JurnalPost.com - Service is a critical aspect of the tourism industry. The success of a destination is determined not only by its natural beauty, facilities, or cultural attractions, but also by how tourists are treated throughout their journey.
From a global perspective, tourism service carries a broader meaning than just the relationship between seller and buyer. It also encompasses moral responsibility, respect for culture, safety protection, and concern for the environment and local communities.
This perspective is reflected in the Global Code of Ethics for Tourism (GCET), developed by the World Tourism Organization, now known as UN Tourism.
This code of ethics serves as an international guideline for building tourism practices that are responsible, sustainable, and beneficial to all parties.
The GCET was adopted on 1999 and received recognition from the United Nations on 2001. Although it does not have direct legally binding power, its principles serve as an ethical foundation for governments, industry players, tourists, and local communities in destination areas.
So, why is this code of ethics important in tourism service?
The answer is that the tourism industry essentially offers experiences through various forms of service. Even when tourists purchase tangible products, such as food, souvenirs, or accommodation facilities, the quality of service remains a vital part of the experience they receive.
Tourism service encompasses all stages of a tourist's journey, from searching for information and booking products to the delivery of services and post-visit support.
In this context, there are several GCET principles relevant as benchmarks for improving the quality of tourism services.
1. Information Transparency and Honesty in Service
Honesty is the foundation for building trust between tourism service providers and tourists.
All information provided to tourists should be delivered objectively, clearly, and in accordance with actual conditions.
For example, when tourists plan to visit a beach destination, managers need to provide accurate information regarding access to the location, ticket prices, available facilities, environmental conditions, and potential risks visitors might face.
This information must also be consistent with promotional materials displayed on social media, brochures, websites, or digital advertisements.
Managers should avoid using misleading marketing strategies, such as displaying facilities that are not yet available or providing a depiction of the destination that does not match reality.
Such practices risk creating a gap between tourists' expectations and their actual experiences.
When reality does not match the information received, tourists may feel disappointed and lose trust in the service provider.
In the GCET, the principles of transparency and honesty are reflected primarily in Article 6, which discusses the responsibilities of stakeholders in tourism development.
Thus, honesty is not just a matter of communication ethics, but also a crucial part of maintaining service quality and the reputation of a destination.
2. Guaranteeing Tourist Security, Safety, and Health
Tourists generally travel to gain enjoyable experiences, rest, or enjoy activities different from their daily routines.
Therefore, a sense of security is a fundamental need that must be addressed by destination managers and tourism service providers.
The GCET emphasizes the importance of attention to security, safety, accident prevention, health protection, and food safety for tourists.
These principles need to be implemented through various measures, such as drafting standard operating procedures (SOPs), providing first aid facilities, inspecting equipment feasibility, and ensuring staff readiness for emergencies.
In destinations offering adventure tourism, such as white-water rafting, paragliding, hiking, and diving, the implementation of safety procedures becomes even more critical because these activities carry specific levels of risk.
Service providers also need to pay attention to insurance and assistance systems that align with the characteristics of the services and applicable regulations.
In international travel, the GCET highlights the importance of mechanisms for returning tourists to their home countries or repatriation if a travel organizer company goes bankrupt.
This principle asserts that tourist protection should be a shared concern between industry players and public authorities.
Safety should not be viewed as an additional facility or a complement to service. Instead, safety is a fundamental part of the quality of the tourism product offered.
3. Respect for Cultural Diversity
Tourism brings together people from various social, cultural, religious, linguistic, and habitual backgrounds.
These differences are one of the riches of tourism activities. However, if not managed well, differences can also lead to misunderstandings between tourists and local communities.
Therefore, the GCET emphasizes the importance of mutual respect for traditions, cultural values, and the customs of the local community in the destination area.
Tourism service needs to be carried out without discrimination based on ethnicity, religion, race, or the social background of the tourist.
For example, destination managers need to provide fair service to visitors without distinguishing based on their country of origin, language, or beliefs.
On the other hand, tourists also have a responsibility to respect the norms and rules that apply in the areas they visit.
When visiting indigenous areas or places of worship, for example, tourists need to pay attention to dress codes, activity restrictions, and etiquette for interacting with local communities.
Thus, cultural respect is not only the obligation of the host but also applies to tourists.
Relationships built on mutual respect can create a more comfortable travel experience while helping to maintain social harmony in the destination area.
4. Sustainable and Environmentally Friendly Service
Environmental issues are a major concern in the development of the global tourism industry.
Increased tourism activity can provide positive economic impacts for the community. However, if not managed responsibly, these activities also have the potential to cause pollution, ecosystem damage, increased waste volume, and excessive use of natural resources.
The GCET, through Article 3, positions tourism as a factor that can support sustainable development.
This principle encourages all stakeholders to maintain environmental preservation and utilize natural resources wisely.
In service practice, destination managers can implement various simple steps, such as providing waste management facilities, reducing single-use plastic, saving water and energy, and providing environmental education to tourists.
Visitors also need to be given an understanding of behaviors that are permitted and prohibited while at the destination.
For example, tourists visiting conservation areas need to understand the prohibition against littering, damaging plants, disturbing wildlife, or taking parts of the ecosystem as souvenirs.
Meanwhile, managers are obligated to build a service system that supports environmental protection.
Implementing environmentally friendly principles not only aims to maintain the appeal of the destination but also ensures that the benefits of tourism can be enjoyed by future generations.
Applying the Code of Ethics in Tourism Destination Management
The principles in the GCET show that tourism service has a very broad scope.
Service does not stop at the friendliness of staff, the speed of responding to visitor needs, or the completeness of the facilities offered.
More than that, service relates to responsibility for safety, honesty of information, respect for cultural differences, and a commitment to maintaining environmental sustainability.
Therefore, the global tourism code of ethics can be used as a reference in every stage of destination management, from planning and product development to service delivery and evaluation processes.
The government has a role in drafting policies and strengthening tourist protection. Industry players are responsible for providing professional and ethical service, while local communities are an important part of creating an authentic and sustainable tourism experience.
Tourists also have a responsibility to obey rules, respect local culture, and protect the environment during their travels.
Collaboration among all parties is the key to realizing a tourism industry that is not only oriented toward economic profit but also considers social and environmental interests.
Ultimately, the quality of tourism service is not measured solely by how satisfied tourists are with the facilities received. Service quality must also reflect the extent to which service providers fulfill their ethical responsibilities toward people, culture, and nature.
By making the GCET a guide, the tourism industry can continue to develop toward more inclusive, responsible, and sustainable service.
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