為「客」之道：探討遊客的觀光倫理

Being a Good Guest: Exploring the Tourism Ethic for Tourist

10.6572/JHT.202106_18(1).0001

林若慧(Jo-Hui Lin)；黃柏憲(Po-Hsien Huang)；蔡昀儒(Yun-Ru Tsai)

觀光倫理 ； 倫理守則 ； 內容分析法 ； Tourism ethic ； Code of ethic ； Content analysis

餐旅暨觀光

18卷1期（2021 / 06 / 01）

1 - 24

繁體中文

觀光旅遊已成為全球發展最快速的經濟活動之一，旅遊人數亦不斷增長。隨著地球資源的減少、生態環境的潛在破壞，遊客開始關注遊憩資源的永續發展，遊客倫理也逐漸受到重視。本研究旨在探討遊客的倫理議題，針對6個國內（72條文）與8個國際旅遊產業組織或管理單位所訂定的遊客規範與守則（104條文）進行資料分析，並以11名觀光目的地的權益關係人（包括：旅遊業者、居民及遊客）作為深度訪談的參與者。接著，以內容分析法進行資料分析，研究結果指出：遊客觀光倫理分為：（1）社會文化－態度；（2）社會文化－行為；（3）環境資源－態度；與（4）環境資源－行為等四大構面，其中包含12項道德理念／環境素養（態度）與旅遊責任／環境友善（行為）。研究結果可以提供旅遊地管理單位與旅遊業者作為旅遊知識的宣導，進而建立遊客環境友善的概念，以便引導他們自發性的負責任旅遊行為。

Tourism has become one of the biggest economic activities, and the number of tourists is growing year by year. Because of the reduction of world resources and the potential destruction of ecology and environment, tourists started to pay more attention to the sustainable development of tourism resources. The tourists' ethical issues were gradually emphasized. The purpose of this study was to explore the ethical issues of tourists. Tourists' codes from 14 tourism industry organizations and recreation resource authorities were selected as well as qualitative interviews were conducted with a total of 11 stakeholders from the tourism destination. The data were analyzed by content analysis. Results show that tourists' ethic includes four elements: social-culture attitudes, social-culture behaviors, environment-resources attitudes and environment-resources behaviors. The findings allow the destination managers and travel agencies to promote tourist's ethic as travel knowledge. The contribution of this study is to establish tourists' concept of environment-friendly and to perform spontaneously responsible tourism behaviors.

1. 曹勝雄,戴友榆(2016)。如何從事一趟低碳旅遊?低碳旅遊量表之發展與驗證。戶外遊憩研究，29(2)，27-53。
   連結：
2. Amelung, B.,Nicholls, S.,Viner, D.(2007).Implications of global climate change for tourism flows and seasonality.Journal of Travel Research,45(3),285-296.
3. Blackstock, K. L.,White, V.,McCrum, G.,Scott, A.,Hunter, C.(2008).Measuring responsibility: An appraisal of a Scottish National Park's sustainable tourism indicators.Journal of Sustainable Tourism,16(3),276-297.
4. D'Amore, L(1993).A code of ethics and guidelines for socially and environmentally responsible tourism.Journal of Travel Research,31(3),64-66.
5. Dickinson, J. E.,Robbins, D.,Lumsdon, L.(2010).Holiday travel discourses and climate change.Journal of Transport Geography,18(3),482-489.
6. Dolnicar, S.,Crouch, G. I.,Long, P.(2008).Environment-friendly tourists: What do we really know about them?.Journal of Sustainable Tourism,16(2),197-210.
7. Ewing, A. C(1953).Ethics.London:English Universities Publishers.
8. Fennell, D. A.(2006).Tourism ethics.Clevedon:Charnel View Publications.
9. Francis, J.,Goodwin H.(2003).Ethical and responsible tourism: Consumer trends in the UK.Journal of Vacation Marketing,9(3),271-284.
10. Genot, H.(1995).Voluntary environmental codes of conduct in the tourism sector.Journal of Sustainable Tourism,3(1),166-172.
11. Gilman, S. C.(2005).,Washington:PREM, the World Bank.
12. Gove, P. B.(1986).Webster’s third new international dictionary of, the English language unabridged.Springfield:Merram-Webster Inc..
13. Gula, R. M.(2000).Moral discernment.New Jersey:Paulist Press.
14. Healy, M.,Iles, J.(2002).The establishment and enforcement of Codes.Journal of Business Ethics,39(1/2),117-124.
15. Hendee, J. C.,Dawson, C. P.(2002).Managing for appropriate wilderness conditions: The limits of acceptable change process.Wilderness management. stewardship and protection of resources and values
16. Holden, A.(2005).Achieving a sustainable relationship between common pool resources and tourism: The role of environmental ethics.Journal of Sustainable Tourism,13(4),339-352.
17. Hong, S.,Kim, S.,Kim, J.(2003).Implications of potential green tourism development.Annals of Tourism Research,30(2),323-341.
18. Janssens, D.,Cools, M.,Moons, E.,Wets, G.,Arentze, T. A.,Timmermans, H. J. P.(2009).Road pricing as an impetus for environment-friendly travel behavior: Results from a stated adaptation experiment.Journal of the Transportation Research Board,2115(7),50-59.
19. Jones, A.(1987).Green tourism.Tourism Management,8(4),354-356.
20. Kassarjian, H. H.(1977).Content analysis in consumer research.Journal of Consumer Research,4(1),8-18.
21. Kazimierczak, M.(2006).Code of ehtics for tourism.Studies in Physical Culture and Tourism,13(1),93-97.
22. Lee, T. H.,Jan, F. H.,Yang, C. C.(2013).Conceptualizing and measuring environmentally responsible behaviors from the perspective of community-based tourists.Tourism Management,36,454-468.
23. Lin, J. H.,Fan, D. X.,Tsaur, S. H.,Tsai, Y. R.(2021).Tourists' cultural competence: A cosmopolitan perspective among Asian tourists.Tourism Management,83,104-207.
24. Lumsdon, L. M.,McGrath, P.(2011).Developing a conceptual framework for slow travel: A grounded theory approach.Journal of Sustainable Tourism,19(3),265-279.
25. Malloy, D. C.,Femell, D. A.(1998).Codes of ethics and tourism: An exploratory content analysis.Tourism Management,19(5),453-461.
26. Marcos, A. A.(1993).Business & society: Ethics, government, and the world economy.Homewood, IL:Irwin.
27. Marion, J. L.,Reid, S. E.(2007).Minimising visitor impacts to protected areas: The efficacy of low impact education programmes.Journal of Sustainable Tourism,15(1),5-27.
28. McBoyle, G.(1996).Green tourism and Scottish distilleries.Tourism Management,17(4),255-263.
29. McCracken, J.,Martin, W.,Shaw, B.(1998).Virtue ethics and the parable of the Sadhu.JoumalofBusiness Ethics,17(1),25-38.
30. Paton, M. Q.(2002).Qualitative research and evaluation methods.CA:SAGE.
31. Payne, D.,Dimanche, F.(1996).Towards a code of conduct for the tourism industry: An ethics model.Journal of Business Ethics,15(9),997-1007.
32. Ryan, C.(2002).Equity, management, power sharing and sustainability: Issues of the 'new tourism'.Tourism Management,23(1),17-26.
33. Stevens, B.(1996).Using the competing values framework to assess corporate ethical codes.Joumal of Business Communication,33(1),71-83.
34. Taylor, P. W.(1975).Principle of ethics: An introduction.CA:Dickenson Publishing.
35. Tsaur, S. H.,Lin, Y. C.,Lin, J.-H.(2006).Evaluating ecotourism sustainability from the integrated perspective of resource, community and tourism.Tourism Management,27(4),640-653.
36. UNWTO(2004).Indicators of sustainable development for tourism destinations: A guidebook.Madrid:World Tourism Organization Publishing.
37. UNWTO (1999). Global code of ethics for tourism. Relieved from http://ethics.unwto.org/content/global-code-ethics-tourism
38. Upchurch, R. S.,Teivane, U.(2000).Resident perception of tourism development in Riga, Latvia.Tourism Management,21(5),499-507.
39. WCED(1987).Our common future.Oxford:Oxford University Press.
40. Weber, J.(1990).Managers' moral reasoning: Assessing their responses to three moral dilemmas.Humaan Relations,43(7),687-702.
41. Wheeller, B.(1991).Tourism's troubled times: Responsible tourism is not the answer.Tourism Management,12(2),91-96.
42. 王翊綺(2020年07月21日)。小琉球遊客「海參插海膽」引眾怒:不懂尊重別出門。TVBS新聞網。取自: https://news.tvbs.com.tw/life/1357268。
43. 王鑫(2002)。發展永續旅遊的途徑之一:生態旅遊。應用倫理通訊，24，28-43。
44. 張維修(2007)。台北，國立政治大學。
45. 黃恩琳、張綺云(2020年08月20日)。蘭嶼亂象!綢美亂推拼板舟下海拍照，觸犯禁忌島民怒。三立新聞網。取自:https://www.setn.com/News.aspx?NewsID=800523
46. 潘小慧(2006)。德行倫理學中的人文主義精神一從得適當譯名談起。哲學與文化，33(1)，17-30。
47. 蔡旻妤、張亦惠(2021年05月03日)。人滿為患放煙火、亂紮營、垃圾多…。中國時報。取自: https://news.tvbs.com.tw/life/1357268。