2025年7月13日至19日，昆明学院酒店管理专业2024级的10名学生，在指导教师马英教授、董芸教授的带领下，联合玉溪市澄江市海口镇当地政府，奔赴矣渡村开展为期一周的“全球旅游伦理规范专项行动”三下乡社会实践。团队以《全球旅游伦理规范》十项核心原则为纲领，聚焦绿色环保、可持续发展、社区参与、公益关怀、诚信经营等关键维度，通过“理论宣讲+实地调研+需求对接”的模式，将旅游伦理的理念转化为服务乡村的具体行动，既为乡村旅游发展锚定伦理方向，也让青年学子在乡土实践中深化专业认知。
2025年7月11日，实践启动前，团队围绕“让规范落地、让行动有效”展开系统性筹备。在理论储备上，指导教师以联合国世界旅游组织《全球旅游伦理规范》为核心，拆解“保障社区利益”“倡导负责任旅游”“可持续发展因素”等原则的内涵，结合国内外乡村旅游伦理实践案例，讲解如何将抽象规范转化为村民、经营者、游客能理解的语言。同时，针对酒店管理专业特性，重点培训“旅游服务中的诚信原则”“民宿经营的环保标准”等与专业相关的伦理实践要点。在行动准备上，学生进行分组，分工推进资料整合：环保组梳理《乡村旅游环保行为指南》，涵盖垃圾分类标准、节能设备使用、生态破坏应急处理等实操内容；社区组分析社区合作社运营、文化资源转化、利益分配机制等案例；游客组制作《文明旅游伦理指南》折页，明确尊重当地习俗、爱护公共设施、理性消费等多项具体要求。此外，团队还提前与澄江市政府对接，获取小村人口结构、旅游资源分布、现有经营主体等基础数据，为实践精准发力奠定基础。
2025年7月14日至16日，宣讲团队按“对象分层、内容定制”原则，覆盖矣渡村旅游经营主体及80%的常住家庭。针对旅游经营者（民宿、餐饮、小卖部等），宣讲聚焦“诚信经营”“可持续运营”两大原则。团队通过“规范解读+数据对比”的方式，讲解《全球旅游伦理规范》中“禁止虚假宣传”“保护旅游资源永续利用”的条款，同时提供“一次性用品减量替代方案”“诚信定价公示模板”等工具包，帮助经营者将伦理要求转化为可操作的经营策略。期间，共收集经营者关于“环保设备补贴”“旅游技能培训”等需求8条，现场协助2家民宿制定《环保经营计划》；面向村民群体，宣讲重点围绕“社区参与”“文化保护”展开。团队以“家乡发展”为切入点，解读规范中“保障社区在旅游发展中的知情权与参与权”的原则，介绍“村民入股旅游合作社”“手工艺产品开发”等路径，同时调研村民对旅游发展的认知、意愿及技能储备，形成《矣渡村村民旅游参与潜力报告》，为后续社区赋能提供依据。
2025年7月14日至16日期间，在入户宣讲的同时，调研团队以“资源-行为-设施-需求”为框架，对村旅游发展现状进行全面勘察。在生态资源维度，重点核查自然景观保护情况：记录村内溪流、梯田、古树等核心资源的保护现状，发现存在游客踩踏田埂、随手丢弃垃圾等问题，且垃圾分类设施覆盖率不足40%，环保提示标识缺失；在经营行为维度，通过暗访与访谈，了解经营者服务流程、投诉处理等情况，发现部分经营者存在服务标准不统一、对游客合理诉求响应不及时等问题。调研结束后，团队形成《矣渡村旅游伦理实践现状及改进建议报告》，提出“增设生态保护标识”“制定旅游服务规范”等10项具体建议，为政府及村集体提供决策参考。
2025年7月17至7月18日，针对游客这一关键群体，团队在村入口、核心景点、民宿集中区等场所，开展场景化的旅游伦理引导活动。在传播形式上，除发放《文明旅游伦理指南》折页外，还设置“旅游伦理互动展台”，通过“生态保护成果照片展”“不文明旅游行为警示图”“本地文化故事墙”等形式，让游客直观感受伦理旅游的意义；在互动环节，组织“文明旅游承诺签名”“乡土文化体验”等活动，邀请游客参与“垃圾分一分”等微行动，将伦理理念转化为实际行为；在服务延伸上，团队成员化身“旅游伦理引导员”，在游客游览过程中主动提供咨询，解答“如何选择环保民宿”等问题，帮助游客践行负责任旅游。一周内，共服务游客200余人次，回收有效问卷110份，数据显示85%的游客表示“通过引导，更清楚如何在旅游中尊重当地文化与环境”，60%的游客表示“未来会优先选择符合伦理规范的旅游目的地”。
此次行动严格契合《全球旅游伦理规范》“多方合作、共赢发展”原则，形成高效协同格局。澄江市海口镇政府统筹协调，提供场地与部门支持；昆明学院发挥专业优势，教师全程指导、学生落地执行；村集体与经营主体主动配合，开放资源参与实践；游客积极响应，成为伦理理念的接受者与传播者，四方联动让规范落地有了坚实支撑。
随着全球旅游伦理规范专项行动的圆满落幕，昆明学院2024级酒店管理专业在矣渡村的三下乡社会实践也进入尾声。在实践总结会上，同学们结合一周的入户宣讲、实地调研与游客引导经历，分享了对旅游伦理规范的深刻感悟。最后，带队教师总结道：“这次实践的成功，是政府、学校、村集体、经营主体和游客多方协作的结果——政府搭台协调资源，学校提供专业指导，同学们用行动传递理念，村民和经营者积极响应，游客主动参与。这正是全球旅游伦理规范‘共赢与尊重’核心的生动体现。希望大家记住这次实践的收获，未来在酒店管理与旅游服务岗位上，继续做伦理规范的践行者与传播者，让旅游业更有温度、更可持续。”
Special Action on Global Code of Ethics for Tourism－ "Three Goes to the Countryside" Social Practice of class 2024 of Hospitality Management
From July 13th to 19th, 2025, ten class 2024 of Hospitality Management students from School of Tourism, Kunming University, guided by Professor. Ma Ying and Professor. Dong Yun, worked with the Haikou Town government, Chengjiang City, Yuxi Prefecture, to implement an one-week Special Action on Global Code of Ethics for Tourism as part of the Three Goes to the Countryside Social Practice in Yidu Village. Guided by the ten core principles of the Global Code of Ethics for Tourism, the team focused on environmental sustainability, long-term development, community engagement, social responsibility, ethical business practices, and public welfare. By combining "theory sharing, fieldwork, and need matching," tourism ethics are turned into practical actions that help rural communities. This effort provided an ethical foundation for local tourism and strengthened the students’ professional skills through hands-on rural experience.
On July 11st, 2025, ahead of the fieldwork, the team completed a structured preparation focused on implementing ethical norms and improving operational efficiency. During the theoretical preparation, the instructor used the United Nations World Tourism Organization’s “Global Code of Ethics for Tourism” as the foundational framework. Key principles—such as safeguarding community interests, promoting responsible tourism, and sustainability—were explained. Using domestic and international rural tourism ethics cases, the instructor showed how to translate these standards into clear language for residents, operators, and visitors. The program aligns with hospitality management by focusing on key ethical practices such as integrity in tourism services and sustainability standards for homestays. Students were divided into teams to compile relevant materials. The environmental protection group organized the “Environmental Protection Guidelines for Rural Tourism”, covering waste classification, energy-efficient equipment, and emergency responses to ecological incidents. The community group studied cooperative operations, cultural resource using, and benefit distribution. The tourism group created the *Ethical Guidelines for Civilized Tourism* brochure, listing key requirements such as respecting customs, protecting facilities, and responsible consumption. The team coordinated with the Chengjiang Municipal Government to gather key data on the village’s population, tourism resources, and business entities, supporting targeted program implementation.
From July 14th to 16th, 2025, the program team applied the principle of "stratified audiences and customized content," reaching all tourism businesses in Yidu Village and 80% of local households. The presentation highlights "business integrity" and "sustainable management" for tourism operators, such as homestays, restaurants, and stores. The team explained key provisions of the Global Code of Ethics for Tourism—such as "Prohibition of False Promotion" and "Protection of Sustainable Tourism Resource Use"—using norm interpretation and data comparison. They also provided practical toolkits, including a "Disposable Product Reduction Plan" and an "Honest Pricing Template," to help operators implement ethical standards in daily operations. During the reporting period, the team gathered eight operator requests on topics like "environmental protection equipment subsidies" and "tourism skills training." Two guesthouses received on-site support to develop their "Environmental Protection Business Plans." Outreach to villagers focused on "community participation" and "cultural preservation." The team used "hometown development" to explain the principle in the regulatory framework that protects communities' right to information and participation in tourism. They introduced practical pathways such as "villager participation in tourism cooperatives" and "handicraft product development." At the same time, they assessed villagers' awareness, willingness, and skills related to tourism, and produced the "Report on the Tourism Participation Potential of Yidu Village Residents," supporting future community capacity-building efforts.
From July 14th to 16th, 2025, the research team conducted a field assessment of the village’s tourism development using the "resources – behavior – facilities – demands" framework, alongside door-to-door outreach activities. In terms of ecological resources，the assessment focused on the conservation status of natural landscapes, including streams, terraces, and ancient trees. Key issues included tourists trampling earthen ridges, littering, inadequate waste sorting facilities (coverage under 40%), and missing environmental signage. In the context of business operations, undercover investigations and interviews evaluated operators’ service protocols and complaint handling. Results showed inconsistent service standards and slow responses to valid tourist requests by some operators. The team finalized the "Report on Current Status and Recommendations for Tourism Ethical Practices in Yidu Village," outlining 10 key recommendations—such as installing ecological protection signs and establishing tourism service standards—to support decision-making by local government and the village collective.
From July 17th to 18th, 2025, the team carried out scenario-based tourism ethics guidance for key tourist groups at the village entrance, scenic areas, and guesthouse clusters. For dissemination, the team distributed "Civilized Tourism Ethical Guidelines" leaflets and set up a "Tourism Ethics Interactive Booth." The booth used formats such as an ecological conservation photo display, illustrations of inappropriate behaviors, and local cultural story walls to raise tourists' awareness of ethical tourism through visual and engaging methods. The interactive session included activities like the "Civilized Tourism Commitment Signature" and "Local Cultural Experience," encouraging tourists to take micro-actions such as "Sorting Garbage" and apply ethical principles in practice. In terms of service expansion, team members acted as "Tourism Ethics Guides," providing consultation during visits, answering questions like "how to choose eco-friendly accommodations," and helping travelers practice responsible tourism. The team served over 200 tourists and collected 110 valid questionnaires within one week. Survey results showed that 85% of tourists reported that guided support enhanced their understanding of how to respect local culture and the environment during their travels, and 60% planned to choose ethically compliant destinations in the future.
This action aligns with the "multi-party cooperation and win-win development" principle in the “Global Code of Ethics for Tourism” and has created an effective collaboration mechanism. The Haikou Town Government of Chengjiang City coordinated activities and provided logistical support, including venues and departmental cooperation. Kunming University used its expertise, with faculties supervising and students implementing the program on-site. The village collective and businesses participated by opening local resources. Tourists responded positively, helping spread ethical values. Together, these efforts ensured strong support for the implementation of the guidelines.
Special Action on Global Code of Ethics for Tourism has successfully concluded, along with The Three Goes to the Countryside Social Practice by Kunming University’s class 2024 of Hospitality Management has also concluded in Yidu Village. At the summary meeting, students shared key reflections on tourism ethics based on one week of outreach, research, and tourist support activities. Finally, the faculties leader concluded: "The success of this initiative reflects the joint efforts of all stakeholders — government, school, village collective, businesses, and tourists. Government coordinated resources, the school offered guidance, students promoted ethics through action, locals and businesses responded actively, and tourists participated fully. This demonstrates the core principle of the Global Code of Ethics for Tourism: mutual benefit and respect." I hope all participants take these lessons forward. In future hospitality management and tourism roles, continue promoting ethical standards to build a more warm-hearted and sustainable industry.
