Values and professional and ethical norms in rural tourism in Poland

With development of the market economy, the views concerning the importance of ethical norms in business activity are developing. Ethical orientation in economics, has been popularized for several decades by e.g. French centre "Economie et Humanisme"1, established by a renowned Dominican, L.J. Lebret. Tourism, including rural tourism, represents an economic activity which has its specific ethical dimension. The goals of this paper are to characterize the basic values that are voluntarily accepted and used in tourism in rural areas in Poland and to identify the ethical norms that guarantee the realization of these values. The authors adopted the basic values-goals that should be recommended in rural tourism. They also formulated specific professional and ethical norms that support realization of the values, which include: humanity and standards for realizing the principle of humanity; the cultural and material conditions of living in rural areas; economic activity, including tourist activity that improves rural living conditions; innovative attitudes towards modernization and improving the quality of rural tourist services; and values that support the development of sustainable tourism in rural areas. The theoretical investigations concerning axiological problems were supplemented with the results obtained from a national-level empirical survey that was conducted in rural areas in Poland.