随着近年来经济的快速发展,人民生活水平不断提高,广大人民群众有更多的可支配收入和空闲时间,旅游活动成为人民群众休闲娱乐的重要方式。小长假、黄金周景区旅游人数爆满,充分说明了旅游活动呈现大众化、普遍化,旅游活动再也不是只有少数人才能消费的行为。大众旅游时代的到来以及旅游业的持续快速发展,在某种程度上已经对旅游目的地的自然景观和人文景观造成破坏。越来越多的人们开始关注旅游业的快速发展对景观产生的破坏,旅游活动中产生的伦理道德问题逐渐提上人们讨论的议题,希望通过加强旅游活动中的道德建设来达到维持旅游业的可持续发展。本文通过分析旅游活动中的主客体,通过阐述相关机构部门的职责建设,探讨通过旅游从业者、旅游目的地及旅游者自身等多方面努力改进,加强社会主义精神文明建设,为树立文明中国形象做出贡献。 With the rapid economic development in recent years, the living standards of the people have been continuously improved, the majority of the people have more disposable income and free time, and tourism activities have become an important means of entertainment for the people. Small holidays, Golden Week scenic tourist area full, fully illustrates the popularity of tourism activities, universal, tourism activities are no longer only a few people can consume behavior. The arrival of the mass tourism era and the sustained and rapid development of the tourism industry have to some extent already destroyed the natural landscape and the cultural landscape of the tourist destination. More and more people begin to pay attention to the destruction of the landscape due to the rapid development of tourism industry. The ethical issues arising in tourism activities are gradually raised on the agenda of discussion, hoping to achieve the goal of maintaining tourism by strengthening the moral construction in tourism activities sustainable development. Through the analysis of the subject and object in tourism activities and through the elaboration of the responsibility construction of relevant agencies and departments, the paper tries to improve and strengthen the construction of socialist spiritual civilization through various efforts of tourism practitioners, tourist destinations and tourists themselves, so as to establish a civilized China image make a contribution.