The civil aviation service etiquette course is a core curriculum for cultivating frontline service personnel in the civil aviation industry at the secondary vocational level. However, it currently faces practical challenges, including a disconnect between course content and the development of smart civil aviation, rigid teaching methods, and an evaluation mechanism that is detached from job practice. Guided by the high-quality development of vocational education and leveraging school-based practical achievements such as the “Civil Aviation Service Etiquette Scenario Script Textbook” developed by our institution, the unique “Five Virtues Dimensions” evaluation system, and student etiquette growth portfolios, this study proposes a three-dimensional optimization path integrating “teaching innovation, industry-education integration, and evaluation feedback.” By incorporating core modules on intelligent services and cross-cultural communication, innovating a scenario simulation teaching model centered on scripts, and constructing a school-enterprise collaborative “Five Virtues Dimensions” multivariate evaluation and feedback mechanism, this approach significantly enhances students’ professional etiquette literacy and job adaptability.