导游职业道德的失范与重建

The Anomie and Reconstruction about the Professional Immorality of Tour Guide

职业道德作为一种自律机制,具有法律法规等硬性治理方式无法替代的优势。导游是旅游者和旅游目的地之间的重要桥梁,因此导游服务质量直接影响到旅游企业和旅游目的地的形象。为提升导游的服务质量,以导游职业道德失范为切入点,通过对导游职业道德失范的表现及成因的具体分析与研究,从旅游行业行政管理的视角探索新时代背景下的导游职业道德重建之路。

As a self-discipline mechanism, professional ethics is irreplaceable superior to rigid governance such as laws and regulations. Service quality of tour guide, linking travelers and tourist destinations, directly impacts the image of tourism enterprises andtourist destinations. Focusing on professional immorality of tour guide, this paper offers a detailed analysis and study on their manifestations and causes so as to improve service quality of tour guide and explore the way to reconstruct professional ethics of tour guide fromthe perspectives of tourism administration in the new era.