Ethical Reflection Of The Tourism Market Information Asymmetry

Information asymmetry means that information between corresponding economic individuals presents an unbalanced and asymmetrical economic status. Information asymmetry is surely to bring about the fact that the owner of the information will harm the interests of the other party in order to reap more fabulous profits of his own, to result in the inability of realizing the optimization of market resources, and to lead to the imbalance and final disappearance of the market as well.There also exists a critical information asymmetry in tourism market. But it has its own special form, its existence is a hot bed of dishonest competition among travel agencies, which severely conditions the complete transition from the quantitative management to qualitative control in tourism market and in the long run harms the interests of the consumers. Therefore, practical improvement of information asymmetry in tourism market is a must for a tourism enterprise not only to establish its good character and to create qualified brands, but also to standardize the tourism market and to guarantee the sustainable development of tourism market.While this paper discusses and analyzes the phenomenon and the harmfulness of information asymmetry, the focus is also specially on the contributing factors of information asymmetry in tourism market from the ethical point of view, especially from the viewpoint of tourism ethics, and the conflicts of interests among the tourism subjects in the tourist activities, and the stress is also laid on adjustment and awareness function of morality to tourism interests and full use of education, direction, defense, encouragement and communication of tourism morality so as to make the ethical adjustment of information asymmetry in tourism market practical and easy to operate.