. The main work was to do the ground connection and the tourist tourists in Fujian Province for the tourists in the hotel.

I have worked in this hotel for 6 years, won the first time to win the Fuzhou and Fujian tour guides, and won the second result of the national tour guide competition. And the first -tier businesses such as tour guide management, which basically traveled half of the earth at that time.

This industry makes me feel like a sponge absorbing water every day. I always feel that the knowledge I master is not enough, which also strengthens my idea of ​​"going to black" in this industry. Entering the tourism industry is a job that allows people to exhaust their lives, and it is also a job that keeps chasing and enriching their lives.

When the tour guide gives me the greatest sense of accomplishment is to open up my vision. Reading thousands of books and walking thousands of miles, the guide of the tour guide has picked the book gear I read. Due to the constant "walking thousands of miles", I have to read more "books". This process is also constantly exercising my ability to strain and the ability to associate with people. When the tour guide makes me full of challenges every day, it makes me feel that waking up every day is new.

03

"Bring a group has always been an important way I understand the market"

On June 22, 2020, I released the first video on the video number "Gloria said Hong Kong".

At that time, I just wanted to record my fragmented life in Hong Kong, because many people's impression of Hong Kong is the high -rise building, shopping paradise, Hong Kong Disney, Hong Kong Ocean Park ... But Hong Kong is a very rich and diverse city. Since 2005 I was sent to Hong Kong in the year. I stayed in this city for more than ten years. At that time, I applied for the Hong Kong tour guide card in order to familiarize themselves with the industry in Hong Kong as soon as possible. I want to personally show the city I know and understand from my perspective, and observe those lifestyles and monuments that are not very regarded as tourist resources from the perspective of local life, including Ding Ding cars, stars, etc. Old -style transportation and non -heritage culture with unique Hong Kong characteristics.

I have been in contact with the Internet since the end of the 1990s. I have managed the Fujian Tourism Window Forum, and I have also been the moderators of the Tianya Community Guide Forum and Hong Kong Tourism. With the evolution of the short video era, we also need to try and adapt to this new recording method.

At the same time, the young customer base is becoming the mainstream, and I am also worried that the agency gap between my age and young people's perception of travel methods will affect my perception and judgment of the business. I started to understand the preferences of young people through different online media, and strived to turn the places and landscapes that young people liked into tourism resources.

Taking a wall of the Hong Kong Fortive Mountain Mountain Metro as an example, it was originally only used for upper and lower elevators and mountain slope protection, but because it became a mosaic look, it became a punch -in place for many young tourists, and often appeared on social media such as Instagram. Later, this "net red wall" also became a highlight of the "Yoyou North Point" tourist route.

Through the collection of short videos, production and feedback and interaction with netizens, the tourism resources I realized have far surpassed the attractions: a person’s lifestyle, the interesting state of a certain thing, and some experience in the experience. I think of tourism resources and integrated tourism products.

Before coming to Phoenix, I am still uninterrupted every year in Hong Kong. I have always believed that the tour guide industry can only know where the market is, what tourists need, and we can adjust the business direction. Taking a group has always been a very important way for me to understand the market. I will also sign up for some teams at my own expense to observe how others integrate tourism resources and understand what types of activities tourists like to participate.

Wu Qiaoling explained Hong Kong's activated monument "1881"

04

"This industry needs more professional people"

In recent decades, China's tourism industry has developed rapidly. To a certain extent, tourism has also helped our country to build international discourse.

Thanks to my country's population base advantage, tourism needs will always exist, and there are many aspects, including the needs of team tour. After the epidemic, from the perspective of my personal observation, the development of team tour will show polarization: on the one hand, low -cost groups always have a huge market and it is difficult to change. The industry enters this market; on the other hand, the development of high -end custom travel will be accelerated. After the epidemic, the changes in the economic situation and the new thinking of many people's meaning of life and travel will further intensify this polarization.

The low -cost tour market, including the so -called zero -negative group fee, is not a business area I am good at. I always think that the tour with group tour should give guests a high enjoyment of life. Indeed, travel -style tourism always has its market demand, and uses "low prices" as a selling point. It is the mainstream in many industries, but at the same time, we must also see the needs of high net worth groups for rewarding tourism and advanced custom tourism. Including some good lines with a sense of design and high -quality services, in fact, there are also many audiences. In recent years, the Internet has risen. While the capitals have entered the tourism market, the market's chase of various emerging concepts has gradually lost the right to speak, but I always feel that a good trip is a penny and a penny. The design and professional services paid by the tour guide through their own experience are valuable. Unfortunately, for a long time, tourists can buy better quality products for tiles and floor flowers renovated at home, but do not recognize more money to buy good explanations and services in tourism.

Tourism is colorful. The industry is widely covered, and the breadth and depth of the supply chain are closely related to user experience. But as a person, life has rushed more than half of the past. Taking the China Traveling as an example of the China Traveling, the Chinese traveler has always taken "serving the public as its own responsibility" as its business philosophy. It may be more fine and professional to polish the products, provide tourists with worthy of money, high -quality travel services, and advocate walking with a better life.

This industry is always professional and requires more professional people. I am very fortunate that I have a lot of professional and professional colleagues who work hard for this goal.

The design of tourism products must first bring real convenience to tourists. Maybe many young people now think that the form of group tours is more limited and old -fashioned, so travel agencies should improve their ability to integrate their products and truly cut into the needs of young people. For example, for office workers For them, they can turn over the strategy without worrying about it, and do lines. They can get relaxed or know new friends during the journey. In response to this psychological needs, travel agencies should continue to be new. Various -minded tourists.

At the end of the 20th century, the tour guide profession shouldered the mission of promoting friendly exchanges between my country and the world. However, in recent years, with the appearance and evolution of adverse phenomena such as tour guides for compulsory shopping and high deductions, the professional image of the tour guide has caused crit, and even the professional image of the tour guide, and even even Gradually "stigma" has led the public to have stereotypes and reputation crises to tourists, which is very unfair to most tour guides.

The rise of short videos has given more connotations to the tour guide industry, including changing the value of communication explained by the guide, which helps the "de -stigma" of the tour guide image.

I have also emphasized in industry exchanges many times that future tour guides need to gradually transition from the "miscellaneous family" advocated by the 1990s to more "experts". This "specialization" refers to professional expertise in different fields.

Taking my personal example, my research field is the activation of the travel of intangible cultural heritage. In recent years, I have invested almost all my personal spare time into the research of opera tourism. These studies are silently reflected in the travel solution made by my team for tourists. It appears in the group building project we will receive, my group explanation, and the lesson plan for the industry to train the industry.

Once a scholar leaders encouraged me to become an expert in the integration of cultural tourism. Although it is difficult to become an expert, I can get a meditation and pure heart when I work silently in a certain field. This allows me to improve my personal professional literacy At the same time, it can also make yourself more sense of touches of resources, industries, and products. For example, I have been to Suzhou nearly a hundred times, but during the years of Kunqu tourism research, every time I arrived in Suzhou, even if I have stepped into the Suzhou gardens countless times, there will always be new feelings. This also allows me to do other themes. Tourism has more inspiration.

Wu Qiaoling's investigation in Suzhou

The restart of the national special tour guide evaluation has injected new forces into the controversial occupation of tour guides, and also revived the industry's confidence, allowing the society to return to the tour guide's cognition to the industry's value, service value, and professional dignity. Respect, I am willing to exhaust my life for my love industry.

Although the tour guide is not all of my travel work, it can be said that the observation and thinking from the job of the guide has nourished and accumulated in all my tourism work.

*The pictures in the text are all provided by Wu Qiaoling

Reference materials:

Li Yaqi, Song Yaya, Liang Siqi, etc. The formation mechanism for the stigma of the tour guides-exploratory research based on rooting theory [J]. Tourism Journal, 2022, 37 (4): 79-92.

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