论旅游发展幸福悖论的内涵及伦理价值指引

幸福是人生活的终极目标，旅游是幸福生活的重要方式.旅游发展的初衷就是要服务于人的旅游和幸福生活的需要.但在消费社会里以消费为目的大众旅游逐渐背离了旅游发展的初衷——让旅游者成为消费者、旅游活动成为消费活动，从而遮蔽了旅游之于人生的价值和意义.旅游发展幸福悖论的实质是“旅游发展”和“人的幸福”这二者之间目的和手段的关系错位.从旅游发展中的异化现象入手，论述了旅游发展幸福悖论的内涵，提出了旅游健康发展的伦理价值指引：为了破解旅游发展的幸福悖论，必须确立人的幸福是旅游发展的主要目的，树立以发展伦理价值原则为指导的新型旅游发展观，践行合乎伦理的旅游发展之路.

On the connotation and ethical value guidance of the happiness paradox in tourism development

Happiness is the ultimate goal of human life， and travel is an important way to live a happy life. The original intention of tourism development is to serve people's needs for tourism and a happy life. However， in a consumer society， mass tourism for the purpose of consumption has gradually deviated from the original intention of tourism development-making tourists become consumers and tourism activities as consumption activities， thus concealing the value and meaning of tourism in life. The essence of the happiness paradox of tourism development is the dislocation of the relationship between the ends and means between “tourism development” and “human happiness”. Starting from the phenomenon of alienation in tourism development， the connotation of the happiness paradox of tourism development is disscussed， and the ethical value guidelines for the healthy development of tourism are put forward. In order to solve the happiness paradox of tourism development， it is necessary to be established that human happiness is the main purpose of tourism development along with a new type of tourism development concept guided by the principles of development ethics， and practice an ethical path of tourism development.