On the Construction of Impression Management Strategy of Tour Guide

The so-called impression management refers to the process of one interactive aspect working upon and controlling the other aspect through a certain way, and thus forming its own expected impression. Based on interviews with tourists and tour guides, open-ended questionnaires and questionnaires of impression management strategies, combining with previous studies experience, this study discusses the impression management strategies, in order to enhance the overall image of the guides, and establish a good interactive relationship between guides and tourists, better improve tour guides' interpersonal skills and communication skills and thus improve the satisfaction and loyalty of tourists.