Moral Regulation Of Ecological Tourism

Nowadays ecological tourism has become an important part of modern civilization. As one of the popular lifestyles, ecological tourism actually expresses the attitude that human beings want to be in harmony with nature. However many problems appear when we operate the ecological tourism, such as vague knowledge about the aim of ecological tourism, serious destruction to the environment, the behavior of turning ecological tourism into the gold-lettered signboard to seek profits, the situation of not implementing environmental protection and sustainable development policy, and the unadequent efficiency of efforts from the public, etc.In order to accelerating the sound development of ecological tourism, people have made achievements after taking a series of measures including market mechanism, laws and regulations to regulate and guide it. However ecological tourism is such a vast field which is related to many aspects that we need to regulate it not only with economic levers, laws and regulations, administrative measures but also moral regulations. According to the current problems in ecological tourism industry, the paper states both the necessity and possibility of conducting moral regulation. Considering the major problems involved with moral regulation, this paper also presents three modes of moral regulation for ecological tourism: the first is co-existence mode. Together with laws, administrative approaches, morals plays the regulation role with the aim of accelerating the sustainable development of ecological tourism industry; the second is compensation mode. Moral approaches functionally compensate for legal and administrative approaches. As a kind of external regulation mode, laws and administrative approaches are compulsive. As to what effects they can produce, the key point relies on how to improve tourists' moral sense, and moral regulation will play an important role in achieving the goal; The third is consolidation mode. Morals are extremely important in the following aspects: firstly, the initiative of the subject should be strengthened; secondly, the media of moral regulation should be well-organized; thirdly, the efficiency of moral regulation should be ensured; fourthly, the ranks of regulation goal should be scheduled; fifth, the strategies of moral regulation should be under control. Furthermore the paper respectively presents the basic content of moral regulation in light with the different subjects in ecological tourism industry. We also take the development of American Yellowstone National Park and Chinese Huangshan Mountain eco-travel as an example to probe into the significant of eco-travel moral control.Through the above analysis the paper tries to provide some mental support and strategic guidance for the ecological tourism industry in China.