Tourism marketing ethics: an introduction

Abstract

Discusses the nature of the tourism product, the paradoxes which occur with its development and the role that ethics can play in the marketing of the tourism product. Green tourism is analysed as a response by the industry to ethical considerations – it being promoted as more socially responsible. Concludes that ethics are implicit in tourism marketing and revolve around effective segmentation, communication of appropriate destination messages and realizing the fragility of the environment. However, tourism marketing ethics must now be explicitly debated if the longevity of the tourist resource is to be retained.