proceeded to examine the implications of this discovery for travel Ifethical values are 'social' products, doesn't this mean that different societies will have different and perhaps even incommensurable values? What happens, then, when cultures meet, as they often do in the course of tourism developments? What ifthe values of host and guest communities clash? Is it possible to judge who is right and who is wrong about contested issues? Such questions are bound up with the notion of moral relativism". But relativism offers no easy answers since the call to tolerate such ethical differences simply is not a practical or a moral option in many cases and may actually run counter to the most deeply held beliefs and alues of those concerned