| Summary: | 碩士 === 國立高雄餐旅大學 === 旅遊管理研究所 === 99 === During the past one year, there are several serious travel disputes, the so called “bulling of tour guide”, leading to tourists dissatisfaction and complaints as well as damaging the destination images. Tour guide, as a first line of tourism service industry, should be paid more attention on his/her professional ethics and behaviors. According to Techniques of Neutralization, the research aims to understand how tour guide rationalizes his/her deviant behavior enabling drifts between legal and illegal. Moreover, exploring and analyzing the process of neutralization would make it possible to confirm the relationships among ethical emotions, cognitions and behavioral intentions. This research discovers Techniques of Neutralization used by the tour guide mainly thanks to video transcripts of tour guides abusing tourists. Through case study approach, a qualitative research design is adopted to gather typical and representative information related to bulling incidents of tour guides. Data are analyzed in Template Analysis Style by identifying techniques according to Neutralization Theory. The information collected makes it easier for researchers interesting in issues of professional ethics and deviant behaviors to have better understandings how neutralization works. In addition, it gives government officials in the tourism-related sector some advices to deal with and avoid deviant behaviors of tour guides by emphasizing that there is no excuse for service code of conduct non-compliance. The value of this research lies in its analysis and results. The research focuses on the professional ethics and discovers two new techniques in the case. These help us realizing the role-conflict results in ethic dilemma and furthermore the deviant behaviors.
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