The foundation of the public relations profession is to mediate between the activities of the enterprises and the society they are in contact with. Especially in the service sector, the public relations department and the employees who are in direct contact with the customer should be sensitive to ethics.
The service sector is entirely based on the human factor and in this industry, human relations, behaviours and cultural differences gain importance in the functioning of the sector. Company employees in the service sector should come to the forefront with the adoption of the principles of honesty, the confidentiality of the information about the customers and their reliability.
In this study, the literature review is made in order to determine the difficulties encountered in the applications of tourism area which has a wide scope in the service sector. Besides, a conceptual assessment and a framework for the development of professional ethical principles have been established.
Managers have important duties in the service sector. In order to maximize customer satisfaction, the motivation of the employees who are in contact with the customer at any time must be well provided. Ethical rules fall also to customers. Starting from the advertisements made by the service sector, the customers must make feedback in order to inform the relevant units about unethical behaviours such as the quality of the service received, the attitudes of the managers and employees.