Research On The Current Situation And Countermeasures Of Tour Guides' Professional Ethics In Jiangxi Province

The tour guide is a kind of new profession which grows up with the rapid development of our country's tourism industry. As the six elements of tourism are the main perpetrators, the tour guide plays an important role in tourism activities. A qualified guide not only to have a wealth of professional knowledge, but also to have a good moral accomplishment. However in recent years, tour guide Qike Zaike phenomena emerge in an endless stream, about the tour guide occupation moral construction caused social strong concern. For example, the tour guide service quality decline, lack of integrity,forced shopping and other issues, has become the focus of complaints in China's tourism industry. Status quo of the guide for the lack of professional ethics, not only because its quality is not high, and as the nature of "social man" in the pursuit of profit maximization, but also by the tourism market is in disorder and lack of effective supervision and management. Therefore, to solve the problem of guide for the lack of professional ethics, relying solely on relevant departments of management and the legal laws and regulations restraint is not enough,must also be through ethical guidance,each guide be able to truly recognize the importance of professional ethics, to correctly handle conflicts faced in practicing morality and interests, do not self-interest and damage the interests of the state enterprises and tourists. At the same time, enterprises must also be concerned about the tour guide, to protect the reasonable interests of the tour guide, to create a fair and impartial environment for the development of the tour guide. Only in this way can we promote the professional ethics of tour guides to improve, in order to protect the reasonable economic benefits of tourism enterprises, in order to maintain a good image of China's tourism industry.This study on the base of the analysis on the present situation of Jiangxi Province tourism market environment and Jiangxi province tour guide personnel situation, through interviews of Jiangxi Province 30 travel agency management, as well as of 2000 visitors survey, collects, induces, sorting out the data, that the tour guide occupation morals the several main aspects such as problem mainly in tour guides' service consciousness, guide personnel lack of honesty and credit, tour guides rebate, tour guides the tip, tour guides spread bad culture; as a result, the four aspects of professional ethics problems mainly focus on the legal factors, regulatory factors, internal factors of the industry, their own factors.Our province tour guide personnel vocational moral quality is not only related to the image of tour guides and travel agencies, and relationship to Shanxi Province tourism image and reputation. Therefore, to strengthen the promotion of our province tour guide personnel professional ethics should be attracted the attention of the whole industry. Inorder to improve the professional ethics of tour guides must proceed from the following ways: first national laws and regulations to protect the gradual improvement; second,to strengthen the standardized management of the tourism market and the establishment of "three-dimensional" regulatory system; thirdly, to strengthen guide staff ideological and political aspects of education; finally, the tour guide personnel to strengthen their professional moral accomplishment. Only through the continuous efforts of the above five aspects, in order to ensure the province tour guide personnel consciously abide by the codes of ethics for tour guides,to maintain the image of tourism enterprises,promote the tourist industry of our province healthy and rapid development.