Sustainable Tourism Law

TOURISM AND HERITAGE:THE ROLE OF THE WIDESPREAD HOTEL 159 and social aggregations. In other words, the production of profits can be adequately placed within the positive factors of a modern economy, to assume the inference of a process that ends with a common destination of goods. In order for this to happen, however, the ethical behaviour of the operators when searching for profit must be founded on the orientation stipulated by the company 56 . Ethics that are easy to lead back to general principles such as transparency, correctness and diligence 57 , for which ethics are based on the awareness of the negative repercussions on the loyalty of the public of the behaviour and actions of companies. To this, we must add that by applying deontological regulations we should be able to ensure a broader protection of the collective interests, since we assume criteria that are passed on to entire social groups and prevents situations of arbitration from occurring 58 . This should be supported, even if (to be fair), it is still not clear whether these rules can actually cause a concrete contribution in terms of improving the quality of the relationship. From what has been said, the logical conclusion is that the main characteristic for a new way of doing business in the tourism sector can be seen in the role played by the operators in determining the efficiency of the economic system, realizing, however, a concrete and effective osmosis with the administrative control system. Operators, in fact, must contribute to satisfying the need for trust particularly felt by the market, according to logic “... in which the participation of private individuals in the market is ethically perceived as a duty of intervention in the management of complex problems...” 59 . And, in this sense, the law is able to indicate the limits that attempt to pursue different values and interests from the simple pursuit of wealth, to the point that the same economic initiative can be easily configured as the fulfilment of an ethical duty. In order for this to happen, however, we need to have an essential link between market development and improving the quality of life, we need general criteria by which to value human resources, ensure that the action complies with technical rules and a more penetrating form of protection and the protection of common goods exist, assuming the organizational and productive connotation of a real social enterprise. 56 Cf.. F. Capriglione, Etica della finanza e finanza etica, cit., p. 47. 57 Cf. see G. Carriero, Autonomia privata e disciplina del mercato, il credito al consumo, Torino, 2002, p. 158. 58 In this regard is interesting the thought of F. Capriglione, Etica della finanza e finanza etica, cit., p. 72, according to which “In general, sectoral self-regulation, avoiding dangerous forms of commingling between political and economic power, prevents the emergence of one of the main causes of the disintegration of the order system. Consequently, the introduction of ethics in the discipline of business arises as a factor overcoming the statistic vocation of commercial law” . 59 Cf. F. Capriglione, Etica della finanza e finanza etica, cit., p. 96.