Research On The Evaluation Of The Green Ethics Levels Of Tourism Destinations

Tourism is an important strategic,pillar,and comprehensive industry that continues to grow in the world economy rapidly and steadily.With the sustained and rapid development of Chinese economy and residents’ income,the number of tourists and tourism income in China continues to grow.The data from the China Tourism Statistics Bulletin of the National Tourism Administration shows that the number of domestic tourists in 2019 is 6.006 billion,an increase of 8.4% compared with the same period last year.The total tourism revenue for the year was 6.63 trillion yuan,an increase of 11% compared with last year.International tourism revenue was 131.3 billion US dollars,an increase of 3.3% compared with the same period last year.The number of inbound tourists was 145 million,an increase of 2.9% over the same period last year.However,behind the rapid growth and increasing considerable economic benefits,there is a huge threat to the ecological environment and social culture of tourism destinations.A tourism destination that lacks or even departs from ethical and moral constraints is difficult to achieve sustainable development.A more scientific supervision and management method is needed to achieve the coordination and unification of its economy,ecological environment,and social culture.With the intensification of competition in the tourism market,the clustering and regionalization of tourism destinations has made cities become the center of tourism competition,and cities have become an important type of tourism destination.The level of green ethics in the social,economic and ecological systems of tourist cities intuitively reflects the local development level.In view of this,the paper takes the tourism city,a typical representative of tourism destinations,as a research object,to explores the green ethics level of major tourism cities in China.The questions to be solved include: How to define green ethics under the management of tourism destinations? How to establish a green ethical development level evaluation system for tourist cities? How to measure the green ethical level of tourist cities? The main results of the paper are as follows:First,the connotation of green ethics is enriched in the management context of tourist destinations.This paper sorts out the origin and development of green ethics.On the basis of its existing connotation,green ethics is redefined in tourism destination management as: the norms and value systems throughout the entire process of tourism production and life cycle,so as to realize the reciprocal symbiosis and sustainable development of the economic,social and natural system.Different from other tourism destination or city management ideas,thetheory of tourism destination management under the guidance of green ethics not only emphasizes the disposable economic growth,but also pays more attention to the sustainable development of the economy;it not only emphasizes the protection of the natural environment in tourism activities,but also emphasize the protection of the local cultural environment;it not only pay attention to the tourist experience of tourists,but also pay attention to the life experience of local residents affected by tourism activities.Secondly,the evaluation system of green ethics level of tourist cities was constructed.From the perspective of economy,environment and society,the index level has selected four benchmark levels.According to the principles of purpose and feasibility,the sea selection and initial screening indicators are used,and then the cluster.variation coefficient analysis is used to quantitatively screen the indicators,cluster the indicators that reflect repeated information in the same layer,and classify the information with the strongest ability to identify Indicators are retained.In order to avoid quantitative analysis by mistaken deletion of indicators,analysis is carried out based on expert experience and the indicator system is improved.Lastly,a TOPSIS evaluation model is established.Empirical research was conducted on the top 20 tourism cities in the China Tourism City Ranking jointly released by Jiemian News,Yi’an Insurance Brokers,and Jinritoutiao News in 2019.The research results show that the green ethics level of the major tourist cities in China is low,and there are large differences in different dimensions.Combined with the research conclusions,this article puts forward feasibility suggestions for tourism cities in terms of infrastructure construction,economic policy formulation,tourism activity planning,and tourism income distribution.