導遊人員是旅行社重要的人力資源,導遊人員的表現可以成就或者毀掉旅客的旅行體驗,也可以為旅遊目的地帶來回頭客和新的客源。然而2010年間接連爆發的「導遊罵客」與「過份導購」事件,無一不顯露出導遊在執業過程中的偏差行為。強迫購物似乎已經影響了消費者之旅遊意願,更直接危及了導遊人員自身長久的工作環境與機會。基於導遊人員以及導遊服務工作的重要性,與維護顧客、社會與相關利害關係人的權益,避免侵害和違法行為再次發生,本研究欲藉由分析此次陸客在香港的旅遊糾紛事件,以茲借鏡與啟發;由導遊人員的職業道德出發,根據Sykes與Matza(1957)所提出的中立化理論,本研究著眼於由道德倫理之價值觀對偏差行為的研究,從個人尋求合理化自身偏差行為的角度,探討在追求個人或團體最大利益與職業道德之間拉鋸的導遊人員如何保有傳統的價值與態度,卻學得「中立」這些價值觀的技巧,使他們能突破傳統觀念的束縛,游走於合法與非法行為間。 本研究發現導遊人員透過「責任否定」、「傷害否定」、「被害者否定」、「譴責責備者」、「標榜忠誠度」、「功過相抵」、「必要之惡」、「司法不力」、「理所應當」、「投射對照」與「我只是普通人」等11項技巧來合理化對旅客的偏差行為。進一步討論其偏差行為中立化歷程,更發現導遊人員是藉著是「加害者」、「被害者」、「正義原則」、「行為」四大要素做為面向,調整自己的價值認知狀態去衡量自身行為的「違法性」、「有責性」、「危害性」、「正當性」以及「必要性」,來緩解內心情緒與認知上的衝突。藏在導遊人員偏差行為背後的支撐力量即是「零團費現象」,零團費的經營模式使得導遊人員的生存環境更為艱困,在現實生存與職業倫理之中更發生了道德兩難情況,在眾多利害關係人的壓力下,導遊人員的道德認知逐漸混淆,而消費者對於旅遊產品的消費判斷力不成熟與賭博心態致使強迫購物有機可乘,因而此類導遊人員偏差行為一再發生,透過中立化歷程的調整,導遊人員的認知便遊走於道德與罪惡感之間。
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.