MODULE 1: INTRODUCTION TO PROFESSIONALISM AND ETHICS IN TOURISM

A service-intensive and people-oriented industry

Tourism

Refers to the attitude, behaviors, and standards expected from individuals working in a professional capacity

Professionalism

Key Aspects of Professionalism in Tourism

1) Appearance and grooming appropriate for the role

2) Effective communication (verbal and non-verbal)

3) Timeliness and reliability in service delivery

4) Respect and cultural sensitivity toward all guests

5) Knowledge of products, destinations, and customer needs

Reasons Why Professionalism in Tourism Matters

1) Enhances customer satisfaction and loyalty

2) Builds destination reputation

3) Reduces conflicts and misunderstandings

4) Contributes to career advancement of professionals

Are moral principles that guide behavior

Ethics

Are about making choices that are fair, respectful, and sustainable—not just for tourists, but for local communities, employees, and the environment

Ethics

Key Ethical Principles in Tourism

1) Honesty: Avoiding misleading advertisements or pricing

2) Integrity: Acting in the best interest of the tourist and the host community

3) Fair Treatment: Avoiding discrimination or favoritism

4) Respect for culture and environment

5) Responsibility to preserve heritage and reduce negative impacts

Avoiding misleading advertisements or pricing

Honesty

Acting in the best interest of the tourist and the host community

Integrity

Avoiding discrimination or favoritism

Fair Treatment

Involves cultural exchange

Tourism

Leads to publicity and loss of trust

Misconduct

Common Ethical Issues in Tourism

1) Cultural Insensitivity

2) Overtourism

3) Misleading Promotions

4) Labor Exploitation

5) Environmental Harm

Ignoring or disrespecting local norms

Cultural Insensitivity

Excessive tourism damaging a location

Overtourism

Advertising fake attractions or underdelivering

Misleading Promotions

Underpaying staff or unsafe working conditions

Labor Exploitation

Unsustainable tourism damaging ecosystems

Environmental Harm

Typical Elements (Professional Code of Conduct in Tourism)

1) Dress code and grooming

2) Confidentiality of guest information

3) Zero tolerance for discrimination or harassment

4) Sustainability policies

5) Guest complaint handling procedures

The Global Context: Ethics and Sustainable Tourism

1) Goal 8: Decent Work and Economic Growth

2) Goal 12: Responsible Consumption and Production

3) Goal 13: Climate Action

4) Goal 16: Peace, Justice, and Strong Institutions

Profession

1) Travel Agent

2) Tour Guide

3) Hotel Receptionist

4) Event Manager

Accurate itinerary planning

Travel Agent

Not overselling or hiding terms

Travel Agent

Punctual, knowledgeable

Tour Guide

Respecting local cultures

Tour Guide

Courteous and well-dressed

Hotel Receptionist

Keeping guest data confidential

Hotel Receptionist

Well-organized, clear communication

Event Manager

Are foundational pillars of the tourism industry

Professionalism and Ethics