| Behind the development of globalization and popularization of tourism,the destructive effect of tourism has become increasingly prominent,such as its impact on the destination culture,influence on consumer behavior and corporate competition,and damage on resources and environment by excessive unreasonable development.The development mode of killing the goose that lays the golden eggs has been criticized by western tourism theoretical studies.What is more,many anomic problems such as drug abuse and prostitution are constantly breeding and growing because of extensive development of tourism.As a new issue and field of ethical research,the study of tourism ethics is very necessary and important in contemporary context whether from the bottleneck of Chinese tourism development,or from the trend of emphasizing localization in global theory.Study of tourism ethics has received little attention from tourism academic circles at home and abroad,while the emerging problems of tourism ethics determines the industry and academia urgently need theoretical guidance in this respect.In this study,we selected the star hotel in the tourism industry as a typical institutional situation to analyze,and selected the tourism management students whose individual moral perception is immature and easily affected as the object of study,to explore the following questions:(1)Whether employees who have entered the tourism industry will be negatively affected by the imbalance of ethical atmosphere,how their moral perception get affected?(2)What is the relationship between the internal institutional situation of the tourism industry and the individual moral perception of the?(3)What is the deep-seated mechanism of institutional situation and moral perception?To find the answers of above questions,the author conducted,the author conducts three field research from October 2015 to January 2017,and uses the research method of theoretical construction and empirical test to explore the influence mechanism between institutional situation and tourism moral perception.The research process and the technical route are as follows:First of all,based on literature research,the structure of tourism moral perception is defined,the dimension of the institutional situation is discussed;Based on this,the influence model of institutional situation on tourism moral perception is constructed.The model consists of six variables:relativism ethics position,idealism ethics position,moral attentiveness,normative,regulative and cognitive,and the author proposed research hypothesis.Based on the data obtained,the tourism moral perception and institutional situation scales were compiled;through the test of the questionnaire,the hypothesis was initially tested in the preliminary development of the scale,and then was formally tested by the structural equation model.Through empirically analysis,the specific conclusions of this study are as follows:(1)The preliminary test results show that the institutional situation can significantly enhance the individual tourism moral perception,which has a strongest effect on the idealism ethics position and a significant effect on the effect of moral attentiveness,while has no significant effect on the individual relativism ethics position.This suggests that institutional situation can significantly improve individual ethical identification and insight and they can focus more actively on ethical events and are more likely to avoid harming others.(2)In general,the institutional situation has a significant effect on tourism moral perception.This shows that there is a significant influence between the two overall concept institutional situation and tourism moral perception,and the significance is strong.(3)In terms of refinement,relativism ethics position is only significantly related to the normative dimension within institutional situation,while idealism ethics position is significantly related to all of three dimension normative,regulative and cognitive,and moral attentiveness is also has a significant effect with three dimension normative,regulative and cognitive.In summary,this study explores the influence mechanism of institutional situation on tourism moral perception through theoretical construction and empirical test.The research results have certain theoretical and practical significance.In this paper,the main innovation points are distilled and construct the three dimensional structure of tourism moral perception,make up for the deficiency of the micro level research of institutional situation,and deepen the influence mechanism research between the moral perception and institutional situation.Theoretically:(1)Constructing the three-dimensional structure of tourism moral perception and applying it to the field of tourist behavior research expand the depth of tourism ethics research to a certain extent,but also moderately increase the content of ethical research and the breadth of research.(2)The influence effect of "institutional situation-tourism moral consciousness",which makes up the deficiency of institutional situation in microcosmic level,which provides theoretical reference for social situation research and behavior research;(3)The test of the influence mechanism between institutional situation and tourism moral perception provides an important theoretical reference for the study of the relationship between the two concepts.Practically:(1)provides a way for tourism management education to improve students’ ethical awareness and ethical decision-making ability;(2)Indicating the direction for the college students to cultivate individual moral awareness,enhance ethical identification and processing capacity,and lay the foundation In terms of moral perception to enter the community;(3)Provides the idea for the construction of the mature ethical atmosphere of tourism enterprises,the establishment of suitable business objectives,good image and reputation at the organizational level.This paper also presents the limitations of the research object,the applicability of the scale and the:internal interaction of the institutional situation,which also provides the direction for future research. |
