A.5.   Promotional materials are accurate and complete and do not promise more than can be delivered by the business.

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Ethics in marketing dictate that all promotional tools should provide an honest representation of what services the business provides. In addition, they reflect the responsible and sustainable strategies that the business undertakes. Accurate information improves customer satisfaction by ensuring that expectations can be met.

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Potential Indicators

Scale
•    Materials are accurate in description of services

•    Materials are complete

Customer and/or Tour operators Survey questions:
•    Marketing materials complete and accurate

•    Marketing materials set realistic expectations for clients