Learning Orientation and Work Performance of Tour Guide: Based on SPSS Software and Multivariate Linear Regression Theory

Based on SPSS software, this study adopts multiple linear regression method to study the impact mechanism among adaptive sales, learning orientation and job performance. The results show that tour guide learning orientation has a positive impact on job performance; learning orientation has a positive impact on adaptive sales behavior; adaptive sales has a partial mediating role between learning orientation and job performance. Based on this, this study provides a new idea for travel agency management innovation. Suggestions are as follows: travel agencies should strengthen the learning guidance of tour guides, and strengthen the training of adaptive sales skills.