Study On The Tour Guide Occupation Moral Construction

The tour guide is a new job and grow up along with the rapid development ofChina’s tourism industry. As travel the main perpetrators of the six elements, thetour guide plays an important role in tourism activities.A qualified tour guides notonly have a wealth of expertise, but also a good moral training. However, inrecent years, the phenomenon of cheating guests by tour guides has arousedstrong concern to the ethical construction of tour guides. For example, the declinein the quality of the guide service, lack of integrity, compulsory shopping,etc.became the focus of China’s tourism industry complaints.For the lack ofprofessional ethics of the tour guides, it not only because of their low quality andthe pursuit of the maximization of benefits as "social" nature, also affected by thedisorder and the lack of effective supervision and management of the tourismmarket. Therefore, to solve the problems, it is not enough by relying solely on themanagement and the constraints of the laws and regulations of the relevantdepartments. It must make every tour guide truly recognize the importance ofethics, and correctly handle the interests of the state, enterprises, and tourists inthe face of moral conflicts by ethical guidance. At the same time, the companiesmust also be concerned with the tour guide, to protect the reasonable interests ofthe guided to create a fair and equitable environment for the development ofguides. Only in this way can we improvement the professional ethical andpromote the standards of the tour guides, protect the reasonable economic benefitsof tourism enterprises, maintain a good image of China’s tourism industry. This paper, based on the theory of Marxism, combined with tour guideprofessional ethics in the actual situation, analyzes the main problems ofprofessional ethics of China’s tour guides, explores the reasons for the formationof these issues, and proposes concrete solutions, in order to providing usefulreferences for tour guide professional ethics to enhance and moral construction,promoting the harmonious development of China’s tourism industry.