Model of Structural Equations of Universal Codes of Morality in Tourism and Specify the Rate of Tourists’ Fidelity to Them (Case Study: Tourists of Kashan)
Akhlāq-i zīstī i.e., Bioethics Journal,
Vol. 15 No. 40 (1404),
14 July 2025
,
Page 1-18
https://doi.org/10.22037/bioeth.v15i40.31270
Abstract
Background and Aim: Ethical codes can be regarded as tools that help create a framework for collective responsibility in tourism and enable effective and efficient performance in this field. In this regard, the present article was done with the aim of modeling ethical codes in the tourism context of Kashan and assessing the degree of tourists’ adherence to them.
Methods: The research method of this article is descriptive-analytical and based on field studies. The research instrument was a researcher-made questionnaire consisting of 72 items, whose validity was confirmed through face validity based on expert opinions, and whose reliability was verified using Cronbach’s alpha coefficient of 0.784. Descriptive and inferential analyses were conducted using SPSS software, and structural equation modeling was performed in AMOS software.
Ethical Considerations: Data collection was carried out with respect to confidentiality and anonymity of the participants.
Results: The investigation of tourists' adherence to the Global Code of Ethics for Tourism indicates a satisfactory performance, given the significance level of less than 0.05 and the positive confidence intervals. The prioritization of tourists' adherence to ethical codes assigned the highest performance to the Liberty of tourist movements index, with a factor loading of 0.97. Furthermore, Mutual understanding and respect between peoples and societies ranked tenth in explaining tourists' performance regarding adherence to the ten Global Codes of Ethics, with a covariance value of 0.29.
Conclusion: The promotion of ethical codes of conduct, as a crucial subject in sustainable and responsible tourism, not only enhances the quality of services provided but also reflects the commitment of industry stakeholders to sustainability. Consequently, this leads to maximizing the benefits for active sectors within the tourism industry while minimizing its potential negative impacts.
- Moral act
- Universal moral codes in tourism
- Modeling structural equation
How to Cite
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