Tourism Stakeholders' Ethical Construction Research

With the 21st century arrival of the era of mass tourism, tourist activities become the world largest simultaneous, involve geography and most extensive social activity of, not only brought huge economic interests, but also brings good social benefits, more and more people begin to pay close attention to and join in the tourism industry, prompting global tourism vigorous development. But there are still some problems worth high attention, as some of the tourism stakeholder for huge economic interests in the lure, engaged in tourism activity process, simply for the economic interests, neglecting social benefits, environmental interests and cultural interests, produce a series of moral problems, concentration reflected in tourists' moral problems, other travel stakeholder's trustworthiness, social responsibility, and tourism sustainable development issues, etc. However, solve the above problem, just rely on policy system and legal regulations are obviously not enough, tourism moral to standardize the behavior of people, can develop more out of the former are incomparable effect, more can guide tourism stakeholder moral self-consciousness, avoid moral blind and can more effectively guide tourism towards a healthy and orderly, harmonious development. Therefore, using tourism ethics strengthen the tourism stakeholder moral construction become ethics in the field of problems to be solved.Based on tourism ethics as the theoretical basis and summarized tourism stakeholder morality construction of the achievements, mainly in tourism stakeholder competition consciousness enhancement, independent consciousness ascend and ecotourism consciousness constantly strengthen etc, and further analyzes the achievements to produce depends on traditional ethics, policies and regulations guidance, supervision of public opinion the three factors. Meanwhile, find that tourism stakeholder moral construction exist many concern, including tourists' moral problems, trustworthiness, social responsibility and sustainable development problems. By combining Sanya in Hainan tourism development of actual case, with the aid of the tourism ethical theory support, analysis of the main reasons of these problems, such as the market economy of negative influence, training education of does not arrive, incentive mechanism is not perfect, the supervision and management of the legal system is not comprehensive, imperfect. Tourism stakeholder moral construction situation are analyzed and summarized after the basic theory of tourism moral basis, combining with the objective law of the development of tourism, this paper to respect the interests diversity, unity, development as the basic principle, moral education, travel through tourism policy guiding, overseeing institutions management, industry association coordination, social supervision by public opinion, network media interactive, and perfecting the legislation safeguard etc the main measures, comprehensive standardized travel stakeholders of moral behavior, through all strengthen tourism stakeholder moral construction.