information, prevention, security, insurance and assistance consistent with their needs. (5) Tourism professionals have an obligation to provide tourists with objective and honest information on their places of destination and on the conditions of travel, hospitality and stays; they should ensure that the contractual clauses proposed to their customers are readily understandable as to the nature, price and quality of the services they commit themselves to providing and the financial compensation payable by them in the event of a unilateral breach of contract on their part. (6) The press, and particularly the specialized travel press and the other media, including modern means of electronic communication, should issue honest and balanced information on events and situations that could influence the flow of tourists; they should also provide accurate and reliable information to the consumers of tourism services; the new communication and electronic commerce technologies should also be developed and used for this purpose; as is the case for the media, they should not in any way promote sex tourism. Retrieved: 26-01-2018; Global Code of Ethics for Tourism In the next session discuss the following: a) A global code of ethics for tourism is needed? Why? b) Should there be penalties for ethics violations? Give examples of ethics violations in tourism. Give examples of kind of penalties that exist or should be implemented. c) Discuss table 20.1 ‘some morally difficult situations in marketing’. See blackboard. To illustrate the complexity of ethics, Kotler et al (2008) explains that conscientious marketers face many moral dilemmas. They mean that sometimes it is not easy to decide between a right practice and a wrong practice. Discuss in this regard parts of chapter 5, 18 and 20. What does Kotler et al. state to solve issues in marketing and especially in advertising? After you have discussed the above mentioned questions, now consider the complexity of tourism ethics. You may all think that the Bermuda issue demonstrated wrong promotional practice. Nevertheless, you should bear in mind that it is not always easy to justify what is wrong or what is right. Consider this: Is it right or wrong that Bermuda tries to do whatever it can to attract more tourists? They need money to deal with a lot of social issues, so if using a couple of photos, here and there, from another destination that is doing far better would hurt nobody, why wouldn’t they do it? Maybe they have tried several promotional strategies which did not work. Maybe the only resort to save Bermuda’s tourism is to use Hawaii photos to lure tourists. After all isn’t tourism all about business and money? To make this issue clear: Assignment : Form two groups. The first group will represent Bermuda tourism officials. These officials work in the tourism industry. Tourism is their bread and batter. The second group represents the framers of the Code of Ethics for Tourism. They are the guardians of the codes.
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