To investigate whether tourists are aware of and are influenced by the cultural and ethical norms when selecting a travel destination.
There is a numerous amount of literature surrounding ethical issues in tourism however, there is a lack of analysis based on tourists’ perceptions and awareness whilst choosing a destination to visit and being there. The purpose of this study is to investigate whether tourists have knowledge of ethical issues or are influenced by them, and if they should be made more aware of the impacts they have whilst on their travels in terms of the locals and environment. Following an in-depth literature review, key themes emerged that enabled the researcher to structure the direction of the research. To achieve the aim and objectives a qualitative approach was more appropriate compared to quantitative. This research conducted eight semi-structured interviews, four being aged between 18-30 and four aged between 40-80, from a variety of different countries. The sample was chosen to see if there was any differences between generations and they were all keen travellers therefore were able to provide useful information. After receiving the data from the interviews they were categorised using thematic analysis, driven by the formed themes in the literature review. The findings have shown there is a lack of awareness surrounding tourists’ knowledge of ethical issues and more should be done to inform them of the impacts they have. Many of the tourists’ did not think of ethical issues before their travels and this is because they have not been informed, as a result all the participants who had experienced it only know about these ethical issues because they have had first-hand experience themselves. Therefore a recommendation was included to suggest tour operators should do more to provide tourists of the ethical issues they could experience while they are abroad and their impacts