Yujie Cao (Chongqing University).
During the Spring Festival, Ms. Tian's family of five traveled to Kunming, Dali, Lijiang and other places in Yunnan Province with a group, but was driven off by the tour guide because they did not buy jade in a jade store in Lijiang. During this period, the Bureau of Culture and Tourism came forward to mediate, but did not receive any results, and the incident is under investigation. (February 18, Guangming.com).
As an important part of the tourism industry, the responsibility of tour guides should be to guide tourists to appreciate the natural scenery, history and culture, and provide thoughtful services to ensure that tourists travel safely and pleasantly. However, in reality, some tour guides regard tourists as "cash cows" and seek personal gain by means of forced shopping and promotion of ** goods. This kind of behavior not only violates professional ethics, but also flagrantly violates the rights and interests of consumers.
Rather than simply blaming the misconduct of individual tour guides or travel agencies, we should reflect on the regulatory mechanism of the tourism market at a deeper level. The Bureau of Culture and Tourism should step up law enforcement efforts and severely punish tour guides and travel agencies who violate the rules. According to the Regulations on Travel Agencies and other relevant laws and regulations, the act of forcing tourists to make purchases should be ordered to make corrections, and travel agencies and tour guides should be fined accordingly. If the circumstances are serious, the travel agency's business license and tour guide certificate should be revoked to set an example.
In the face of the frequent occurrence of compulsory shopping by tour guides, the Bureau of Culture and Tourism must "roll up" a new regulatory posture, protect the rights and interests of consumers with stricter and more effective measures, and promote the healthy development of the tourism market. Only in this way can every tourist enjoy a safe and pleasant travel experience, and make tourism truly a beautiful scenery in people's lives.