The Wonderful World Of Junkets

778 Words4 Pages
Alyssa Voboril The Wonderful World of Junkets Both a public relations and promotional challenge for some tourist attractions is to seek effective ways to attracting media attention in order to reach potential vacationers about future travel plans. This challenge can also become an ethical dilemma, as many times those tourist attractions will pay journalists to attend their events or visit their location. In this particular ethical case, the Florida tourist industry managed to gather almost $8 million to fly over 10,000 journalists to Disney World. This was not an altruistic act; Florida hoped that the media people would report on their three-day experience for Disney’s 15th anniversary celebration in Orlando. This would serve as Disney’s way to reach potential family travelers throughout the United States without running expensive sales promotions or advertising campaigns. The ethics that justify Disney World’s paid trips are loyalty ethics. Discussed in Chapter 4 of the textbook, most ethical dilemmas boil down to one question: “to whom will I be loyal?” Loyalty is “the willing and practical and thoroughgoing devotion of a person to a cause.” It is an act of choice that can help develop a person’s character when making ethical decisions. Class lecture said that journalists have two central responsibilities when it comes to the topic of loyalty. They have a greater responsibility to tell the truth and a greater obligation to promote political involvement. According to William May, journalists also have loyalties that arise simply from employment. These responsibilites include promoting compassion, fostering diversity and promoting the right to be heard. From the media, journalists are expected to foster discussion, interpret professional actions, and serve as a voice and mirror. Disney offers the paid trips in hopes of receiving the journalists’ loyalty,

More about The Wonderful World Of Junkets

Open Document