旅游业是当今世界上发展最为迅速、前景最为广阔的的产业之一。近年来,世界旅游业持续高速增长,并将保持强劲发展势头。国内旅游业也方兴未艾, 旅游业已成为我国国民经济的重要的新兴产业之一，伴随着旅游业的快速发展，“导游员强迫游客购物”和“导游员拿回扣”的现象也越来越多。而旅行社为了在激烈的市场竞争中占有一席之地，纷纷使出招数，旅游“零团费”、“负团费”现象就是这一竞争过程的特殊产物。这些不良的现象使得旅游行业的声誉受损，逐渐演变为社会舆论的焦点。 导游员是旅游这个行业的最重要的一线工作人员，其工作在旅游行业的工作中有着核心的地位，旅游服务质量的高低关键在于导游服务质量的高低。但是，从这几年关于旅游的恶性事件和游客投诉情况的新闻报道来看，有关导游的问题频频成为社会关注的焦点和游客们投诉的对象，这一问题严重的影响了旅游业的健康蓬勃发展。导游员的劳动价值没有得到应有的回报，导游员一心只想着带游客去购物，导游员变为了导购，这就是因为我国现行的旅游管理体制有着许多的问题，有待进一步解决。 本文以“导游徐敏超持刀砍人事件”为例，从“导游服务”、旅行社的“盈利模式”、 “市场开发和产品开发”、“品牌塑造”、导游员的“薪酬制度”、“职业能力培养”、“管理体制”和“心理压力”等八个方面分析，揭示了旅游行业现存的一些严重弊端，同时也提出了一些建议和解决的对策。比如：治理旅行社不合理盈利模式的对策，解决恶性削价竞争的对策，旅游产品开发的对策，旅行社新的品牌塑造策略，导游薪酬制度改革的建议以及导游调适心理压力的措施等。希望能对规范旅游行业市场有所帮助，使我国旅游业向着健康、持续的方向，又好又快的发展。

With the rapid development of tourism, the phenomena of forced purchase and rack-off among tourist guides become more and more terrible, which badly damages the reputation of tourism industry and causes people’s concerns. The tour guide is the tourist industry is the most important first-line staff, has a core position in the tourism industry work, key tourist service quality is the quality of tour guide service. However, from these a few years of malignant events on tourism and tourists complained of news reports, the tour guide problems frequently becomes the object of the focus of attention of the community and visitors complaints, which seriously affected the healthy development of the tourism industry. Guides the labor value has not been paid, the guide thought only to bring tourists to shopping, tour guides to guide, this is because China's current tourism management system has many problems, which need to be solved further. Through the example of Xu Minchao’s incident, analyze from the eight aspects of the travel agents"profit model" ,"the means of competition", "market development ", "product development ", "branding", "guide the pay system" and "tourism information communication problems" , reveals some serious shortcomings of the existing tourism industry, Meanwhile, some solutions to the problems are mentioned in this paper, such as the unreasonable profit model of governance travel agency response to address the vicious price competition countermeasures, the countermeasures of the tourism product development, travel agents, a new branding strategy, the recommendations of the guide pay system reform, and address travel information asymmetry measures. hoping that they will make their contribution to the standardizing of tourism industry. make tourism industry toward healthy and sustainable direction.