旅游企业绿色伦理水平评价模型及应用

Evaluation model and application of tourism enterprise green ethics level

在总结现有研究与评价方法的基础上,建立基于AHP-标准离差法的TOPSIS评价模型。该模型引入最优和最劣双基准,运用相对距离来衡量旅游企业绿色伦理水平与理想水平的差距。通过对比分析国内外具有代表性的相关评价指标体系,构建我国旅游企业绿色伦理水平评价指标体系,并利用此方法对我国20家上市旅游企业绿色伦理水平进行实证分析。研究结果表明:我国上市旅游企业绿色伦理水平整体处于"较差"等级,并且在8个维度上的表现呈现出较大差异;上市旅游企业绿色伦理水平随企业的成立时间呈"U"型变动。针对研究结论提出旅游企业要提高绿色伦理意识,协调平衡各方利益相关者,将绿色伦理建设同企业文化建设相融合等可行性建议。

The paper is based on the summary of the existing studies and evaluation methods,establishes the TOPSIS evaluation model based on the AHP-standard deviation method. The double benchmarks of the best and worst are introduced in the model,and the relative distance is used to measure the gap between existing and ideal state of green ethics level. Through comparative analysis of domestic and international typical relevant evaluation indicators system,the paper constructs China＇s tourism enterprise green ethics level evaluation indicators system,and an empirical study about green ethics level of 20 listed tourism enterprises is achieved by using this model. The empirical results show that the green ethics level of listed tourism enterprises in China is overall in the poor level; and the performance from the eight dimensions shows a big difference; with the establishment year of enterprises,the green ethics level of listed tourism enterprises develops by shape＂U＂. In the light of the conclusion of the study,this paper proposes feasible suggestions that tourism enterprises should raise awareness of green ethics; coordinate and balance all stakeholders and integrate green ethics construction with corporate culture construction.