Course Module in Ethics for Tourism Management

Republic of the Philippines

Biliran Province State University
Naval, Biliran

#WoWBiPSU 2.0

COURSE LEARNING MODULE

Prepared:
DR. NORBERTO J. CAMARINES, JR.
Assistant Professor IV

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 Course Module in Ethics for Tourism Management

APPROVAL SHEET/CERTIFICATION

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 Course Module in Ethics for Tourism Management

TABLE OF CONTENTS

Page
Title Page 1
Approval Sheet 2
Table of Contents 3
#WoWBiPSU 2.0 4
BiPSU Vision 4
BiPSU Mission 4
BiPSU Core Values 4
Course Module Overview 5
Purpose of Course Module 5
Course Module Guide 5
Course Module Outcomes 6
Course Module Learning Outcomes 6
Course Module Requirements 6
Course Module Policy 7
Course Module Assessments 8
Course Module Assessment Tools 8
Resources and Tools 8
Why it matters 9
Course Suggested Readings 9
Course Module Weekly Breakdown 10
Course Module No. and Title 13
1 Foundation of Ethics in Tourism Management 13
2 Major Ethical Theories in Tourism Management 16
3 Moral Decision-Making Models in Tourism Management 19
4 Global Code of Ethics for Tourism (GCET) 22
5 Articles 1 – 3 of the Global Code of Ethics for Tourism (GCET) 25
6 Stakeholder Engagement & Community Ethics 28
7 Sustainable & Responsible Tourism 32
8 Article 9 of the Global Code of Ethics for Tourism (GCET) 36
9 Ethical Marketing & Visitor Communication 40
10 Conservation & Cultural Heritage Ethics 43
11 Leadership & Personal Ethical Reflexivity 47

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 Course Module in Ethics for Tourism Management

#WoWBiPSU 2.0

BiPSU VISION

BiPSU is an internationally recognized university responsive to the needs of the

local and global communities.

BiPSU MISSION

To provide quality and relevant instruction, research, and extension services for
the empowerment and development of our people.

BiPSU CORE VALUES

BRIALLIANCE. We excel of what we do.

INNOVATION. We think out-of-the-box.
PROGRESS. We go beyond better.
SERVICE. We help change lives.
UNITY. We work as a team.

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 Course Module in Ethics for Tourism Management

COURSE MODULE OVERVIEW

Course Title: Ethics

Duration: 3 hours/week (F2F_2hrs & ODEL_1hr) for 18 weeks
Audience: Tourism students, destination managers, tour operators, hospitality leaders
Teaching Strategies: Lectures, discussions, case studies, interactive role-plays,
community projects, assessments

🎯 Purpose of Course Module

The course module in ethics helps you to become a great manager, planner, organizer,
researcher, critical thinker, analyzer, developer, policy maker, and problem solver by
applying theories, facts, laws, frameworks, and principles of ethical behavior for the
common good in modern society at the level of the person, society, and environment
(CMO 20., series 2013). This course module also teaches you to make a good and
better decision-making applying different decision-making models such as 7-step
model, Rest’s Five-Stage, Potter Box, and Hunt–Vitell.

🎯 Course Module Guide

This course module guides you to acquire knowledge, skills, and ethical behavior for the
following module topics:
 Module 1. Foundation of Ethics in Tourism Management
 Module 2. Major Ethical Theories in Tourism Management
 Module 3. Moral Decision-Making Models in Tourism Management
 Module 4. Global Code of Ethics for Tourism (GCET)
 Module 5. Articles 1 – 3 of the Global Code of Ethics for Tourism (GCET)
 Module 6. Stakeholder Engagement & Community Ethics
 Module 7. Sustainable & Responsible Tourism
 Module 8. Article 9 of the Global Code of Ethics for Tourism (GCET)
 Module 9. Ethical Marketing & Visitor Communication
 Module 10. Conservation & Cultural Heritage Ethics
 Module 11. Leadership & Personal Ethical Reflexivity

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 Course Module in Ethics for Tourism Management

 Module 12. Module 12. Ethical Use of Artificial Intelligence (AI) in Tourism
Management

🎯 Course Module Outcomes

By the end of this course module, you are expected to:
 CO1. Interpret moral issues in tourism industry by applying relevant laws,
theories, and principles.
 CO2. Create a comprehensive ethics policy for a tourism business or
destination.

🎯 Course Module Learning Outcomes

By the end of this course module, you must be able to:
1. Define ethics and explain its relevance in tourism.
2. Explore and apply ethical theories (utilitarianism, deontology, virtue ethics) in
tourism settings.
3. Understand the Global Code of Ethics for Tourism and its key articles
christuniversity.in+8pt.slideshare.net+8pcweb.info+8pt.slideshare.net+3coursehe
ro.com+3reddit.com+3.
4. Analyze stakeholder engagement and equitable benefit-sharing
blog.geetauniversity.edu.in.
5. Assess sustainable tourism practices and monitor their impact
en.wikipedia.org+3coursehero.com+3researchgate.net+3.
6. Navigate ethical dilemmas in marketing, labor, community relations, and
environmental conservation.
7. Create a comprehensive ethics policy for a tourism business or destination.

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 Course Module in Ethics for Tourism Management

🎯 Course Module Requirements

Submit the course module requirements on or before the deadline. The requirements
are as follows:
 Pre-test (MCQs_100 items)
 Weekly quizzes. Modules 1 – 11
 Group case study. Propose ethical solutions to a tourism dilemma
 Individual reflection. Personal ethics statement & leadership strategy
 Midterm examination. Modules 1 – 5 (MCQs, Fill-in the blanks, Matching type,
Short Essay)
 Final examination. Modules 6 – 11 (MCQs, Fill-in the blanks, Matching type,
Short Essay)
 Midterm project: Interpret moral issues in tourism industry by applying relevant
laws, theories, and principles.
 Final project: Create a comprehensive ethics policy for a tourism business or
destination.

🎯 Course Policy
 Capacity: 40 students only
 Teaching strategy: BiPSU using blended learning model
 Health Issues. Write an excuse letter to your professor
 Attend the class on-time.
 Submit course requirements on or before due date
 2 late equivalent to 1 absent
 Unexcused absences are based on the student handbook of the university (10%
of the number of hours (54hours) in a semester.
 If student absent during major examinations (midterm & finals) he/she is
automatically failed unless he/she has valid reasons.

No. of Description
Absences
1 Call the attention of the student to explain why he/she was
absent
2 Inform the parents for their absences
3–4 Report to the guidance officer for immediate action and
student provide promissory note for readmission of the class
5 Dropped the student

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 Course Module in Ethics for Tourism Management

📝 Course Module Assessments

1. Weekly quizzes (Formative using standardized transmutation table)
2. Group case study (Performance-based using rubric)
3. Individual reflection (Performance-based using rubric)
4. Final project (Performance-based using rubric)

5. Midterm examination (Formative using standardized transmutation table)

6. Final examination (Formative using standardized transmutation table)

📝 Course Module Assessment

A. Performance-Based Assessment (Rubric)

Criteria Very Good Satisfactory Needs Poor

good improvemen
t
5 4 3 2 1
Understanding of
ethical scenario
Application of ethical
theories, laws,
framework, facts, and
principles

Depth of analysis
Proposed solutions
Presentation and
communication skills

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 Course Module in Ethics for Tourism Management

B. Formative/Summative Assessment (Standardized Transmutation Table)

Resources & Tools

 GCET summaries focusing on Articles 1–10 studocu.com
 Stakeholder & sustainability audit templates
m.christuniversity.in+13coursehero.com+13studocu.com+13
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 Course Module in Ethics for Tourism Management

 Case studies featuring marketing campaigns, community projects, conservation

efforts
 Role-play kits: community consultations, employee relations, visitor ethics
 Decision-making frameworks: scenario-based ethical analysis guided by
GCET and sustainability goals

🌱 Why It Matters
Ethics in tourism builds trust with communities, fosters sustainable development,
enhances destination reputation, and ensures long-term viability. Sustainable and
ethical practices contribute to environmental protection, cultural respect, equitable
economies, and stakeholder well-being
studocu.com+5en.wikipedia.org+5reddit.com+5reddit.com+2pt.slideshare.net+2courseh
ero.com+2.

📚 Suggested Further Reading

 Camarines, N.Jr. (2024). Learning Module in Ethics. 1st ed., Biliran Province
State University. Naval, Biliran, Philippines.

 Lillie, W. (2011). And Introduction to Ethics. Allied Publishers.

 Gallinero, W. B., Morte, A. A., Salado, F. B., Fernandez, G. C. Jr., Villaroya, A. F.

M., Enaya, B. P., Fernandez, E. C., & Balotol, R. O., Jr. (2018). Ethics. 1 st Ed.,
Mutya Publishing House, Inc., ISBN 978 – 971 – 821 – 746 – 7
 Global Code of Ethics for Tourism articles (Articles 6–10 especially)
pt.slideshare.net+3coursehero.com+3reddit.com+3
 UNESCO and UNWTO publications on sustainable tourism & SDGs
 Scholarly work on community-based sustainable tourism

🧭 Course Module Weekly Breakdown

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 Course Module in Ethics for Tourism Management

Week 1. Course Familiarization

 Topics: Self-introduction, #WoWBiPSU programs, VMGOs, Course syllabus and
Course policy
 Activities: Index card distribution, interactive discussion on the above topics,
and course pre-test.

Week 2. Foundation of Ethics in Tourism

 Topics: Defining ethics, major theories, moral decision-making models
 Activities: Interactive discussion on cultural relativism vs universalism; introduce
utilitarian vs deontological approaches
avlonshikshaniketan.com+1pt.slideshare.net+1reddit.com+14reddit.com+14cours
ehero.com+14.

Week 2 – 3. The Global Code of Ethics for Tourism

 Topics: Overview of GCET; in-depth look at Articles 1–3 (respect, equality,
sustainability) pt.slideshare.net.
 Activities: Group debates on selected articles; create visual posters
summarizing each.

Week 4 – 5. Stakeholder Engagement & Community Ethics

 Topics: Importance of engaging local communities; benefit-sharing; cultural
preservation blog.geetauniversity.edu.in.
 Activities: Case study: designing a community consultation process; role-play
negotiations with local artisans.

Week 6 – 8. Sustainable & Responsible Tourism

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 Course Module in Ethics for Tourism Management

 Topics: Principles of sustainable tourism (environmental, social, economic

balance); UN SDG linkage
txcte.org+1studocu.com+1reddit.com+10en.wikipedia.org+10coursehero.com+10
.
 Activities: Audit a tourism project’s sustainability indicators; propose
improvements (e.g. waste, water, local hiring).

Week 10 – 12. Tourism Economy & Labor Ethics

 Topics: Fair wages, safe working conditions, non-discrimination, workers’ rights
(Article 9 GCET) studocu.compt.slideshare.net.
 Activities: Role-play staff-management conflict; draft an ethical employment
policy for tour operators.

Week 13 – 14. Ethical Marketing & Visitor Communication

 Topics: Honest advertising, avoiding greenwashing, respecting cultural
sensitivities, avoiding exploitation
blog.geetauniversity.edu.in+7researchgate.net+7studocu.com+7avlonshikshanik
etan.com+1pcweb.info+1.
 Activities: Critique real tourism ads; create transparent marketing guidelines
aligned with ethical standards.

Week 15 – 16. Conservation & Cultural Heritage Ethics

 Topics: Heritage preservation, minimizing tourism impact, respecting indigenous
rights.
 Activities: Design responsible visitor guidelines; develop a heritage
interpretation plan for a local site.

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 Course Module in Ethics for Tourism Management

Week 17. Leadership & Personal Ethical Reflexivity

 Topics: Ethical leadership qualities; personal integrity and accountability
pcweb.info.
 Activities: Write a personal ethical manifesto; present as ethical tourism leaders
in a panel simulation.

Week 18. Ethical Use of Artificial Intelligence (AI) in Tourism Management

 Topics: Ethical use of artificial intelligence in tourism management

 Activities: Seminar type, invite guest to discuss on ethical use of AI in tourism
management.

🪶 Module 1. Foundation of Ethics in Tourism Management

Introduction

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 Course Module in Ethics for Tourism Management

The module 1, focused on the foundation in tourism management. This foundation of

ethics helps you to apply common ethical principles in tourism like respect, fairness,
sustainability, etc. in real-world ethical issues in tourism sector and by having these, you
can articulate possible solutions on it.

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Define the concepts of ethics and morality, and distinguish between them.
2. Explain the importance of ethics in tourism contexts.
3. Identify common ethical principles in tourism (e.g., respect, fairness,
sustainability).
4. Recognize real-world ethical issues in tourism and articulate potential solutions.

🧩 Activities

1. Interactive Definition Round

 Format: Small-group “word-web” brainstorming.
 Task: Define “ethics” vs “morality” and list examples in tourism (e.g., respecting
local laws, avoiding exploitation).
 Goal: Achieve clear, shared understanding.
2. Principles Sorting Exercise
 Materials: Cards listing principles (respect, sustainability, honesty, equity, cultural
sensitivity).
 Task: Match principles to tourism scenarios (e.g., respecting sacred sites, honest
marketing).
 Goal: Teach principle-to-context application.
3. Case Study Discussion
 Scenario: Tourist takes photos in a restricted heritage site or slum tourism
ethical dilemma.

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 Course Module in Ethics for Tourism Management

 Questions:
1. Which values are compromised?
2. Who is impacted?
3. Propose ethically-aligned alternatives.
 Format: Breakout groups, then whole-class sharing.

🔍 Analysis & Reflection

 Group Debrief Prompt:

o “Which principle was hardest to apply? Why?”

o “How would principles shift in a different cultural/legal setting?”

 Personal Reflection: One-page journal where students articulate a personal

moral guideline relevant to tourism.

🧾 Summary

 Review key concepts: ethics vs morality, core principles, and common dilemmas.
 Highlight scenario insights: how chosen principles guided solutions.
 Connect to broader frameworks like Global Code of Ethics for Tourism (GCET)
Articles 1–3 studocu.com+1coursehero.com+1.

✅ Assessment

A. Quiz (Formative)
 10 items: definitions (e.g., “morality vs ethics”), principles matching, and
scenario-based multiple-choice questions.
B. Scenario Write-Up (Summative)
 Task: Choose an ethical scenario in tourism, describe:

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 Course Module in Ethics for Tourism Management

1. Context and stakeholders.

2. Applicable ethical principles.
3. Suggested resolution.
4. Reflection on real-world implementation challenges.
 Format: 500–750 words.

🔗 Alignment with Academic Standards

 Meets learning outcomes: defining ethics/morality, identifying principles,

recognizing problems, and proposing solutions
studocu.com+10anadolu.edu.tr+10anadolu.edu.tr+10.
 Incorporates case studies and role-plays as highlighted by PET130 Teaching
Plan studocu.com.
 Uses reflective and scenario-based methods endorsed for foundational ethics
learning.

🪶 Module 2. Major Ethical Theories in Tourism Management

Introduction
The module 2, focused on major ethical theories relevant to tourism management. This
would help you to have a good and better understanding by applying theories in all the
situations in the workplace.

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 Course Module in Ethics for Tourism Management

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Describe the three major ethical theories—Utilitarianism, Deontology, and
Virtue Ethics—and their relevance to tourism.
2. Compare and contrast these theories in terms of principles, decision criteria,
and potential limitations.
3. Apply each theory to analyze tourism-specific ethical dilemmas.
4. Critically evaluate which theory offers the most balanced approach in real-world
tourism scenarios.
5. Reflect on their own ethical leanings and how these influence decision-making in
tourism contexts.

🧩 Learning Activities

Activity 1 – Theory Introduction (Lecture + Guided Discussion)

 Provide concise definitions:
o Utilitarianism: actions aiming for the greatest good for the greatest
number
coursesidekick.com+6designtheportfolio.wordpress.com+6mdpi.com+6en.
wikipedia.org.
o Deontology: duty-based ethics focused on moral rules and intent
reddit.com+4reddit.com+4designtheportfolio.wordpress.com+4.
o Virtue Ethics: emphasizes cultivating morally sound character and virtues
themba.institute+1designtheportfolio.wordpress.com+1.
 Q&A: “How do each weigh outcomes, rules, or personal character in tourism?”
Activity 2 – Scenario Application (Small Groups)
 Present three dilemmas (one per group):
1. Tour operator considers promoting wildlife selfies for revenue.

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 Course Module in Ethics for Tourism Management

2. A local guide tempted to exaggerate historical facts.

3. Staff pressured to upsell uninformed tours to guests.
 Each group analyzes using one ethical theory, then shares.
Activity 3 – Comparative Debrief (Whole Class)
 Map how each theory approaches the same ethical dilemma.
 Prompt reflection: which perspective felt most practical or restrictive?

🔍 Analysis & Reflection

 Have students fill a comparison chart:

| Theory | Key Focus | Strengths | Limitations |
 Example entry:
o Utilitarianism: Focus—maximized collective benefit. Strength—practical
for policy. Limitation—may sacrifice minority rights
cliffsnotes.com+4studentshare.org+4themba.institute+4reddit.com+1scrib
d.com+1themba.institute+12designtheportfolio.wordpress.com+12reddit.c
om+12.
 Guided questions:
o "Which ethical conflicts are ignored by each theory?"

o "How would combining theories improve decision-making?"

🧾 Summary

 Utilitarianism → consequence-based, good for sustainability/destination health

but can overlook minority harms.
 Deontology → rule-based, protects rights and integrity, but may be inflexible in
complex tourism contexts.
 Virtue Ethics → builds responsible character in professionals, but lacks clear
applied guidance in fast-paced situations.
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 Course Module in Ethics for Tourism Management

1library.net+2themba.institute+2docmckee.com+2designtheportfolio.wordpress.c
om+1reddit.com+1.
 Highlight that most real-world tourism ethics require a blended or situational
approach.

✅ Assessment

Quiz (Formative)
 Short questions: define each theory, identify its focus (consequence, duty,
character).
 Multiple choice: match theory to scenario (e.g., “It is wrong regardless of
benefit”—Deontology).
Reflection Assignment (Summative)
 Choose a real or fictional tourism ethical challenge (300–400 words).
 Structure:
1. Describe context and stakeholders.
2. Analyze using two theories.
3. Reflect on which theory guided you—and why—and what ethical action
you would take.
o Use at least one citation from the theories overview.

🪶 Module 3. Moral Decision-Making Models in Tourism Management

Introduction
The module 3, focused on moral decision-making applying various decision-making
models in tourism-related ethical dilemmas. These models help students to become a
great decision-maker in various situations in the tourism industry.

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 Course Module in Ethics for Tourism Management

🎯 Learning Objectives

By the end of this course module, you must be able to:

1. Recognize at least three moral decision-making models (Rest’s Five-Stage,
Potter Box, Hunt–Vitell, 7-step model).
2. Describe the key components of each model.
3. Apply each model to tourism-related ethical dilemmas.
4. Compare the models in terms of structure, usability, and effectiveness.
5. Reflect on their preferred decision-making model in professional practice.

🧩 Learning Activities

1. Model Overview (Interactive Lecture)

Present:
 Rest’s Five-Stage Model: awareness → judgment → intention → action →
reflection
bizcorplaw.com+3sciencedirect.com+3restack.io+3library.fiveable.me+11000min
ds.com+1en.wikipedia.org+2gentleterms.com+2researchgate.net+2
 Potter Box: analyze Facts, Values, Principles, Loyalties en.wikipedia.org
 Hunt & Vitell: deontological + teleological evaluation → ethical judgment
researchgate.net
Engage participants to clarify each step and model flow.
2. Case Application Workshops
Divide into three groups. Assign each a tourism dilemma (e.g., disclosing community
impact, environmental trade-offs, cultural misrepresentation).
Each group applies one of the models to systematically decide.
3. Gallery Walk & Debrief
Groups rotate reviewing each other’s model results. Discuss:

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 Course Module in Ethics for Tourism Management

 Where did model steps help or hinder?

 Which model felt most intuitive or practical in tourism?

🔍 Analysis & Reflection

Students individually complete a matrix comparing the models:

Best-use Tourism
Model Strengths Weaknesses
Context

Structured; identifies all Can be rigid/time- Media incidents, corporate

Potter Box
dimensions consuming integrity

Rest’s 5- Emphasizes reflection & Lacks explicit Staff conduct, guest

Stage intention stakeholder focus complaints

Blends rules + Complex; needs good Environmental vs

Hunt–Vitell
consequences familiarity economic trade-offs

Follow-up prompt:
 Which model aligns with your personal decision style—and why?
 How could combining steps improve tourism ethics?

🧾 Summary

 Rest’s model emphasizes self-awareness and consistent reflection—a

continuous ethical learning loop
sciencedirect.com1000minds.com+7gentleterms.com+7bizcorplaw.com+7library.f
iveable.me+1en.wikipedia.org+1en.wikipedia.org+3verywellmind.com+3verywell
mind.com+3.
 Potter Box provides a logical, four-quadrant approach—helpful in
communication and values-based challenges en.wikipedia.org.
 Hunt–Vitell integrates both duty and outcomes, mirroring real-world tourism
trade-offs between stakeholder obligations and impacts researchgate.net.
Each model serves different scenarios and decision styles—choosing the right
one—or a blend—enhances ethical rigor in tourism.

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 Course Module in Ethics for Tourism Management

✅ Assessment

A. Formative Quiz
 Match definitions to models.
 Identify correct next step in incomplete process.
 MCQ: “Which model explicitly includes stakeholder consequences?” (Hunt–Vitell)
B. Structured Reflection (300–400 words)
Select one tourism ethical scenario (real or imagined).
 Apply two models step-by-step.
 Compare outcomes and decision rationale.
 Reflect on which model(s) you would use in your future professional role—and
why.

🪶 Module 4. Global Code of Ethics for Tourism (GCET)

Introduction
The module 4, focused on the overview of global code of ethics for tourism. This would
help you to guide and analyze real-world tourism scenarios applying relevant and useful
global code of ethics in tourism industry.

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 Course Module in Ethics for Tourism Management

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Describe the origins, purpose, and structure of the GCET.
2. Summarize the content and significance of each of the 10 Articles.
3. Interpret how the GCET guides different stakeholders (governments,
businesses, communities, tourists).
4. Apply selected Articles to analyze real-world tourism scenarios.
5. Evaluate the strengths, challenges, and contemporary relevance of the GCET.

🧩 Learning Activities

1. Origin & Framework (Interactive Lecture)

 Introduce the historical development: drafted 1997–1999 by UNWTO; adopted at
the Santiago Assembly, recognized by the UN in 2001
reddit.com+15unwto.org+15researchgate.net+15sustainabletravelphdotcom.wor
dpress.com+2miafrica.net+2unwto.org+2uclg-
mewa.org+3thetourism.institute+3business-humanrights.org+3.
 Overview purpose: harmonize global tourism ethics, balance benefits and
minimize harm.
 Present the 10 Articles using a visual chart or digital flip cards.
2. Article Mapping in Small Groups
 Assign groups one or two Articles (e.g., Article 3: sustainability; Article 9: workers’
rights).
 Each group: (a) paraphrase their article, (b) identify which stakeholder(s) it
addresses, (c) brainstorm 3–4 real tourism examples (e.g. eco-tourism lodges,
fair labor tour guides).
3. Stakeholder Role Play & Debate
 Students assume roles (government, NGO, tour operator, community member,
tourist).

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 Course Module in Ethics for Tourism Management

 Present case (e.g., hosting large festivals).

 Stakeholders reference relevant Articles to argue their positions and desired
solutions.

🔍 Analysis & Reflection

 Groups share how their articles function in practice.

 Class discussion prompts:
o Which Articles are most applicable to your region (e.g., Philippines)?

o Where do conflicts arise? (e.g., Article 3 environmental protection vs

Article 8 tourist freedom)
o What enforcement or implementation gaps exist? Consider insights from
NGOs and governments.

🧾 Summary

 Recap the GCET’s background and structure.

 Highlight key Articles:
o Article 1: foster understanding and respect
thetourism.institute+11miafrica.net+11en.unwto-ap.org+11unwto.org
o Article 3: promote sustainability

o Article 9: protect rights of tourism workers

thetourism.institute+11business-humanrights.org+11uclg-mewa.org+11
 Reinforce that the GCET is voluntary, non-binding, but guided by the World
Committee on Tourism Ethics thetourism.institute+9unwto.org+9unwto.org+9.

✅ Assessment

Quiz (Formative):

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 Course Module in Ethics for Tourism Management

 Match Articles to content.

 Short-answer: “What year did the UN recognize the GCET?”
 True/False: “Article 7 affirms the right to tourism for all”—provide justification.
Mini Case Study (Summative):
(500 words)
Select a tourism scenario (e.g., cruise ship impacts, Airbnb over-tourism). Analyze by:
1. Identifying 2–3 relevant Articles.
2. Explaining stakeholder responsibilities per those Articles.
3. Assessing implementation barriers and suggesting concrete improvements (e.g.,
policy, community voice, certification).

🪶 Module 5. Articles 1 – 3 of the Global Code of Ethics for Tourism

(GCET)

Introduction
The module 5, focused on articles 1 to 3 of the global code of ethics for tourism. These
articles help you to understand and implement better the tourism when it comes to
planning and operations.

🎯 Learning Objectives

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 Course Module in Ethics for Tourism Management

By the end of this module, you must be able to:

1. Explain the purpose and key concepts of Articles 1 (Respect), 2 (Equality), and 3
(Sustainability).
2. Illustrate each Article with practical tourism examples.
3. Analyze real-world tourism scenarios through the lens of these Articles.
4. Compare how Articles 1–3 interrelate and support comprehensive ethical
tourism.
5. Propose strategies to implement these Articles responsibly in tourism planning
and operations.

🧩 Activities

1. Interactive Mini-Lectures (30 minutes)

 Article 1 – Respect & Understanding: explore cultural diversity, host–visitor
harmony, legal and heritage respect
studocu.com+12press.vatican.va+12coursehero.com+12miafrica.net+1web.deu.
edu.tr+1.
 Article 2 – Equality & Human Dignity: learn about gender equality, protection of
vulnerable groups, and combating exploitation.
 Article 3 – Sustainability & Stewardship: study sustainable tourism principles
like balanced growth, resource efficiency, and infrastructure planning.
Each segment includes 5-minute Q&A.
2. Group Scenario Workshops
Divide students into three groups; assign each Article and a case scenario (e.g. heritage
site etiquette, combating child exploitation, eco-sensitive destination planning). Tasks:
 Summarize the Article.
 Identify stakeholders and obligations.
 Design a response plan consistent with the Article.
 Present findings in 5 minutes.
3. Cross-Article Debate

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 Course Module in Ethics for Tourism Management

Assign mixed-role teams (tour operator, community leader, government, tourist) and a
complex dilemma. In a structured debate, refer explicitly to Articles 1–3 and argue how
they support or conflict in decision-making.

🔍 Analysis & Reflection

Students individually complete a comparison chart:

Article Core Principle Real-world Example Ethical Challenge

Respect & Observing rituals when

1 Commercializing culture
understanding visiting

Equality & human Hiring plans for disabled Sex tourism /

2
dignity guides discrimination

Regulating visitor flow in Over-tourism, resource

3 Sustainability
Boracay strain

Then prompt reflective questions:

 Are any Articles more relevant locally?
 How do they complement or conflict?
 What obstacles might prevent their effective implementation?

🧾 Summary

 Article 1 champions respect for cultural diversity, legal norms, and reciprocal
hospitality
unwto.org+2arxiv.org+2reddit.com+2unwto.org+14press.vatican.va+14courseher
o.com+14coursehero.comvalpovinaturismo.cl+5miafrica.net+5unwto.org+5unwto
.orgscribd.comunwto.org.
 Article 2 emphasizes gender equality, protection of vulnerable populations, and
active resistance to human exploitation.
 Article 3 encourages sustainable growth via environmental stewardship,
resource conservation, and balanced tourism flows.
Together, they form a foundation for responsible, equitable, and environmentally
conscious tourism strategies.

27
 Course Module in Ethics for Tourism Management

✅ Assessment

A. Formative Quiz
 Match short scenarios to the appropriate Article.
 True/False items (e.g., “Article 2 covers gender equality and children’s
protection”).
 One brief explanation: how does Article 3 address local environmental issues?
B. Case Analysis Assignment (600–800 words)
Select a real tourism case (Philippines-driven preferred). Analyze using Articles 1–3:
1. Summarize the case background and stakeholders.
2. Apply each Article to assess the ethical dimensions.
3. Recommend actionable measures aligned with these Articles.
4. Reflect on barriers and practical solutions for implementation.

🪶 Module 6. Stakeholder Engagement & Community Ethics

Introduction
The module 6, focused on the importance of engaging local communities; benefit-
sharing; and cultural preservation. This would help you to develop your management,
social, and critical thinking skills through community-based tourism projects.

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Explain why involving local communities is vital for sustainable tourism, including
economic, cultural, and environmental dimensions.

28
 Course Module in Ethics for Tourism Management

2. Illustrate at least two models of equitable benefit-sharing using real-world cases.

3. Analyze community-based tourism projects to assess their impact on cultural
preservation.
4. Design a strategy for community engagement and fair benefit distribution in a
tourism initiative.
5. Evaluate challenges and propose solutions for local empowerment in tourism
contexts.

🧩 Activities

1. Mini-Lecture & Discussion (30 mins)

 Define community engagement, benefit-sharing, and cultural preservation.
 Present evidence:
o Community tourism promotes authentic experiences, economic
empowerment, environmental stewardship, and cultural preservation
mdpi.com+11lifejuncture.com+11sustainabletourismalliance.net+11.
o Heritage conservation in World Heritage Sites improves local life quality
when communities participate en.wikipedia.org.
2. Case Studies in Small Groups
Each group examines one real-world example:
 Penglipuran Village (Bali): 40 % of ticket revenues support village development
with equal rotation of hosting roles mdpi.comen.wikipedia.org.
 Community Baboon Sanctuary (Belize): Landowners benefit from tourism and
conservation aligned with their stewardship
linkedin.com+8en.wikipedia.org+8en.wikipedia.org+8.
 Mara Naboisho Conservancy (Kenya): Maasai lease land and lead tourism
decisions; benefits reach 10,000+ families en.wikipedia.org+1cntraveler.com+1.
Tasks:
 Identify how community was engaged, how benefits were shared, and how
culture/environment was safeguarded.
 Create a one-page visual map of stakeholders, benefits, and preserved values.

29
 Course Module in Ethics for Tourism Management

3. Role-Play Scenario
Present a heritage site proposed for tourism. Students take roles (community leader,
tour operator, conservationist, local youth). They must:
 Propose engagement mechanisms (e.g., advisory councils, workshops)
mdpi.com+4lifejuncture.com+4sustainabletourismalliance.net+4jwu.pressbooks.p
ub.
 Design benefit-sharing (faire employment, revenue-sharing, cooperatives).
 Safeguard cultural authenticity (storytelling, training local guides).

🔍 Analysis & Reflection

Learners individually draft a reflection using this table:

Element What Worked What Did not Improvement Ideas

Community
Engagement

Benefit-Sharing

Cultural Preservation

Reflect:
 How does power balance impact these initiatives?
 What local-government or legal challenges emerged?
 How does cultural representation affect authenticity and pride?

30
 Course Module in Ethics for Tourism Management

🧾 Summary

 Community engagement fosters trust, sense of belonging, and resilience—key to

sustainable tourism
lifejuncture.com+1en.wikipedia.org+1whc.unesco.org+4studysmarter.co.uk+4lifej
uncture.com+4communityhomestay.com+1sustainabletourismalliance.net+1susta
inabletourismalliance.net+9intechopen.com+9whc.unesco.org+9.
 Benefit-sharing ensures economic empowerment, retains tourism income locally,
and offsets environmental costs.
 Cultural preservation via community-led heritage storytelling and crafts protects
traditions while enriching visitor experience.
 Exemplary models like Penglipuran, Belize sanctuary, and Maasai conservancy
show practical implementation pathways en.wikipedia.org.

✅ Assessment

A. Quiz (Formative)
 Multiple-choice: Community engagement ensures… Authentic experiences / Cost
reduction / Lower tourism flows?
 Short answer: List two benefits of equitable tourism revenue distribution.
 True/False: Cultural preservation is irrelevant to local identity—Explain.
B. Strategic Assignment (800–1000 words)
Select a tourism destination (real or hypothetical). Develop a proposal:
1. Plan for engaging the local community in planning and decision-making.
2. Design specific benefit-sharing mechanisms (e.g., cooperatives, percentage of
ticket sales, local hiring targets).
3. Outline cultural preservation steps (storytelling, craft support, rituals).
4. Analyze potential challenges (power dynamics, external investors, government
policy) and propose solutions.
Grading criteria: clarity (25%), stakeholder insight (25%), creativity (25%), feasibility
(25%).

31
 Course Module in Ethics for Tourism Management

🪶 Module 7. Sustainable & Responsible Tourism

Introduction
The module 7, focused on the principles of sustainable tourism (environmental, social,
economic balance) and their linkage to the United Nation Sustainable Development
Goals (SDGs). The principles help you develop how do you integrate strategies that
balance all the three sustainability dimensions for tourism initiative.

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Explain the three core dimensions of sustainable tourism: environmental
stewardship, social responsibility, and economic viability.
2. Identify at least five globally recognized sustainable tourism principles.
3. Link these principles to key UN SDGs (e.g., SDG 8, 11, 12, 13, 15).
4. Apply these principles and SDGs to evaluate tourism practices in real-world
contexts.

32
 Course Module in Ethics for Tourism Management

5. Propose integrated strategies that balance all three sustainability dimensions for
a tourism initiative.

🧩 Activities

1. Mini-Lecture with Interactive Slides (30 min)

 Introduce the triple bottom line framework—People, Planet, Profit—and define
each dimension alexandregarrido.blog+1wftga.org+1.
 Present the 12 key principles of sustainable tourism (e.g., minimizing impacts,
respecting culture, ensuring economic viability) .
 Connect these principles with relevant UN SDGs using the Turismo Sustentável
source:
o SDG 8 (Decent Work & Economic Growth), SDG 11, SDG 12, SDG 13,
SDG 14, SDG 15, SDG 16, SDG 17 alexandregarrido.blog.
2. Principles–SDG Mapping Exercise (Groups)
 Assign each group 2–3 principles.
 Task: Create a poster mapping each principle to relevant SDG(s), with a specific
tourism example (e.g., renewable energy in lodges → SDG 7 & 13; fair
employment → SDG 8).
3. Case Study Application – Jamaica
 Present the Jamaica tourism case, highlighting environmental-social-economic
tensions around mangrove clearance and community tourism northflash.com.
 Groups evaluate the case applying the three sustainability dimensions, propose
solutions (e.g., eco-tourism inland, community benefit-sharing), and link to SDGs
(e.g., SDG 8, 11, 13, 15).

🔍 Analysis & Reflection

Learners complete a comparison chart:

33
 Course Module in Ethics for Tourism Management

Linked
Tourism Principle Environmental Social Economic
SDGs

Minimize Carbon
✔️ ✔️(cost savings) 7, 13
Footprint

Respect Local ✔️(cultural ✔️(authentic

11, 12
Culture heritage) experiences)

Local Economic
✔️(jobs) ✔️(tourism income) 8, 10
Benefit

Reflective prompts:
 Which dimension is often overlooked, and why?
 How does the Jamaica case illustrate balancing all three?
 What barriers—social, infrastructural, regulatory—might hinder implementation?

🧾 Summary

 3 Dimensions: Sustainable tourism requires environmental preservation, social

equity, and economic resilience
ecotourismkenya.org+4reuters.com+4wftga.org+4ecocities.co.ukreddit.comreddit
.com+2tourismnotes.com+2ecocities.co.uk+2.
 12 Principles provide a detailed framework (e.g., waste reduction, resource
conservation, stakeholder engagement) ecocities.co.uk.
 Strong linkages exist across multiple SDGs, including SDG 8 (sustainable jobs),
SDG 11 (heritage protection), SDG 12 (responsible consumption), SDG 13
(climate action), SDG 15 (biodiversity), and more
ecotourismkenya.org+6alexandregarrido.blog+6wftga.org+6.
 Real-world cases like Jamaica’s highlight the complexities of achieving true
balance—but also the pathways for integrated solutions involving policy,
community, and innovation alexandregarrido.blog+1en.wikipedia.org+1.

34
 Course Module in Ethics for Tourism Management

✅ Assessment

A. Formative Quiz
 MCQs: Define the triple bottom line; match principles to SDGs.
 True/False: "Minimizing waste relates only to environmental goals." (False—also
economic via cost savings.)
 Short Answer: Link one principle (e.g., support local businesses) to its SDGs
and explain.
B. Group Project – Tourism Initiative Design (1,000 words + visuals)
Groups design a hypothetical or actual tourism project that:
1. Applies at least three sustainable tourism principles.
2. Demonstrates integration across environmental, social, and economic
dimensions.
3. Maps actions to at least three SDGs.
4. Includes implementation steps and addresses realistic challenges (e.g., funding,
community buy-in, environmental constraints).
Grading focus: clarity of principle-SDG linkage (25%), balance (25%), feasibility (25%),
creativity (25%).

35
 Course Module in Ethics for Tourism Management

🪶 Module 8. Article 9 of the Global Code of Ethics for Tourism (GCET)

Introduction
The module 8, focused on article 9 of the global code of ethics for tourism that covered
fair wages, safe working conditions, non-discrimination, and workers’ rights. This would
help you to become great manager, developer, implementor of the policies in the
company.

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Explain the key provisions of Article 9, including fair compensation, social
protection, training, and nondiscrimination.
2. Understand the concept of decent work and its alignment with SDG 8
(particularly Target 8.8)
en.wikipedia.org+15en.wikipedia.org+15coursehero.com+15.
3. Analyze how tourism businesses can implement Article 9's principles in diverse
settings.

36
 Course Module in Ethics for Tourism Management

4. Evaluate weaknesses and barriers to applying Article 9 in real-world tourism

contexts.
5. Recommend improvements to labor practices in a selected tourism organization
or community.

🧩 Activities

1. Interactive Lecture (30 min)

 Present Article 9 core points: rights of salaried and self-employed workers;
training; job security; protection for seasonal workers; access for small
enterprises; facilitation of exchanges; balanced international partnerships
sustainability-
directory.com+3chillchapters.com+3reddit.com+3ntp.nits.pk+6unwto.org+6scribd.
com+6.
 Define decent work per ILO and SDG 8, including fair wages, safe conditions,
and workers’ rights.
 Q&A: Why are fair labor conditions essential for sustainable tourism?
2. Case Study (Group Work)
 Provide a scenario: mid-sized resort in a developing country facing high staff
turnover and wage complaints.
 In groups, map how Article 9 applies:
1. Identify gaps in wages, social protection, training.
2. Design a remediation plan (living wage benchmark, training program,
safety checks, non-discrimination policies).
3. Present strategies and predicted impact on staff retention and guest
satisfaction.
3. Stakeholder Role-Play
 Roles: hotel HR manager, worker’s rep, union official, government labor
inspector, local entrepreneur.
 Debate the implementation of fair wages and safe conditions. Each must argue
based on Article 9 and decent work principles.

37
 Course Module in Ethics for Tourism Management

🔍 Analysis & Reflection

📝 Students individually complete this reflection:

Current Status in Positive Challenges to

Provision (Article 9)
Case Effects Implement

Living wages & fair

compensation

Training & upskilling

Social protection (benefits,

security)

Non-discrimination &
diversity

🔹 Prompts:

 How does ensuring fair labor conditions strengthen both workers and
businesses?
 What socio-economic or legal barriers might obstruct Article 9 implementation?
 Which SDG 8 targets are supported by these practices
slideshare.net+14en.wikipedia.org+14studymode.com+14sustainability-
directory.comen.wikipedia.org?

🧾 Summary

 Article 9 champions fair, safe and inclusive employment in tourism—critical for

dignity and rights.
 Aligns with ILO’s decent work agenda and SDG 8, including Target 8.8 on labor
rights and safety.
 Benefits: improves service quality, staff loyalty, reputational and sustainable
advantages.

38
 Course Module in Ethics for Tourism Management

 Challenges: seasonal employment, informal labor, resource constraints, weak

enforcement.

✅ Assessment

A. Quiz
 MCQ: Which Article requires continuous training and social protection? (Article 9)
 True/False: Seasonality in tourism means workers do not deserve social
protection. (False—Article 9 mandates protection for seasonal workers.)
 Short Answer: List two elements of “decent work” under SDG 8. (e.g., fair
wages, safe working conditions, freedom to organize)
studymode.com+9en.wikipedia.org+9ntp.nits.pk+9reddit.com+9scribd.com+9scri
bd.com+9scribd.comen.wikipedia.org+1en.wikipedia.org+1
B. Practical Assignment (800–1,000 words)
Choose a tourism business or community (real or hypothetical). Analyze labor practices
against Article 9:
1. Describe the current labor situation.
2. Identify at least three gaps (e.g., wage levels, training, discrimination policies).
3. Propose actionable solutions aligned with Article 9 and SDG 8 (including living
wages, hazard controls, HR policy overhaul).
4. Discuss potential limitations (budget, legal context, informality) and mitigation
tactics.
Grading: clarity, alignment with Article 9 and SDG framework, feasibility, critical
analysis.

39
 Course Module in Ethics for Tourism Management

🪶 Module 9. Ethical Marketing & Visitor Communication

Introduction
The module 9, focused on ethical marketing in tourism. This would help you to become
honest advertiser, avoiding greenwashing, respecting cultural sensitivities, and
preventing exploitation.

🎯 Learning Objectives

By the end of this module, you must be able to:

1. Recognize what constitutes honest and misleading advertising in tourism
marketing.
2. Identify common greenwashing tactics in eco-claims.
3. Assess marketing for respect of cultural authenticity and avoidance of cultural
exploitation.
4. Apply best practices for ethical tourism advertising that supports transparency,
cultural respect, and empowerment.
5. Critique real-world tourism campaigns for ethical strengths and weaknesses.

🧩 Learning Activities

1. Lecture + Examples (20 min)

 Define honest marketing and its importance—truthfulness builds trust and
reputation researchgate.netfashion.sustainability-directory.comen.wikipedia.org.
 Explain greenwashing: vague eco-claims, imagery without action (e.g., towel
reuse while daily sheets are changed) .

40
 Course Module in Ethics for Tourism Management

 Demonstrate cultural exploitation: heritage performances shaped by tourist

expectations, commodification rather than empowerment.
2. Ad Audit Workshop (30 min)
 Provide real or simulated tourism ads.
 In small groups, audit:
o Truthful messaging vs overpromising

o Eco-claims vs actual practice

o Cultural portrayal—authentic or staged?

 Each group shares findings: flag greenwashing, cultural misrepresentation, or

exploitation issues.
3. Role-Play Pitch (30 min)
 Assign roles (e.g., tour operator, marketing team, community elder).
 Task: Create a marketing pitch for a new cultural eco-tourism package.
 Pitches must:
o Be factually accurate and evidence-based.

o Use credible eco-certifications or data.

o Feature community voices, ensure equitable spotlight and credit.

o Avoid stereotyping or tokenism.

 Peers and instructor provide feedback based on ethical principles.

🔍 Analysis & Reflection

Have students individually reflect using questions:

 What signs indicated greenwashing in the ads reviewed?
 How was culture portrayed—did it respect authenticity or rely on stereotypes?
 How could marketing be improved to support cultural integrity and transparency?
Encourage referencing frameworks on ethical marketing and cultural power dynamics
en.wikipedia.org+5reddit.com+5en.wikipedia.org+5en.wikipedia.org+8fashion.sustainabi

41
 Course Module in Ethics for Tourism Management

lity-
directory.com+8epicureandculture.com+8boostbrands.co.uk+3coursehero.com+3sustai
nabletravel.org+3en.wikipedia.orgsustainabletravel.org+2itsyourplanet.org+2coursehero
.com+2.

🧾 Summary

 Honest marketing fosters long-term trust by matching claims with actual

practices reddit.com+1boostbrands.co.uk+1.
 Greenwashing undermines guest trust and damages genuine sustainability
efforts; common tactics include imagery without substance, vague language, and
selective facts en.travelsense.asia.
 Cultural exploitation involves shallow commodification—heritage snippets
shaped for tourist consumption without community benefit
itsyourplanet.org+15en.wikipedia.org+15inyourtravel.com+15.
 Ethical marketing requires transparency, verifiable evidence, community
involvement, and genuine cultural respect.

✅ Assessment

A. Short Quiz
 MCQ: Identify greenwashing from examples.
 True/False: “Claims like ‘eco-friendly’ are okay without proof.” (False)
 Short answer: List two ways to avoid cultural exploitation in ads.
B. Marketing Critique Assignment (600–800 words)
Choose a real tourism campaign/ad. Analyze:
1. Claims (eco, cultural, authenticity) made and evidence provided.
2. Signs of greenwashing or cultural misrepresentation.
3. Impact on destination/communities.

42
 Course Module in Ethics for Tourism Management

4. Recommendations for improvement: fact-checking, community narratives, ethical

certifications, authentic imagery.

🪶 Module 10. Conservation & Cultural Heritage Ethics

Introduction
The module 10, focused on heritage preservation, minimizing tourism impact,
respecting indigenous rights. This would help you to become a tourism interventionist
and problem solver that protect heritage, empower indigenous communities, and
minimize disruptive impacts.

🎯 Learning Objectives

By the end of this unit, learners will be able to:

1. Explain the importance of preserving cultural and natural heritage within tourism
settings.
2. Analyze strategies to minimize negative tourism impacts on sensitive heritage
sites.
3. Describe indigenous rights in tourism—including land claims, cultural autonomy,
and co-management.
4. Apply best practices (e.g., co-management, heritage guardianship, community-
led interpretation) to real-world cases.
5. Design tourism interventions that protect heritage, empower indigenous
communities, and minimize disruptive impacts.

🧩 Activities

1. Interactive Lecture (30 min)

43
 Course Module in Ethics for Tourism Management

 Define heritage preservation: conserving tangible/intangible values for future

generations—UNESCO’s SDG 11.4 guidance on cultural heritage
camella.com.ph+14mdpi.com+14frontiersin.org+14.
 Present threats: touristification, land use pressures, cultural erosion .
 Highlight indigenous rights: landback movements in Australia, ILUA
agreements in Australia, Canada, Belize.
2. Case Study Circles
Divide learners into three groups:
1. Haida Gwaii Watchmen, Canada: co-managed guardianship of cultural sites;
training local youth with elders to manage tourism and conservation
link.springer.com+8en.wikipedia.org+8whc.unesco.org+8.
2. El Questro Resort, Australia: ILUA-led cultural cruise and Indigenous-guided
experiences fostering deeper cultural immersion news.com.au.
3. Batwa Village, Uganda: resettled community-led heritage trails and craft
enterprises after displacement
pmc.ncbi.nlm.nih.gov+4cntraveler.com+4seekers.pt+4.
Each group:
 Summarizes the case with context and impact.
 Identifies strategies to preserve heritage and support indigenous rights.
 Presents a visual “best-practice” model for others.
3. Impact Mitigation Workshop
Analyze the protection mechanisms in place:
 Physical: restricted zones, visitor caps, guided access.
 Cultural: protocols, storytelling by locals, training for guides, taboo-sensitive
areas.
 Governance: co-management boards, legal frameworks, advisory councils.
Groups propose enhancements and pilot a visitor code of conduct or signage.

44
 Course Module in Ethics for Tourism Management

🔍 Analysis & Reflection

Complete the reflection table:

Case Heritage Protection Tourism Impact Cut Indigenous Empowerment

Haida Gwaii

El Questro

Batwa Village

Discussion prompts:
 What governance arrangements give Indigenous communities real power?
 How does heritage preservation contribute to socio-economic well-being?
 What risks remain—like cultural commodification, excluding youth, or resource
overuse?

🧾 Summary

 Preservation requires more than physical protection—it depends on living

cultural expression and indigenous agency
arxiv.org+1sciencedirect.com+1camella.com.ph+4mdpi.com+4seekers.pt+4link.s
pringer.comcntraveler.com+10news.com.au+10whc.unesco.org+10en.wikipedia.
org+2cntraveler.com+2arxiv.org+2cntraveler.com+1pmc.ncbi.nlm.nih.gov+1.
 Co-management and guardianship (e.g., Watchmen, ILUA, SATIIM) are
exceptionally effective models en.wikipedia.org.
 Respecting indigenous rights and knowledge systems is essential for ethical,
sustainable heritage tourism.

45
 Course Module in Ethics for Tourism Management

✅ Assessment

A. Short Quiz
 MCQ: ILUA agreements support …
 True/False: Cultural heritage tourism always benefits local indigenous
communities. (False)
 Short-answer: Name one practice used by Haida Watchmen to protect culture.
B. Design Assignment (800–1,000 words + visual)
Choose a heritage site (actual or hypothetical, e.g., Rice Terraces of the Cordilleras).
Develop a tourism plan that:
1. Details heritage conservation mechanisms (visitor control, material protection,
intangible traditions).
2. Integrates indigenous rights: co-management, land rights, knowledge-sharing.
3. Includes impact-minimization measures (e.g., ecological trails, cultural protocols,
education signs).
4. Identifies risks (e.g., youth disengagement, commercialization, ecosystem wear)
and mitigation strategies.
Grading rubric: effectiveness of strategies, respect for indigenous rights, preservation-
integrity, feasibility, critical insight.

46
 Course Module in Ethics for Tourism Management

🪶 Module 11. Leadership & Personal Ethical Reflexivity

Introduction
The module 11, focused on ethical leadership, personal integrity & accountability
tailored for tourism professionals. This would help you develop and strengthen your
leadership skills and personal ethical reflexivity applying different leadership styles.

🎯 Learning Objectives

By the end of this session, learners will be able to:

1. Define ethical leadership and explain why core qualities like integrity,
accountability, fairness, and transparency matter in tourism.
2. Identify at least five fundamental traits of ethical leaders (e.g., integrity, empathy,
courage, accountability, transparency).
3. Illustrate how ethical leadership strengthens trust, team morale, and destination
reputation.
4. Apply strategies to enhance personal integrity and accountability in leadership
roles.
5. Reflect on their leadership style and develop a personal accountability action
plan.

🧩 Learning Activities

1. Interactive Lecture & Discussion (30 min)

 Present core ethical leadership traits:
o Integrity: honest consistency with moral principles
m.economictimes.com+8bmc.net+8plutuseducation.com+8itonlinelearning

47
 Course Module in Ethics for Tourism Management

.com360training.com+1itonlinelearning.com+1linkedin.com+4australasianl
eadershipinstitute.com+4leadershipcoachgroup.com+4
o Accountability: owning actions and mistakes

o Transparency: open communication

o Empathy & Fairness: understanding and treating everyone equitably

en.wikipedia.org+10linkedin.com+10plutuseducation.com+10
o Courage & Long-Term Vision: upholding ethics over short-term gains
phiijheynotes.com+6bmc.net+6linkedin.com+6
 Discuss relevancy for tourism: aligning mission, building trust, crisis handling.
2. Case Study Breakout
Group exercise: analyze a real or fictional tourism-leadership scenario (e.g., a hotel
manager covering up service issues vs. admitting fault).
Discuss:
 Which ethical traits appeared or were lacking?
 Potential consequences on staff, guests, and community.
 How improved leadership could have shaped a better outcome.
3. Integrity Role-Play
Pairs act out a leader scenario:
 One plays a tourism manager delivering bad news (e.g., environmental damage
report).
 The other provides feedback on the leader’s integrity, transparency, and
accountability behaviors.

🔍 Analysis & Reflection

Learners complete a personal reflection:

1. Rate their own leadership qualities (integrity, accountability, empathy,
transparency, fairness, courage).
2. Identify strengths and areas for improvement.

48
 Course Module in Ethics for Tourism Management

3. Draft an Accountability Action Plan with concrete steps to enhance integrity

(e.g., transparency at team meetings, owning errors, honest decision-making).

🧾 Summary

 Ethical leadership is rooted in integrity, accountability, transparency,

fairness, empathy, and courage, shaping positive organizational culture
phiijheynotes.comaustralasianleadershipinstitute.com+10bmc.net+10phiijheynote
s.com+10leadernavigation.com+8linkedin.com+8linkedin.com+8plutuseducation.
comleadershipcoachgroup.com.
 In tourism, such leadership nurtures trust, staff engagement, guest satisfaction,
and destination reputation .
 Personal accountability ensures leaders model values, build credibility, and
maintain team alignment with organizational ethics
reddit.com+4leadershipcoachgroup.com+4plutuseducation.com+4.

✅ Assessment

A. Quiz (Formative)
 MCQ: Match definitions (e.g., “Integrity” = consistent moral honesty).
 True/False: “Transparent leadership means only sharing good news.” (False)
 Short answer: Name two outcomes of ethical leadership in tourism.
B. Personal Leadership Plan (Summative, 500–700 words)
 Describe a past leadership challenge you faced.
 Analyze which ethical traits were present or absent and their impact.
 Create an Accountability Action Plan:
o 3 measurable integrity goals (e.g., host monthly ethics check-ins; admit
mistakes promptly).
o Reflection checkpoints (e.g., monthly peer feedback).

 Explain how this plan fosters trust and ethical culture in tourism.

49
 Course Module in Ethics for Tourism Management

🪶 Module 12. Ethical Use of Artificial Intelligence (AI) in Tourism Management

Introduction

The module 12, focused on ethical use of artificial intelligence (AI) in tourism
management. This will help you apply and promote responsible and inclusive AI
practices within tourism organizations.

🎯 Learning Objectives:

1. Understand the role of AI in tourism management.

2. Identify key ethical challenges related to AI use in tourism.
3. Apply ethical principles to real-world tourism scenarios involving AI.
4. Promote responsible and inclusive AI practices within tourism
organizations.

🧠 Section 1: Introduction to AI in Tourism (15 mins)

Topics:
 Definition of Artificial Intelligence
 Common AI applications in tourism:
o Chatbots and virtual assistants

o Personalized travel recommendations

o Facial recognition at airports and hotels

o Predictive analytics for demand forecasting

o Smart destination management systems

50
 Course Module in Ethics for Tourism Management

Activity:
Small group discussion: “Where have you seen AI used in tourism? What was the
experience like?”

⚖️Section 2: Ethical Principles in AI (25 mins)

Key Ethical Principles to Understand:

 Transparency – Tourists should know when they're interacting with AI.
 Privacy – Protecting personal data of tourists and travelers.
 Fairness & Inclusion – Avoiding algorithmic bias that excludes certain groups.
 Accountability – Knowing who is responsible when AI makes a mistake.
 Sustainability – Using AI to support rather than harm the environment or local
cultures.
Case Example:
A hotel chain uses facial recognition to speed up check-ins. Some guests from non-
Western countries report that the system fails to recognize their faces.
Discussion Question:
“What ethical principles are at stake in this case?”

🔍 Section 3: Common Ethical Challenges (30 mins)

1. Data Privacy Concerns

 Sensitive traveler data being used without informed consent.
 Tracking user behavior without transparency.
2. Algorithmic Bias
 AI systems that prioritize certain languages, ethnicities, or spending profiles.
3. Surveillance & Consent
 Use of facial recognition and location tracking in tourist destinations.
4. Job Displacement
 AI replacing human jobs in customer service and tour operations.

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 Course Module in Ethics for Tourism Management

Mini-Exercise:
Analyze one tourism AI system (e.g., a chatbot, booking engine, or AI concierge). List 2
potential ethical concerns and suggest solutions.

✅ Section 4: Best Practices for Ethical AI Use in Tourism (20 mins)

Recommendations:
 Conduct regular AI Ethics Audits
 Implement human-in-the-loop systems
 Use diverse data sets to reduce bias
 Provide clear opt-in/opt-out data collection policies
 Train staff on AI literacy and ethics
Template Resource:
Simple Ethical AI Checklist for Tourism Managers (provided as handout or PDF)

🧪 Section 5: Interactive Case Study (20 mins)

Scenario:
A tourism board wants to implement an AI-driven app that tracks tourist movement to
optimize crowd management. Locals are concerned about surveillance, while
businesses are eager to get more customer data.
Group Task:
 Identify key stakeholders
 Assess the ethical risks
 Propose a balanced implementation plan
Presentation:
Each group shares their proposal and receives peer feedback.

📚 Section 6: Wrap-Up and Further Reading (10 mins)

Key Takeaways:
 Ethical AI use is critical for sustainable and inclusive tourism.

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 Course Module in Ethics for Tourism Management

 Transparency, fairness, and privacy must guide all AI applications.

 Ongoing dialogue with stakeholders is key.
Recommended Resources:
 UNESCO's AI Ethics Framework
 WTTC report on AI in Travel & Tourism
 OECD AI Principles
Quiz (Optional):
5 multiple-choice questions to check comprehension.

📥 Deliverables & Materials

 PowerPoint presentation slides

 Case study handout
 Ethical AI checklist PDF
 Quiz answer sheet
 Recommended reading list

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