摘要：Many hotel companies have acknowledged the role and importance of ethics that are gaining more recognition especially in the profession of public relations. Ethical dilemmas they encountered are getting more and more frequent, and deviation of ethical norms is getting more and more expressed. This study tends to indicate the meaning of ethics, respecting the code of ethics of the organization as well as ethical/unethical behavior in everyday business. The research was taken during year 2013 and the target group has been made out of public relations managers in hotel companies of Primorsko-goranska County. The research results show that public relations managers largely stick to the organization's code of ethics that is behavior according to the ethical standards. The research indicates modification/shift of manager's perception of unethical activities, starting from the material ones to the personal ones. Finally, authors suggest a continuous improvement of managerial ethics (standards) by implementing activities that would contribute to a responsible and ethically founded behavior of the organization, promoting the ethical behavior, encouraging the implementation and use of code of ethics in business as well as monitoring the implementation of it.
关键词：ethics; managers; hotels; public relations; ethical code
