CAJ | 학술논문

导游的道德风险行为直接影响到旅游业的声誉，约束其不道德行为仅靠制度设计远远不够，必须提高其自身素质。传统文化不仅是导游业务素质的内在要求，而且有利于导游树立爱国思想和塑造高尚人格，为导游伦理道德修养的提高提供了丰富的材料，古代文人的乐游思想及道德养成文化有利于导游形成“乐游”“自省”“自律”的职业审美与道德操守。
도유적도덕풍험행위직접영향도여유업적성예，약속기불도덕행위부고제도설계원원불구，필수제고기자신소질。전통문화불부시도유업무소질적내재요구，이차유리우도유수립애국사상화소조고상인격，위도유윤리도덕수양적제고제공료봉부적재료，고대문인적악유사상급도덕양성문화유리우도유형성“악유”“자성”“자률”적직업심미여도덕조수。
The moral risk of cicerones does harm directly to the reputation and healthy development of tourism. In order to avoid it, the institution is not enough. Cicerones must improve their accomplishment. Traditional culture is not only essential of cicerones＇ professional accomplishment, but also can shape their patriotism and honorableness, which provide substantial basis to improve it. In addition, ancient Confucians enjoyed traveling and self-accomplishment, which helps cicerones to shape their professional ethics-self-checking and self-disciplined.