The Factors Affecting Turnover Intensions of the China Tour Guides in the Digital Age

Abstract

Since China’s reform and opening up in 1978, tourism has developed vigorously and become one of the pillar industries of China’s economic development. With the advent of the digital era, Chinese tourism enterprises are facing increasingly fierce competition. China’s tourism enterprises were hit hard by the COVID-19 pandemic in 2020, but they will continue to develop steadily as the epidemic improves. In the final analysis, the competition of enterprises is the competition of talents. As the core talents of tourism enterprises, the loss rate is high, which has become a bottleneck restricting the development of tourism. Therefore, the purpose of this paper is to explore the intention of Chinese tour guides to resign, and understand the factors affecting their intention to resign. This study collected 457 valid questionnaires through an online survey. This paper adopts the method of regression analysis to empirically analyze the influencing factors of Chinese tour guides’ turnover intention. Taking colleague relationship, working environment, fairness of job reward, value commitment and job satisfaction as independent variables, and Chinese tour guides’ turnover intention as dependent variable, a factor model was designed to influence Chinese tour guides’ turnover intention. This study proves that 5 independent variables, including colleague relationship, working environment, fairness of job reward, value commitment and job satisfaction, are significantly negatively correlated with the dependent variable of Chinese tour guides’ turnover intention.