The greatest happiness is to travel?
Chapter 1 having argued that moral values are real and important social phenomena, not just matters of subjective personal taste, Chapter 2 proceeded to examine the implications of this discovery for travel and tourism. If ethical values are ‘social’ products, doesn’t this mean that different societies will have different and perhaps even incommensurable values? What happens, then, when cultures meet, as they often do in the course of tourism developments? What if the values of host and guest communities clash? Is it possible to judge who is right and who is wrong about contested issues? Such questions are bound up with the notion of ‘moral relativism’. But relativism offers no easy answers since the call to tolerate such ethical differences simply is not a practical or a moral option in many cases and may actually run counter to the most deeply held beliefs and values of those concerned.