Obviously, sustainable development should focus on the relationship between ethics and the
principles of quality and durability. Quality means satisfying customer expectations and
maintaining a profitable economic activity by paying the actors of production in a fair manner.
These two objectives are inconceivable without an ethical involvement of people engaged in
the tourism process. The development and implementation of sustainable tourism policies
must be based on a number of principles and approaches that can be applied universally.
Moreover, quality in terms of sustainable tourism focuses on three pillars, quality of
environment, tourist activities and experiences, and quality of life in communities by giving
priority and benefits to local communities as well as concern about natural resources and
environment (Ponanake, 2012: 160)