To identify the problem areas in fulfilling their obligations in terms of professional ethics in tourism and give recommendations to cope with them in the future. To present a set of indicators of ethical tourism behavior and measure these indicators through proper research methods and 3. To example the satisfaction and the respect of the interests of the three stakeholder groups - participants in the tourism activity 2. This paper has the following three major objectives: 1. It requires a responsible and ethical behavior of the three stakeholders in the tourism industry as well as a fair distribution of the benefits of tourism activity for the three stakeholders groups. Successful development of tourist destinations helps building a partnership between tourism entrepreneurs, host community and tourists. The paper aims-to reveal how cultural tourism serves as a tool for better cross-cultural understanding -how the cross-cultural misunderstandings can be corrected or rectified using cultural tourism as a mechanism. Intercultural communication in the context of cultural tourism is considered as a specific interaction between 'us' and 'them', friend and foe, in which cultural exchange takes place. The culture influences the norms and patterns of behavior of different societies, including the role and significance of culture in the process of creating communication styles. Cultural tourism is connected with the intercultural communication. Cultural tourism can be characterized both from the perspective of supply and demand and also from the point of view of theoretical and practical approach. In this paper we do not intend to provide a starting point since we feel that the determination of the context provides us the basics for the researches on cultural tourism. To define cultural tourism first of all we have to determine the meaning of the term culture. It reaches into some deep conceptual territories relating to how we construct and understand ourselves, the world and the multilayered relationships between them. Cultural tourism is far more than production and consumption of 'high' art and heritage. Tourism is centered on the fundamental principles of exchange between peoples and is both an expression and experience of culture. This paper considers the concepts of culture, tourism and communication issues and their mutual relationships.
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