Topic of this paper is business ethics in tourism system. Regardless of the rapid development of technology, the human factor is still the most important factor in tourism and in all touristic activities. People are one of the key factors for the successful and long-term business of an organization, and that is why it is important to apply business ethics in tourism systems. The implementation and application of business ethics at all levels of the organization affects consumer satisfaction and, therefore, more successful business results. For the purposes of this paper, a survey was also conducted that was related to the attitudes of the examinees regarding business ethics. They also expressed their opinion regarding the business ethics of the service providers in the city of Dubrovnik whose services they used during their stay. One of the goals of this paper was to confirm or reject hypotheses. Out of a total of three hypotheses, two hypotheses were confirmed, while one was rejected. It was confirmed that the people interviewed in survey believe that if the service provider is completely ethical, he cannot make a big profit and that ethics is one of the more important characteristics that travelers take into account when choosing and/or evaluating provided service. The only rejected hypothesis is that for travelers, in relation to tourists, the ethics of the service provider is not an important reason for using the service again. The paper was written using different research methods: description method, deductive method, compilation method, sample method and analysis method.