Abstract
This research concerns the perceptions and decisions of lodging sales and marketing executives in dealing with ethical marketing issues. Respondents were given 10 vignettes, representing ethical dilemmas in the 5 categories of ethical behavior (coercion and control, personal integrity, physical environment, paternalism, and conflict of interest) identified by previous researchers. The findings appear to indicate that sales and marketing executives may not consider the ethical element of a situation as they make decisions. All of the vignettes embodied ethical choices. Results indicate a need for lodging sales and marketing executives to develop and adhere to ethical guidelines for the unique situations they face.
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