國際上包括台灣在內，都在推行生態旅遊。一般認為生態旅遊是一種兼具生態保育與經濟發展的旅遊活動。本文研究開始就懷疑的提問，生態旅遊真的是一個能夠兼具生態保育與經濟發展的旅遊活動嗎？事情恐怕不是那麼簡單吧！生態旅遊若做得不好，它反而會對生態造成負面影響，也會影響其經濟發展方面的效益。也就是說，筆者不相信生態旅遊就是一個兼具生態保育與經濟發展的旅遊活動，若無倫理規範的介入。旅遊不管什麼形式包括生態旅遊，其實就是商業活動。這些商業活動包括套裝旅遊、餐飲住宿、交通運輸、解說導覽服務等。這些活動是否會對生態造成破壞？以及對遊客、當地居民甚至於包括未來世代的權益喪失呢？本文的研究就是針對這些生態旅遊的商業活動，探討它的商業倫理。以倫理學上所談論的倫理規範做為本文的研究進路，結合涉利者商業倫理學與整合社會契約論的優點來論述生態旅遊的商業倫理。透過涉利者整合社會契約論的理論與生態旅遊商業倫理案例的交會，建構出生態旅遊的商業倫理議題，最後發展出生態旅遊的商業倫理規範。 International societies including Taiwan promote the ecotourism. Generally, ecotourism is thought to be a combination of ecosystem conservation and economic development activity. This researcher, however, doubts whether the ecotourism is really a travel activity that can combine ecosystem conservation and economic development at the same time. The thing is not simple, if ecotourism is not handled properly; it will cause the negative influences to the ecosystem and also will affect the benefit of its economic development. That is to say, without the ethical norms, the writer does not believe the ecotourism is a travel activity combining ecosystem conservation and economy development. No matter what form it takes, travel, including the ecotourism, is a business activity in fact. These business activities include tour packages, food services, accommodations, transportation and guiding services. Do these activities damage the ecosystem? And will the rights of the visitors, the region residents or even the generation of the future be lost? This research is aimed to inquire the business ethics of the business activity of ecotourism. The ethical norm is used as the research approach, combined with the advantage of the stakeholder business ethics and integrative social contract theory to discuss the business ethics of ecotourism. Through the stakeholder integrative social contract theory and the business ethical case of ecotourism, the business ethical norms of ecotourism will be developed finally.
