earticle

영어

The paper researches the phenomenon of uncivilized conduct as well as the tourist’s morality progress and its intrinsic dynamic mechanism, which specialises in tourist behavior in the perspective of morality. The tourist is the principal part of tour activity, so that the tourist’s morality progress is the radical resolvent to the problem of tourist’s uncivilized conduct. With vast literature studies, the paper focuses on a concept of moral self which crossed Ethnics, Psychology, Education and other disciplines. The paper introduces this concept into the field of tourism research, and analyzes the concept with measurable structures, which is referred to the research ideas of Western Psychology. At the same time, the paper also discusses the philosophical origin and the identification expansion of moral self, combined with the traditional culture of China. To identify with the moral self is not only the practice path for the tourist’s moral development, but also improve the quality of tourism experience. Similar to the footprint of tourism activities, continuous expansion of identity with the moral self has contributed to the progress of the tourist’s moral development. This thesis combines the springhead of moral self based on philosophical thinking and the moral self performance of virtue quality which emphasized in Psychology, and finds out an operable way for practice and research, on the basis of that the empirical study is carried out. After gained empirical data with interview and questionnaire investigation, the paper use Structural Equation Model and other statistical analytical methods to analyze the data. Research results show that the moral self identification has a positive role in promoting the moral development and the civilized conduct of the tourist. The paper compiles a questionnaire about the moral self identification and civilized conduct of the tourist, which provides an operable tool for the related research and the practice of tourism management in future. This thesis attempts to combine the traditional thinking of moral philosopy with modern empirical research method better in the study field of Tourism Ethnics.