UNIVERSAL VALUES AND ETICAL BEHAVIOUR OF HOTEL MANAGERS IN CROATIA

Personal values are seen as a higher level of attitudes and they reflect the general view on life and the world, dispositions aimed for achieving goals that are desirable and valuable for human- universal values in the structure of human personality that it strongly and permanently run on certain activities. It is found that ethical behavior have long been associated with personal values and that personal values in personal value systems of universalism, benevolence, tradition, conformism, security and independence are positively and significantly correlated with ethical behaviour, whereas universal values in personal value systems of power, achievement, hedonism and incentive are negatively and significantly correlated with ethical behaviour. This study presents the results of empirical research on personal value systems and ethical / unethical behavior among hotel strategic managers in large hotel companies in Croatia.