Ethical Dilemmas and Theories in Hospitality and Tourism Industry - Term Paper Example

Ethical Dilemmas and theories in hospitality and tourism industry of the module November 10, Ethical Dilemmas and theories in hospitality and tourism industry Introduction The rapid growth of hospitality and tourism industry supported by globalization, cross-cultural conflicts, and increased transnational relations has paved the way for a number of social, cultural, political, ecological and ethical concerns. The unethical transgressions as well as the destructive social and environmental impacts of the industry have given way for a number of ethical theories aimed at addressing these dilemmas. Within hospitality and tourism industry ethics refers to “a system of rules, moral principles and standards governing behaviours and moral judgements” (Nergiz, Kozak & Balta 2011, p. 93). However, one needs to bear in mind that ethical principles and norms differ from country to country and from culture to culture due to cross cultural differences. Reisinger, Dimanche & Reisinger (2010, p. 251), in this respect, point out that cross cultural differences often turn into dilemmas in the global economy when foreign tourists fail to cope up with local norms, traditions, beliefs and value systems of the local tourist destinations, and vice versa. This paper throws light on the major ethical dilemmas faced by the industry; analyses the major ethical theories such as teleology, deontology, and virtue ethic; and, tries to show how these theories address various ethical dilemmas within the hospitality and tourism industry. Ethical Dilemmas in hospitality and tourism industry The hospitality and tourism industry is susceptible to ethical dilemmas of various sorts-environmental, economic, and socio-cultural and it is worthwhile to analyse these dilemmas. Reisinger, Dimanche & Reisinger (2010, p. 251) offer a long list of the main ethical dilemmas surrounding the industry and these consist of “bribery and corruption, gender and racial discrimination, sexual harassment, exploitation of child labour, child sexual harassment, violation of human rights, harming natural resources, selling of unhealthy food, false and misleading advertising, nepotism, and even software piracy.” Touristic practices all over the world trigger a large variety of ethical and moral concerns and this has prompted the tourism industry “to address the ethical and moral challenges provoked by travel and touristic practice in relation to the perpetuation of social inequality, the commodification of daily life on a global scale and the relationship between global and local environmental sustainability” (Lovelock & Lovelock 2013, p. 17). Ethical and socially responsible behaviour is an essential prerequisite to address and manage these sorts of ethical dilemmas. Three ethical theories under consideration This paper analyses the ethical theories of teleology, deontology, and ethics as these are widely employed to address ethical dilemmas in touristic practices. Teleological theories focus on the outcomes or consequences of actions of individuals and are end-based whereas deontological theories are non-consequential and focus on rules, guidelines and normative behaviour (Lovelock & Lovelock 2013, p. 23). Virtue ethics, on the other hand, de-emphasises both rules and consequences and relies on the character or intrinsic human traits of individuals for ethical decisions. The following sections elaborate these three ethical theories in some detail to see how they can effectively be employed to address various sorts of ethical dilemmas. Teleology Teleological ethical theories regard an action as right or wrong based on its consequences, results, or outcomes. As such, these theories are end-based and focus on the optimal outcomes of an action (Lovelock & Lovelock 2013, p. 24). Teleological theories are categorized into utilitarianism, Hedonism, and Egoism, all of which emphasise the consequences of an action in relation to the greater well-being, pleasure and happiness of the society. Utilitarian theories thus stress on practicality and are strongly rooted in the pursuit of happiness, avoidance of pain, greatest social good, and the overall well-being of the community. Teleological theorists regard an action as right or ethical “when it produces an outcome that will contribute to a greater balance of good over evil” (Lovelock & Lovelock 2013, p. 24). Teleology evaluates the moral value of behaviours based on the overall results of such behaviours. Due to this preoccupation with the consequences of actions teleological theories are also known as consequential theories and they “basically assert that the desired results will arise if the behaviours are morally right and good” (Nergiz, Kozak & Balta 2011, p. 87). Teleology thus undermines predetermined social norms and rules and it tends to break moral rules when the actions cater to the happiness and well-being of the majority. However, actions that contribute to the happiness and well-being of the majority may not be always ethical and as such a major drawback of the theory is that it underpins social equality and minority interests. Application of Teleology in ethical dilemmas Teleological theories are widely employed today to address a number of ethical dilemmas within the hospitality and tourism industry. These dilemmas vary from the ill-effects of mass tourism, environmental destruction, environmental degradation and air pollution, commoditisation, various models of tourism development to indigenous tourism. Teleological theories are being criticised for their inability to address social justice in relation to minorities as their focus is on the well-being and happiness of the majority (Lovelock & Lovelock 2013, p. 27). For instance, it is worthwhile to analyze how teleological theories address environmental dilemmas within hospitality and tourism industry. It can be seen that teleology may promote increased touristic activities and subsequent developments in tourist destinations to increase the well-being and happiness of mass tourists. Lovelock & Lovelock (2013, p. 26) postulate that teleology is preoccupied with fun and pleasure of mass tourists and to “address this greater well-being the destination undergoes industrial development, removes minority populations and their dwellings from the seashore, where they fish for a living and relocates them.” Local communities may face the threat of evacuation and minority populations may be displaced to accommodate the masses. Similarly, mass tourism and the dominant cultures mass tourists represent adversely affect Indigenous tourism and indigenous culture. This may cause great damage to the environmental resources; the natural habitats, authenticity, and environmental resources of the indigenous communities will be destroyed in the name of development. Indigenous tourism may lack its originality and authenticity with the commoditisation of indigenous products and destruction of their cultural heritage. It can thus be seen that teleology fails to address the environmental dilemmas caused by the industry. Lertzman & Vredenburg (2005), in this respect, observe that the cross-cultural interface brought out by tourism culminates in complexities and industrial resource extraction of tourist destinations. The researchers emphasize the need to have sustainable resource development models and call for more comprehensive ‘public scrutiny of corporate social and environmental performance’ to guard tourist destinations against environmental degradations (Lertzman & Vredenburg 2005, p. 240). Ethical dilemma regarding the protection of natural environmental resources necessities clearly defined codes of ethics and norms which are better addressed by deontological theorists. Deontology Deontology does not focus on the consequences of behaviour or actions. On the other hand, deontologists stress on the significance of codes of ethics, rules, principles and guidelines. They hold that “it is more important to uphold rules, to follow guidelines and conform to normative behavior and duties” (Lovelock & Lovelock 2013, p. 28). Codes of conduct offer individuals a clear guideline on how to maintain ethical standards and maintain ethical behavioural patterns. Deontological theories consist of theology and golden rule, Kantian ethics and social contract and all these stress on the formulation of codes of conduct based on principles, religious values, and rationality. Deontology thus stands for the recognition of human rights, promotes social justice, and seeks to eradicate all sorts of social inequality. The theory seeks to ensure universality for ethical behaviour in similar situations and emphasises “social rights rather than the methods and the motivations in a specific behaviour” (Nergiz, Kozak & Balta 2011, p. 87). Deontological theories promote sustainable tourism development models, promote indigenous tourism, preserve the authenticity of indigenous culture, ensure economic equality in terms of wages, and can guard against commoditisation as well as environmental destruction through adequate legislations. Application of Deontology in ethical dilemmas As deontologists stress on the significance of codes of ethics, rules, principles and guidelines in tourism they are better equipped to address ethical issues related to social injustice and economic inequality. Similarly, the deontological theories are essential for both socially responsible tourism and sustainable tourism development. Tourists’ behaviour is an essential component of the industry and deontological ethics offer tourists with specific guidelines on right and ethical behaviour in specific situations. Socially responsible tourism recognizes global human rights and it is rightly regarded as ‘an ethical and pragmatic way of teaching tourists about injustice and resistance’ (Mahrouse 20113, p. 73). Deontological ethical theories promote socially responsible tourism while they formulate clearly defined norms and rules to preserve sustainable tourism and economic equality. Similarly, deontology is capable of addressing issues related to social and economic exploitation of the marginalised aboriginal communities and locals. Very often, tourism and tourist enterprises benefit corporate managers, tourist operators, and researchers while the local population are left at a disadvantaged social and economic status. It is therefore imperative that deontological ethics addresses ethical dilemmas associated with low wages and economic exploitation. Indiscriminate developmental ventures in the name of touristic practices are to be discouraged and this necessitates norms, rules and legislations. Similarly, Governments need to design competent legislations to ensure corporate social responsibility from all the stakeholders involved in the tourism industry. Virtue ethics Unlike teleology and deontology, virtue ethics is person centred and emphasises on the inherent virtues and values of individuals. The origins of the theory can be traced back to Socrates, Plato, and Aristotle and the theory emphasises the character of the person. The theory focuses neither rules nor consequences of one’s action. This is very well suggested by Ross (2004, p. 213) when the author observes that the view is in contrast to deontology that emphasises rules and duties or teleology that emphasises on the consequences of individual’s actions. The theory values the different perspectives and values of individuals. However, the weaknesses of the theory “are its vagueness in relation to character traits and how one decides which traits are virtuous or not (Lovelock & Lovelock 2013, p. 28). Even though the theory is regarded as old it has got wider application and relevance in addressing a large number of social and cultural ethical dilemmas in the modern era. Application of Virtue ethics in ethical dilemmas Virtue ethics can offer solutions to a large number of social, political, and cultural ethical dilemmas in the hospitality and tourism industry. Virtue ethics assumes significance in the face of sex tourism, trafficking of women, prostitution, and child sexual abuse that are linked to the industry. Similarly, ethical dilemmas related to political corruption and bribery can also be addressed using the ethical theory. Sex tourism has become a salient feature of global tourism today and it has become the main attraction in many tourist destinations in South-East Asia such as Thailand, Cambodia, Sri Lanka, and Philippines while it has also found its place in to tourist spots in Europe, Africa, and America. Various nations have legalized sex tourism and prostitution as these contribute immensely to their GDP rates and economic welfare. However, in nations like India, sex tourism is strictly prohibited through legislation. The most shocking aspect of sex tourism is the growing rate of child abuse and sexual exploitation of children. Ghaderi (2013, p. 1) observes that millions of children are sexually exploited in the name of tourism and the author postulates that the industry is being used “as a vehicle for easy access to vulnerable children.” Virtue ethics emphasise the need to have strong moral values to fight against social evils such as sex tourism and child sexual abuse. Individual values and perspective matter in nations where sex tourism is permitted. Virtuous traits tend one to evaluate social evils from an impartial perspective that takes into account ethical questions of what is right and wrong. Virtue ethics may also empower the locals and tourists to fight against political corruption and bribery that the industry entails. Public scrutiny of political involvement in tourism is an essential component of virtue ethics. Virtue ethics equip all stakeholders to arrive at more stable ethical decision making. As virtue ethics is person centred one relies on one’s own character and intrinsic traits for making ethical decisions rather than evaluating the consequences of one’s action or waiting for prescribed moral norms. Conclusions Ethical decision making is a significant aspect of tourism. Every stakeholder in the tourism industry needs to play the role of a moral agent who upholds ethical perspectives in all touristic practices. A thorough understanding of the various ethical dilemmas and theories that hospitality and tourism industry encompasses may assist managers, students of tourism, tourist operators, researchers and tourists to make the right ethical decisions in all touristic practices. As Knani (2014, p. 1) points out the hospitality industry is susceptible to unethical practices and every stakeholder involved in the industry is exposed to ‘morally and ethically ambiguous situations’ of various sorts. While teleological theories, deontological theories, and virtue ethics are capable of addressing various ethical dilemmas independently, effective ethical decision making involves a combination of all these ethical theories. For instance, when one thinks of the ethical dilemmas associated with sex tourism, it is imperative to analyze its various consequences (teleology), formulate norms, rules and legislation to prevent it (deontology) and imbibe the right value system and intrinsic traits among various stakeholders (Virtue ethics). Knowledge regarding the various ethical theories will equip one to address the various social, cultural, political, and economic unethical practices in the industry. References Ghaderi, Z 2013, ‘Sexual Exploitation of Children in Tourist Destinations and Global Code of Ethics’, J Tourism Hospit, vol. 2, no. 1, pp. 1-2. Knani, M 2014, ‘Ethics in the Hospitality Industry: Review and Research Agenda’, International Journal of Business and Management, vol. 9, no. 3, pp. 1-8. Lertzman, D.A & Vredenburg, H 2005, ‘Indigenous Peoples, Resource Extraction and Sustainable Development: An Ethical Approach’, Journal of Business Ethics, vol. 56, pp. 239-254. Lovelock, B & Lovelock, K 2013, The Ethics of Tourism: Critical and Applied Perspectives, Routledge, New York. Mahrouse, G 2011, ‘Feel-good tourism: An ethical option for socially-conscious Westerners?’ ACME: An International E-Journal for Critical Geographies, vol. 10, no. 3, pp. 372-391. Nergiz, H.G., Kozak, M.A & Balta, S 2011, ‘Ethical approaches and their application in hotel managers decision making’, Tourismos: An International Multidisciplinary Journal of Tourism, vol. 6, no. 1, pp. 84-104. Reisinger, Y., Dimanche, F & Reisinger, Y 2010, International Tourism. Routledge, New York. Ross, G.F 2004, ‘Ethical ideals and expectations regarding visitor, staff, and management among potential tourist industry employees’, Tourism Analysis, vol. 8, pp. 211-215. Read More