Codes of ethics for travellers are not motivating

Abstract

Purpose This paper aims to contribute to the discussion about the adequacy/inadequacy of codes of ethics in motivating tourist behaviour. Design/methodology/approach This paper is a philosophical argument for the use of virtue ethics, rather than rights-based codes of ethics, when directing the ethical behaviour of individual travellers. Findings Codes of ethics suffer from several problems, including inconsistency, unenforceability and a reliance on the guest/host distinction that may not be applicable. Rights-based codes of ethics use the language of rules and regulation, while virtue ethics relies on the moral autonomy of individuals. The language of virtue ethics, which promotes the development of individual character, would be more effective for inspiring ethical behaviour in individual tourists because they will identify with internal goals connected to their own goals and purposes, rather than with external rules. Practical implications The language of virtue ethics would have more motivating force and, thus, might be more appropriate for the task. Originality/value This paper presents an argument for the replacement of codes of ethics with a virtue ethic approach.