Research On The Construction Of Tour Guide's Professional Ethics

In the era when professional life has become the most basic way of life and practice,professional morality construction has become an important part of socialist moral practice.In the past 40 years of reform and opening up,tourism has developed from the consumption of a few people to the ordinary life of the people,and it has gradually taken on the historical mission of meeting the needs of the people's better life.As the main bearer of the tourism reception work,the tour guides lack of professional ethics such as low sense of integrity,and weak service concept.This has caused a series of social problems such as interpersonal tensions,social conflicts and declining trust,which have seriously restricted the development of tourism in spreading civilization,communicating culture and meeting people's needs for a better life.Therefore,it is extremely urgent to strengthen the construction of tour guide professional ethics.Based on the current development of professional ethics of tour guides,this study explores how to improve the professional ethics of tour guides.Through questionnaire survey and interview method,this paper defines Hebei Baoding as the sample implementation scope.The survey results show that the overall professional ethics of tour guides in Baoding City is improving,and the sense of competition of tour guides is increasing.However,there are practical problems such as professional ethics inconsistent,weak professional ethics belief,and lacking of systematic professional ethics education and evaluation system.The reason is that the individual professional ethics of the tour guides are uneven,the market economy is profitable,the industry supervision mechanism and professional ethics management system is not perfect.In this end,to improve the professional ethics of tour guides,it is necessary for tour guides to focus on improving their professional ethics,improve the professional ethics education and evaluation mechanism of tour guides,construct a guide ethics construction system,optimize the social environment for the development of tour guide professional ethics,so that tourism can play a greater role in meeting the growing needs of the people.