This paper introduces for discussion a paradigm for teaching ethics in business courses based on the system known as naturalistic ethics. A form of naturalistic ethics based on the value system proposed by B. F. Skinner is suggested as a framework suitable for the multi-faceted,cross-cultural, and global nature of the modern corporation. The relevant literature on tourism and hospitality ethics and the more recent studies on business ethics education are reviewed. An interpretation of Skinner's system is given, and its suitability as a framework for ethics education in business courses is addressed.