Abstract
This article examines ethical entrepreneurship in tourism by developing a Weberian Ideal-Type Construct for an ethical tourism entrepreneur, and thereby deeper understanding of ethical tourism entrepreneurship. This research contributes to the extremely scarce literature at the academic juncture of ethics, tourism and entrepreneurship, which is significant as tourism is characterised by entrepreneurial idiosyncrasies with ethical challenges. The study is methodologically rooted in Personal Construct Theory. The qualitative findings from 15 semi-structured interviews with entrepreneurs, who have been commended for their ethical business conduct, show that ethical entrepreneurship in tourism is based on intuitionism, care and relationships, future-orientation, humility and benevolence as key virtues. These findings challenge the more traditional views of entrepreneurial attributes, such as egoism, risk-taking and opportunism.