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Burkini Ban at the Marriott Hotel – Sousse, Tunisia
Amy Smith and Prescott C. Ensign
Wilfrid Laurier University, Canada
Volume 19: 2024, pp. 317-326; ABSTRACT
This case study explores a single Marriott hotel’s decision to align with a growing number of other premium hotels in Sousse,
Tunisia with the implementation and enforcement of a controversial burkini ban. The implications of this decision from a
contextualized business ethics perspective and within a broader discourse on modesty and free choice are to be considered.
The case study draws comparisons to ongoing debates elsewhere and explores the historical influence of France on Tunisia and
its impact on societal attitudes towards Islamic clothing. The historical backdrop presents nuances of Tunisian life and the
balance between traditional Islamic values and modern, business-oriented secularism. The threat of boycott and negative reviews
on platforms such as Tripadvisor emphasize the impact of business strategy on consumer behavior and the importance and downside
of responding to societal pressures. The dilemma also highlights how societal values change and the necessity of examining categories of clients.
Keywords: hospitality and tourism, corporate social responsibility (CSR), cultural intelligence and sensitivity, local vs. global corporate strategy.
The Americas + Rest of World
ARTICLE REF.: JIBE19-0CS4
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