职业道德水准有待提升的主要表现是：服务意识不强、主动服务不够。突出表现在部分旅行社、旅游购物、旅游交通等企业的部分管理人员和一线工作人员身上则是服务意识弱、服务态度差甚至恶劣。从管理层面看，在市场激烈竞争的大环境下，一切以追求企业利益最大化为目标，一些企业不以提升服务质量作为其核心竞争力和目标，进而采取以恶性价格竞争为手段的“零负团费”等经营模式，在侵害旅游消费者和其他旅游经营者及从业人员利益的过程中获取利益，并助推了从业人员功利心理膨胀；从一线从业人员层面看，在恶性价格竞争和“零负团费”的背景下，少部分导游和服务人员完全以个人利益为出发点，由导游变导购，误导、诱导游客甚至辱骂游客、威逼游客消费的行为时有发生，以提高宰客技能的高额收费的非法培训机构“大刀会”、“小刀会”也应运而生，并得到热捧。

Professional moral level of ascension to be the main performance is：Service consciousness is not strong、Active service is not enough。Outstanding performance in the part of the travel agency、Tourism shopping、Tourism transportation enterprise part of the management personnel and a line workers body is service consciousness weak、Service attitude difference even bad。See from the management level，In the market fierce competition environment，All to pursue enterprise benefit maximization as the goal，Some enterprises are not in order to improve the quality of service as its core competitiveness and goals，Then take to vicious price competition as the means of“Zero negative membership fee”Management mode, etc，In the enroach on tourism consumers and other tourism operators and employees in the process of the interests of the profit，And boosting the employees utilitarian psychological expansion；From a line employees perspectives，In a vicious price competition and“Zero negative membership fee”Under the background of，A few guide and service personnel completely to personal interests as the starting point，The tour guide variable promotions specialist，misleading、Induction tourists and even abuse tourists、Hijack the tourists' consumption behavior happen from time to tome，In order to improve the high fees rip off skills illegal training institutions“society”、“it”Also arises at the historic moment，And get heat holding。

　　产生以上问题的主要原因有：一是功利思想过重，价值取向扭曲。二是管理教育不够，缺乏行业认同。由于旅游行业的特殊性，从业人员的高流动性已成为行业发展的一个重要特征。因其流动性高，企业无法实施对从业人员的长期管理和教育；而很多从业人员则缺乏对企业和行业的认同，没有归属感，职业道德也就无法得以提升。特别是在现行导游管理体制下，除少数归属于旅行社的导游外，大多数导游人员没有实际意义上的归属管理单位，游离在旅行社和导游公司之外，加之无固定薪酬，就干一天算一天、挣一笔算一笔。

That give rise to the problems above are main reasons：A utility thought is overweight，Value orientation distortion。The second is management education is not enough，Lack of industry identity。Because of the particularity of the tourism industry，Employees high liquidity in the development of the industry has become an important feature。Because of its high liquidity，Enterprise can not be implemented to employees long-term management and education；And many employees are lack of enterprise and industry recognition，No sense of belonging，Professional ethics cannot to be promoted。Especially in the current guide management system，In addition to a few attributable to travel guide outside，Most tour guide of no practical sense of ownership management unit，Free at a travel agency and guide outside the company，Together with no fixed salary，Will dry taking one day at a time、Earn a manual computation a pen。

　　旅游服务水平有待提高的主要表现在：管理水平不高、服务能力不强。从管理层面上看，旅游各要素行业尤其是旅行社行业管理人员中真正懂经营、会管理的人不多，在瞬息万变和日趋激烈的市场竞争中，既能坚持规范管理和规范经营，又能顺应市场变化，探索新的经营模式并实现服务质量和经济效益同步提升的人才更少；从一线从业人员看，各工种真正有较强服务技能的高技术级别的人员比例偏小。

Tourism service level remains to be improved mainly in：The management level is not high、Service ability is not strong。From management face to see，The elements tourism industry especially the travel agency industry management personnel to understand the real business、Not many people can management，In the rapidly changing and increasingly fierce competition in the market，Can not only adhere to the standardized management and standardized operation，And can conform to the market change，Explore new business model and realize the service quality and the economic benefit of the synchronous ascending talent less；From a line employees see，Each type of work really strong service skills of high technology level of personnel small proportion。

　　产生上述问题的主要原因有：一是旅游从业人员学历层次普遍偏低、文化素质不高。二是旅游企业和旅游行政管理部门对从业人员的教育培训不够。由于从业人员的高流动性，旅游企业除对中层以上管理人员能够实施较为有效的教育培训外，对基层工作人员的教育培训开展得普遍不够；旅游行业管理部门除对一些特殊工种如领队、导游有教育培训要求外，其他均无明确要求，且每年结合年检开展的教育培训也存在失之于宽和针对性不强等问题。

The main reason of the problem produced a：One is the tourism practitioners in generally very low levels、The cultural quality is not high。The second is the tourist enterprise and tourism administration departments of education of employees training is not enough。Due to the employees high liquidity，Tourism enterprise in addition to more than the middle management personnel to implement more effective education training outside，To grass-roots work personnel's education training develops generally is not enough；Tourism industry management departments except for some special type of work such as the leader、Guides have education outside the training requirements，Other are no clear requirements，And every year with yearly check to education training also has lost to the specific problems, such as width is not strong。