On The Professional Moral Construction Of Tourist Guide In The Social Transformation Period

The report delivered at the18thNational Congress of the Communist Party ofChina (CPC) on Nov.8,2012has placed the moral construction in the priority positionand made a all-around plan for promoting the moral construction, which emphasizesthat we should intensity education in public morality, professional ethics, family virtues,and individual integrity, create a harmonious social atmosphere, build a new trends oftimes, as well as strengthen the construction of integrity and political work. With regardto the education, President Hu Jintao has pointed out that we should ensure thateducation serves socialist modernization and the people. When referring to the Partybuilding, he also stressed that morality construction serves the basis function in thebuilding of party system. What is more, under the background of social transformation,the professional moral construction becomes even more prominent. As an industryfeaturing in communicating with outside word, the tourism is labeled as the servicetrade for a city or a country. Therefore, being one of the important elements of thepractitioners in tourism trade, the tourist guide should not only be well qualified, butalso need to promote his or her self-moral quality development. However, withinincreasing numbers of guides and the rapid development of tourism, disordered moralityand its underdevelopment of tourist guides have severely impeded the tourist’s furtherdevelopment and it also brought about the unprecedented moral crisis for the tourismdevelopment only to drag down the tourism and national economic development.Therefore, the professional moral construction of tourist guides cannot be ignoredconsidering both national policy and the importance of guides’moral development.Following the guidance the maxims, Part I and II discusses the concrete conceptsin detail pertaining to the social transformation, tourist guide, professional morality, aswell as the tourist guides’ professional morality construction on the basis of the study ofthe background, significance as well as the research status of the tourist guides’professional morality construction in the transition period. Part III illustrates theachievements in such aspects as moral education, connotation, qualities as well as theexternal environment support. Then it further elaborates the existing problems in termsof the disordered morality and its underdevelopment and thereby lays a solid foundation for the sequential statements. Part IV gives the specific reasons contributing to thedisordered morality of the tourist guides from two aspects: one is social consciousness(moral construction appears faults in the social transformation, tourists’ consumingpsychology still remains immature; another one is the external environment supportssuch as the support from the regulation and supervising system.Part V proposes some suggestions towards the moral construction in the transitionperiod from the perspective of government, tourism industry, tourist guide as well as thesocial forces respectively, aiming to provide some methods as references for theprofessional morality construction of our country so as to promote the tourism furtherdevelopment and create a favorable moral atmosphere for society.