Deconstructing Deception: Exploring Misleading Practices in Tourism Marketing

This qualitative study examines the ethical challenges and authenticity issues in tourism marketing, focusing on the prevalence and impact of misleading practices. Through semi-structured interviews and focus groups with industry experts, marketers, and tourists, alongside content analysis of marketing materials, the research reveals significant emotional, financial, and social repercussions of deceptive marketing. Tourists report feelings of betrayal, long-term skepticism, and economic exploitation. The study’s theoretical implications integrate deontological, utilitarian, and virtue ethics to propose a comprehensive framework for ethical tourism marketing. Practically, it underscores the crucial role of transparency in restoring consumer trust, local community engagement, and authentic visual content. The findings suggest implementing ethical guidelines and regulatory oversight to enhance the credibility and sustainability of tourism marketing. Future research should explore the long-term impacts of misleading practices across different cultural contexts and the ethical use of advanced technologies in marketing.