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The conduct of employees in tourism, but also all the other factors that participate indirectly in the tourism industry of Novi Sad contributes greatly to creating the image of Novi Sad in the domestic and international market. In that sense, ethical conduct and respect of the code of ethics is the basis of acquiring a good image of Novi Sad and improving the tourist product of Novi Sad. Business ethics includes principles and rules of conduct based on general and business culture and the principles and rules that dominate in interpersonal communication. The complex of factors, which interact, influence ethical behaviour of those who are directly and indirectly employed in tourism industry. Those are characteristics that each individual have, which he/she brings into the organization, and also the culture of the organization. The subject of this paper is to explore forms of unethical behaviour in organizations that are directly or indirectly involved in the tourism industry, with which tourists and local population meet in Novi Sad. The aim of this work is to come to conclusions analyzing, which will help us to see the current situation and take measures that will improve the tourist product of Novi Sad. The study concluded that organizations that participate in the creation of tourist product of Novi Sad mostly do not have an ethical code of conduct, and those that have it, do not apply it to the necessary extent. In that sense it is necessary to motivate employees and to properly implement a code of ethics through ethical training, which is usually present in organizations only in normative, without the employees knowing the content of this code, as well as its importance for the organization and reflecting on the wider social level.

Ethical conduct of employees in tourist organizations in Novi Sad (Serbia)