AN ETHIC CODE FOR EUROPEAN HOTELS: THE TWO SIDES OF THE COIN

Proposing a practical implementation of the Global Code of Ethics for Tourism on the hospitality sector, this paper raises implementation issues regarding the Global Code according to different realities from six different countries. Using examples from chain hotels and family hotels from Belgium, France, Denmark, Lithuania, Portugal and Spain, it outlines best practices and key success factors considering the Europe 2020 declaration about sustainable, smart and inclusive growth. Existing literature assumes ethic codes as voluntary instruments to achieve a more sustainable tourism, providing a set of written statements corresponding to a checklist of actions that are - or not - appropriate to follow in order to achieve sustainability objectives. Empirical research has scarcely been conducted to assess the situation on the ground. The study answers this gap and combines results led by six Higher Education Institutions which directly participated in the project. Regarding best practices, chain hotels nancial capacity, in particular in relation to the introduction of new technologies to improve nership with other stakeholders, as they can not afford it by themselves.