The Research Of Ethic On The Tourism Marketing Evaluation

With the development of market economy, the increasing emphasis on public moralissues of corporate marketing. Marketing ethics is the ethics and standards to be observed inthe process of corporate marketing activities. Corporate marketing behavior ethical marketingethics developed by the enterprise to embody. Tourism as the most development potential inthe21st century, the tourism market competition is very intense, a growing number of travelconsumers living in the atmosphere of the marketing of tourism enterprises, the immorality ofthe marketing of tourism enterprises, but also increasingly become the focus of attention.Therefore, the attention to marketing in the process of ethical issues is the inevitable trend ofthe sound development of tourism enterprises.Tourism enterprises to solve the problem of unethical marketing content and key priorityis to build a tourism enterprise marketing evaluation criteria for the evaluation of tourismmarketing ethics, and through the evaluation found that the marketing of tourism enterprisesto effectively curb the unethical problems. Tourism enterprise marketing ethics evaluationmodel requires a series of theoretical and empirical results to demonstrate the mainrepresentative of these theories: Chinese traditional marketing ethics, decision theory and theWest three marketing ethics. Marketing phenomenon of moral failure on the basis of thesetheoretical guidance, analytical tourism enterprises, to arrive at the marketing moral values ofthe elements of tourism enterprises; to analyze the impact of marketing ethics of tourismenterprises within the enterprise factors, can be drawn from the tourism enterprise marketingethics evaluation index systemtwelve of Index, So, the introduction of multi-level fuzzycomprehensive evaluation method, constructed by a culture of tourism enterprises, tourismenterprises, the pricing of tourism products, travel products distribution and tourism productspromotion five-level indicators and including the tourism business leaders and moralquality,tourism and corporate marketing staff of professional ethics and quality of tourism businessethics management strategy, the marketing staff of ethical conduct established tourismenterprises, tourism enterprises established by the marketing staff moral incentive andrestraint mechanisms, the security of the tourism product, tourism productsthe quality of the brand of tourism products, pricing objectives of the tourism product, tourism product pricetransparency, the pricing of tourism products, the distribution of tourism products credibility,the means of distribution of tourism products, advertising authenticity, tourism, consumerdemand for theguidance, the quality of service, including16two indicators constitute themarketing ethics of tourism enterprises fuzzy comprehensive evaluation model., Finally, thecombination of Qinhuangdao, a tourism business case for its application analysis, put forwardreasonable proposals to strengthen the moral construction of tourism enterprise marketing,provide a reference for the establishment of good moral environment of the tourism enterprisemarketing.