【摘要】 现有的旅游管理受到市场营销学、消费者行为学等学科的影响,在价值取向上以消费主义为主导。消费主义的价值观视营销者为旅游管理中的主体以及视旅游者为营销的客体,并将效益最大化的市场原则作为旅游管理中行为与规范的指导原则。旅游者参与旅游是人民追求"日益增长的美好生活需要"的重要方式之一,消费主义的旅游管理理念已经严重制约了人民群众的幸福感和获得感。旅游管理的价值取向需要摒弃将旅游者作为客体的消费主义,转向将旅游者视为主体的人本主义。人本主义将旅游者视为旅游管理的目的,旅游中的管理行为以及管理规范以提升旅游者的幸福感和获得感为指导原则,并积极开发旅游者自身的管理参与度和旅游可行能力。更多还原

【Abstract】 The existing tourism management is influenced by marketing, consumer behavior and other disciplines, and consumerism is the dominant value orientation. The value of consumerism regards marketers as the subjects of tourism management and regards tourists as the objects of marketing, and takes the market principle of maximum benefit as the guiding principle of behavior and norm in tourism management. The tourist ’s involving in tourism is the people’s pursuit of "one of the most important ways of growing a better life needs", but the consumerism concept of tourism management has seriously restricted the people’s sense of happiness and sense of gain. The value orientation of tourism management needs to abandon the consumerism which regards tourists as objects, and turn to humanism which regards tourists as subjects. Humanism regards tourists as the purpose of Tourism Management. The management behavior and management norms in humanism tourism are guided to enhance the sense of happiness and sense of gain of tourists, and to develop the management participation and capabilities of tourists.更多还原