中文摘要：

近年来,旅行社道德缺失引发的旅游投诉问题受到广泛关注。但学界关于声誉管理对旅行社道德风险的影响这一问题的研究目前还不够系统和深入。深入分析旅行社道德风险的成因,探索声誉管理对企业道德风险防范的价值,提出我国旅行社声誉管理的策略建议,有利于旅行社树立社会责任意识,加强道德自律,防范道德风险,抑制败德行为。

英文摘要：

Much attention has been paid to the problem of tourism complaint which was aroused by the lack of morality in recent years, however, academic research on the influence of reputation management on travel agency＇ moral hazard is not systemic and indeep at present. Firstly, this paper analysed the reason of travel agency moral hazard, exploring the value of reputation management on corporate moral hazard. Secondly, it put forward some tactics and suggestions of Chinese travel agency reputation management. It is benefit to travel agency to set up social responsibility consciousness, reinforce moral self-discipline, keep away moral hazard, restrain poisonous behavior.