A Study On The Evaluation Of The Green Ethics Level Of Tourism Enterprises

Tourism is one of the fastest growing industries in the global economy.In 2018,the number of tourists in China is 5.5 billion,with four trips per capita per year.It can be said that tourism has become both a major industry in China and had much to do with people's livelihood.It is estimated that by 2020,the total scale of China's tourism market will reach 6.7 billion person-times and the total tourism revenue will reach 7 trillion yuan.However,the rapid development of tourism has brought huge benefits to the local economy,and at the same time,the environmental destruction of tourist destinations and the ablation of local traditional culture and other negative effects have become increasingly prominent.The emergence of these problems,on the one hand,reflects the negligence of the relevant government departments in the management of tourism enterprises,but,on the other hand,more is the result of the tourism enterprises' pursuit of short-term interests and neglect of ethics.Tourism is an important platform to reflect the achievements of "beautiful China".As the core promoter of tourism development,tourism enterprises are in essence closely related to the local society,economy and ecosystem.The level of green ethics is not only related to the development of enterprises themselves,but more importantly,it will have a significant impact on the development of local tourism and society.In view of this,this thesis focuses on the evaluation of green ethics level of tourism enterprises.The key problems to be solved are: how to define the concept of green ethics? How to construct the evaluation indicator system of green ethics level in tourism enterprises? How to measure the green ethics level of tourism enterprises? Accordingly,the thesis conducted a series of studies,and the main research results are as follows.Firstly,the concept of green ethics is defined.Through the retrospection of the development of ethical norms and the relevant analysis,the system framework of green ethics dimensions is constructed from the perspective of the overall relationship between human and economy,society,nature and ecology,and the green ethics is defined as the behavior norms and value systems applied throughout the whole process of human production and living,so as to realize the economic,social and natural systems mutualism and sustainable development.Secondly,the evaluation indicator system of green ethics level of tourism enterprises is established.Indicators were chosen firstly from eight aspects of employees' rights,consumers' rights,suppliers' rights,responsibility governance,community relations,shareholders' rights,creditors' rights and environmental responsibilities according to the principles of being purposeful and feasible;then R clustering-coefficient of variation analysis was used to screen the indicators quantitatively to ensure that the information reflected by the indicators at the same rule layer is not repeated and has a significant impact on the evaluation results.In order to avoid the over-reliance on objective data of quantitative analysis and the erroneous deletion of indicators,the expert experience was used to analyze and improve the indicator system.Finally,a TOPSIS evaluation model based on the AHP-standard deviation method is established,and an empirical research is conducted on the listed A-share tourism companies in Shanghai and Shenzhen in 2017.The results show that the green ethics level of listed tourism enterprises in China is at a "poor" level.In addition,there were significant differences in the eight dimensions.The green ethics level of listed tourism enterprises changes in a u-shaped pattern with the establishment time.According to the research conclusion,this research proposes some feasible suggestions that tourism enterprises should improve their awareness of green ethics,coordinate and balance all stakeholders' interests,attach importance to green technology and green management,strengthen community construction.