旅游是人类社会规模最大、涉及面最广的社会活动。在当今社会中,旅游行业的发展十分的迅速,导游在旅游中处于一个非常关键的位置,导游的服务质量将直接对旅游者对于旅游行业的评价产生影响,进而影响整个旅游业,个性化服务理论的提出就是基于这样的考虑。本文通过对个性化服务的分析,以及其在导游业务中的体现,研究了个性化服务的具体作用,以期对导游的工作起到正面作用。 Tourism is the largest and most extensive social event in human society. In today’s society, the development of tourism industry is very rapid. Tour guides are in a very crucial position in tourism. The service quality of tour guides will directly affect the evaluation of tourists in the tourism industry, which in turn will affect the entire tourism industry. Personalized services The theory is proposed based on such considerations. Through the analysis of personalized service and its manifestation in tour guide business, this paper studies the specific function of personalized service in order to play a positive role in the tour guide’s work.