“…Extensive literature devoted to the research of business ethics (Donaldson, 2003;Elci et al, 2007;Elias, 2005;Hansen & Smith, 2006;Laksmi, 2004;MacDougall et al, 2015;Miller, 2014;Robertson & Athanassiou, 2009;Serwinek, 1992;Sims & Keon, 1997;Stark, 1992;Trevino, 1992;Valentine & Barnett, 2002;Warren, 2011) points to the fact that academic and business worldis increasingly accepting the importance of implementation of business ethics in the business. On the other hand, basic researches of ethics in tourism within Serbia were not published before this decade (Dragin et al, 2013;Mijatov et al, 2015;Mišković, 2012;Šuleić et al, 2014;Šuleić et al, 2015).…”