Towards a Code of Conduct for the Tourism Industry ...

Towards a Code of Conduct for the Tourism Industry: An Ethics Model Author(s): Dinah Payne and Frédéric Dimanche Source: Journal of Business Ethics, Vol. 15, No. 9 (Sep., 1996), pp. 997-1007 Published by: Springer Stable URL: http://www.jstor.org/stable/25072825 Accessed: 07/04/2010 11:03 Your use of the JSTOR archive indicates your acceptance of JSTOR's Terms and Conditions of Use, available at http://www.jstor.org/page/info/about/policies/terms.jsp. JSTOR's Terms and Conditions of Use provides, in part, that unless you have obtained prior permission, you may not download an entire issue of a journal or multiple copies of articles, and you may use content in the JSTOR archive only for your personal, non-commercial use. Please contact the publisher regarding any further use of this work. Publisher contact information may be obtained at http://www.jstor.org/action/showPublisher?publisherCode=springer. Each copy of any part of a JSTOR transmission must contain the same copyright notice that appears on the screen or printed page of such transmission. JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact [email protected].

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a Code

Towards

are four areas of concern

There

ethical pursuit of tourism. opment is planned without or

environment's

teristics.

An

for the

needs

community's

ethical

in the

often, tourism devel consideration of the local

Too

treatment

of

and

following: that recognize environment,

to assure fairness

development;

in employing both traditional and non-traditional Finally, the industry must employees. to tourists. the target market: pay special attention

to growth; (2) the commu it is realize that

limits

requires development tourism industry must nity-based, be given

community

(1) the tourism industry must its basis is a limited the resource, economic and that sustainable

the

charac

the environment and consideration

Payne

Fr?d?ricDimanche

should involve in and decision-making the planning participation as as effective guidelines well process, implementing and

Dinah

Industry: An Ethics Model

Tourism

ABSTPwACT.

of Conduct

and to

that greater sociocultural

the

must

consideration costs

tourism

of

also (3) the tourism industry must and that that it is service-oriented, as as treat well ethically employees

recognize it must customers.

Ethics

in

international

tourism

marketing

a code

Towards a codal and Payne (1990) formulated to four values: include system Justice, integrity, and utility. Each of these qualities competence, can in four different be degrees: applied

Raiborn

Theoretical, practical, code basic. A resulting

currently of ethics

and attainable, include should

at Dinah Payne is an Associate Professor ofManagement Her New and the University Orleans. of teaching research interests include business ethics, the legal envi ronment

of business,

international

business

and

industry: A

corporate

morality

the

issues

surrounds

dilemmas

faced

has been

justice,

for

conduct

tourism

model

ethical

of ethical

economic

business. by domestic in areas of

conducted

codes, just to

corporate marketing, and whistleblowing,

a few.

name

(E)thics

in business but

necessary

an

is not an option

absolute

-

it is not only for

requirement

success.'

. . .

of [These] remarks point to the importance success and view of financial taking a long-term of the necessity of strong leadership and focus to a positive culture corporate (Pitts and develop

She has published articles in the Ethics, the Labor Law Journal, Issues and Management the Journal of Managerial current is Vice President/Program the She Accounting. Chair of the Southern Academy of Legal Studies in

Cooke,

Business.

and the Journal of Leisure Research, Marketing, Leisure Sciences. He is the President of the Travel and Tourism Research Association, South Central Chapter.

of

of

ethics

businesses

U.S.

tional management. Journal of Business

tourist behavior and tourism marketing. He has pub lished articles in the Journal of Travel and Tourism

host

Research

interna

is an Assistant Professor of the School Fr?d?ric Dimanche and Tourism at the University of Restaurant ofHotel, His New Orleans. teaching and research interests include

an

The

1991). need

for

in business

ethics

is recognized alike. Lazniak

and businesses by both consumers a number and Murphy of statis (1991) reported concern tics that make such the apparent: majority people

of Americans regularly

that most

believe

participate

in ethical

sions and 76% of the American a lack

1996. Journal of Business Ethics 15: 997-1007, 1996 Kluwer Academic Publishers. Printed in theNetherlands. ?

of business

ethics

business transgres

public feel that

in business

managers

998 to the decline

contributed ards. have

overwhelmingly are good practices and

(McDonald as defined

that

agreed business

in

stand

has categorized 1987) has to deal with in

managers sound ethical

the Ethics

1989).

Zepp,

and F. Dimanche

Payne

moral

and American

German,

French,

of U.S.

D.

a

run

long can

be a

to make

attempt systematic out of our individual rational whole cohesive, and social moral The of purpose experiences. to this attempt is formulate rules to differen tiate

between

good

In

1992). ethics provide

(DeGeorge, business, employee

pride a condition

problem tourism.

conduct

more

terms

specific foundation

the

this paper in the world's

of

The

emergence is a recent

to attention

price, these

largest industry, as an orga tourism and some phenomenon, Krohn

and Ahmed,

1993) have recently for a general

the need

code

the

firm

market

uncontrollable

influ

and influences, uncontrollable

Domestic

include

legal, governmental, political, constraints. uncontrol Foreign include: cultural, competitive, and technological, legal, political,

competitive influences

control corporate mix: simple marketing product, and distribution. While all of promotion are important in making considerations are

that

argue

impact. are both

Finally,

the

successful

ethical,

the

domestic

governmental, economic constraints.

for

of

1993;

(D'Amore,

lable

lables

(Hall, 1992), customers' satisfaction.

for

and

elements

international

uncontrollable

controllables.

corporate influences

to and

1991; Savignac, 1992;Wight, brought of ethics

human

is to examine

of ethics

industry

authors

bad

and motivation

provide The purpose

nized

and

ing environment: ences, foreign

the the

decisions

business

globally,

we

a

culture

may have disproportionate and controllables array of influences in and hurtful the contempla helpful

This

to of entering the global market: it is nice over to consider, know what but it is almost to know the number and of whelming depth tion

that await.

choices

as it applies to tourism. some ethical article will outline and

which

the Additionally, issues in tourism, within framework

a conceptual provide the tourism industry

could

further

and apply codes of ethics. can be and quality Ethics

as

insofar

one largest industry, with worldwide in employed or entertaining, transporting

lodging,

has

1992), a special

interest

the ethical

quality, assuring alike. and hosts

80%

Additionally, that hotel executives

be more

ethical

and 61.7%

(Hall,

that they thought

increased

believed more

asked whether

on profitability

impact be

would

guests tourism

in providing such treatment of tourists

1992), and 39% indicated profitability standards.

feeding,

the

that

were

Hoteliers

had a positive

ethics

is clear

it

(Whitney, industry

by higher ethical of the hoteliers could

be

exhibited

to

taught interest

in

in ethics.

training tourism definition, By nature The of industry. international

often

brings forefront. Generally,

confronting Cateora global."

problems "go

of every

the world's

16 workers

there

is an the

tourism

are many

Internationally, in the people

tourism

business

than

101

million

tourism

economic

force

in foreign markets, and the competitive advan in is market with the the ethical, tage global But the scope of the driven enterprise. quality not to the does limit itself industry a in service business transaction, participants affects a broad and consumers. Tourism providers and culturally, range of the population, socially tourism

in the

destinations, ments which

it also

tourism

become

affects

natural

environ

are often

thereof.

However, lack of attention

the

tourism

issues

or

articles

literature

published,

to notice it is surprising in the ethics have received

until

recently. 1993; Krohn

(D'Amore,

1991; Wight, been

and

reason for the primary to travel. A myriad of issues and problems can be tied to ethics or tourism industry

people in the the

that have

communities

to

to the organization seeking and (Cateora Keaveney,

more

with

an industry generating of $2 trillion annually, to consider the need ethics is great (Whitney, an is ethics 1992). part of Clearly, integral a service both and domestically providing quality estimated

lack

international

situations

and

develop

equated is and services of quality the production goods treatment consumer. ethical of the facie prima As

ethics

of

Scope

1993) dealing with and

the

treatment

Few

research

and Ahmed,

ethics have of

ethics

is

Ethics to be

rarely books.

the U.S.

of

tourism

and Goeldner

Mclntosh most

in

found

federal

and that "the and imprecise, when travel is across

borders as

such

tour

the

and

lodging transportation, as a new in a package and offered some entity." Therefore, product professional and USTOA such as ASTA, NTA, organizations some principles have developed of professional Krohn

and Ahmed

gap and

However, is the that nowhere

posited

the

between

consumers.

to protect

in order

conduct

of marketing

concepts

ethics

their

by marketing practitioners application noticeable than in the tourism industry"

"more

(Krohn and Ahmed,

1991). This lack of ethical

to the size, standards may in turn be due precisely and of tourism. For the Swiss breadth, diversity researcher Krippendorf (1991), Tourism

is the industry of the holiday travel agents, transport firms, building

caravan

souvenir

manufacturers, insurance

banks,

its own for

cable

manufacturers,

laws,

more

companies

its own

an

car

ski

industry, with

industry

Each

legitimacy. a

companies,

the

sellers, ...

for

turnover,

companies, operators,

railway

greater

struggles

share

of

the

market. Each will sacrifice everything and operate to with the most methods stringent marketing its

reach

These

target.

remarks make

us better

understand

natural

why for the

Although

not what

ponent ronment

of the tourism is often

nizations.

of private businesses, but only apply to a myriad to governmental and non-governmental organi as well. zations The section indicates following some tourism here

of

the code

go much ethics vis-?-vis

issues

that must

of ethics.

The the

beyond the consumer.

be dealt with problems traditional

in a

outlined

have

scope

envi

for tourists

therefore

requires special In the past two decades, researchers con realized that if tourism has somehow to the preservation of some lands (e.g., of national it has also served as parks), of environmental destruction (Cohen,

tributed creation a

tool

abound Examples and opment exploitation the environment polluted 1976).

environmental nature,

protect tourism

concerns

where

tourism

have

and

spoiled

worldwide.

Growing to the need

underline

the basic

devel

"raw material"

of

the

resource this limited is industry. When or destroyed, transformed it becomes lost and cannot are now be reclaimed. Social scientists

we the perspective in should discussing adopt as nature consumers with and dealing developers to endorse in order environmental ethics (Katz and Barbash, as ecotourism,

forms 1982). New have recently

of tourism,

such where

emerged are small development and ecological protection some foremost. However, whistleblowers already warn us about the unethical of eco (ab)use tourism or other forms of "alternative tourism" (Butler, 1992). Some or Belize Costa Rica) benefits of such an development impacting

them

regions

or countries

recognize approach on these

strategy forms of tourism.

the and

(Cohen,

long-term their base

less theoretically are still very These tourism is to industry

if the examples; the limits of the environment it will the

(e.g.,

tourists,

and be

to protect but also from

have

1978).

Communities Communities that are visited be

of

a com

attention.

recognize in conservation, active nature not only for

and marketing actions are development, controlled by government public orga tourism ethics should not Therefore,

considered the natural

and

in an economy, which the go much beyond of accommodation, provision transportation, and entertainment of travelers. Many tourism ties

be

industry, the main motivation

an area,

to visit

could

marginal

planning, also made

issues

environment

to set ethical attempt guidelines tourism It is often industry has been troublesome. to delimit the extent of tourism activi difficult the

ethical

and

components

state

and

or when

The

999

Industry

Tourism

hospitality

ceases

existing regulation state and national ingredients, are assembled

the Tourism

(1990) indicated that

domestic

are broad

regulations

and

and

are places where by tourists. The

live and people main impacts to are often economic:

perceived by residents tax revenues, creation of jobs, salaries (Milman and Pizam, economic 1988). Most impacts are

1000

D.

and F. Dimanche

Payne

may also create some infla on a community, pressures tionary increasing for commodities such as food and trans prices as for land. However, as well most of portation, tourism

but

positive,

force, benefits.

1989).

types

some

social

can be

and economic, in the rela critical

towards

attitudes to cultural

strangers may

misunderstanding as frustration,

such

with

fronted

and

interacting sociocultural

Hosts'

population. to lead

repeated therefore tourists, and their sojourn

needs

local

problems

can

An

tant

community's concern ethical

local

to understand that

from

the

most

when

culture

culture.

tourism on

of

development their culture and

impacts the work

Employees has had social

of

tourism

process

1990;

Pigram,

1992).

As

in any

nificant customer

a sig play employees and creating maintaining All too often, the tourism satisfaction. service

role

employment is another

industry,

in

and services. Equal and equal treatment of to be that needs aspect

by the industry are considering such as older

at a time when

more

"non-traditional"

(42 U.S.C.A. ?2000 et seq., 1978), there has been a virtual explosion non-tradi of laws protecting from discrimination tional, minority employees or hired to recruited from not being stemming being passed over for promotion tion raises. Examples of such Act Discrimination Pregnancy 95-555, of 1973

92 Stat. 2076, (Pub. L. No.

and compensa the laws include

1978 (Pub. L. Rehabilitation 1978); 87 Stat. 355, 93-112, of

1973); the Equal Pay Act of 1963 (Pub. L. No. 88-38,

77 Stat.

56,

1963);

Americans with Disabilities L. No.

101-336, to Fairness

necessary step faction and the Employers

to

employees

and training to attain higher

and

tion. The

provide

immigrants, people, others 1989). (Lattin, handicapped people, to assure effective fairness Fairly guidelines in hiring both and non-traditional traditional employees

Act

the friendliness

(Haywood,

employees considered

impacts likely to

come

It may by outsiders." a local government to

facilities

community

opportunity

No.

that and service quality treatment to expect. An ethical of its should always involve the community partic and in the decision-making planning ipation

provide tourists

for

adequate

that

feel

negative lives are not

a

come

force will who

on

but higher are held positions

are by jobs occupied and man level technical

are to be found in the wide spectrum employees of antidiscrimination laws and EEOC regulations. Act of 1964 Since the passage of the Civil Rights

is planned

when population, especially coun takes place in less developed development to lead investors and developers should tries, to which tourism the extent forecast and control It is particularly will impor impact a community. the

towards

local persons,

employers

experiences negative the quality of jeopardizing to their dissatisfaction. leading

characteristics.

and

the

development of the local

tourism

of

people In addition, tourism development level positions. areas in remote the displacement often involves new and of workers, therefore requiring housing

with

tourism often, consideration

Too without

level

appropriate that companies for local opportunities

greatly contribute and lead to prob

with

work

no or little

for many hos employees. is unfortunately well known for in that indicated (1991) Inskeep

require

and even resentment, the crime for 1989). Except (Dogan, marginal case of enclave tourism (such as development con are tourists all-inclusive resorts), always lems

and offering seasonal aspect

The

"lower

cases,

agerial then be

development residents and tourists. Also, between tionships various such as value systems, cultural differences beliefs, traditions, lifestyles, dress codes, religious

political

in lay-offs

pitality industry such practices.

ties abound (Murphy, 1985; Pizam, 1978; Smith, of

the

Also,

results

to tourism the negative devel inherent impacts are Literature socio-cultural. opment dealing the impacts of tourism on host communi with Different

of an uneducated

takes advantage low wages, paying

industry

104 Stat. the

and most

327,

industry's towards assuring success

recently

the

Act of 1990 (Pub. 1990). employees consumer

of a business

is

a

satis

or destina

can

their obligations satisfy the thus by default satisfy with the employee providing

and

employees, consumer, by several things. The with

employee should provide

the should provide employer several things. First, the employer in disciplinary due process pro

Ethics and the Tourism Industry 1001 The relationship against the employee. who the employer has and employee, or failures of his shortcomings given notice

ceedings between been

an opportunity to respond, should now be an neces which attitude characterized open by to A the solution the problem. sarily facilitates contract also satisfy and a fair work fair wage is both

1991). Finally, safe work place,

hence

should

the U.S.

be

of

exem

legislation

Health

and Safety

Act.

of

obligations

faith

the

employer by for governmental in which country

application obviate should

these the

necessity intervention, regardless of the does business. the employer

standard of the tone for an organization's Often, resource man ethics will be given by its human agement

practices.

to

efforts ethically

are not

The to pay special atten create business opportu

Finally, industry tion to the people who or break nities and who make or of a tourism

destination Services some

also have

to be

success

the

service:

ethically

the

of

and have

organizations professional some steps towards the protection Most of the ethical issues deal with

taken

some aspects of the marketing such strategies, as pricing, and communication. distribution, an experience with dissatisfaction often Tourists' occurs because have been cheated. feel they they The

room with

meter

ocean-view

from

the beach

is located

half a kilo

and does

not

corre

away the one shown by the travel agent, spond with several extra charges were finally added to an all or the first class inclusive vacation, golf course that was

room. is still in the drawing promised to tourism organizations In addition behaving to recognize tourists themselves need ethically, the environment, tourist their duties towards em host communities, organizations, industry ployees,

and each

other.

A

review

a

of Kohlberg's

and Dustin to the park

integrating with

Kohlberg's their own

into

behaving others. The

towards

to be

both

overlooked,

of moral

and

development in implementing ethical change. some brief outlines description

urgent tourism

issues

that

as good as tools of

the

be dealt with

should

by in developing standards of industry in reaching this goal is ethics. A critical problem are that ethical standards for the most part one and from may vary country culture-specific the

tourists.

provided,

tourism

already of tourists.

most

needs

to

adherence

concepts inherent in both the Kohlberg (1976) and Gilligan (1982) models of moral develop

useful

the

rules of cleanliness, the level of moral

development recreationists

guide and sensitively

all to

them

recommendations

profession

of moral

levels

same

the

utilizing for appropriate

is right law? Christensen

some

recreation

indicators tourists

be

wherein social

recognized (1989) made

ment The

be

the socially founded on the tourist placing

thus

and

will

it would

development

plified by the Occupational Good

tourists

other

services, observe a

assured

six

is determined wherein opment right or wrong on the consequences of the behavior? Or, should state that as a number the tourist organization

a result and cause

(Milkovich and Boudreau,

the worker

guiding any of example,

Compensation The concern for equity balances of productivity. contributions (better pay for more pro employee needs of a living wage and (provision ductivity)

and health benefits)

ofmoral

tourist

the park service that dictate should thus that the be assuming litterbugs prosecuted, on the first level of moral tourists operate devel

and

workers:

can aid in development on as tourists behavior, operate For levels of moral development.

model

(1976)

to another.

Is an international

to

its standards change it give up abroad? Does

company supposed because they operate to all treatment equal

in a particular because country employees legis or should in that country, lation is lacking the in the observe ethical standards company highest the any location? Although not binding States is generally firms doing of U.S. business states,

other

dealing with the European exceed

countries

on

the United

the operations national

in other

systems of laws the same dilemmas. For example, for family standards leave far

the base U.S.

do

law of

have

standards.

To

be

successful

in foreign the U.S. firm markets, seeking entrance to a foreign market will have to tailor to meet its operations if foreign legal standards, not ethical standards. It is important to note here, in addition,

that legal standards

do not necessarily

1002 D.

and F. Dimanche

Payne

to the ethical Adherence behavior. guarantee letter of the law, rather than the spirit of the law, will circumvent but may legal entanglements, fall short of good in transactions faith fairness with both and the customer the employees

of

impact

facts

are: most

2000

culture

cially

of culture

and Keaveney, total of human

(Cateora the sum into

goes

information, U.S. workforce

on

determine social

1987)

institutions

and

such

espe Cateora

tourism. defined

culture

as

art, beliefs, knowledge, and anything else that in a society. Mill and Morrison

living

have

(1985) effects

on

that culture

customs

laws,

morals,

that culture has four major suggested tourism. vis-?-vis First, values society and behavior

goals

or

approval

which

will

This

disapproval.

gain is most

of the projected given important demographics two different the hedonist types of tourists: of everyday-life" tourist and the "new unity to The hedonist works live. 1987). (Krippendorf, to experience by a desire to have fun and different, to be active and together

is motivated

He/she

new

and

something himself/herself, while others,

enjoy with

enjoying

in

being

close

an affinity with to nature, the proximity feeling environment. the this will 2000, year group By 45 to 60% of the international tourist comprise The

market.

"new

new

introspection with others, and nature,

for

or molds

creates

to

desire

experiments. these tourists

The

culture

will

able

be able

to mold

that

to the is germane their growing and each tourism

into

themselves

to satisfy tourists with

and products. The second

effect

culture

has

entities

quality on

that

services

society

be

The

world's

social

demographics in the apparent

and

1992). these or

decline

corre

of watchdog Protection

Environmental Employment

Opportunity

is also directly for the con responsible a ventions and practices of society. The basis of conventions and practices is impor in culture tant not only as it relates to the overall mores of Culture

a society, tion for

but

it serves

also because

as a founda

is only a reflec as morally tion of what views society as a whole or in is the Culture, wrong. part, right spirit of the law which into society guides doing right and the

law. Codified

law

At the same time, one of only avoiding wrong. three sources of international law, a huge concern in entering international is the con market, any of a society. So culture practices sets the conventions and practices of the society, are which the foundation for the society's ventions

and

domestic

and

international

culture

sets

of the society. language is vital communication

law. the

and body spoken and complete Accurate in any relationship, from

contracts that actually drafting wants each is party specify language. Even same when the parties the first language, speak so there have been many problems with accuracy in

what

response industry's The tourism industry must be aware of the shaping nature organization to take advantage of that culture, and of culture

numbers.

will

and the Equal Agency Commission.

problems

to

tourism

to be

in the year in services and

ones to business carried on personal relationships most in different the One of difficult languages.

the yearning towards simpler things and creativity, open-mindedness

readiness

and

by by his/her and learn, communicate

(Hall, follow

expansion like the

Finally,

the

could comprise year 2000. This tourist is characterized to broaden horizon desire his/her the

institutions.

jobs will be in immigrants increase in the to 9.5 million, economic growth demand increased for income

will

tracking

sponding entities

tourist

unity of everyday-life" 30 to 45% of the market

and

the workforce

the

in the workforce to note the influence It is important on all aspects of human has behavior the effects

of social

choice

about

on dependent sensitive products like restaurants, luxury foods, tourism and the tightening of the travel, health, labor market, and the influx of minority workers

tourist.

The

in societies'

apparent Pertinent

is

that U.S.

the plain meaning rule has been courts. in question If the word

than one meaning and one one and one is a technical decided

that

contract

will

did not

exist.

both

parties

of them

in adopted has more is a common

term, the courts have the plain meaning shall apply. The as term then be read if the technical If such

speak

can

result when

language,

the poten

confusion

the same

and the Tourism

Ethics in a contract

tial for misunderstanding the contracting parties

wherein

different

languages speak to deal the best method appears obvious. Legally, this is to draft the contract with very carefully, a choice clause. A choice of of language adding is a contractual

clause

language in which

that sets provision contract will be read in

the

language such of a dispute. At least by inserting the fight over which in the contract, into is solved. From this will be delved

the event a clause

language brief foray

the

into

the use of surrounding and it is easy to recognize the importance of the

law

in contracts, to deal with

language prepare culture

as expressed

language.

by

1003

Industry

to solve differences practice with international associated problems leads to failure. This may be more

in

tourism

international

known expects setting The

marketer's

ethical

the mere

business-related

beyond rise of

consumerism

earned

"the

to be concerned

It is not the

however, enough, and tactical strategic to be

itself. Also

with

identified

Mayo (1991) difficult ethical/moral

international

marketing. top issues as the most in international problems five

as a whole.

marketings

of marketing equation are the ethical with

reckoned

associated

problems

with

These

issues

and/or

issues, governmental political customs clearance, tion, questionable business and/or and cultural of funds, differences.

theft

are: bribes, interven transfer practice

and

copyright Technology enter immoral pricing practices, infringement, use out round and questionable tainment product in the ethical identified problems specifically

these problems, Among marketing. are a number linked with directly arguably, and/or tourism: bribery, issues, govern political of mental transfer intervention, questionable international

funds,

cultural

business

and/or

immoral

ences,

practice and

entertainment,

differ pricing

practices.

that many first time noted (1991) trade because of fail in international

Mayo

exporters their inability

and adapt to foreign Similar conclu practices.

and business

cultural sions

to understand

can

expanding nocentric

be

drawn

abroad.

from

There

tourism

often

providers is a strong eth

of managers, coupled with in in social conflicts training arbitrating a to multinational failure settings. Additionally, orientation

lack of

commit

to overcoming

the

initial

cultural

and

in the to influence

right

goes responsibility the issues. With consumers

1960's, products that will

and mar

in directions increase " new This 1972). (Kotier, to orientation lead the societal marketing Dawson's of societal concept. (1969) conception concerns at calls for increased business marketing practices keting the 'quality of

(human

marketing

marketing

commonly If one of as the self-fulfilling prophecy: to fail, one usually does a good job of oneself up to fail.

the following Ethics

the ethical

business

life'

levels:

environment

internal

environment

the proximate

resources);

(consumers, and utors);

The

competitors, the ultimate

suppliers, environment

and distrib in (society in the tourism

codes of ethics Existing tend to provide for the internal and at but environment, society proximate large is as not often recognized being impacted by in codes of ethics. therefore tourism, forgotten general).

industry

Adopting

a systems

"interdependence business and other

reveal

approach would of, and interaction units

the

between (Abratt and that indeed,

of

society" shown earlier

Sacks, 1988). We have the tourism industry not only affects employees and customers, but also the communities where tourism is being developed and the natural envi ronment.

Tourism

marketers

have

to understand

then perform and accept this social responsibility, in their business actions. socially responsible This

behavior

sustainable marketing

would

contribute

to

achieving Societal (WCED, 1987). development as a strategy towards sustainable

does not deny the need for busi development nesses to make the To such an profits. opposite, in the long benefit the run, will approach, tourism

industry,

as Savagnac

(1992)

reminded

us:

starts first of all with for the environment the countries, which systematically must set envi ronmental standards for destinations. They must assess carefully the balance between density and cultural open space, social and impacts, infrastruc ture requirements It is in the and waste disposal. to interest of the industry support high environ

Concern

1004 D.

and F. Dimanche

Payne

- even Standards in all tourism development in countries that are politically and economically ? as term weak of its in more stable stake part long

mental

markets.

codes

Corporate The

ethical

nesses

of

conduct raised

problems

concern

reflect

However, begun

in a survey of busi about all of these

have

European to adopt corporate introduction rates,

ethical

Setting

codes

only recently of ethics. "At

it will take eight years present for the proportion of European with companies to was codes reach the level of that 75% (41%)

tate our

structure of international

three

kinds

U.S.:

of

identified

(1990)

in use

codes

in Europe

and

the

documents (1) regulatory giving specific on behavior and conduct, broad short, (2) or statements of aims values, and including

advice creeds

codes covering social responsibility (3) elaborate a set to of stakeholders and many other topics. of the chosen, type Regardless generally, good of

codes

conduct

have

certain

characteristics.

be

should

to the code will

that reference solution.

aid effecting the enforcement is essential

Additionally,

In the of the code. efficacy long-term of enforcement, the code becomes only a sham, not a instrument for betterment proactive reen of corporate culture and quality. Positive in

the

absence

forcement

will

also

the code

render

better:

The

be phrased

should

offend

the

innocent

user

of

the code.

or

that

it might

be

helpful

in

above

levels.

The

a codal

formulated

in any charac

to facili be present the code's rules. Four

should of

application were chosen

to be

adhered

were

values

to on one

of

enough

to

broad

is the Justice in transactions;

should

industry fairness

represent. faith good

and

tionally, impartiality, are conscientiousness

ideal

of

addi

sound

reason, correctness, in the ideal of reflected

is the concept of honesty, sin Integrity and respect for self and others. candor, cerity, reflects of capa Competence ability: Degrees and bilities, reliability, qualifications. Finally, the practical of encompasses concept utility and

efficacy viding

a

of pro for the

concept of good

greatest

number.

greatest

Each four

the philosophical amount

the

can be qualities applied drawn from standards degrees,

these

of

different

in the field

accuracy

of

degrees

to

adherence

the

completely in its dealings

the

and

currently standard

in of

These

accounting. values of justice, are: Theo utility

attainable,

and basic. the

requires highest the spirit of represents rather than the letter, of the ever strives to be organization

for good; the spirit, honest

tomers

cost

of

competence,

integrity,

morality, law. Here,

For most

solving

any culture: justice, competence, integrity, to the and utility. Each of these values conforms ideals of ethics and quality that the tourism

potential

use of the code, it should be effective publicized: If employees do not know of the existence of the code

listed

dilemmas.

any business all the system,

In this

retical, practical, The theoretical

to emphasize and praise the right thing, rather than indicate pro doing hibitions of inappropriate behavior which may code

ethical

justice.

that clear, so that the behavior or a is expected is easily under denied person so stood. Codes should also be comprehensive,

Codes

in solving

to a corporate is the use of models

cover

codes of conduct

and Schlegelmilch

Langlois

second

the

values The

to aid

dilemma.

teristics

1990)."

adherence

The

and Payne (1990) to transcend designed

system ethical

in the mid-1980's

for the U.S. reported and Schlegelmilch, (Langlois

already

the problems of culture and social mores among can be taken. The first is the

in ethical

of conduct.

of morality Raiborn

tourism

to address

two paths societies, formulation of and code

for

guidelines

In attempting and differences

deep of which have been issues, many expressed in various US. of conduct. codes corporate firms

use of it. the employee will not make to codes should be continually revised, Finally, with in demo law, keep up changes politics, and technology. graphics,

problem,

with

this

in good faith without all its publics, including

and

and employees.

This

standard

fail cus

is virtually

Ethics

and

the Tourism

to maintain in view of all transactions impossible must enter into. While it might the organization to achieve strive unendingly this "good," business not

may

counterparts same degree,

the

requiring on a lesser ethical to operate reflects level of adherence in terms

approach towards moral an

behavior

opment tourism

the

organization level. The practical a more reasonable

reality: is sought

here.

diligence This is

of ethics, it standard though concerted effort the continued, requires by third standard entity. The totality of the business level of attainable standard. This is the currently to ethical

is deemed

that

principles sound morally

Finally, to exercise independent the decision maker. This

ence

to the written

ascertain it. Level achieve

as a fails

on the part of thought adher standard ismere

three society. Levels to differ in respect good faith effort to correct the morally choice and pursue

and four

four

law of

the minimum

represents

what

to

effort

as morally adheres to the law view

would

society the organization Here, it cannot be avoided. Not only is the only when the the letter law of the law of spirit disregarded, correct.

will that

when

be circumvented it can do

so with

a

the organization

To

conclude

the

recognize it must customers.

the congress, French ministry of tourism proposed the creation on tourism ethics (Espaces, committee of a world a code of ethics to develop 1992). The challenge of the size and breadth is great because of the

too great a task for anyone industry. It is probably or to outline in TIA the industry WTO) (e.g., more a It may be code of ethics. appro general tourism of for each the economic segment priate

no matter what everyone, or culture, to identify with

of

must

based

on

industry a limited

ethics Such

to

a

allow

component industry to it. and to adhere

It should include the following points: tourism

codes

of

should

ethics

be

the standards of ethical against and organizations earlier, a concerted effort to achieve higher

tested

regularly behavior

outlined

should make

(1989) we call

standards.With Krippendorf

on all suppliers of tourist services to acknowledge their responsibility towards travellers, the host to state and the tourist environment, population clearly what to

make

a more

contribution human

are prepared

they tourism

and

what

to

regula

to observe. I propose that they are willing a should make of formulate and code they public and the of their internal and practice principles in a few beautifully external business conduct. Not tions

worded

vague

ticable policy

sentences

statements,

but

in

concrete

to which

and

prac

they would

be

answerable.

R.

and D. Sacks: 1988, The Marketing Towards Being Profitable and Socially Challenge: Journal of Business Ethics 7(7), 497 Responsible',

AIEST

to develop, for itself, a code industry a fit in that would larger framework. would framework be global enough

Those

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University Department

of New

Orleans,

ofManagement,

New Orleans, LA 70148, U.S.A.