随着旅游业的快速发展,人们对导游职业素养的要求也越来越高。文章从分析导游的概念入手,对导游职业声誉受损现状、原因进行梳理分析,在此基础上认为导游职业素养的提升除了提高导游的职业准入门槛,加强导游职业道德建设之外,还应从舆论、整个行业的管理角度加以考量,建立规范化、系统化的教育和培养机制。 With the rapid development of tourism industry, people’s requirements for professionalism of tour guides are also getting higher and higher. Starting with the analysis of the concept of tour guides, this paper analyzes and analyzes the current situation and causes of the damage of tour guides’ professional reputation. Based on this, the author thinks that in addition to improving the tour guide’s professional standards and enhancing the tour guide’s professional ethics, Public opinion, the entire industry management point of view to consider, establish a standardized and systematic education and training mechanism.